Ep 71. Tribe Skincare | Bootstrapping to an $8m+ Turnover, The Secret to 50,000 Repeat Customers, Choosing Local over Global Markets, and Growing E-Comm Without Paid Advertising

One Wild Ride with Pru Chapman

Kayla Houlihan is the founder of Tribe Skincare, a natural, vegan-friendly, Australian-made skincare range, based in Torquay. It was while running her own skin clinic that Kayla noticed a gap in the market for 'skincare for sensitive skin'. While there were some skincare products or lines for sensitive skin, no brand was completely focusing on.

Kayla created Tribe Skincare and bootstapped her way to $8m+ turnover in her first five years, without any external investment or big startup dollars. Tribe now has over 50,000 repeat customers and a more than 60% return customer rate - which is 3 times above industry average. From the original four products the brand is quickly becoming one of Australia’s favourites for sensitive skin.

Mentioned in Conversation:

• Kayla’s personal experience seeding to the creation of Tribe Skincare

• How she bootstapped her way to $8m+ turnover in her first five years (without any external investment or big startup dollars)

• Her ‘under-the-radar’ strategies to growing over 50,000 repeat customers with a more than 60%+ return customer rate

• Why she chooses to use Australian native ingredients over imported ones

• Her choice (and advantage) in manufacturing all her products in Australia

• Turning off her digital ads, and how it affected the business

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