💌 Letter from our Founder - Eric Toz (December)
Hey BeautyBosses! 👋 It’s your founder here, kicking off our new weekly Founder Series – think of this as your private masterclass straight from the trenches of building 9-figure businesses. Today, I want to show you something that legitimately excites me (which doesn’t happen often). 🤩 We just launched a new store in partnership with one of our bosses: 👇 https://kohst-2.myshopify.com/ Here’s why KOHST is pure genius 💡: - They’re not making “skincare for everyone.” ❌ - They’re making skincare for people who live for Summer, Fun, and being Outside. ☀️🌊 That’s a massive Total Addressable Market (TAM) disguised as a hyper-specific niche. Let me drop some hard-earned truth on you – the same truth that helped my last company, ShineOn, generate $400M+ selling jewelry: The riches are in the niches. 💎 We sold hundreds of thousands of pieces of fishing jewelry 🎣. Hundreds of thousands of nursing jewelry 🩺. Big-box brands would never touch those categories – too “risky,” too much inventory to pre-buy. But with print-on-demand (and now beauty-on-demand), we wield a weapon the legacy giants will never have: zero-risk hyper-niche domination. ⚔️ Example that will blow your mind 🤯: There are ~2 million Brazilian-Americans in the U.S. 🇧🇷 Too small for Glossier or CeraVe to build an entire brand around. Perfect for a solo founder to own completely and build a multiple-7-figure business. 🚀 Some niche ideas that are wide open right now (steal them, I dare you): ⚽ Soccer Mom Skin ✨ Latina Glow Essentials 🚓 First Responder / Police Skincare (yes, really) 🤠 Texas-Proof Skin 🍊 Florida Fresh ☪️ Halal-Certified Muslim Beauty Think about beer for a second. 🍺 Bud Light, Corona, Modelo… chemically almost identical. Yet people will fight you over which one “represents them.” Skincare is heading the exact same direction. 📉 When someone sees your product and thinks “Finally – someone made this for people like ME”… that’s not just a purchase.