Fave Hits: 3 things retailers like Ultra & Sephora are looking for, with Everyday Humans Charlotte Chen Pienaar (Part 1)

Nov 4, 2022

45:19

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Today we’re learning from Charlotte Chen Pienaar, the founder behind one of the coolest bootstrapped companies around right now.

Everyday Humans make next-generation sunscreens that are comfortable, conscious and designed for all. We’re talking about how she approaches money and the old school tips to funding a CPG brand, why retailers like Ulta and Sephora came knocking on her door and the pros and cons to creating a truly sustainable brand.

When it comes to the retail landscape, there are the key aspects that can make you stand out in pitching to those big names. Firstly, the branding should be inclusive. They champion a diverse customer range. Originally aimed at ages 25-35, they’ve found customers all the way down to 16 and up to 65. A lot can be said for finding a brand language that can be as inclusive as that. Secondly, diversity. Everyday Humans champions itself on being a never-ordinary SPF brand. They’re against average SPF. No sun, no yellow branding. They really are different. Basically, differentiation matters. To buyers, to the competition, and to your success. Finally, make sure there’s a focus on sustainability. Young people are super concerned about the environment, and about where they spend their money. Retailers really like that. Combined, this means this is something you definitely want to get on board with.

Now, let’s get straight into it!

LINKS WE MENTION:

Everyday Humans' Instagram

Charlotte's Instagram

Website: Sophia Amoruso

Community: Girlboss

Podcast: NPR’s How I Built This by Guy Raz

Podcast: Second Life by Hillary Kerr

Podcast: Female Start Up Club by Doone Roisin

App: Clubhouse

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