Borghese and Craig, who rose to fame as one of the first fashion influencers with his Bag Snob account and has more than 511,000 followers on Instagram, invested in selective sampling, rather than paid marketing and traditional channels like department stores, to grow the company and recruit a loyal following. customer base They started in 2019, just before the pandemic. “We really believed in what I call ‘the key opinion consumer,’ because whether they had 500 or 5,000 friends on social media, they could tell their friends our story,” Craig previously told Vogue Business.
“For a founder, finding the right growth partner is an exhausting process,” says Craig, who is also the brand’s creative director. “But from our first conversation with Ken and his team, there was a natural affinity – personal, professional and strategic – between U Beauty and Sandbridge that made our partnership seem inevitable.” Both companies also share a fundamental perspective that there are no short-cuts to long-term brand building, he adds.
Sandbridge Capital’s Suslow said it will build on U Beauty’s clean, authentically modern approach to beauty and differentiated brand positioning. “We are excited to contribute our expertise to help build enduring and successful global brands in support of U Beauty’s demonstrable strong foundation.”
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Source: www.voguebusiness.com