3 Beauty Brands That Scaled Their Business In 2022 (And What You Can Learn From Each)
“How do I scale my business?” is a question and topic we hear most frequently when speaking with various beauty brands and startups. After all, it is an important one — we’re all eager to learn the coveted strategies, secrets, and tips to scaling our business beyond six figures in the world of entrepreneurship.
For the past year, we’ve analyzed some of the most successful female founders and entrepreneurs within beauty industry; listening to podcasts and interviews where they discuss their humble beginnings to now, re-evaluating their strategies and business plan in the middle of a pandemic, racial challenges, and economic downturns.
And the one thing they had in common? These beauty founders were able to scale their business despite it all. So, how did they do it?
Today, we’re rounding up our top three beauty entrepreneurs and brands disrupting the industry and scaling their businesses to new heights. Use our findings as inspiration and advice as you look to grow your business.
Glow Recipe
Glow Recipe is a premier online destination for fruit-forward, clean skincare products inspired by Korean beauty. The brand was founded by friends and former L’Oreal employees Christine Chang and Sarah Lee. In 2015, the brand appeared on Shark Tank and made headlines for their deal with Robert Herjavec. However, after the show aired the brand decided not to move forward with that investment deal. To date, Glowrecipe remains fully bootstrapped from the founders. We’ve learned that not having investors early one allows founders to remain nimble, experimenting with different strategies (especially within marketing and PR) to analyze and evaluate what works - without the pressure or noise from others outside the company. In result, the brand reached $100 million in sales on TikTok alone. And unlike traditional beauty companies, the brand only markets real, untouched skin; setting realistic expectations around beauty in the media.
Range Beauty
Natural makeup line Range Beauty recently appeared (and scored a deal) on Shark Tank. Founder Alicia Scott designed her products which include foundation, primer, powder and body oils, to cater specifically to Black women who experience acne and eczema. Range Beauty which now includes a range of skin tones, encompasses good for you ingredients like cornflower, french clay, and vitamin e, to smooth and sooth the skin. The brand’s success can be attributed to niching down in the cosmetic space that overlooked a key buyer - Black women.
Briogeo
Briogeo was founded by beauty newcomer, Nancy Twine on the premise that “we should treat out hair the same way we treat our skin; by nurturing it with ingredients that detoxify, hydrate and protect.” From day one, the founder wanted the brand to be about everyone; offering solutions for every hair type and texture despite ethnicity or background of a person. The brands success can be attributed there hair products being for all people, hair types, and textures; not catered to one specific demographic that is often limited to a small section in convenient stores.