Starr Dawkins: From Social Media Influencer to Trailblazing CEO

Business Scale Insights

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5y ago 26:40

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Business Scale Insights continues the series on Brand Building by focusing on the rise of social media influencers and their impact on the success of brands and businesses. To help explain all things INFLUENCER, we invited Starr Dawkins, CEO of The Sweet Cookie Jar, on the program. Starr Dawkins began her career as an aspiring actress. She wanted to perform in LA and hoped that she would someday get her big break. She started sharing her story on You Tube, Instagram and Snapchat.

She started making a name for herself with Jamaican social media influencers and by talking frankly and openly about taboo topics like sex, sexual health and feminine hygiene. From those taboo topics, her audience encouraged her to start creating a line of feminine hygiene products that they could actually use that were all NATURAL . Those products were initially sold online and her following continued to grow. Soon a brand of feminine hygiene products was born: From washes and cleansers to sanitary napkins.

The market for Feminine Hygiene Products published by Allied Market Research is expected to be $42.7 billion by 2022, registering a CAGR of 6.1% during the period 2016-2022. North America has observed higher penetration of panty liners and internal cleansers & sprays.

Starr Dawkins has capitalized on this market opportunity by opening a retail location, Sweet Cookiee Jar in Sunrise, Florida. The location focuses on providing spa services like waxing, V- steams, and Vajacials and also selling her products. She has transitioned from social media influencer and educator on female hygiene and sexual health to CEO of a pioneering feminine hygiene brand. Starr Dawkins is an outstanding case study of the power of social media influence to not only grow brands but to literally CREATE one.

To reach out to Starr or order her products, check out the site: https://sweetcookies.org

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