How to Build Beauty Brands Bigger Than Their Founders
In an industry often characterized by fleeting trends and celebrity endorsements, The Ordinary, the flagship brand of Deciem, has made an indelible mark. Co-founded by Nicola Kilner, the brand has evolved from a disruptor to a titan in the beauty sector. Kilner’s insights on maintaining brand integrity amid external pressures, such as acquisition and competition, provide a roadmap for creating beauty brands that can outlive their founders.
The Ordinary has revolutionized the skincare market by focusing on transparency and accessibility. When it launched, the brand offered high-quality ingredients at affordable prices, which resonated with consumers tired of overpriced products that overpromised results. This commitment to value has not only attracted a loyal customer base but also positioned The Ordinary as a leader in the beauty industry.
Kilner emphasizes the importance of staying true to the brand’s founding ethos, especially after Deciem’s acquisition by Estée Lauder in 2021. While the influx of resources has enabled growth, it has not diluted the brand’s core mission. “We’re still committed to being open and honest about our formulations and pricing,” Kilner states. This consistency in messaging has helped The Ordinary retain its identity even as it scales.
To build a beauty brand that can grow beyond its founder, one must consider several key factors:
- Focus on Core Values: The Ordinary’s mission to democratize beauty has driven its decisions from the outset. Maintaining a clear set of core values helps guide the company through challenges and changes. For example, as new competitors enter the market, The Ordinary remains committed to its original intent—providing effective skincare without the inflated price tag.
- Adapt and Innovate: The beauty industry is constantly changing, and a successful brand must be willing to adapt. Kilner points out that understanding consumer needs and preferences is vital. This means not just following trends but also anticipating them. The Ordinary has introduced new products based on consumer feedback, ensuring they remain relevant in a saturated marketplace.
- Build a Community: Engaging with customers is essential. The Ordinary has fostered a strong online community, using social media platforms to educate consumers about skincare. By providing valuable content and responding to customer inquiries, the brand has nurtured a loyal following that feels connected to the brand’s mission. This relationship not only drives sales but also cultivates brand ambassadors who share their positive experiences with others.
- Leverage Strategic Partnerships: While independent brands can thrive, strategic partnerships can amplify growth. Deciem’s acquisition by Estée Lauder has brought additional resources, distribution channels, and marketing prowess to The Ordinary. This partnership, however, was approached with caution; Kilner and her team ensured that the core values of the brand would remain intact, allowing for growth without compromising integrity.
- Prioritize Quality Over Quantity: In an industry where the latest trend can overshadow product quality, The Ordinary has focused on delivering scientifically-backed formulations. By prioritizing efficacy and safety, the brand has established itself as a trustworthy authority in skincare. Consumers are more likely to remain loyal to a brand that consistently delivers high-quality products, regardless of the competition.
- Embrace Transparency: In an age where consumers are increasingly skeptical of marketing claims, transparency can be a powerful differentiator. The Ordinary has made ingredient transparency a cornerstone of its brand identity. By openly sharing the science behind their products, they not only educate consumers but also build trust. This level of honesty can lead to long-term customer loyalty, which is crucial for any brand hoping to survive beyond its founders.
- Invest in Sustainability: Today’s consumers are more environmentally conscious than ever. Brands that prioritize sustainability are better positioned to attract and retain customers. The Ordinary has taken steps to ensure that their packaging is recyclable and their ingredients ethically sourced. This commitment not only appeals to eco-conscious consumers but also positions the brand as a leader in responsible beauty.
In summary, building a beauty brand that transcends its founder requires a steadfast commitment to core values, a willingness to adapt, and a focus on quality and transparency. The Ordinary’s journey from disruptor to industry giant exemplifies how a brand can maintain its identity while experiencing significant growth. By cultivating a loyal community and leveraging strategic partnerships, beauty brands can thrive well beyond the influence of their founders.
As the beauty industry continues to evolve, those who prioritize these principles will find success, ensuring that their brands not only survive but flourish in an increasingly competitive landscape.
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