Why it’s important:
- Giant retailers like Walmart are adding emerging brands to satisfy shoppers’ desire to reduce chemicals in personal care products.
- These days, even retailers are using social media platforms like Instagram to discover new products. Walmart executives connected with Curie, the natural deodorant startup, through Instagram.
- And then there’s something like the “Shark Tank effect.” After appearing on the show, Curie founder Sarah Mollet sold more products than she did in her first year in business.
Brand founders typically invest in hitting the pavement at trade shows or visiting retailers’ headquarters to get category buyers interested in their products. Sarah Moret, founder of natural deodorant startup Curie, was no stranger to that discipline. “I sent out cold emails and got a lot of rejections,” she said of her efforts to get sales for her aluminum-free deodorant and body care products.
Her biggest break came unexpectedly.
“A buyer from Walmart saw us on Instagram and contacted us through the ‘contact us’ form on our website,” says Mollet, who launched Curie online in 2018. “My customer support team sent it to me saying I wanted to check it out.” She thought it might be a lie, but she decided to react and see what would happen. ”
The move paid off. Walmart launched Curie deodorant and body care products in August 2023 in his 4,300 stores and on his Walmart.com. This exclusive partnership propels Curie beyond its direct-to-consumer roots into logistics. The brand was already on an impressive growth trajectory, with 900% year-over-year sales growth pushing his sales past his eight-figure mark.
Naturals are driving 21% of the growth in the $51 billion personal care and beauty industry.
Alice Mintz, Director of Integrated Solutions, DAAP
Helping retailers “make our clean beauty standards best-in-class” while leveraging Walmart’s huge reach
Offline selling was nothing new for Mollet, but Walmart’s reach took distribution to the next level. Moret’s products have been featured on QVC, Anthropologie, and Nordstrom. “Customers were asking us to go into retail,” Moret told CO-. “If you run out of deodorant, you’ll need it right away.”
Curie’s formulas are free of petroleum-based ingredients, parabens, and aluminum. This is a fact consistent with Walmart’s efforts to expand its natural product offerings. The lineup consists of three of the brand’s signature fragrance options: Orange Neroli, White Tea, and Coconut Nectar: Deodorant Stick ($12.97), Deodorant & Body Spray ($13.97), and Underarm Detox Mask ($13.97).
Walmart is commercializing Curie in its expanding natural category. The brand aligns with Walmart’s Clean Beauty Initiative across more than 900 products that have passed tests to be considered clean. “We’re working to make clean beauty standards the best in class. Many of our Clean His Beauty brands are overhauling their entire product range,” said Walmart’s Beauty Vice President. President Clayton said Kuiper.
Kelly Robinson, Walmart’s senior vice president of personal care and beauty merchandising, added that Curie meets the chain’s desire for innovative and effective products. “We believe Curie’s focus on whole foods will be a great addition to our range,” she said.
Walmart worked with Curie to create space on its shelves for educational materials and tips for consumers who want to transition from traditional deodorant.
Curie is increasing brand awareness through digital advertising, influencer marketing, and Sniff Club, Curie’s loyalty program where members of its “superfans” extol the benefits of the brand.
“this [natural products] “This is a growth category for Walmart and a lot of executives are paying attention to it,” Moret said. “Traditionally, Natural was Burt’s Bees, Shea Moisture, and traditional brands, but now we’re looking to add emerging brands to expand our selection.”
Consumers use their wallets to choose ingredients that are natural or “free” from certain chemicals. Naturals are driving 21% of the growth in the $51 billion personal care and beauty industry, according to Alice Mintz, director of integrated solutions at DAAP, a subsidiary of SPINS.
[Read: How Big Brands Turn Customer Reviews Into Sales]
Curie’s story: A startup founded by a marathon runner with $12,000
Moret himself was inspired to formulate Curie in his quest for a safer and more effective deodorant. She began searching for her business opportunities while working full time at a venture capital fund. She said, “She wanted to start something she really believed in.” Having been a marathon runner, she didn’t trust the natural products she was using. At the same time, Moret began researching the ingredients she was using on her body, such as aluminum. That was her “aha” moment. She started Curie as her side business. She has her $12,000 of her own money and her sister who is responsible for fulfillment and customer support for her.
It took about 10 months of trial and error to get the formula right. Moret’s financial background has helped him run his fledgling company, a luxury many founders lack. A lack of experience could put you out of business if a big order comes in.
“We were very much a bootstrapped operation from the beginning,” Mollet said. She raised about $1 million from her family and friends for further growth. Curie achieved sales of $125,000 in her first year. When the pandemic hit, she continued her business by pivoting to selling hand sanitizer, and in 2020 she was able to make $700,000.
[Read: Inside How 3 Startups Generated Exponential Sales Growth on TikTok]
‘Shark Tank changed lives’: The show brought Curie more business overnight than it did in its first year.
She also received support from Barbara Corcoran and Mark Cuban. During her hike last year, she received a call to be a last-minute replacement on “Shark Tank.” Within two hours, she arrived on set with deodorant and supporting items. She struck a deal with “Shark” Mr. Corcoran and Mr. Cuban and walked away. They invested $300,000 for ownership of 10% of the company’s stock and 4% of advisory stock.
Beyond the investment, the “Shark Tank effect” brought in more business for Moret overnight than he had in his first year. The show was rebroadcast more than 20 times for him, and sales soared each time. “Shark Tank changed my life,” she said.
She predicted that more people would convert once it became available at Walmart. “We know that consumers live their lives on the go, and having us in the doors of thousands of retail stores helps us meet customers wherever they are. .”
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