The Heart-led Brand Podcast

019 – Building a Community-Driven Brand with Calling

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Sabah always knew that she wanted to start her own business one day, but never expected it to be in beauty. She started her career journey in the fashion world, working at Alexander McQueen, Tom Ford Beauty and Harrods. But as you’ll hear in this interview, life took a turn and led her to launch Calling – a clean beauty brand that puts community first. They officially launched in 2023 with their hero product, Face Fog, and have already been featured in British Vogue and named Best New Beauty Brand by Pure Beauty Magazine.

In the episode, Abbey talks with Sabah about:

  • The first steps that she took to launch Calling – from consumer research to finding manufacturers to figuring out supply chain issues
  • Why she chose to launch with just one product
  • How she’s approached marketing and dealing with social media burnout as a business owner


    • You can follow Calling on ⁠Instagram⁠, ⁠TikTok⁠ or go shop their products on callingbeauty.com

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    You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠⁠⁠.

    🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠⁠⁠wayfarerdesignstudio.com/resources


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    The Heart-led Brand PodcastBy Abbey McGrew / Wayfarer Design Studio