Hey beauty founder,

Let’s talk about the elephant in the room: why your beauty brand might not be making sales…

One of the biggest reasons brands struggle with sales is lack of differentiation.

If your brand looks like every other brand, sounds like every other brand, smells like every other brand… how is anyone supposed to remember you?

There are literally thousands of moisturisers, cleansers, lipsticks, serums and every other beauty product out there. Your customer has endless options. So the million-dollar question is:

That’s where your brand differentiation strategy comes in. And today, I’m breaking down 3 ways you can actually stand out:

Trying to create products “for everyone” usually means you’ll appeal to no one. The brands that win get laser-focused on who they exist for.

✨ Example: Pai Skincare became the go-to brand for sensitive skin by making highly effective products for one very specific skin type.

When you niche down, you give people a clear reason to remember you.

Let’s be real: most skincare packaging looks the same. Pastels, muted greens, clean minimalist vibes… pretty, yes. Memorable, no.

If you want to make noise, break the mould. Go bold. Surprise people. Create packaging and branding that demand attention.

Standing out visually is one of the fastest ways to stop people scrolling past you, or ignoring you on a shelf.

3. Align with a feeling

This is where things get emotional (literally). Beauty is personal, and purchases are often driven by emotion.

✨Example: Sol de Janeiro doesn’t just sell body cream. They sell the feeling of being on a Brazilian beach at golden hour - warm, confident, carefree. Their entire brand is built around this vibe.

If you can tie your brand to a feeling, a moment, or a ritual in someone’s day, you’ll stick in their memory.

Because at the end of the day, sales come when your brand stops blending in and starts standing out. I would love to hear more about your thoughts on this, so please do reply to this email and let me know!

P.S. If you want more brand strategy tools, keep an eye out—I’m working on something BIG that’ll help beauty founders like you build unforgettable brands!

The waitlist for my AI-Powered Brand Strategy Course is now LIVE, sign up via this link to be the first to hear when the course goes live!

with lots of love and ambition,

Mel Jenkinson