Building a brand: Become Beauty

Challenges in business are a given, but it’s our response to them that defines our trajectory. Looking beyond the immediate obstacle, there lies a realm of opportunity and learning.

Situation:

In sunny Los Angeles, Stephanie White founded Become Beauty International Inc. Recognising a gap in the market, Stephanie aimed to address the limited options for women concerned about aging skin. Existing products were either harsh or ineffective while high-end brands were too costly. The anti-aging category promised substantial growth.

Challenge:

The challenge was to blend science and nature to create an affordable skincare brand.

Outcome:

Stephanie and her team developed an aspirational yet affordable skincare line that resonated with women seeking science-backed but gentle solutions. They created a comprehensive business plan, covering branding and market strategy and implemented it.

The results were remarkable. Sales soared as the brand resonated with women seeking effective, gentle skincare. The brand achieved remarkable growth in the USA and Australia, with a strong product trial and repurchase rate. Become Beauty International Inc. became a testament to innovation and dedication, providing a powerful blend of science and nature in skincare.

Innovation and new markets: Realised idea and grew to breakeven in 16 months.
Commercial: Established strong product trial and repurchase rate of 90%. Those who tried the brand then returned with a 72% repurchase rate.