Key Takeaways
- Subtl has rebranded to better connect with older millennial consumers, introducing updated visuals and messaging.
- The brand’s sales are expected to rise by 50% to 70% this year, fueled by new product releases and retail ambitions.
- Subtl aims to attract new customers to the beauty industry with its stackable, portable makeup solutions.
Subtl’s Transformation and Future Plans
Six years after its inception, Subtl, founded by Rachel Reid, has undergone significant changes. After marrying her boyfriend and raising $5.5 million in Series A funding, Reid recognized that the brand’s imagery and messaging were not resonating with its core older millennial audience. This insight led to a comprehensive rebranding effort aimed at aligning Subtl with the needs and preferences of women who prioritize convenience in their makeup routines.
Under the guidance of CMO Jessica Zeller and creative director Ariella Gogol, the rebrand focuses on a modern aesthetic that appeals to the multitasking lifestyles of its target demographic. The new branding emphasizes a single-word identity—Subtl—while updating the logo and color schemes from pastels to richer shades like maroon and lilac. The tagline, “Makeup, made easy,” encapsulates the brand’s commitment to simplifying the beauty process.
The rebranding is timed with ambitious growth projections, anticipating a sales increase of 50% to 70% this year. This growth is supported by the upcoming release of new products, such as the $18 Lip Glaze and $15 Lip Brush Keychain, aiming to attract attention on retail shelves. Subtl’s strategy involves partnering with beauty retailers such as Sephora, Ulta Beauty, and clean beauty stores like Credo.
Subtl’s product approach, particularly its stackable offerings called “Staks,” has proven attractive to consumers, with an average order size of six to seven products—often including popular items like Concealer and Shine Control Powder. Zeller notes that the brand not only targets existing beauty consumers but also seeks to draw new customers into the industry, positioning Subtl as a gateway for newcomers who may later explore other brands.
Additionally, Reid has hired Ashley Deleon, a former product development VP at Lime Crime, to enhance Subtl’s product formulations. May and August are set for the launch of 10 new non-stackable items, introducing innovative concepts to the brand’s offerings. This includes the 3-In-1 Brow BFFs, reflecting a strategic shift beyond just stackable products.
To promote the brand’s visibility and engage with consumers, Subtl will host “Girl’s Night Out” influencer dinners alongside the launch of the Lip Glaze. Social media plays a crucial role in their marketing strategy; Subtl has an active presence on Instagram with 177,000 followers, showcasing product usability in everyday settings. Following a period of reduced activity on TikTok, the brand is revitalizing its content on the platform to reach broader audiences.
Overall, Subtl’s rebranding and new product strategies position it favorably for growth in a competitive beauty market. Emphasizing a connection with its audience and clarity in product offerings reflects a determined effort to excite both loyal customers and newcomers alike.
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