Nigerian CEO & Founder behind $12M Funded Skincare Company “Topicals”

Nigerian CEO & Founder behind $12M Dollars Funded Skincare Company “Topicals”
Topicals
Meet the Nigerian CEO & Founder behind Topicals, a skin care brand which has influencers rocking eye patches in the club.
Let’s get into 15 Things You Should know about the 27 Year Old entrepreneur named Olamide Olowe and her company
1. Impressive Investor Lineup: Backed by notable investors like Kelly Rowland, Gabrielle Union, Issa Rae, and Jay Z's Marcy Venture Fund, Topicals has raised over $12M, making Olamide the youngest black female to achieve this milestone.
2. Cultural Connection in Ghana: During Ghana's Detty December, Topicals strategically aligned with lifestyle, showcasing products through influencers like Love Island's Indiyah and Dami, amplifying brand awareness within a new target audience. Detty December is all about having a good time and enjoying night life in Accra, Ghana. Their consistent content gave viewers the element of FOMO.
3. Championing Authenticity: Olamide challenges beauty standards with the mission to transform the way you feel about your skin, leveraging her personal experience with chronic skin conditions to create science-backed products addressing issues such as eczema and hyperpigmentation. This space is typically neglected by beauty brands. In her personal life, she dealt with boils, ingrown hairs, and acne, which made her feel like an outsider in the beauty industry.
4. Digital Savvy Marketing: Olamide utilized the digital space, conducting interviews, practicing social listening on Twitter, and delving into data research to understand consumer behaviors and preferences.
5. Resilience Amidst COVID-19: Topicals faced setbacks, experiencing delays in packaging and ingredient supplies due to the pandemic. However, the brand pivoted to focus on education and community building on Twitter, showcasing Olamide's adaptability and marketing prowess. While most beauty brands thrive on Instagram, she identified an opportunity on Twitter, standing out with an educational approach to skincare discussions.
6. Entrepreneurial Journey: In 2015, Olamide co-founded SheaGIRL in collaboration with SheaMoisture. She initiated this venture alongside her college roommate, whose father owned SheaMoisture. The brand gained recognition and its parent company Sundial Brands was later acquired by Unilever for half a billion dollars.
7. Building a Ready-to-Purchase Community: Emphasizing community building on Twitter, Olamide highlights the importance of cultivating a dedicated audience before product unveiling.
8. Forbes 30 Under 30 Recognition: In 2022, Olamide earned a spot on Forbes 30 Under 30
9. Topicals in Sephora: Topicals is the fastest-growing skincare brand at Sephora, selling a product every minute in 2022.
10. Empowerment Through Skincare: At the core of Topicals' success is a commitment to empowerment, exemplified by products like the "Like Butter" hydrating mask and the "Faded" brightening and clearing gel.
11. Nigerian Heritage: Olamide Olowe’s parents migrated from Nigeria to Texas, America when she was born, reflecting a rich cultural background that influences her entrepreneurial spirit.
12. Strategic Sephora Pitch: Olamide's pitch to Sephora emphasized that 1 in 4 people has a chronic skin condition, making it good business for Sephora with high retention rates, similar to a prescription model, appealing to repeat customers.
13. Commitment to Mental Health Awareness: Beyond skincare, Topicals is dedicated to raising awareness about the link between mental health and skin conditions, demonstrating a holistic approach to well-being. Over the years, they have donated $100,000 to mental health causes.
14. Perfectionism Perspective: Olamide challenges perfectionism, viewing it as comparison dressed up as hard work or attention to detail. She advocates for creating something new every day rather than be hindered by existing standards. Olowe emphasizes that storytelling is at the core of Topicals. It goes beyond skincare; it's about rewriting narratives, embracing individual journeys, and challenging societal norms, fostering a deeper connection with consumers.
15. University Graduate: Olamide is a proud graduate of UCLA, where she obtained her B.A. in Political Science & Entrepreneurship and excelled as a track star during her time at the college.
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