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Creating Skincare Brands for the TikTok Generation with Tiffany Salmon

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We have seen so many different industries and products blow up on TikTok over the last few years: books, food, gadgets. One industry that has exploded across the social media platform is cosmetics and skincare, with ‘skinfluencers’ like Hyram sharing knowledge and advice for achieving ‘skin goals’ and gaining over 4 million followers.

Tiffany Salmon, Creative Director at Amelia Knight and Founder of Scientia, Glow Hub, and Soak Sunday, has experienced incredible brand success through TikTok, with #glowhub garnering over 7.5 million views.

Salmon has been part of her family’s business, Amelia Knight, for 15 years, creating beauty products for some of the world’s biggest retailers, including industry giant, Primark. The private label company is a fully integrated business, working from concept to final product. With access to labs and suppliers, and expertise in ingredients, cosmetics, and the latest trends, Salmon suggested the family business built their own skincare lines. In 2019, they launched their first skincare brand, Scientia. And they didn’t stop there.

Despite the pandemic, Salmon and her team achieved enormous success when they launched Glow Hub in partnership with ASOS. The pandemic limited the marketing opportunities for Glow Hub, being restricted to virtual photoshoots and unable to host launch, campaign, or press events. However, Glow Hub took TikTok by storm, with its simple but attractive colour-coded packaging and brand emphasis on education, the Gen Z skincare lovers were very enthusiastic about the brand’s appearance on the market.

“Glow Hub is very ingredients-focused, all of our skincare lines are, but with Glow Hub, we are concentrating on introducing simple formulas to consumers who are new or unsure about their skincare and skin type, and we talk about the products in a way that we hope is relatable and accessible. We try not to overwhelm people; Glow Hub is like the entry level into skincare, getting into good habits but ensuring its easy, digestible, and fun.”

Glow Hub is designed, packaged, and colour-coded by skin type so our customers can easily identify which products are for them, but can also mix-and-match as it suits them. We worked for a long time on making sure that the packaging was digital-friendly and that the personalisation aspects of the brand worked well for the intended demographic. The way brands talk to young consumers is very digital and we found our reach on TikTok snowballed, especially with so many people occupying online spaces during lockdowns. It’s an incredibly reactive platform and because we are so focused on skincare education with the Glow Hub brand, breaking into that digital space created significant, organic engagement for the brand and products.”

Amelia Knight now stock several of their brands with world recognised retailers, like Boots, Beauty Bay, ASOS, and H&M. After the amazing success of Glow Hub, Salmon and Amelia Knight unveiled Soak Sunday, the brand bringing back bath time. With many people stuck at home during lockdown, Soak Sunday seemed to launch at a time where people wanted to treat themselves but lacked options under restriction rules. Amelia Knight’s ability to successfully launch two brands in lockdowns is something Tiffany Salmon credits to their vertical integration and hands-on mindset with every aspect of their business and production system.

“We’re a family business and I think our USP is our vertical integration. I have direct access to our labs, to the design and manufacturing departments, our fulfilment, marketing, and sales teams, and we are meticulous about maintaining a clear supply chain for our ingredients. That gives us outstanding traceability and the ability to be transparent about our processes, procedures, and sources. We can also move very quickly with trends, new products, new formulas, and that agility can offer us a lot of flexibility.”

Amelia Knight’s vertical integration was also key to their success in achieving their International Leaping Bunny accreditation. Leaping Bunny is one of the most respected and recognised standards for cruelty free beauty and skincare products. As the only cruelty free license body that requires a supplier monitoring system, supply chain checking for animal testing, and ongoing audits, the Leaping Bunny accreditation is an achievement Salmon is especially proud of.

“I think sustainability and transparency have become more prominent in customer values and mindsets. They want to know what is in the products, where the ingredients come from, why they are included, and how they are being cultivated. I think younger customers are becoming more savvy and bigger brands don’t necessarily have the full picture when it comes to their supply chain.”

After experiencing a ‘baptism of fire’ when launching three brands in less than a year, Salmon and her team are taking the time to nurture their current products, taking on customer feedback, and hoping to gradually grow with the insights they gained after their initial overwhelming accomplishments.

“It might be cliché to say, but the best is yet to come!”

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