Female Startup Club Best of ‘22 - 6 Questions with Lisa Guerrera, Founder of Experiment Beauty (Part 2)
Today we are learning from Lisa Guerrera, the founder of Experiment Beauty.
Chances are you’ve seen this brand on Instagram or Tiktok, but if you haven’t Experiment is a chemist-led brand building science-backed beauty 2.0. They're rebranding what a science-backed beauty brand feels like for the next generation of consumers and also what it looks like. All of their products are clinically backed, thoughtfully sustainable, and ridiculously fun. You’ll probably recognise their first product which is the acid neon green reusable sheet mask we’ve all seen cruising around the internet.
Always wanted to know what you do you do when you have an $8500 budget to launch a beauty brand? You get creative pretty. damn. quickly. Lisa shares her 3-step organic marketing approach that got her hero product out into the world (without spending a dime). Firstly, the product. You have to clock this one early on, but creating a product that is memorable, meme-able, and sharable will simply sell itself. Secondly, TikTok. There’s just no way you’re going to get around this one if you’re a brand launching in 2020 - get behind the screen yourself and work with other creators to push your product out there (bonus points for going viral). And finally, brand collabs. Creating a product that pairs well with other products is a dream for organizing cool collabs, it’s a win-win! Have a really unique perspective. And own it. Beauty is one of the most crowded spaces. Stick with your vibe, your absurdity, the fun, and the people will follow.
We also cover the story of how to deal with a nightmare manufacturer and avoid this in the future, not spending a dime on launch-day marketing and Lisa’s top piece of advice for founders looking to launch into the beauty space.
I loved this chat with Lisa, she shares her journey so deeply and there are so many takeaways you’ll learn from her.
LINKS WE MENTION:
Lisa's Instagram
Experiment Beauty's Instagram
Nick Sharma’s Newsletter
Glossy Pop Newsletter
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