From Formulating in her Apartment to 700 Ulta Shelves - Jamika Martin’s Journey with Rosen Skincare

Shelf Talks

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In this conversation, Jamika Martin, founder of Rosen Skincare, discusses her journey from formulating her products in her college apartment to launching a successful skincare brand now in over 700 Ulta stores. Jamika shares insights on the challenges and learnings from starting her business, including the importance of customer feedback, the transition to direct-to-consumer sales, and her experience with the Target Accelerator program. The discussion also covers the evolution of her brand's packaging, the realities of entering retail, and the strategies needed to succeed in a competitive market. She emphasizes the importance of influencer marketing, the challenges of managing growth, and the need for strategic planning when entering new retail spaces. Lastly she shares insights on investor relations and the future direction of her brand, highlighting the significance of understanding customer demographics and market positioning.
Breakdowns:
00:00 Introduction to Jamika Martin and Rosen Skincare
00:55 The Journey Begins: From College to Entrepreneurship
03:05 The Birth of Rosen Skincare: Identifying a Market Gap
06:04 Initial Customer Reactions and Learning from Feedback
08:56 Transitioning to Direct-to-Consumer Sales
12:01 The Target Accelerator Experience
14:53 Entering Retail: Lessons from Urban Outfitters
18:12 Navigating Retail Challenges and Marketing Strategies
20:46 The Evolution of Packaging and Brand Identity
23:54 Launching on Target.com: The Road to Retail
26:54 Initial Sales and Customer Reactions at Target
30:03 Reflections on Retail Strategy and Future Directions
34:22 Scaling Challenges and Retail Strategy
39:46 Influencer Marketing and Brand Growth
47:12 Retail Partnerships and Launch Success
55:33 Investor Insights and Business Growth
01:00:43 Future Plans and Brand Evolution
Links mentioned in this episode:
Rosen Skincare Instagram: @ rosenskincare
Rosen Skincare Tiktok: @ rosenskincare
Rosen Skincare Website: www.rosenskincare.com
Jamika Martin's Instagram: jamikarose_
Ulta Accelerator Program: https://accelerators.target.com/
Book mentioned: Ramping Your Brand by James F. Richardson

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