Website Closers® presents a well-managed company in the Beauty & Personal Care market. With nearly a full decade’s worth of experience acting as their foundation in the B2C market, they have put their know-how to use in the creation of their own brand of eyelash extensions for both personal and professional use.
The global eyelash extension industry now sits at a comfortable $1.5 billion in annual sales within the beauty care industry, in part thanks to the increasing number of customers who are interested in exploring extensions on their own terms, or looking to beauty professionals for help trying them out.
Much like with the Beauty & Personal Care industry, the primary demographic for the eyelash extension market is women. Something worth noting, however, is that there have been a rising number of male customers taking an interest in getting their lashes done as well, with many people coming to treat getting their lashes styled at a salon in the same way they would their hair. Good quality lash extensions give volume to a consumer’s natural eyelashes, giving them an easy and accessible way of improving their appearance.
Studies have found that about 70% of eyelash stylists now earn over $50,000 every year, with 74% being either an esthetician or licensed cosmetologist. The rise in pay and popularity has made eyelash care and maintenance a far more viable career for many budding beauticians, which means that the demand for comfortable, high-quality extensions in a professional setting has spiked.
The company’s own eyelash extensions have inspired a devoted following, with many reviews of their products claiming how hard it is to stop using them once the customers try them for the first time. Their Repeat Order Rate now sits at a remarkable 75%, which shows that these comments absolutely hold weight.
Besides the excellent quality of their extensions, one of the primary factors behind their strong Repeat Order Rate is that their eyelashes have a natural shed cycle, with one lash hair falling out roughly every 4 to 6 weeks. Since the lashes aren’t permanent, customers are encouraged to return to the company to buy another set, in order to maintain their eyelashes’ volume. They cater to a wide range of customers, from Do-It-Yourselfers trying to take a more direct role in their beauty care, and beauty parlors, salons, and other professionals in the field that use their company’s products for their jobs. Since so many different demographics can enjoy their extensions, sales have stayed incredibly healthy, and put them in a great place to scale.
The company established themselves in 2014, and has benefited greatly from the fact that their products are made exclusively for their brand. They have also ensured that they receive a steady stream of supply throughout the year thanks to their brand planning centering around sourcing diversification, with their suppliers being based across 5 main countries: one of which is the US.
Their adhesives and glues, which see regular recurring use among customers, have grown into some of the company’s top products, and now make up for 33% of their total profits. The rest of their sales are fairly evenly distributed across the rest of the 300+ SKUs available on their Shopify website.
The brand, though popular for their lash extensions, haven’t restricted themselves to selling just them, however. They have, over the years, expanded into other DIY products such as liquid eyeliner pens, eyelash growth serum, and eyelash extension cleansers and mascara. The company also now has 8 eLearning classes in place that are available for aspiring stylists and entrepreneurs, which teach them how to properly apply lash extensions on their customers.
Today, they have well over 55,000 clients in their B2C sales, with no one client accounting for more than 2% of their total revenue. Their strong customer diversification means that even if a client decides to purchase their products elsewhere, they’ll see very little decline in their profit. They have firmly established themselves as a top provider of high-quality lash extensions, which gives them an edge in a market that has seen a surge of interest from new lash artists, beauty salon customers, and other <lashpreneurs=. They hit their highest ever monthly revenue in November of last year, and their sales have stayed consistent throughout the year.
The company established their own Amazon storefront in February of 2021, which has also proven successful. They sell over 50 SKUs through this channel, and though their Average Order Value still sits at $70 as opposed to Amazon’s $15, it is quickly growing in both profit and customers with each passing day. They sell through Seller Central, and have used PPC ads on their site to attract a fresh influx of customers.
Though selling from Amazon comes with many benefits, one of the best for the company’s long-term growth is their easy access to global expansion. Amazon has many different storefronts across international markets, which the company could use to see an immense rise in scale.
They generate additional streams of profit from the variety of sales channels that they’ve established, with 10% of their profits coming from subscriptions, and another 10% being derived from their Mobile App. They have also created a rewards program on their Shopify website, which has strengthened their Repeat Order Rate by encouraging customers to return and take advantage of the many benefits that the program offers.
The company’s Shopify fulfillment is managed in-house, with the small, lightweight nature of their SKUs making the storage and shipment process simple and affordable. They only require about a floor area of about 20 by 40 feet in warehouse space for their 400,000 total units, which gives them a decent amount of space to work with. Their Amazon inventory is handled through Fulfillment by Amazon, which further lightens their workload and storage needs.
They use several reliable advertising methods for their marketing plan, which makes it easy for them to target new customers and promote upsells to their current client base. This strategy uses a cultured brand strategy and message to appeal to their core demographic, beauty professionals, and has been so effective that their Repeat Order Rate is close to hitting 80% in the near future.
The brand runs several PPC advertisements on Google alongside their Amazon ads, and make consistent use of their over 39,000 active strong email database with a campaign that sends out about 1 to 2 emails every week. They use a similar strategy for their SMS text messaging campaigns, which give the company a more direct line to their customer base and their attentions. Their campaigns are structured around flows to auto-manage their clients’ behavior, making for a more efficient advertising process.
The company has a thriving social media presence on several popular platforms, with their Pinterest account having over 78,000 monthly views, over 95,000 followers on Instagram, and over 120,300 on Facebook. Their regular activity on these sites has given them a steady flow of organic traffic, and let them shine a spotlight on their excellent products.
They also use an SEO program, having made their products easier to find through search engines through the use of keywords for their PPC campaigns. The company supplements this with an active blog on their website with over 150 articles which, combined with their other tactics, has led to over 200,000 unique visitors to their website every month.
Management is highly turn-key, with the current owner needing only about 15 to 20 hours per week to run the business. Their daily operations are largely handled by a team of five employees, consisting of a full-time customer success manager, a marketing project manager, a supply chain manager, and 2 warehouse/packaging overseers.
The Beauty & Personal Care market is rampant in its success, not unlike this incredible acquisition. They have a solid reputation among their B2B and DTC customers, a tight-knit network of suppliers around the world, and a bright future in the hands of the right buyer.
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