Natural and organically derived skincare range for darker skin.
Brown Skin Secrets was created after Lynn Ross suffered from adult acne, scarring, pigmentation and sunspots from years of not taking care of her skin or not knowing how to take care of her skin. This affected her self-confidence, both personally and professionally. After lack of results with existing brands, she knew there had to be a better solution.
Using herself as a case study and enlisting the help of focus groups from sub-continental and Asian origins, as well as other nationalities, she learned the specific characteristics of darker skin and the need for a different skincare approach.
She created this range alongside a team of cosmetic chemists and the first range to hit the market was a Clarifying and Brightening range that is made from non-comedogenic ingredients (which means they won’t clog your pores!). She was was also passionate about local manufacturing and all this seemed to come nicely together.
This is what Lynn shared about her business:
Q. Describe your business and products/services you offer.
Brown Skin Secrets is an online business that is the only one of its kind, catering to both males and females. It offers a natural and organically derived skincare range, formulated to address the specific characteristics of darker skin. The range is suitable even for the most sensitive skin types, including eczema skin. Our brand is accredited by Safe Cosmetics Australia as well as Choose Cruelty Free.
Q. How long have you been in business?
After extensive research the business was launched in November 2013
Q. How many hours a week do you work in your business?
Around 25 to 30 hours a week
Q. What kind of online and offline marketing do you do and which is working for you?
Facebook, Google ad words, as well as advertising through accredited bodies and getting blogger involvement, has been the main focus. Our offline marketing strategy has been about speaking at events and educating the target audience, whilst also getting involved in universities and specific campaigns.
Our online marketing seems to be more far reaching and has presented export opportunities for the business. However the offline marketing strategy presents a more personal approach and hence quite successful.
Q. What mistakes have you made in running your business and what lessons have you learnt from those?
• Ensuring everything is in writing and not just taking someone’s word for it, especially in business.
• Relationships are key and not to underestimate the power of networking
• Cheaper is not always better. I had this philosophy when it came to manufacturing, designing logos, labels etc, but spend a lot more in the long run trying to fix things up.
• Testing and further testing of products. With natural ingredients, the aroma and feel can be quite different depending on the batch – so making sure the ingredients going into the final batch is the same used during the testing process.
Q. How has your website helped you run your business?
Our website is used as an educational platform, with blog posts as well as relevant information on what makes us different. Especially for an online business it has been critical to the running of the business.
Q. What obstacles or challenges are you facing at the moment?
Raising profile of the business (especially as it’s so new). People generally like to smell and touch skincare before they purchase, so trying to appeal to their senses online and persuading them to purchase has been an interesting challenge.
Q. Any other comments / points you would like to share about running your business?
It’s an exciting challenge. Knowing our market is key; however we have been thrown a few curve balls with almost 50% of purchases from customers who are not in the target market we are appealing to. Re-thinking strategy and keeping up to date with market trends, seems to be quite relevant for us – especially with a changing customer base and new and more effective ingredients being released regularly.
We are excited to be supporting local manufacturing and the agricultural business with some of our key ingredients. Contributing to Australian export is also something to look forward to.
For more information, visit the Brown Skin Secrets website.