How we Built a Cosmetics Brand – 5 Strategic Marketing Insights
BINU Beauty started as a shared idea between two friends who were inspired by the potential of natural cosmetics. We set out to combine high-quality organic ingredients from Korea with the growing global interest in waterless and plastic-free beauty.
Without external investors, we grew the brand step by step, learning a lot along the way.
Here are five key moments that helped shape our path in the competitive cosmetics market — seen through the lens of brand strategy and marketing.
Start with an Investment in Design
Seeking expert advice and feedback to create a visually appealing and user-friendly brand identity helped us stand out and resonate with our target audience. We found our graphic designer from South Korea on the platform Behance, who selected our font and colors and designed our packaging.
Get your Value Proposition Design right
We focused on creating products with a purpose – matching our target group’s needs. We therefore conducted qualitative and quantitative market research and also monitored the net promoter score continuously. Our cosmetics brand was developed with a unique concept and priced strategically to offer value without compromising quality.
Use Novelties Status to attract Earned Media
Have a story at hand and repeat it – with high-quality picture material. Our marketing focus of the first two years lay on public relations and search marketing (see below). Consistently sharing our brand story through various media channels helped us build a strong connection with our audience.
Become an Online Success with SEO
Implementing a robust SEO strategy allowed us to increase our online visibility and attract organic traffic. This involved optimizing our website content, using relevant keywords, and creating high-quality blog posts that addressed our target customers' needs and interests. Only one well-composed blog article generated 32% of our traffic in one year.
Find the Right Partners
Collaborating with like-minded partners and influencers, even with only a small following, amplified our reach and credibility. These strategic partnerships helped us tap into new markets and build a loyal customer base with repeat purchases. So many wonderful people helped us along the way.
BINU Beauty grew from a concept into a leading name in cosmetics with features in VOGUE, ELLE and many more. Our journey showcases the importance of design, product innovation, SEO, public relations, and strategic partnerships in building a successful and sustainable brand.
Whether you're just starting out or looking to enhance your existing brand, these principles can help guide you towards success in the competitive world of beauty and beyond.
