Newsletter 46: Inside Scoop: How This Brand "Cleans" Money đź’¸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a clean beauty brand could redefine the way we think about makeup?
This week, we’re diving into Ilia Beauty’s journey, exploring how they turned customer pain points into a thriving business model. From personalized shopping tools to sustainable messaging, Ilia shows us the power of addressing real problems with actionable solutions.
SIS, LET’S CATCH A CASE
BECOMING A BREAKTHROUGH BRAND
Ilia Beauty was founded in 2011 by Sasha Plavsic, inspired by her desire to create a beauty brand that bridged the gap between clean ingredients and high-performance makeup. Plavsic’s journey began when she returned to Vancouver to help her brother with his organic cosmetics company. While exploring formulations, she noticed that many "natural" beauty brands compromised on quality or effectiveness. Motivated to address this issue, she launched Ilia Beauty, starting with a single product: a tinted lip conditioner. The brand name "Ilia" reflects a family connection, derived from her younger brother's nickname.
Ilia targets a core audience of conscious consumers who prioritize clean beauty without sacrificing product performance. This demographic includes millennials and Gen Z customers who value sustainability, transparency, and inclusivity. To engage and convert this audience, Ilia employs strategic marketing tactics, such as social media storytelling, influencer partnerships, and leveraging customer education to highlight their innovative ingredient combinations. Their packaging, made from recycled aluminum and responsibly sourced paper, underscores the brand’s commitment to sustainability and further resonates with eco-conscious shoppers.
In a crowded beauty market, Ilia Beauty stands out by solving a fundamental customer pain point: creating makeup that is both good for the skin and delivers professional-grade results. By addressing the skepticism surrounding clean beauty’s efficacy and blending it with luxurious branding and thoughtful product design, Ilia has established itself as a leader in the clean beauty movement.
1. 💸👑 Personalized Product Recommendations: Ilia’s website uses AI-driven quizzes to help customers find the right shade or product based on their skin tone and concerns, reducing decision fatigue and increasing purchase confidence.
2. 💸👑 Free Shipping and Hassle-Free Returns: By offering free shipping over a certain threshold and a straightforward return policy, Ilia minimizes purchasing barriers, increasing conversion rates.
3.💸👑 Subscription Models for Bestsellers: For high-demand items like their Super Serum Skin Tint, Ilia provides subscription options with auto-refills, ensuring consistent revenue streams and customer convenience.
BRANDS THAT MADE OUR SH/T LIST
PHARMA BRAND JULIE DROPS SPRING BREAK MERCH TO TAKE SHAME OUT OF THE MORNING-AFTER PILL
The campaign taps into the spike in emergency contraceptive sales around spring break, which is typically Julie’s busiest period within retail, according to a brand spokesperson.
HOW EXPONENT BEAUTY BECAME AN INSTANT BESTSELLER AT CREDO
Since arriving at Credo Beauty in October 2024, Exponent Beauty has emerged as a standout player in the retailer’s clinical skincare selection.
TWIX DITCHES LEFT-RIGHT DIVIDE FOR NEW BRAND POSITION AROUND UNITY
A global campaign, “Two is more than one,” acknowledges young consumers are sick of polarization while embracing “maximalism living and abundance.”
1. 💸👑 ​The Rémy Martin This is My City Grant Program offers $20,000 grants and one-on-one mentorship to four emerging creatives—artists, musicians, designers, and entrepreneurs—who are making a cultural impact in Atlanta, Chicago, Detroit, or New York City. Eligible applicants must be at least 21 years old and lead a for-profit business located in one of these cities. Applications are open from February 19, 2025, to April 11, 2025, with recipients announced around June 2, 2025. Apply here!
2. 💸👑​The Awesome Foundation offers $1,000 micro-grants every month to individuals, groups, and organizations with innovative and impactful ideas. Applications are accepted on a rolling basis through their website. Apply here!
3. 💸👑 The Start.Pivot.Grow. Microgrant provides $2,500 in quarterly, non-dilutive funding to established U.S.-based small businesses aiming to stabilize or expand their operations. Eligible applicants must have been in business for at least two years, generate annual revenue of $50,000 or more, and have no more than two employees, including the owner. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
