How to Build Beauty Brands Bigger Than Their Founders
In the dynamic landscape of the beauty industry, creating a brand that outgrows its founders is no small feat. The success story of The Ordinary, a flagship brand of Deciem, offers valuable insights into achieving this ambitious goal. Co-founder Nicola Kilner has been instrumental in steering the brand from being a disruptor in the beauty sector to becoming an industry giant. Her perspective sheds light on how brands can maintain their essence while navigating the complexities of growth, acquisition, and increasing competition.
One of the core principles that Kilner emphasizes is the importance of staying true to the founding ethos. For The Ordinary, this ethos revolves around transparency, accessibility, and honesty. The brand revolutionized the industry by offering high-quality products at affordable prices, stripping away the excessive marketing typically associated with beauty products. This commitment to transparency resonates with consumers who are increasingly looking for authenticity in the brands they support. By providing detailed ingredient lists and promoting a no-frills approach, The Ordinary has cultivated a loyal customer base that appreciates its straightforwardness.
After Deciem was acquired by Estée Lauder Companies in 2021, many speculated that the brand would lose its unique identity. However, Kilner and her team have successfully navigated the challenges that come with ownership changes by reinforcing their commitment to the brand’s original values. This is a crucial lesson for any entrepreneur looking to build a lasting brand: never lose sight of what makes your brand unique. It’s essential to maintain a clear vision and to communicate it effectively to both your team and your customers.
Furthermore, Kilner highlights the significance of innovation in staying relevant within a competitive market. The beauty landscape is constantly evolving, with new trends and technologies emerging at a rapid pace. To keep up, The Ordinary has consistently introduced new products that address the changing needs of consumers while staying aligned with their core values. For example, the brand has expanded its product line to include more sustainable options, catering to the growing demand for eco-friendly beauty solutions. By prioritizing innovation, brands can not only meet market demands but also position themselves as leaders in their respective niches.
Building a brand bigger than its founders also requires a robust marketing strategy. The Ordinary has successfully utilized digital marketing to create a strong online presence, leveraging social media platforms and influencer partnerships to reach a wider audience. By engaging with consumers on platforms they frequent, the brand has cultivated a community of loyal fans who advocate for its products. This grassroots marketing approach has proven to be effective, as it creates a sense of belonging among consumers and fosters brand loyalty.
Moreover, Kilner’s approach to customer feedback has played a significant role in the brand’s growth. By actively soliciting and incorporating consumer input, The Ordinary has built a responsive brand that adapts to its customers’ needs. This commitment to customer-centricity not only strengthens consumer trust but also enhances the brand’s reputation. In a crowded market, brands that listen to their customers and make adjustments accordingly are more likely to thrive.
Another key component of building a brand larger than its founders is creating a strong company culture. Kilner emphasizes the importance of fostering an environment where employees feel valued and empowered. A motivated team is crucial to the brand’s success, as they are the ones who bring the company’s vision to life. By promoting a culture of collaboration and innovation, The Ordinary has been able to attract and retain top talent, which in turn drives the brand’s growth.
In conclusion, building beauty brands that surpass their founders requires a multifaceted approach. Staying true to the founding ethos, prioritizing innovation, leveraging effective marketing strategies, valuing customer feedback, and fostering a strong company culture are all essential elements. The Ordinary’s journey from disruptor to industry leader serves as a compelling case study for aspiring entrepreneurs in the beauty space. As the industry continues to evolve, brands that prioritize authenticity and adaptability will undoubtedly carve out their own paths to success.
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