How To Start And Scale With Soul

Introducing my 6-part Go To Market playbook.

Easy to Start, Hard to Scale 

Starting a beauty brand has never been easier. Low barriers to entry have allowed a flood of brands to enter the market with relative speed and ease, as evidenced by the dozens if not hundreds of new launches each month. 

But scaling? It’s never been harder. Many brands that look promising at launch fail to truly take off, build momentum, and sustain long-term growth, as evidenced by the sheer number of brand closures we’re constantly reading about. 

Sure, the path from startup to success is always uncertain, but today’s landscape feels more treacherous than ever. The runway to get a brand off the ground and on a steady climb from zero to $1M is far longer than it used to be. Even the most meticulously crafted brands can struggle to build and sustain momentum in this crowded, attention-starved landscape. 

The Glory Days 

It didn’t use to be this way. There used to be a proven playbook for launching and scaling brands: pop up a website with slick UX and smart …