Nocturnal Skincare - They Launched 600 SKUs in a Year, Then Built a Brand on One

What happens when two beauty insiders who helped launch 600 SKUs in a single year decide to build a brand around just one?

In this episode of The Story of a Brand, host Rose Hamilton chats with Daniel Kiyoi, Co-Founder & CCO of Nocturnal Skincare. Daniel breaks down why knowing the beauty playbook made him and co-founder Katey Hassan willing to reject it, building Nocturnal around one hero product, the Polar Night Renewal Serum, and a Japanese and Scandinavian heritage they call Japandi.

Key highlights from the episode include:

* One Hero, On Purpose: What choosing a single product forced Nocturnal to say no to, including retailers who wanted an assortment first, and why that focus is what built a loyal audience.

* The Mind and the Heart: Why the circadian science was supposed to lead, and why the Japandi heritage story is what actually grew the audience.

* The Knot Bag That Went Viral: How a gift-with-purchase bag drew over 6 million views, trained their Meta ads to sell bags instead of serum, and forced a pivot back to skincare.

* Retention Over Attention: Why 20 to 25 percent of the business is now subscription, how a refill designed to be easy drove repeat purchases of 30 and 40 times, and why "if you confuse, you lose."

* Saying Not Now: Why they turned down a significant retailer, and how they are approaching strategic capital without giving up a slow, deliberate pace.

Join us for this podcast as we explore what it takes to build a brand that endures, and why the hardest test of focus is an opportunity that looks too good to refuse.

For more on Nocturnal Skincare: https://www.nocturnalskin.com

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