How I Built This with Guy Raz

Advice Line with Jane Wurwand of Dermalogica (2024)

5 snips
Dec 4, 2025
Jane Wurwand, co-founder of Dermalogica, shares her insights on building a trusted skincare brand through education. She advises founders like Camille on scaling premium baby food while ensuring quality, emphasizes community value for Molly's fitness classes, and discusses the balance between narrow focus and expansion for Sarah's performance underwear line. Jane highlights modern branding essentials while recalling her scrappy beginnings, giving valuable guidance on entrepreneurship and self-care in the startup world.
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INSIGHT

Education As The Competitive Moat

  • Education builds trust and differentiates premium brands in crowded categories.
  • Jane Wurwand says fundamentals remain the same even when channels change.
ADVICE

Start Narrow, Then Expand

  • Focus narrowly on your core category and niche before expanding.
  • Direct energy at one target market and broaden only after securing it.
ADVICE

Target Premium Local Channels

  • Double down on targeted social and local retail that match your premium positioning.
  • Pitch to small high-end grocers and health-food retailers before big supermarket chains.
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