- “There's no ideal or perfect founder background. It's a collection of different experiences that ultimately bubble into a skill set that arms you to be strong in certain categories” @matt.mullenax #DTCPOD
- “We preach efficiency across everything that we do from supply chain to marketing to hiring.” @matt.mullenax #DTCPOD
- “We're trying to better serve the consumer who's been historically underserved for quite some time.” @matt.mullenax #DTCPOD
- “People are digging into the why behind brands, identifying the personality of brands and the personas who make up these brands. What exists behind the scenes people seem to be a lot more interested in and it gives us more runway” @irleslie #DTCPOD
- “You have to find some time to do the things that will keep you going for the long run.” @matt.mullenax #DTCPOD
We Speak About:
- [00:48] Matt introduces himself and Huron
- [06:38] How the brand developed and differentiated to cater to its target audience
- [09:18] Past experience that has driven brand strategy
- [12:36] Product positioning for an underserved market
- [15:12] Curating a marketing strategy through brand persona
- [17:14] The importance of risk mitigation
- [18:48] How positive feedback turned brand testing into brand growth
- [20:19] The fundraising strategy
- [22:59] Advice to DTC founders
- [25:35] Where to find Huron and Matt Mullenax online
Bringing a DTC brand to an underserved market
Matt Mullenax, co-founder and CEO of Huron, joins the POD to give some insight about his skincare company’s growth and marketing strategies.
Huron is a hair and skincare business catered towards men in a direct-to-consumer market.
Matt saw the beauty industry as a market underserved towards men, and developed products to better serve their needs.
He developed his products by forming a strong persona around his brand that derived from his own personal struggle with discovering effective skin and hair care products.
Huron’s differentiation and eCommerce product strategy
Huron stands out as a high-quality and affordable skin and hair care brand catered towards men. It is an eCommerce company paving its way in the beauty industry.
Matt noticed a disconnect between men and the beauty industry and created a brand to fill that gap. From packaging to effective formulas, the products are designed to meet the needs of a growing consumer.
Matt talks about how creating a brand persona is a leading factor in Huron’s marketing strategy, and offers advice to other DTC businesses on how to build a successful company.
Stay tuned as Matt discusses Huron’s marketing strategy and growth through the growing men’s skincare market.
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Mentioned Links:
Huron’s website: https://usehuron.com/
Huron’s instagram: https://www.instagram.com/usehuron/
Matt Mullenax’s email: matt@usehuron.com
Matt Mullenax’s instagram:instagram.com/matt.mullenax/
