You're standing in the skincare aisle, torn between two options. On one hand, there's a high-end cream promising miraculous results, but the ingredient list reads like a chemistry textbook. On the other, there's an all-natural alternative that's gentle on your skin, but might not pack the punch you're looking for.
Join Bora Celik as he chats with Alex Keyan, the co-founder of GoPure Beauty.
Listen on: Apple Podcasts | Spotify | RSS Feed
This frustrating trade-off was all too familiar to Alex Keyan and his wife Erin. As owners of an online beauty retailer, they watched countless customers wrestle with this dilemma. "People were really having to compromise," Alex recalls. They'd switch to organic products, get frustrated with lackluster results, then reluctantly return to harsher formulations.
The Keyans saw an opportunity. What if they could create skincare that was both effective and safe? Products with active ingredients that deliver results, minus the questionable chemicals – all at a price that wouldn't make your wallet weep.
And so, in 2018, GoPure Beauty was born.
"We basically are making products that if you go to Sephora, if you go to Ulta, it will cost over a hundred dollars," Alex explains. "We're selling them for under 50."
How do they pull it off? It's a combination of lean operations and a direct-to-consumer model that cuts out the middleman. But don't mistake affordability for compromise. The GoPure team is obsessed with quality.
"We have a no list of like thousand ingredients that we just the chemists know they're not allowed to use," Alex shares. This commitment to clean formulations means their R&D process is more challenging, but the results speak for themselves.
Transparency is another pillar of the GoPure ethos. In an industry often shrouded in marketing smoke and mirrors, they take a refreshingly honest approach. "We put all the percentages of our active ingredients like on the front of the packaging," Alex says proudly. No more squinting at microscopic print or decoding cryptic ingredient lists.
This straightforward approach extends to their marketing strategy, which leans heavily on user-generated content. As Alex puts it, "People want to see real people talking about their experiences." It's a far cry from the glossy, airbrushed world of traditional beauty ads.
The journey hasn't been without its bumps. Like many direct-to-consumer brands, GoPure has weathered the storm of changing privacy regulations and pandemic-induced market swings. "We've definitely had some really, you know, flat tough years," Alex admits.
But recent months have seen the brand hit its stride, particularly on emerging platforms like TikTok Shop. Their success there has turned heads in the industry, with other brands looking to GoPure as a benchmark. Alex credits their team's ability to move fast and lean into what works. "From there, it grew to a lot more," he says. "Like the entire company is responsible for the success and has a part to play in it."
Looking ahead, Alex sees differentiation as the biggest challenge facing indie beauty brands. In a crowded market, standing out is crucial. His advice? "Don't start something just to start something," he cautions. "Start something with the goal of actually bringing value to people."
For GoPure, that value proposition is clear: effective, safe skincare that doesn't break the bank. It's a simple idea, but one that's resonating with a growing audience tired of compromise. As for Alex, he's not resting on his laurels. When asked if there was a moment he felt like they'd "made it," his response is humble: "I don't think we're there yet. I think we're just getting started."
In a world of overblown promises and underwhelming results, GoPure's straightforward approach is a breath of fresh air. It's proof that sometimes, the most revolutionary ideas are the simplest ones – give people what they actually want, no strings (or sketchy ingredients) attached.
Help build the opportunity economy for creators and brands. Request your invite at collabs.io
