04/06/2026
8 things I’d focus on if I started my own brand today 👇
After working with 1,400+ founder-led skincare brands over the last 8 years, I’ve had a front-row seat to what works.
So I asked myself:
If I had to start again, what would I focus on?
1️⃣ A truly unique idea
I wouldn’t copy what’s already being done locally.
I’d look at overseas brands, traditional methods, cultural ingredients.
Because in skincare… the story matters as much as the product.
2️⃣ A real launch budget
I’d invest a few thousand into what I can’t do myself.
Branding → designer
Formulation → chemist
Doing everything yourself slows you down.
3️⃣ Obsess over the niche
I’d deeply understand my customer:
• what they love / hate
• what they follow
• what brands they admire
Then build the brand for their world, not mine.
4️⃣ ONE sales channel
Markets, wholesale or ecommerce.
Pick one and go all in.
Go deep into one thing, don’t spread yourself thin.
(I’d choose ecommerce.)
5️⃣ ONE marketing channel
Test Meta, TikTok, influencers, organic.
Find what works → go all in on that only.
Ignore the rest.
6️⃣ One hero product
Not a huge range.
One standout + 2–3 upsells.
More SKUs = more complexity + less cashflow.
7️⃣ Design for margin & AOV
Example:
Hero → $50
Cost → ~$5
Upsells → $25 + $20
Now your AOV is ~$90.
Make it hard to spend under $80.
8️⃣ Design for your time
Always ask: is this scalable?
The brands that win aren’t always the best products.
They’re the ones focused on what actually grows the business.
I’m Curious: what would you do differently if you started again? 👇
