Baalm founders Lanya Olmsted and Mandi Nyambi want to help people through their skincare trips. However, this year, they were on their own journey and led their company's evolution from a newsletter to a membership-based community of skincare enthusiasts.
Nyambi says today, Baalm is all about bringing "the healing and care and serenity" to the beauty landscape – an area that is increasingly full of expensive products and conflicting advice.
With that in mind, the startup recently introduced a feature that allows anyone to connect with an experienced aestheticist for a video consultation. (The team is looking at and bringing in more of these experts.) The & # 39; skin exercise & # 39; sessions range from 15 to 30 minutes, with two levels exclusively for members and one – & # 39; 20-minute, $ 20 intro consultation – available to non-members.
The importance of the latter option became clear in a mentoring meeting conducted by Land Rover and The wing. The founders spoke to Natalia Oberti Noguera, founder and CEO of English pipeline, & # 39; a network of women and non-binary femme angel investors, who advised them to find a way to engage people who may be curious about Baalm and give them an idea of what the membership offers.
At the time of them initial conversation with Oberti Noguera this summer, the founders were in the midst of a disaster major rebrand, which includes the name of the business (before Baalm, it was Le CultureClub) and shifted its focus from the latest products and beauty trends to a more personalized, holistic approach to skincare.
Initially, they say, their instinct was to choose a descriptive name for the brand, but Oberti Noguera suggested that they should rather try to get an emotion or feeling. "We had all these brainstorming sessions and then finally came to this (sense of) tranquility," says Olmsted. & # 39; It was really & # 39; great advice (which she gave us) because it helped us find out, ok, that's who we are at our core & now our name can be that too reflected. & # 39;
In a video documenting the mentoring program, created in collaboration with Range Rover Evoque, Olmsted said that she and Nyambi want to create a brand identity that will remain with us for years as we enterprise developed. & # 39; I did exactly that. During their re-visit, they began launching one-on-one consultations, and after seeing how well their community was responding, standardized the process and launched it as a service in the fall.