Newsletter 54: How to Lather Success💸?
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a hair care brand could disrupt the industry by making salon-quality products accessible and clean?
This week, we’re diving into the story of a brand that saw an opportunity to create high-performance, non-toxic formulas at an affordable price. With strategic retail partnerships, minimalist branding, and a commitment to inclusivity, this company has transformed the way we shop for hair care. Let’s break it down!
SIS, LET’S CATCH A CASE
THE REAL (O)DELE BREAKER
In 2019, Lindsay Holden, Britta Chatterjee, and Shannon Kearney founded Odele, a Minneapolis-based hair care brand. Drawing from their extensive experience in retail and product development, the trio identified a gap in the market for clean, salon-quality hair care products that were both affordable and inclusive. Their mission was to create high-performance formulas using clean ingredients, ensuring accessibility for a broad audience.
Odele's core audience comprises health-conscious consumers seeking effective hair care solutions free from harmful chemicals. To engage this demographic, Odele emphasizes transparency in its ingredient sourcing and product formulations, adhering to European Union standards for safety. The brand's minimalist, gender-neutral packaging appeals to a wide range of consumers, promoting the idea of sharing products among family members. Odele also leverages strategic retail partnerships, launching exclusively in Target stores and expanding to other major retailers like Ulta Beauty and CVS Pharmacy.
In a saturated hair care market, Odele distinguishes itself by offering clean, high-quality products at accessible price points. By focusing on inclusivity, transparency, and strategic retail placement, the brand has successfully built a loyal customer base and achieved significant growth.
POSITION YOUR BRAND TO WIN
1. 💸👑Identify Market Gaps: Recognizing the demand for clean, affordable, and inclusive hair care products allowed Odele to develop offerings that resonated with a broad audience.
2. 💸👑 Strategic Retail Partnerships: Launching with established retailers like Target provided Odele with immediate market presence and access to a wide customer base.
3.💸👑 Inclusive Branding: Utilizing minimalist, gender-neutral packaging and promoting product sharing among different demographics fostered a sense of inclusivity and broadened the brand's appeal.
BRANDS THAT MADE OUR SH/T LIST
INSIDE POPPI'S PUSH INTO GAMING AS PREBIOTIC SODA MARKETING BUBBLES UP
PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.
FOUNDER ANNIE LAWLESS JACOBS RETURNS AS LAWLESS BEAUTY CEO
Annie Lawless Jacobs is retaking the CEO reins at the namesake clean makeup brand she started nearly eight years ago.
BEAME GIVES GEN Z REASONS TO REAPPLY SUNSCREEN WITH FUN STICKERS AND SPRAY
While awareness of the importance of sunscreen usage for protecting against ultraviolet rays has become widespread, regular reapplication remains elusive. London-based brand Beame aims to change that.
1. 💸👑 The Cartier Women’s Initiative awards up to $100,000 to early-stage, women-led, for-profit businesses that create social or environmental impact. Applicants must align with at least one UN Sustainable Development Goal and be in operation for 1–6 years. Winners also receive mentoring, leadership training, and access to a global network. The application deadline is June 24, 2025.Apply here!
2. 💸👑The Freed Fellowship awards a $500 monthly grant to U.S.-based small business owners, with all recipients automatically considered for a $2,500 year-end grant. Applicants receive feedback based on the 5C Framework (Context, Content, Community, Chemistry, and Commerce) and gain access to two months of free mentorship in the Freed Studio. Applications are accepted on a rolling basis, with a $19 application fee. Apply here!
3. 💸👑 The Galaxy Grant: Hidden Star offers $1,500 grants to women and minority entrepreneurs to support their businesses. To qualify, applicants must be women or minority business owners at any stage of business. Winners gain access to additional resources through the Galaxy of Stars community. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
