The Rise of Topicals
The Rise of Topicals
By: Akilah Frye
CEO Olamide Olowe is the youngest Black woman ever to raise more than $2 million in venture funding, all because she saw the need to address chronic skin issues and create a brand that produces amazing results for its consumers. Topicals’ mission is to transform the way you feel about your skin through effective science-backed products and mental health advocacy. Founded in 2020, Topicals is one of the fastest-growing skincare brands on the market.
The key to Topicals’ successful marketing is authenticity. The brand has built a loyal customer base by focusing on community and inclusivity. Topicals places social media at the forefront of their marketing efforts, with a major focus on influencer marketing. In December, Topicals took twelve POC influencers to Accra, Ghana for “Detty December,” a time in Africa at the end of the month when people come together for partying, music, and festivals.
Through this brand trip, consumers were able to see some of their favorite influencers use a brand they know and love while producing engaging content. This marketing technique of connecting with influencers to represent the brand’s identity allowed viewers to get interested in Topicals.
As a result of this influencer trip, Topicals Slick Salve Mint Lip Balm blew up on TikTok. The campaign for this product, featuring artist Rico Nasty, is a prime example of how Topicals is reimagining skincare by catering to its audience. Topicals is taking over the skincare game and the future is bright for this inclusive brand made for all skin types.
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