Need Beauty is more than just a skincare brand; it is a story of passion, adaptation, and evolution despite challenges. Founded six years ago by Andrea Jaschek, Need Beauty started as a resale store focused on bringing exclusive U.S. products to the Mexican market. Today, the brand has grown into a strong digital presence and a physical retail store that reflects its essence and values.
"It started as a small project while I was working full-time. I never imagined that Need Beauty would become what it is today," says Andrea. This growth has been fueled by key decisions, a clear vision, and strategic collaborations.
The Challenge: Scaling with Strategy
From the beginning, Need Beauty faced common entrepreneurial challenges:
- Business Formalization: Transitioning from a resale model to a formal structure with distribution and proprietary products.
- Constant Evolution: Adapting to a competitive market and the high expectations of skincare consumers.
- Omnichannel Expansion: Integrating e-commerce with a physical store to ensure a seamless shopping experience.
One of Andrea’s biggest challenges was transitioning from a one-person operation to a structured team without losing the brand’s essence. She needed a technological solution that could support both her brand’s growth and its increasingly sophisticated operations. However, before outsourcing key areas, Andrea took the initiative to learn about e-commerce, SEO, and Shopify firsthand, a crucial step in her business’s success.
Solution: Strategic Optimization
Since 2020, Need Beauty and Getmore have worked together to transform the brand’s online store into a leading e-commerce platform in the Mexican skincare industry. Andrea’s focus has always been on strengthening digital presence and improving customer experience. Key solutions implemented include:
1. Strategic Redesign with a Shopify Premium Theme
In 2023, the Need Beauty website underwent a complete redesign using the Impact Premium Theme, optimized for beauty brands. This included:
- Color swatches and product badges: Improving visual presentation and helping customers easily identify product features.
- Mega-menu: An intuitive navigation system that simplifies browsing the product catalog.
- UX Optimization: Data-driven design improvements based on user behavior insights.
2. Advanced E-commerce Tools
- Klaviyo: Automated email marketing flows, including an abandoned cart recovery sequence, increasing conversion rates.
- Rebuy: Implemented features like Related Products, Frequently Bought Together, and Smart-Cart, leading to an 18% increase in average order value.
- Shopify POS: Seamlessly connected online and in-store sales, ensuring a cohesive omnichannel experience. "The Shopify POS integration was quick and easy, helping us unify sales and customer data," says Andrea.
3. Opening a Physical Store
Using postal code data analysis, Andrea strategically chose Guadalajara as the location for her first physical store—a city known for its challenging yet rewarding market potential. "If you can succeed in Guadalajara, you can succeed anywhere in Mexico," says Andrea. This approach allowed Need Beauty to serve its customers better and provide a more personalized shopping experience.
Results: Outstanding Growth
The optimizations implemented with Getmore delivered significant improvements in key performance metrics and customer experience:
- Conversion rate: Increased by 18% after the website redesign and optimization.
- Average order value: Increased by 6%, thanks to personalized shopping experiences and cross-selling features powered by Rebuy.
- Omnichannel integration: 27% of Need Beauty's customers now shop in-store, strengthening the brand-customer relationship and unifying inventory and customer data across channels.
- Operational autonomy: Andrea and her team now manage the store independently, from product updates to executing marketing strategies.
What I love most about working with Getmore is the clarity and structure of each project. Every decision is based on data, and that has been key to Need Beauty’s growth.
Conclusion
Need Beauty’s journey is a powerful example of continuous evolution and strategic collaboration. What started as a small resale business has grown into a recognized brand that integrates technology, quality, and customer experience.
For Andrea, the future holds exciting possibilities: "We will continue growing in e-commerce and expanding our physical presence. Everything is an experiment, and every step brings us closer to our vision."
At Getmore, we transform businesses like Need Beauty into success stories. Contact us today to find out how we can help you achieve your e-commerce goals!