Topicals

Executive Summary

This PR plan is presented for Topicals, a Black-owned skincare brand that sells skincare products specifically catering to those with chronic skin conditions and flare-ups. Initially founded in 2020 by Gen Z entrepreneurs Olamide Olowe, and Claudia Teng, the company gained traction and success by serving a customer base that is usually ignored in the beauty industry. As Topicals' popularity grew throughout 2020, Olowe and Teng secured $2.6 million in funding from investors from notable companies, including Netflix and HBO. After selling out products several times through retailers like Nordstrom and Sephora, Olowe earned herself a position in Forbes' "30 Under 30" in 2022. Topicals' products, ranging from facial skincare to body skincare, are dubbed to be doing to the skincare industry what Fenty Beauty did for makeup. All products can be found on Topicals' website, mytopicals.com. 

Topicals' pricing structure is linked to its scientifically tested and approved products, ensuring top-of-the-line formulas that are made to work. Subsequently, a portion of the profits is donated to mental health organizations like Therapy for Black Girls, Fearless Femmes 100, Sad Girls Club, and JED Foundation. Discounts are offered for first-time buyers and subscribers. Additionally, Topicals is constantly improving and refining its products, considering customer reviews when perfecting formulas. Social media, online marketing, and an expansion to the current line of products offered will play an essential role in the development of Topicals' business, expanding its business to makeup users as well. Topicals is currently only available through e-commerce and Sephora stores in the USA and Canada.

Ultimately, Topicals' mission aims to remind those with chronic skin conditions that "Perfect skin doesn't exist... You make skin look good, not the other way around." Chronic skin conditions can tax mental and physical health, but Topicals is here to ease the process, celebrating all forms of beauty. Long term, Topicals will expand to retailers all across the globe and expand their product line.