This episode explores the journey of Bushbalm, a bikini line skincare brand, from its inception to its expansion into retail, focusing on unconventional marketing and sales tactics. David, the co-founder and CEO, shares how his upbringing in a DTC business and experience at Shopify influenced his approach to building Bushbalm. Against the backdrop of initial uncertainty about the market size, key moments such as in-person AB testing at an Etsy show and feedback from a waxing salon shaped the brand's direction towards addressing razor burn and ingrown hairs. More significantly, the discussion pivots to the brand's strategic entry into retail, highlighting the importance of DTC growth, impactful signage, and building relationships with smaller retailers before approaching larger players like Ulta. As the conversation progresses, David emphasizes the impact of Dragon's Den on brand recognition in Canada, the shift from Facebook ads to influencer marketing, and the significance of providing influencers with the right information. The episode culminates by shedding light on Bushbalm's future focus on expanding its professional waxing salon channel, building a strong community, and innovating within the bikini line skincare category, reflecting emerging industry patterns of prioritizing niche markets and community-driven growth.
