Show Notes: In this podcast episode, Alex Pottash, CEO of Forgotten Skincare, shares her journey of creating a niche skincare brand. She identified a gap in the market for vegan, cruelty-free underarm treatments using search data. Starting with just $5000, she balanced her startup with a full-time job, developing a product free from harsh chemicals like hydroquinone. The discussion covers the transition from direct-to-consumer to retail, emphasizing the importance of expert endorsements and customer trust. Financing challenges, business management, and the role of in-person events for brand growth are also explored, offering a glimpse into the complexities of scaling a skincare brand. About Alex Pottash: Alex Pottash is a passionate entrepreneur, with more than a decade of experience in healthcare and wellness. She is the founder of Forgotten Skincare, a body care brand on a mission to uplift others by encouraging body normative conversations and solving common skin concerns affecting marginalized groups of people. Outside of work, Alex enjoys spending time at the beach with her mini bernedoodle, cooking with fresh ingredients from the farmers market, and traveling back to the East coast to see her family. Timestamps: Identifying market opportunity (00:01:24) Alex talks about her background in pharmaceutical advertising and how she identified a market opportunity through search data. Scientific approach to product development (00:03:30) Alex explains the scientific approach she used to develop the original underarm brightening deodorant cream and the importance of creating safe and effective products. Challenges of bootstrapping a business (00:04:32) Alex discusses the challenges of bootstrapping a business with limited resources and the importance of niche products. Shift from direct-to-consumer to retail (00:05:32) Importance of customer trust and expertise (00:07:52) Alex discusses the shift in consumer trust from influencers to skincare providers and the importance of expertise and credibility in the industry. Creating products for specific market segments (00:09:13) Alex talks about her strategy of creating products specific to certain market segments and the potential for partnerships with estheticians. Financing retail expansion (00:13:41) The discussion revolves around the financial considerations and challenges of expanding into retail and the importance of setting up relationships with investors and bankers. Building different facets of the business (00:15:01) Alex shares her experience of managing various aspects of the business, from marketing to distribution, and the process of seeking help as the business grew. Remote work and in-person events (00:17:23) Trade Show Goals (00:20:46) Long-Term Investment (00:21:49) The reality of the long-term investment required for trade shows and the time it takes to see returns, particularly in retail partnerships. Shift in Beauty Industry (00:22:31) Anticipation of a shift towards prioritizing results over packaging, and the increasing demand for evidence of effectiveness. Building Trust (00:23:44) Strategies for building trust, including personal branding, partnership with certified experts, and the pressure on small brands to meet standards. Consumer Trust (00:25:54) Challenges in establishing consumer trust, considering the skepticism towards certifications and the diminishing influence of traditional sources. Word of Mouth Marketing (00:27:10) Reddit and Organic Content (00:27:51) Utilizing Reddit for product research and the emphasis on organic content, particularly on platforms like Pinterest, for brand growth. Focus on Estheticians (00:29:03) Excitement about engaging with estheticians, understanding their needs, and developing products tailored to their concerns. Brand Promotion (00:30:30) This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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