IAB Founders Stories | Wander Beauty

IAB Founders Stories | Wander Beauty


Wander Beauty really was created out of
a personal need. Lindsay, my co-founder,
and I really realised that both of us were doing so much of our beauty
beyond the bathroom. We surveyed a hundred women
before we even started the brand. When we heard their stories, that really informed
what we created and what became Wander Beauty. So we create fewer, better beauty essentials. I think what’s really driving the growth for our brand
is the connection with the client. It’s empowering the community to be part of
our brand 360 across all facets of the brand. Product development, product ideation,
marketing, messaging and also feedback at the end of the loop
of what they liked and what they didn’t like. I think it’s really, really important
for us as a brand to have that front-line communication with the client
and always keep those channels open. Leveraging text message
has been key to our strategy. We really take their voices, their experiences with
our multi-taskers across skin, hair, colour cosmetics and we take those original stories of real women in the context of their real lives and we turn it into creative. And then we sit down
and kind of craft innovation across product. From day one it was all about let’s authentically grassroots on no budget, build a brand
and see if it really resonates with people and then we can amplify that message. You have to start with brand marketing,
you have to own your brand, you have to own why you exist,
what makes you different why someone should buy you
over buying three other competitors and I think that that is a message
that you have to believe as a founder your team has to believe in that vision and they have
to be there with you to execute that vision. It’s a new frontier in terms of all the
different channels you can test and try. We’re always looking at ‘what is the goal
for this new media channel?’ Is it reach?
Is it conversion to sale? Is it a ROAS goal? And then we kind of go in with like, ‘OK we will test
this channel because we’re trying to achieve X.’ Partnerships are huge for every brand. I genuinely feel that our community likes to
discover new and interesting brands through being connected to Wander Beauty. We really want them to experience the world
of Wander which includes other brands.

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