Website Closers® presents a 6-year-old eCommerce beauty brand that has cultivated an international presence through their eyelash products and accessories. They have made a name for themselves in the growing eyelash segment, to the point that they have even been featured in popular beauty magazines such as Vanity Fair, Cosmopolitan, Extra, and Glamour, and have built up a large following across Facebook, Instagram, and TikTok.
Customers around the world have taken a rising interest in their appearance, as it’s a great way for people to express themselves, feel more confident in their skin, and appear more presentable during events like meetings, weddings, fashion shows, and get-togethers. Lash extensions help these customers beautify themselves by giving their natural eyelashes more volume and thickness, and as the demand for beauty products shows no signs of slowing down, it’s likely that extensions will continue to be sought out for special and casual occasions alike.
The brand’s core demographic is based in the US, and accounts for over half of their total sales. This is then followed by Canada, the UK, Australia, and Europe. Their products are sourced from trusted suppliers with whom owners have developed strong relationships.
They utilize a 100% stock model to handle their inventory and maintain anywhere between $200,000 and $250,000 in stock throughout the year. Their inventory turnover rate varies across their products but tends to be kept below six months for non-cosmetic products, and three months for cosmetics with an expiration date. They place their orders every four to twelve weeks, and the current owners have been able to negotiate advantageous payment terms with the supplier of their best-selling SKUs.
About 90% of their merchandise is stocked at 3PL facilities in the US, UK, Australia, and the Netherlands, while the rest is handled through Amazon facilities. The logistic companies pack products for FBA, which cuts out their need for the brand to warehouse any of their stock themselves. These companies know their way around the brand’s products and inform management of any problems that arise. Thankfully, the reliability of the suppliers and the quality of their products means that issues are relatively uncommon. They ship out roughly 200 orders to customers every day.
The company uses a varied digital marketing strategy that uses several different methods, which all help them to better target their key demographic of women between the ages of 20 and 40. They use a combination of Facebook and Instagram ads, emails, organic social media posts, SMS marketing, affiliates, and SEO to generate traffic towards their Shopify storefront and compliment these tactics through TikTok, YouTube, and Pinterest ads, alongside subscriptions, referrals, and rewards programs. Their Amazon listings, meanwhile, primarily rely on sponsored ads.
Their head of marketing and head ad buyer are responsible for the brand’s marketing efforts, with their work being supplemented by an agency that performs SEO, website management (development), and Google ads. They also work with yet another agency that handles emails and are in the process of hiring a new contractor to manage Amazon FBA sales and marketing.
The brand is also currently searching for a wholesale representative to continue scaling that side of the business, as they were recently contacted by a larger retailer, JC Penny, who was interested in taking them on board as a supplier. This led them to realize that not only does wholesale have strong promise for the company, but that it would also likely give them very profitable margins as well if followed up on.
They enjoy healthy sales throughout the year, and while they do see a peak in Q4 thanks to Black Friday, Cyber Monday, and Christmas shopping, they aren’t dependent on seasonality to succeed.
The owners see a minimal workload of only 8 or so hours combined every week. One spends most of their time meeting with the head of marketing and general admin, while the other is responsible for financials. They also have a highly proficient team of employees in place, with most having worked with the company for many years now. These employees act in the following positions:
All their employees and contractors are very competent, and with so many having been with the brand for quite some time, they possess plenty of autonomy for their tasks. The Marketing/Operations head is responsible for coordinating most of the business, being responsible for planning all media activities, promotions, product launches, emails, the website, and so on. She makes weekly calls with the 2nd, 3rd, and 4th employees, the email agency, and the agency that manages the website, SEO, and Google ads. Most of their tasks are managed in Asana.
Their customer service team, which is made up of outsourced contractors, works in shifts to provide 24/7 service for buyers in need. The brand prides themselves on having swift, satisfying, and personalized service, which this team offers in spades. This team has worked with them for years and requires little to no management to keep things running smoothly.
One of their contractors manages stock and upholds stock levels across the 4 3PLs. She also contacts the owners whenever new stock needs to be ordered. Once the owners give their approval, she then places orders with suppliers. She also coordinates stock delivery into the warehouse, with most supplier communication being done through WhatsApp.
The brand continually makes strides to improve and refine their operations and products, which is reflected in their results. Their management regularly reviews and updates everything on their website as needed, and their next noteworthy product, which has been in the works for eight months, is predicted to see its official launch soon. This product is an AI virtual lash try-on, which is expected to radically transform the customer shopping experience and sharply raise their conversion rate.
They also have other products in development that will not influence the value of the deal, and that the buyer will be able to continue to launch at their discretion post-purchase.
This is a great acquisition for a buyer ready and eager to step into the driver’s seat of an established brand and use the groundwork that’s been set for them to bring it to even more impressive heights.
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