Summary of Episode 554: How She Made $10M at 27 Years Old Selling Skincare | Rachael Wilde

In Episode 554 of The Foundr Podcast with Nathan Chan, host Nathan Chan engages in an in-depth conversation with Rachael Wilde, the dynamic founder of TBH Skincare. Released on March 7, 2025, this episode delves into Rachael's entrepreneurial journey, uncovering the strategies, challenges, and triumphs that propelled her skincare brand to remarkable success at the young age of 27.

1. Introduction to Rachael Wilde and TBH Skincare

Rachael Wilde joins Nathan Chan in the studio to share the inception and growth of TBH Skincare. Unlike many entrepreneurs who start businesses as side hustles, Rachael emphasizes that TBH was always intended to be a full-fledged venture.

Rachael Wilde [01:04]: "I wasn't someone that ever had an aspiration to start a business. Wasn't really something that was ever playing on my mind."

Her passion for marketing and a serendipitous discovery in the medical devices industry laid the foundation for TBH Skincare, leveraging cutting-edge technology to address common skincare issues like acne.

2. From Corporate to Creation: The Birth of TBH Skincare

After completing a marketing degree, Rachael ventured into a corporate role in the medical devices sector, where she gained invaluable commercial experience. It was here that she encountered a patented technology capable of breaking down biofilm in the body, initially intended for healthcare applications but identified by Rachael as a potential game-changer for acne treatment.

Rachael Wilde [03:31]: "I came across a technology that ended up being the whole thing that started TBH skincare."

Driven by her personal struggles with acne, Rachael envisioned a consumer-focused application of the technology, diverging from the industry's norm of professional-led branding. This vision led to a collaborative decision with her mother to embark on the entrepreneurial journey together.

3. Launching Amidst Uncertainty: The Early Days

In late 2019, following securing licensing rights and raising approximately $250,000 through family, friends, and a bank loan, Rachael and her mother launched TBH Skincare on March 18, 2020, just as the COVID-19 pandemic was unfolding. The launch was swift, capitalizing on ready-to-market products that included a gentle cleanser and a cleansing device.

Rachael Wilde [10:34]: "It wasn't a side hustle ever for us. We just got the licensing rights to this cutting-edge tech in a huge category."

Despite the uncertainties brought by the pandemic, the online-centric launch strategy proved fortuitous as consumer behavior shifted towards e-commerce.

4. Navigating Through COVID-19 and Initial Success

Rachael recounts the emotional and financial strains during the early months, especially as COVID-19 introduced unprecedented challenges. Nonetheless, the launch day saw impressive sales, partly buoyed by supportive family and friends.

Rachael Wilde [16:00]: "We did four grand worth of sales in our first day. Which was amazing."

The strategic focus on building an engaged online community through Instagram and distributing samples to garner testimonials set the stage for organic growth, initially generating a waitlist of around 800 eager customers.

5. The Power of Content: Leveraging Social Media

TBH Skincare's growth was significantly fueled by Rachael's adept use of social media platforms, particularly Instagram and later TikTok. Her extroverted nature and genuine passion for connecting with people translated into authentic content that resonated with the target audience.

Rachael Wilde [23:40]: "Good content often comes down to, like, how it's put together and how you get that, like, draw in from, from the customer group."

A pivotal moment occurred in 2022 when a spontaneous TikTok video featuring a blind reaction to a radio segment mentioning TBH Skincare went viral, skyrocketing sales and establishing a broader customer base.

Rachael Wilde [31:16]: "I woke up in the morning and I was like, what are all these orders? Like, yeah, I'm like, what is... Like, something's happened with the TikTok video."

This viral success underscored the importance of content in driving both organic engagement and effective advertising campaigns.

6. Scaling Up: Challenges and Strategic Growth

As TBH Skincare's revenue approached $650K, Rachael faced the daunting task of scaling operations while maintaining profitability. The meticulous analysis of e-commerce metrics, led by her mother, guided strategic decisions to reach a critical mass necessary for sustainable growth.

However, scaling also brought significant stress, including cash flow management and operational bottlenecks. Rachael candidly shares moments of financial anxiety and the personal guarantees made to secure loans to keep the business afloat.

Rachael Wilde [43:29]: "We're going to personally guarantee that loan. We're going to lose all our friends' money. We're going to lose all our money."

7. Merger and Expansion: Joining Forces with Boost Lab

In August 2022, seeking to inject capital and expertise, Rachael initiated discussions with Boost Lab, a skincare company backed by private equity with complementary strengths in retail and e-commerce. This strategic merger, completed in March 2023, allowed TBH Skincare to leverage Boost Lab's infrastructure and retail relationships, notably securing a partnership with Priceline.

Rachael Wilde [49:35]: "We saw we could leverage each other. They didn't have brand sort of building internally in the company. They didn't have like E-commerce skill sets, they didn't have finance."

The merger facilitated a significant revenue boost, with TBH Skincare alone reaching $10 million and the combined entity achieving $22 million in FY24.

8. Building a Content-Led Team and Future Growth

Rachael emphasizes that content remains the cornerstone of TBH Skincare's strategy. The marketing team, now comprising 17 specialists, focuses heavily on social media content creation, ensuring that the brand remains connected and relevant to its community.

Rachael Wilde [44:53]: "It's mainly social. And I say, like, it's got heavy headcount. We've got three, like, marketing specialists, a senior content manager, and then interns."

Looking ahead, the company plans to explore international markets, develop new products, and potentially acquire or launch additional niche brands under the parent company structure.

9. Advice for Aspiring Entrepreneurs

Concluding the episode, Rachael offers invaluable advice to early-stage founders:

1. Prioritize Joy: Entrepreneurship is consuming; finding joy in the process is essential for sustained success.

   Rachael Wilde [63:30]: "You have to love it and prioritize joy at like every single part that you can."

2. Focus on Content: High-quality, engaging content is pivotal for scaling and building a loyal customer base.

3. Community Building: Establishing a strong community fosters trust and brand loyalty, serving as a foundation for growth.

4. Embrace Risk and Learn Persistence: Success often requires taking calculated risks and maintaining persistence despite setbacks.

10. Closing Thoughts

Nathan and Rachael wrap up the episode by celebrating her achievements and encouraging aspiring entrepreneurs to remain passionate and resilient. Rachael's journey from a marketing enthusiast to a $10 million entrepreneur exemplifies the power of strategic vision, effective content marketing, and the courage to navigate uncharted waters.

Rachael Wilde [63:30]: "I've had so much fun along the way. I love my job."

Nathan commends her for her openness and vulnerability, highlighting the inspirational nature of her story.

Key Takeaways:

• Strategic Branding: Differentiating TBH Skincare by positioning it as a community-led brand rather than traditional clinical branding.

• Content is King: Leveraging authentic, engaging content on platforms like Instagram and TikTok to drive organic growth and effective advertising.

• Adaptive Scaling: Navigating the challenges of scaling a startup through meticulous cash flow management and strategic mergers.

• Community and Trust: Building a loyal customer base through genuine connections and understanding customer pain points.

• Resilience and Passion: Maintaining enthusiasm and finding joy amidst the stresses of entrepreneurship to achieve sustained success.

Rachael Wilde's story serves as a compelling blueprint for young entrepreneurs aiming to make a significant impact in the competitive skincare industry through innovation, strategic marketing, and unwavering dedication.