I ran a six-figure e-commerce beauty business, scaled it, and sold it.
I’ve worked with dozens of beauty founders since - and I keep seeing the same early mistakes (some of which I made myself).
So here’s what I’d tell anyone starting a beauty brand in 2025. No fluff. No theory. Just practical advice you can use now:
1. Your brand soul matters more than your formula
Most products are “good enough.” That’s not what makes people care.
What does? Why you made it, who you made it for, and how it fits into your customer’s identity.
You can tweak your formula. You can’t fake a brand soul.
2. Manufacturing will test your patience
Something will go wrong: leaking packaging, separated product, missed deadlines.
It’s normal - but painful. Build in buffer time, keep backup cash, and don’t be afraid to push back on your manufacturer when things aren't right.
3. Your margins will kill you if you don’t plan properly
Costs snowball fast: packaging, shipping, sampling, your tech stack.
If you don’t price for healthy profit from the start, you’ll struggle to scale - or even survive.
4. Build a repeatable content system
Most founders burn out trying to “do content” without a plan.
Start by knowing:
Who you’re talking to
What message you want to deliver
From there, batch content. Repurpose ruthlessly. Focus on consistency over perfection.
5. A small, engaged list > a big, cold one
Start building your email list before you even launch.
Forget vanity metrics. 1,000 people who actually care about your brand will drive more revenue than 10,000 who don’t open or click.
6. Focus on retention
Acquisition gets all the attention - but retention is where the real growth (and profit) is.
Create products that work together. Build rituals. Reward loyalty.
Your best customers are already in your world - don’t lose them.
7. Don’t scale before you’re ready
I’ve watched brands waste thousands on PR, ads, and agencies too early.
If your positioning, product-market fit, and customer journey aren’t solid, no amount of budget will fix it.
Test small. Double down on what’s working. Then scale.
8. ‘Natural’, ‘clean’, and ‘sustainable’ aren’t enough
These aren’t unique anymore - they’re expected.
You need sharper positioning:
Who exactly are you for?
What do you believe that no one else in your space is saying?
That’s how you cut through.
There’s no one way to build a beauty brand - but if you want yours to grow sustainably and stand out, this is where I’d start.
If you're in the trenches building your brand right now, hit reply and tell me what stage you're at. I’ll reply with a personalised tip.
Or, forward this to someone who needs to see it!
with lots of love and ambition!
Mel Jenkinson
✍🏻 Work with me
Website: elixirbrands.co.uk
Email: [email protected]
