Rachael Wilde co-founded Tbh Skincare in September 2019 and took the brand to market six months later in March 2020. Today, Tbh Skincare is stocked in major Australian retailers, such as Coles and Priceline, nationwide. The breakthrough skincare brand is on a mission to prevent breakouts with its patented science-backed formulas and playful branding. “Creating the brand and the community around Tbh Skincare was so important to me personally. This category lacked innovation, but it lacked a lot
a lot of fun and human connection as well,” Wilde told Inside Retail. Co-founder Wilde wanted to create a brand that challenged the shame that acne was shrouded in and provide a product that would prevent the chronic skin condition and resulting mental health symptoms. According to Tbh Skincare’s research, 85 per cent of the Australian population experience acne at some point in their lives and people who experience acne are 63 per cent more likely to suffer from depression within their first year of experiencing symptoms. “By normalising acne and speaking more openly about what it is truly like to experience it, I hope people feel more confident in their skin and less alone.” Science first, beauty second While Tbh Skincare has a well-branded and aesthetic product line, it’s still built on science-backed formulas. “First things first, the products are science-backed. The most important thing is that we deliver on our promises and that our customers trust our product offering,” Wilde said. Wilde’s background in the medical sales field helped her discover the medical research and development company that had developed a technology that could help control and prevent breakouts. Tbh Skincare’s innovation in skincare is proven to be efficacious for acne-prone skin and has earned the brand a reputation amongst retailers and consumers. “The science behind the patented technology in Tbh Skincare’s products is completely novel, which is why it is patented. Of course, having a patent is an integral part of protecting the IP that so much research and development is put into creating,” explained Wilde. “But more than that, it is delivering on a promise to the customer – that we are bringing something new and innovative to the category.” Even with an effective formula with the research and results to back it, Wilde knew the formula still would need the right packaging, education and branding to reach Tbh Skincare’s intended consumer. “Sometimes you can have an amazing innovation, but unless you can understand how the customer intends to use the solution every day, you won’t create something that they love and adore and come back time and time again for,” said Wilde. Brand building without stigma Before Tbh Skincare’s launch, there wasn’t a brand in the category approaching acne-focussed skincare in a playful way – beauty brands approached acne in a clinical way with white bottles and technical jargon. “I wanted to give the customers an experience that they could enjoy and be proud of. You look at all of these other beautiful skincare brands whose product ranges aren’t built for people with acne-prone skin,” stated Wilde. “Our customers want to be a part of these communities and use these products, but they often don’t have the specialised range to deal with acne-prone skin.” Tbh Skincare is dedicated to putting the acne-prone customer as the hero and celebrates them with a loud and fun brand, even if it means questioning the norms of the industry. “I think we really challenged this when we entered the market. Why does it have to be this way? Why can’t you have a skincare range for acne-prone skin that is also fun at the same time? Why would pink packaging make a formula less efficacious?” Tbh Skincare’s products are bright and playful, the product names are tongue-in-cheek and the information around preventing acne is never shameful. “Many people thought we were wrong for doing this in the beginning, but I think the fact that we were different and we knew who our customer was and spoke directly to them really helped us cut through quickly in the category,” Wilde explained. The brand broke the clinical skincare status quo and crafted its brand identity with its Gen Z and Millennial customer in mind instead of replicating its competitors. “For us, we wanted to match the science with the customer experience and give customers a product line they could trust but also have fun with,” said Wilde.