The Tech Strategy Podcast

How Beauty Brand Depology Grew to $20M in Ecommerce Sales in 3 Years (Growth Tactics Series)

Jul 3, 2024

Alex Lee, CEO of Depology, discusses how they grew to $20M in sales in 3 years. Topics include transitioning to skincare, using Facebook ads and influencers, customer retention, content creation in the beauty industry, challenges from influencers launching brands, and seeking inspiration from young entrepreneurs.

33:10

Episode guests

Alex Lee

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Depology's success stemmed from early adoption of Facebook ads in 2019, generating significant revenue swiftly.

Deepology focused on customer engagement, loyalty, and personalization to transform into an 'entertainment company' in skincare.

Deep dives

Growth Story of Deepology Skincare Brand

Deepology, a skincare brand focusing on South Korean beauty products, grew rapidly through effective digital strategies. Founded by Alex Lee, the brand's success was attributed to early adoption of Facebook ads in 2019, swiftly generating substantial revenue within weeks of inception. Transitioning from a generic e-commerce model to a specialized skincare brand in 2020 proved pivotal, leveraging high margins and customer engagement.

Intro

2min

Scaling an E-Commerce Business with a Focus on Brand Building

19min

Fostering Customer Relationships in the Beauty Industry

4min

Strategic Focus on Customer-Centric Content Creation in Skincare Niche

2min

Challenges Faced by Established Skincare Brands in the Face of Influencers Launching Their Own Brands

2min

Innovative Growth Tactics and Inspiration from Young Entrepreneurs

4min

Today's podcast is part of a new series on Growth Tactics, where we talk to digital businesses that are winning. And dig into what worked and what didn't.

Our first episode is an interview with Alex Lee, the CEO and co-founder of beauty brand and DTC ecommerce site Depology.

After years of struggle as a small ecommerce site, Alex pivoted to beauty and skin care products in 2019. And then grew rapidly to $10M in revenue in ten months. And within 3 years, Depology had grown to $20M in sales.

That's awesome. I talked with Alex about how they did it. What growth tactics worked? Which didn't?

It was a fun discussion with quite a few valuable lessons. Plus, it's great to see a former MBA student of mine doing so well.

----------

I write, speak and consult about how to win (and not lose) in digital strategy and transformation.

I am the founder of TechMoat Consulting, a boutique consulting firm that helps retailers, brands, and technology companies exploit digital change to grow faster, innovate better and build digital moats. Get in touch here.

My book series Moats and Marathons is one-of-a-kind framework for building and measuring competitive advantages in digital businesses.

This content (articles, podcasts, website info) is not investment, legal or tax advice. The information and opinions from me and any guests may be incorrect. The numbers and information may be wrong. The views expressed may no longer be relevant or accurate. This is not investment advice. Investing is risky. Do your own research.

Support the show

Remember Everything You Learn from Podcasts

Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.

The Tech Strategy Podcast

How Beauty Brand Depology Grew to $20M in Ecommerce Sales in 3 Years (Growth Tactics Series)

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Growth Story of Deepology Skincare Brand

Key to Continued Success: Backend Customer Understanding and Engagement

Future Strategies: Embracing New Platforms like TikTok Live for Growth

Remember Everything You Learn from Podcasts