In episode 150 of the Glow Journal podcast, host Gemma Dimond talks once again to the founder and CEO of Conserving Beauty, Natassia Nicolao.

I mentioned earlier this season that, given we’re now 7 seasons in, I wanted to go back and revisit some of my favourite beauty brand stories- I wanted to bring back previous guests from earlier seasons and look at how their brands and the beauty industry at large has evolved since we last recorded.

For the uninitiated, Conserving Beauty is Australia’s first ever waterless beauty brand, the first beauty brand globally to be part of the Water Footprint network, the first Australian beauty brand to be backed by both government and impact investment funds, and the brand behind the world’s first dissolving facial wipes. Natassia launched the brand when she was just 27 years old.

Since we last spoke the brand has launched into Mecca and Priceline locally as well as expanding into the UK and US markets, the latter of which is now responsible for a whopping 70% of the brand’s revenue. What I found the most interesting, however, is that the data that Natassia and her team have gathered over the last 3 and a half years has shown them that their customer is actually not who they initially thought it was, and how they’ve changed tack to make sure they’re formulating for and marketing to the right consumers.

In this conversation, Natassia shares exactly how they’ve pivoted for an audience they didn’t realise was theirs’, how she’s approaching Conserving Beauty’s US launch differently from their UK launch, and why the pharmacy customer has proven surprisingly lucrative.