![]() “There are other brands like The Ordinary paving the way for those who want science-based skincare,” she says, “so there are a few retailers I have my eye on. Reed expects sales to accelerate and continue to double over the next few years as she ramps up social media marketing, and plans to finally enter retail “in a strategic way.” While her conclusions about the use of parabens, formaldehyde and lead go against the grain of what the industry at large is trying to champion, Reed has grown an organic following among those who lean into her scientific process more than the clean beauty movement. If we were in Sephora we wouldn’t get that clean Sephora checkmark.” They’re safer and less irritating than other preservatives. There’s absolutely no scientific basis as to not using parabens. To work well, any moisturizer needs to include a combination of water-binding and emollient. “We use parabens because there’s more research proving they’re safe. Stratia - Liquid Gold is a well-rounded moisturizing product. “The idea of clean beauty is something I take issue with,” she says. Meanwhile, she says vilifying the use of parabens is setting effective skincare backward. In 2019, the skincare brand hit $2m in sales without any spend on marketing or advertising. Meanwhile, there are a lot of synthetic ingredients that are more environmentally friendly because they are natural byproducts of a contained process.” Reed points to the rise of essential oils as an example: “One essential oil bottle can be an entire field of a plant which can be damaging to the environment. While the EU is leading the way when it comes to policing the environmental impact of beauty, she says there is still so much the consumer has to learn. Reed also has beef with all the plant-based buzz within the industry. This clean, chemical-free beauty movement has a marketing style that isn’t authentic to science and the radical transparency of ingredients.” Because of this, she fears a brand like Stratia-which leverages science and chemical ingredients-will get lost in a mass market retailer. “We had to make the difficult decision to say no but Stratia is positioned to counter a lot of fads in the beauty market. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators. Reed calls the indie retailer and local pharmacy a litmus test for future retail partnerships.Īccording to Reed, she’s rejected “every major beauty retailer” for a reason. The company is available via its DTC website and its exclusive retail partner, New London Pharmacy, in New York City. If a product goes out of stock, it takes about a week for it to come back, which has kept growth at a steady pace. Keeping production in-house allows the company to maintain quality control and remain nimble. The company headquarters has front offices and back manufacturing, employing a total of six people full-time. “I personally formulate each bottle and perform all the R&D in Pasadena,” she says. In the five years since launch, Reed continues to keep manufacturing in house to maintain a low overhead and to minimize carbon footprint. With shipping and production easing back to normal levels, as well as recent investments in social media ads, Reed expects revenue to double in 2021. Stratiaīy 2019 Stratia hit $2 million in revenue, and continued to grow to roughly $2.5 million in 2020 during the pandemic. ![]() Founder Alli Reed continues to keep manufacturing in house.
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