Lessons From Serving 200,000 Customers

In this episode of The DTC Insider podcast, Brian Roisentul sat down with Victoria Melnyk, co-founder of Sunbabe Hair. Launched in 2018 with her sister, Sunbabe offers women a natural, gradual approach to hair lightening, inspired by their own teenage experiences with bleaching. Frustrated by the damaging and costly salon processes, Victoria sought a healthier alternative to achieve sun-kissed highlights. Emphasizing beauty as a reflection of lifestyle, Sunbabe has grown to serve over 200,000 customers. Victoria also leads the brand's art direction, focusing on visual storytelling to communicate Sunbabe's essence. Today, we'll explore her entrepreneurial journey, the challenges of scaling a lean team, and her vision for the future of haircare. Here’s a glimpse of what you’ll learn: Turning personal passion and curiosity into a successful beauty brand How creating for yourself can foster deeper customer connection The power of transformation stories in branding and marketing Why branding is about meaning, not just products Using the hero’s journey to create compelling customer narratives Building community to strengthen brand loyalty Understanding your customer’s needs to drive effective marketing The importance of a clear, focused message in brand communication Structuring ad creation to improve performance Embracing continuous learning for long-term growth Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.