How Beaubble creates influencer-founded beauty brands: rebranding details – WWD

Beauty brand incubator Beaubble has worked with a few major influencers since the company launched in 2018, including model Elsa Hosk, influencers Abbie Herbert, Teni Panosian, and others.

Through all of its collaborations with influencers, Beaubble has increasingly put the community at the forefront of brand creation, integrating its influencers with a group of Beaubble customers and followers who make their input on everything from wording, to marketing. , to packaging and more.

This community emphasis is what influenced the four-year incubator to introduce a rebrand on Tuesday.

“The community is at the heart of everything we do, from choosing the design choices to choosing the formula to sometimes even choosing who we want to collaborate with,” said HeeKyeong Seo, co-founder of Beaubble. “Our initial branding was just done by the few founding members. It didn’t involve the Beaubble community because when we created the Beaubble brand then, we didn’t have a community. It was just us. And now that we have a solid community, we thought we needed a brand that would represent our community, just like we do all Beaubble things with our community. We wanted to re-establish the brand from the group up together with our community. ”

With the rebranding, Beaubble is also launching a new subscription program, which allows customers who are part of the Beaubble community to purchase products before launch and at lower prices, gives them incentives to write reviews, as well as other benefits.

A meeting of the Beaubble community.

Beaubble also plans to expand its business scope and recruit more micro-influencers to create new brands. The company considers many different factors when recruiting influencers, from qualitative criteria such as the type of content the influencer produces, their interest in the beauty and demographics of their audience, as well as quantitative data such as social coverage. Beaubble’s current list of influencers includes millions of followers, but the company plans to expand its reach.

“We want to give everyone or as many people a voice as possible,” said Jun Young, co-founder of Beaubble. “That’s why the level, if anything, is going down, as if the total social coverage we’re looking for is going down. We are doing our best as a start-up and platform to allow more creators and communities to launch their own beauty brands. ”

Beaubble generally creates brands in 15 weeks from start to finish and plans to continue at that pace. Occasionally, some brands take a little longer to launch depending on the type of products they are created.

The company also works on a drop model – customers pre-order products so Beaubble doesn’t end up with overstock.

The first launch of the Beaubble brand came in 2020 with Panosian’s Monday Born skin care brand. The founders said the line has seen steady growth since launch, and the brands created with Hosk and influencer Ellie Thumann, launched last fall, are also seeing growth.

Overall, Beaubble is seeing its revenues double year-over-year and expects the same level of growth, if not triple, by 2023, according to Young. The founder also said the company is also preparing to reveal brands created with two new influencers after the rebranding.

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