In episode 124 of the Glow Journal podcast, host Gemma Dimond talks to the founder of Maison Crivelli, Thibaud Crivelli.You’ve heard of Hairification- from a distribution standpoint, they’re the fastest growing haircare brand in Australia having launched into 840 Coles stores in 2023 (that’s 840 retail locations from day one) and, as of last month, hitting the shelves of all 470 Priceline stores. Quick maths- Hairification is available in over 1300 retail locations in less than a year post launch. Jordan has entered the beauty founder space with a really interesting skill set and perspective. He bought a tanning and beauty salon when he was 21, more or less on a whim, and fell in love with the transformative power of beauty. From there he’s spent about 15 years in the beauty industry, having been poached by Tuscan Tan for his sales skills and spending over 7 years helping to grow Bondi Sands into the best selling fake tan brand in the world. I’m always fascinated by how a beauty brand tackles new customer conversion in such a saturated market, and I find that education piece particularly interesting when a brand launches into grocery, a space where most shoppers are purchasing habitually. Jordan’s approach to customer conversion is clearly working- despite that already eye watering number of retail locations here in Australia, this year will see the brand’s expansion into the global retail market. In this conversation, Jordan shares how he identified a gap in the market and saw an opportunity, why his focus was accessibility as opposed to the luxury beauty sector, and his advice on hiring and why you often do have to start slow and scrappy. Read more at glowjournal.comFollow Hairification on Instagram @hairification_haircare.Stay up to date with Gemma on Instagram at @gemdimond and @glow.journal, or get in touch at hello@gemkwatts.com Hosted on Acast. See acast.com/privacy for more information.