About the Company

Naturopathica was a relatively small company in the scheme of the behemoth “clean beauty” business. The question posed to Compass + Nail at the outset of our engagement was how does a small organic skin care brand go to market online in a crowded, competitive category?

Our Partnership

Charged with developing Naturopathica’s marketing, brand, and eCommerce strategy, our research revealed an extremely loyal consumer base motivated to purchase by more pragmatic needs than the quest for beauty and luxury. This group of customers was looking for help with very specific skin problems. Wellness is what they sought, not necessarily beauty.

Strategy Focus

By understanding this need we were able to establish a new product and eCommerce architecture that better-defined Naturopathica’s products by use, through treatment and regimen. As a means to create the appropriate context for the product, ecommerce, and social strategies, a refreshed brand strategy focused on the concept of botanicals as healing remedies was created to house the entirety of the user experience.

Demonstrated Impact

The unlock was that the brand served remedy seekers and did not need to compete in “clean beauty” as a category. Naturopathica’s customers come from varying economic circumstances, demographics, and geographic locales. Having this understanding set the brand on a path of sustainable growth dating back to 2008 that still persists today.