How we leveraged a trending ingredient to build a $100M business.
In 2014, HatchBeauty Brands was tapped by Sam's Club to create a product line for their HABA section that resonated with what the HatchBeauty Brands Trend Lab had identified as a "clean-seeking" consumer.
Leveraging consumer data and insights that suggested this consumer was curious about natural skincare options but intimidated by ingredients with 1,000 uses (e.g., coconut oil), HatchBeauty Brands brought to life our NatureWell line. Our breakout Coconut Oil Moisturizing Cream gave her a naturally infused option that worked for both face and body.
We sold 1 million units the first year, and Allure compared the sell-out to the famed Kylie Lip Kits. Since 2015 we've continued to expand the line, leveraging hero ingredients, clean formulas, and a quest to simplify skincare (and now wellness) for that core consumer.
To date, we've sold over $130M with new products rolling out on a quarterly basis.