When Bellasonic launched right before the holidays, founder Reuben Driggers could hardly contain his excitement. The brand’s only product, a patented electric nail file, was the perfect stocking stuffer for beauty lovers everywhere—or so he thought.
But Santa Claus didn’t stick Bellasonic in stockings as he carried out his Yuletide duties. The brand only generated a handful of sales in its first few weeks. Driggers says, “You can create the best product out there, but, if you can’t get it in front of the right audience, it goes nowhere.” He tried to build an audience with influencer collaborations, but they fell flat.
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