How Hero Cosmetics Went From $0 to $630M in Just 5 Years
A Success Story for the Ages
I nearly couldn’t believe the news when I saw it.
Six hundred and thirty million dollars.
Zero to $630M in five years.
This is insanity.
Hero Cosmetics is a model to emulate.
Here are four lessons I’ve taken from this massive success that I will use as guides for product development clients:
#1: Niche Down
Hero Cosmetics is not your generic personal care brand.
It's the brand for acne-prone skin.
While their product range has expanded significantly in the last 5 years, their marketing is not based on skincare as a whole.
Instead, the company targets obvious visual insecurities that many young people face and sells the corresponding innovative solutions.
At least, that innovation was their shtick in 2017, which leads me to my next point . . .
#2. The Unique Product
Neutrogena is not known for a specific product, and it doesn't matter.
Consumers don't seek out Neutrogena specifically, it's the default based on brand recognition.
This is the advantage of established companies across industries.
But Hero had a unique advantage here.
Young people adore Hero, and they seek out one specific product.
You see, Hero came in swinging and disrupted the industry longheld by old brands with The Mighty Patch.
You'll probably recognize it now.
Mighty Patches are hydrocolloid patches formulated to draw out the gunk in your pimples with a face-safe adhesive.
It is a brilliant, consumable product that solves a common problem:
Mitigating pimples and subsequent hyperpigmentation.
#3. Understanding Their Customer
Gone are the days of just hiring actresses and A-list celebrities to shill product.
Do you know who was responsible for the rise of Mighty Patch in 2019?
It wasn't the Kardashians!
Instead, it was young women, "skin"fluencers, and dermatologists on TikTok.
Relatable young women and dancing providers on the clock app demonstrated the application of Mighty Patch and sang its praises.
They even turned running errands with your pimple patches and oiled hair into a trend.
Suddenly, Hero wasn't just another skincare brand.
Mighty Patch itself is brilliant for spot treating pimples and reducing the opportunity for hyperpigmentation.
Even better, Hero struck gold by creating a community that people wanted to participate in which brings me to . . .
#4. Customer Loyalty and Upselling
People come for the Mighty Patch and stay for everything else.
Hero positioned itself as the authority in treating acne-prone skin to its cult following with this one product which was later expanded.
Further, Hero developed synergistic products based around spot-treating pimples that their customers love.
Good examples are the Rescue Balm and Lightning Wand:
Both products play off post-acne treatment with formulations that target inflammation and hyperpigmentation.
In Conclusion
With a love of cosmetic chemistry and disruptive business, I've studied in fascination as Hero Cosmetics has developed since 2017.
So…you can imagine my delight when Hero Cosmetics founder Ju Rhyu read, liked, and commented on my thread:
I'll be watching to see what comes next!
Cheers,
Note: you can now book consultations with me! Check it out here or DM me on Twitter to book with ETH
