The Mindfulpreneur: Build, Launch & Grow Your Brand

57. From Acne Struggles to 7-Figure Fempreneur: Crafting a Clean Beauty Empire With Zero Experience With Melanie Cruickshank

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In this episode, we dive into the brand-building journey of Melanie Cruickshank, the founder of da lish cosmetics. Da lish is a cruelty free, ethically sourced and give women who are looking for a clean alternative fabulous options for colour cosmetics. They work with many women who have or had Cancer, skin aliments, poor self confidence and help make them feel their absolute best. 


Melanie shares how she transitioned from a career in advertising and marketing to creating a successful clean beauty brand with no prior experience or connections in manufacturing or entrepreneurship. Despite having done everything “backwards”, she ended up with an incredible business and community. Her story is one of perseverance, learning from mistakes, and the power of community in building a brand that resonates deeply with its audience.



Key Takeaways:

  • Start with a Purposeful Product: Successful brands often begin by addressing a specific, personal problem. Identifying a clear need in the market ensures your product has a strong purpose and resonates with your target audience. How to: Focus on solving a real problem that you or your customers face, which will help establish a strong foundation for your brand.


    • Launch with Strategy and Flexibility: Many entrepreneurs learn the importance of having a well-thought-out marketing plan through trial and error. How to: Develop a detailed marketing strategy before launching, which includes understanding your target audience, setting a realistic budget with a buffer for unexpected costs, and remaining flexible to adapt as you gather data and feedback.


      • Simplify Your Product Offering: A streamlined product line can strengthen your brand and make decision-making easier for consumers. How to: Focus on offering a curated selection of essential products that meet your customers' core needs. Avoid overwhelming them with too many options, and instead, build a brand identity around simplicity and quality.


        • Leverage Social Media Effectively: Social media platforms like TikTok and Instagram are powerful tools for building brand awareness and driving sales, especially when used strategically. How to: Post consistently, aiming for at least three times a day on TikTok over a month to see significant growth. Ensure your content is valuable—whether it’s educational, entertaining, or informative—rather than just promotional, to engage your audience effectively.


          • Build and Engage a Supportive Community: Connecting with like-minded entrepreneurs and seeking mentorship can be crucial for growth. How to: Join industry-specific groups or networks to share information, resources, and support. Don’t hesitate to reach out to others for advice and collaboration opportunities. Building a strong community can provide invaluable insights and foster a sense of belonging that supports your brand's growth.


            • Follow: https://www.instagram.com/dalishcosmetics

            Join the FAB Squad newsletter: https://www.dalishcosmetics.com


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            The Mindfulpreneur: Build, Launch & Grow Your BrandBy Alyssa Zwonok