For today’s health-conscious consumers, excess chemicals and preservatives are the enemies.
With a growing emphasis on personal and environmental health, we’ve seen the global organic beauty products market expand to $22 billion by 2024.
Leading the charge in the natural beauty industry online is WOW Skin Science, a small company out of India that has quickly risen to the top of the US Amazon sales charts.
Known for their unique natural shampoos, conditioners, and essential oils, WOW has lived up to the name by taking on big-box competitors and carving out a substantial piece of the market.
The brand has found the sweet spot between natural remedies and products that actually get the job done, all in an attractive and affordable package.
Here’s how this impressive brand went from a small garage operation to a money-making natural beauty powerhouse in just a few short years.
New Twist On Ancient Wisdom
Natural beauty products may be the hot new thing in the West, but the foundations of these products come from ancient tradition.
Tapping into the teachings of ayurvedic medicine and focusing on organic ingredients, WOW Founder Ashwin Sokke saw an opportunity to mix the old with the new.
Apple Cider Vinegar, known for its intense tangy taste and numerous health benefits, is at the center of the WOW product line.
For many folks in the West, drinking ACV is not a palatable proposition, but Sokke was able to capitalize on the widespread recognition by bottling a powerhouse ACV shampoo.
Based on a proprietary formulation derived from Himalayan apples and purified water, the flagship product checks all the boxes for the natural beauty crowd.
The shampoo is free of paraben, sulfate, and silicone, in addition to being certified vegan and cruelty-free. The ingredient list for each product is relatively short and easy to pronounce.
Customers report incredible reversals in hair damage, dandruff, and split ends. It is also said to reduce frizz and even combat tough conditions like eczema and psoriasis.
It goes to show that sometimes the best innovations are the result of looking to the past rather than looking to reinvent the wheel.
After the initial success of the Apple Cider Vinegar Shampoo, WOW has expanded its product line to Red Onion, Activated Charcoal, and Morrocan Argan Oil Shampoos as well.
WOW sends a clear message to the world, that people have had enough of super-expensive, flashy beauty products, and prefer natural solutions that deliver real results.
Riding the eCommerce Wave
2016 doesn’t seem like long ago, but in India, the eCommerce revolution was still in its early stages. The team at WOW saw the tides changing and decided to go all-in online.
Ashwin Sokke was a seasoned internet marketer in the years before founding WOW, where he saw numerous other brands in the natural beauty industry fast track to success.
Linking up with his brother Arvind and another duo of brothers Manish and Karan Chowdhary, the small team set out to create the world’s next best shampoo.
Getting things off the ground was difficult at first, as the small team was going head-to-head with established giants in the Indian hair and skincare industry.
Beginning with a single bottle of Apple Cider Vinegar shampoo in a shared family garage, the company quickly found its footing via internet marketing channels and saw fast growth out of the gate.
Of course, challenges and obstacles abounded, particularly on the logistics front. But a relentless determination to succeed helped the WOW team overcome all odds.
“The logistical challenges of running a business such as WOW in India were also significant, but as the market’s acclimation to e-commerce grew, so did logistical efficiency,” explains Sokke in a recent interview with Authority Magazine.
Once they had established a sizable chunk of online territory in India, WOW set its sights on the United States, which presented a host of new challenges and opportunities.
The team understood Amazon to be the great equalizer in the US beauty market, allowing small companies to compete effectively with large international brands while benefiting from organic search and customer reviews.
BuyWow made a smooth transition into the American marketplace via Amazon, and it has been a continuous rise in the rankings and sales numbers ever since.
As of right now, WOW’s Apple Cider Vinegar Shampoo is outperforming on Amazon with nearly 28,000 positive reviews and a solid 4-star rating.
WOW has benefited from a loyal following of satisfied customers, who have been very vocal about their love for the products.
This dedication and advocacy have helped sales on Amazon smash expectations.
The founders of the company attribute this brand ambassadorship to a heavy focus on customer experience from the very start.
“We were probably the pioneers of marketing health and beauty products online in India back in those days,” said Sokke in a 2019 morning TV interview.
The customer-first philosophy has paid off, even if ROI took a while to manifest. WOW has had the #1 selling shampoo in India for over four years now.
“We were always focused on customer experience first, rather than profit,” said Sokke. “We responded to every email, every phone call, every social media comment. So that alone differentiated us from every other company out there.”
In an online world, businesses can reap huge rewards from going the extra mile on customer service and engagement, and WOW is a prime example of this strategy paying off.
In fact, many of the recent product releases from WOW have been a direct result of customer feedback, which guides the brand in the right direction and helps fill gaps in demand.
To this day, the company continues to put the customer above all else and has built up a robust set of support staff in both the United States and India.
Couple that with an expansive line of stellar products, and it’s clear why we have a winner on our hands with WOW.
The Best Is Yet to Come
Showcasing massive sales and an expanding customer base, the WOW team has a lot to be proud of, but they aren’t lifting their foot off the gas pedal just yet.
The BuyWOW website is always rolling out new products, ranging from essential oils to revitalizing hair treatments and face masks.
The company is also making some functional fashion flair available on their page, in the form of essential oil diffuser bracelets, earrings, and necklace pendants.
With aromatherapy finally catching on in the West, these products may prove to be a smash hit sooner than later.
At the moment, WOW is aiming to cover all its bases and become a one-stop-shop for natural beauty supplies.
Most recent releases include luxurious lotions and body washes, all sticking to the strict standards of organic ingredients and ethical production philosophy.
On the sales front, things are looking great for Ashwin and the company.
WOW recently got the green light from a major big box store, which will be featuring the products in-store by January 2021, signaling a shift from online exclusivity to big-box retail.
We expect to see WOW continue to enjoy success in the American market and spread its wings into other countries as well. Amazon UK numbers are already on the rise.
Be sure to keep an eye on this exciting brand, because WOW is here to stay.
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