Ep 71. Tribe Skincare | Bootstrapping to an $8m+ Turnover, The Secret to 50,000 Repeat Customers, Choosing Local over Global Markets, and Growing E-Comm Without Paid Advertising
05/23/23 • 51 min
Kayla Houlihan is the founder of Tribe Skincare, a natural, vegan-friendly, Australian-made skincare range, based in Torquay. It was while running her own skin clinic that Kayla noticed a gap in the market for 'skincare for sensitive skin'. While there were some skincare products or lines for sensitive skin, no brand was completely focusing on.
Kayla created Tribe Skincare and bootstapped her way to $8m+ turnover in her first five years, without any external investment or big startup dollars. Tribe now has over 50,000 repeat customers and a more than 60% return customer rate - which is 3 times above industry average. From the original four products the brand is quickly becoming one of Australia’s favourites for sensitive skin.
Mentioned in Conversation:
- Kayla’s personal experience seeding to the creation of Tribe Skincare
- How she bootstapped her way to $8m+ turnover in her first five years (without any external investment or big startup dollars)
- Her ‘under-the-radar’ strategies to growing over 50,000 repeat customers with a more than 60%+ return customer rate
- Why she chooses to use Australian native ingredients over imported ones
- Her choice (and advantage) in manufacturing all her products in Australia
- Turning off her digital ads, and how it affected the business
Want to learn more?
To learn more about how our work and programs can support you come and say hi over at Owners Collective!
See Our Business Growth Programs Here
Links
Owners Collective Website
Owners Collective Instagram
Pru on LinkedIn
Kayla Houlihan is the founder of Tribe Skincare, a natural, vegan-friendly, Australian-made skincare range, based in Torquay. It was while running her own skin clinic that Kayla noticed a gap in the market for 'skincare for sensitive skin'. While there were some skincare products or lines for sensitive skin, no brand was completely focusing on.
Kayla created Tribe Skincare and bootstapped her way to $8m+ turnover in her first five years, without any external investment or big startup dollars. Tribe now has over 50,000 repeat customers and a more than 60% return customer rate - which is 3 times above industry average. From the original four products the brand is quickly becoming one of Australia’s favourites for sensitive skin.
Mentioned in Conversation:
- Kayla’s personal experience seeding to the creation of Tribe Skincare
- How she bootstapped her way to $8m+ turnover in her first five years (without any external investment or big startup dollars)
- Her ‘under-the-radar’ strategies to growing over 50,000 repeat customers with a more than 60%+ return customer rate
- Why she chooses to use Australian native ingredients over imported ones
- Her choice (and advantage) in manufacturing all her products in Australia
- Turning off her digital ads, and how it affected the business
Want to learn more?
To learn more about how our work and programs can support you come and say hi over at Owners Collective!
See Our Business Growth Programs Here
Links
Owners Collective Website
Owners Collective Instagram
Pru on LinkedIn
Previous Episode
Ep 70. Heaps Normal | Changing Australian Drinking Culture, Hitting a Market Valuation of $58 Million in Under 3 Years, and the Importance of Building an Inclusive Team
Andy Miller is the co-founder and CEO of Heaps Normal. On a mission to change drinking culture Heaps Normal launched in mid-2020 and at the time of this recording less than three years later they had a market valuation of $58 million, not bad for beer without booze. They’re now stocked in more than 4000 Australian retailers and venues where they often reportedly outsell alcoholic beer.
Heaps Normal is here to make an impact. In 2022 they launched This Is Not Normal - an initiative aimed at uniting businesses calling on the government to take stronger action on matters including climate change, and they regularly commit a percentage of revenue to not-for-profit causes. This year they’re stepping up their game in the live music space to shift the culture of the traditionally boozy hospitality industry.
Want to learn more?
To learn more about how our work and programs can support you come and say hi over at Owners Collective!
See Our Business Growth Programs Here
Links
Next Episode
Ep 72. Pleasant State | Combating Toxic Indoor Air Pollution, Creating a Consumer-Led Brand, Harnessing the Power of Deep Customer Research, and Utilising Equity Crowdfunding for Growth (Full Episode)
Ami Bateman is the CEO and Co-Founder of Pleasant State, an ethical home cleaning company, that makes non-toxic and zero-waste dissolvable cleaning bars. Australians spend almost two billion dollars each year on home and laundry products that are making us sick. Products such as cleaning agents, air fresheners, and plastic packaging that breaks down into inhalable microplastics, are major contributors to indoor air pollution that can lead to respiratory diseases, allergies, asthma, and even cancer.
Pleasant State has developed and manufactured Australia's very first just-add-water cleaning bars that are verified safe, non-toxic, scented with essential oils, they reduce transport emissions by 95%. They have over 1000 5-star reviews, are experiencing 60% month-on-month growth and are now in the homes of 20,000 Australians.
To date, they’ve stopped 150,000 plastic bottles from entering landfills, generated 75,000 liters of toxic-free cleaning solutions, and raised over $45,000 for charities
Mentioned in Conversation:
- How eliminating harsh cleaning products and plastics from her life stopped 2 years of chronic headaches for Ami
- The indoor air pollution problem that no-one is talking about despite Australians spending 90% of their time indoors
- The deep customer research and analysis approach Ami took in creating Pleasant State
- Designing, developing, and delivering a business through covid from her garage
- Building the business on the B Corp certification process
- The deep customer research approach Pleasant State has taken at every step of the journey
- Embarking on an equity crowdfunding campaign will be used by Pleasant State to enter international markets, lock in major retail partnerships and scale its impact
Want to learn more?
To learn more about how our work and programs can support you come and say hi over at Owners Collective!
See Our Business Growth Programs Here
Links
Owners Collective Website
Owners Collective Instagram
Pru on LinkedIn
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