Website Closers® presents an eCommerce company in the Health & Wellness Space that has grown rapidly in the Skincare Products niche … a global market valued at $130.50 Billion in 2021. This company’s initial success as an Amazon-FBA brand encouraged them to diversify sales onto a Shopify website, which turned out to be a smart decision. That also enabled the brand to build up a thriving B2B business that now represents 50% of their annual revenue. With products that have been purchased by more than 4 million customers, the company has evolved and now sells not just skincare products, but also bath and body items and plenty of tools and accessories in the personal wellness category. The diversity of products offered by this brand show the scale the brand has availability to it within Health & Wellness.
As with the skincare market, the wellness industry is booming as consumers demonstrate high demand for products designed to improve their health, fitness, nutrition, appearance, sleep, and mindfulness. The fast-growing global wellness industry is valued at $1.5 trillion, with annual growth of up to 10%. Consumers care deeply about their personal wellness, and for many its among their top priorities.
This Beauty Brand has a track record of attracting new customers and enjoying big upsells – their Repeat Customer Rate is an impressive 31% and they have a large number of raving customer reviews. This is a business as vibrant as the larger industry they operate within. How they got to this point demonstrates the smart decisions that were made since the company first launched 6 years ago.
This is a true brand. When the company first opened in 2015, they followed the path of many others and launched a platform on Amazon. While they have continued to expand the number of SKUs they offer to 21, their core products remain eye masks, foot masks, balms and bath accessories. But since many Amazon shoppers tend to be brand agnostic until they have chosen a brand they love, there was a need to expand to DTC and B2B in order to create a true brand.
The company sources its products from its manufacturing partners, and all products are sold under their own trademarked brand name. With an Average Order Value of $45, sales have been consistent on both their DTC website and Amazon platform, while their B2B sales peak during the 3rd and 4th Quarters. No single product tends to dominate sales, with their highest selling product, a gold eye mask, representing 30% of revenue and numerous other products attracting between 5% and 15% of their sales.
Today, the company has three core business units: their Amazon marketplace, which represents 50% of their sales, with products conveniently shipped through Fulfillment By Amazon; DTC sales, averaging around 10% of overall sales; and their rising B2B customers, now 45% of sales, with products shipped directly from the manufacturer.
While their wholesale orders are not frequent, they are large, and 4-8 wholesale orders a year can easily translate into $3 million in revenue. The company now has 15 wholesale clients with unlimited ability to keep growing this sales channel.
They have a growing presence in multiple markets. The company’s sales have been conducted across more than dozen countries, and their primary markets include the U.S., Canada, the UK, France, Italy, Germany and Spain.
Seven figure revenues have been achieved annually in the U.S., Canada and the UK/European Union, with most of the growth being driven by their presence on Amazon’s marketplaces. Sales have also been boosted by their strong relationships with several leading B2B and wholesale customers. Their B2B sales are only getting stronger.
Among their DTC customers, their demographics have included women between the ages of 25 and 45 who enjoy trying new brands, and who typically spend between $40-$60 per order and makes multiple purchases throughout the year.
Their B2B buyers, on the other hand, are more likely to be a large beauty box client who often makes a single yearly purchase of anywhere from 100,000 to 2 million units.
For both demographics, social media plays a key role in this company’s sales.
Social Media fuels wellness product sales. Many of the company’s DTC clients use social media platforms a lot and enjoy shopping on these sites for the latest products. The company’s prominence on sites such as Instagram (where they have nearly 100,000+ followers) and Pinterest (where they routinely get 81,000+ monthly views) has enabled them to attract customers through these platforms.
In fact, today all their DTC sales are organic, and the company is now aiming to boost those numbers by implementing an advertising strategy across all social platforms to retarget and attract new buyers.
At the same time, their B2B beauty box clients also have a very large reach on social media, enabling this company in indirectly reach millions of potential customers who frequent those social media platforms.
In addition to social media, the company has effectively driven sales by running PPC ads on Amazon and used SMS text messaging to engage with their audience and turn them into repeat buyers.
An email database of 85,000+ subscribers also gives the brand a strong marketing tool, and today the company receives 100,000+ visitors on their website.
The company is now enjoying rising revenues and an expanding wholesale base for a company that requires minimal daily activities to keep it operating smoothly. Four employees, including the head of sales, Amazon account manager, operations manager, and operations assistant – manage all daily tasks.
Contact Website Closers today to find out about how this offering is a real beauty, one that has a highly successful track record with both individual buyers and larger businesses, and the ability to quickly skyrocket its profits in multiple ways.
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