Beyond the Brand: Topicals

Brand Deep Dive series

I have been a fan of Olamide Olowe and Topicals since I first saw the bright pink “Faded Serum” in the indie section of Sephora. Given the recent buzz online regarding their new Slick Salve Mint Lip Balm and iconic brand trip, it felt fitting to dedicate Beyond the Mirror’s first “Brand Deep Dive” to one of my favorites.

Background

Olamide Olowe founded Topicals in 2020 when she was just 23 years old, however, this wasn't her inaugural foray into the beauty industry. Five years prior, in 2015, while still a pre-med student-athlete at UCLA, Olowe co-founded SheaGIRL, a SheaMoisture brand, which was subsequently acquired by Unilever just two years later.

Olowe's inspiration for Topicals was rooted in her personal battle with chronic skin conditions, providing her with firsthand insight into the struggles of finding effective skincare, particularly tailored for people of color. In a 2023 interview with Vogue, Olowe shared statistics that underscored the need to address the market gap for skin conditions, revealing that one in four Americans grapples with chronic skin issues such as eczema, psoriasis, hyperpigmentation, or acne. Notably, approximately 50% of dermatologists and residents acknowledged that their medical training did not adequately prepare them to treat skin of color. Additionally, a 75% of clinical trial participants were white, highlighting the lack of safety or efficacy testing on darker skin tones for the majority of products in the market.

Olowe knew there had to be a solution. After teaming up with co-founder Claudia Teng, the duo launched their first two products in August 2020, selling out in Nordstrom within just under 48 hours.

Today, Topicals stands as one of the fastest-growing skincare brands in Sephora. In addition, Olamide Olowe is the youngest Black woman to secure $10M in venture funding, having raised $14.8M before the age of 26, drawing support from notable investors such as CAVU Consumer Partners, Hannah Bronfman, Gabrielle Union, and Jay-Z’s Marcy Venture Partners. She has also earned recognition in the Forbes 30 Under 30 Class of 2022.

Analysis: Beyond the Mirror of Topicals

As we delve deeper into Topicals, an innovative skincare brand challenging conventions, we witness a journey that goes beyond the surface, exploring a brand committed to authenticity and transparency in an industry often focused on concealing imperfections.

At the time of launch, Topicals released “Faded Serum” and “Like Butter Moisturizer” but has since expanded its offering to nine products which target skin concerns in ways that not many skincare brands do.

Product List (as of February 2024)

Many beauty companies are interested in masking imperfections whereas Topicals entire brand identity is focused on correcting them at the root cause, as well as normalizing targeted conditions in a unique way. Unlike traditional skincare advertising that often hides specific skin concerns in the "Before and After" sections, Topicals prominently features images of individuals with the skin conditions their products aim to treat, establishing a distinct level of trust between the brand and the consumer. They even refer to people struggling with skin conditions as “Spottie Hotties” to refrain from using negative language to refer to common skin concerns.

This emphasis on transparency and authenticity becomes especially crucial when catering to Gen Z, a generation that Olowe belongs to herself. In addition to promoting skin inclusivity, Topicals connects with its target audience through vibrant packaging, support for social causes, and a robust social media strategy. In 2023, the brand launched the Topicals Mental Health Fund, which has already donated $31,000 to partner organizations such as Sad Girls Club, NOLA Black Mental Health Matters, Hike Clerb, and more, all dedicated to promoting mental and emotional health within the BIPOC community.

Olowe emphasizes the strong connection between mental health and skin health, stating her purpose in creating the fund as follows:

“Growing up with a myriad of chronic skin conditions, I know firsthand the debilitating toll that our skin can take on how we perceive ourselves and our self-image. These struggles were exacerbated by the overwhelming gap in access to mental health services, particularly within communities of color. Additionally, my experiences with doctors and health professionals who lacked knowledge on how to treat and care for my skin tone and type left me feeling frustrated, overlooked, and isolated."¹

Additionally, Topicals actively cultivates a sense of community through its robust social media presence. The Topicals Insider ambassador program strategically enlists skincare enthusiasts to be the first to try new Topicals products, providing them with exclusive access to events and wellness programming. Going a step further in their dedication to consumers, in early January 2024, the brand organized its own version of the popularized "brand trip," taking 12 influencers to Accra, Ghana.

This decision was informed by the understanding that many of its consumers travel to West Africa during the winter, colloquially known as "Detty December" due to numerous parties and celebrations. The trip exemplifies the brand's commitment to comprehending and investing in its consumer base, elevating its authenticity and relatability. The Faded Eye Masks featured at the club added an iconic touch, sparking conversations and leaving a lasting impression.

The evolution of Topicals, founded by Olamide Olowe at the age of 23, reflects not only a commitment to skincare innovation but also a profound understanding of the diverse and evolving needs of its consumers. Olowe's personal experiences with chronic skin conditions have fueled a brand that goes beyond mere aesthetics, delving into the roots of skincare concerns and embracing authenticity in an industry often preoccupied with concealing imperfections.

Topicals emerges not just as a skincare brand but as a transformative force shaping the narrative of beauty. It leaves a lasting mark on the industry, challenging norms, fostering inclusivity, and paving the way for a more authentic and relatable beauty experience. Beyond the mirror, Topicals stands as a beacon of innovation and cultural resonance in the ever-evolving landscape of skincare.

1. https://mytopicals.com/pages/social-impact