How to Launch a Beauty Brand, According to a Successful Founder

June 8, 2020
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We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

So you have a great business idea—now what? Between identifying a void in the market that you can fill, developing a quality product that you’re proud of, and defining your brand’s mission, aesthetic, and voice, getting from concept to launch can be overwhelming—especially when you’re entering a category as crowded as beauty.

To get into the nitty-gritty details of what it really takes to launch a brand in the beauty industry, we tapped Elle Johnson, founder of the botanical-based luxury skincare line Elle Johnson Co., for insight. In the latest installment of our Ask an Expert series, she breaks down the complicated process into the three p’s: purpose, product, and packaging.

Scroll on for some of the highlights, as told to Create & Cultivate by Johnson via IG Live. If you missed the conversation, you can watch it in full here, and be sure to tune into our next Ask an Expert conversation on Instagram Live.

Purpose

What is the fuel that is pushing you to launch this brand? What is the story behind your brand? Is there a void that you’re filling? Who are you helping? What need are you meeting?

The best beauty brands are the ones that are addressing a need for their consumer base. So, who are you targeting your product to? You want to know: Who are these women? Where do they work? Do they have children. Do they travel a lot? All of these things will help you learn how to market to your demographic and meet their needs.

Product

What is your product? What is it made of?

When it comes to creating a product, there are two options: Private label or manufacturing. With a private label, you go to a lab or a developer and they have an array of products that have already been created, deemed safe, and are ready to package. With a manufacturer, you have complete creative control, which can be extensive and expensive.

A few things to consider when developing your product:

Packaging

How do you want to package and sell your product?

The packaging is so key. As you go into retail placement, you have to think about so many things: What does your packaging look like on the shelves? How does it compare to your competitors? Does it have an educational element?

When you get to retail, you are going to be on the shelf next to your competitors, and when you cannot speak directly to the buyer, your product speaks for you.

About the Expert: LaVonndra “Elle” Johnson is the founder of the botanical-based luxury skincare line Elle Johnson Co. She has a formal background in branding and became a skincare enthusiast after witnessing so many women struggle with skin conditions, oftentimes leading to lowered self-esteem and confidence, and a reliance on artificial beauty. Follow her on Instagram.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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