Pipette

The Conscious Consumer demands transparency, wants to know the background of a company, and the impact on themselves and the planet. The wellness and beauty category have been revolutionized by this growing cohort of new brands that have disrupted the traditional conventions of the category.

Amyris, a leader in the development and production of sustainable ingredients in the beauty and wellness space had launched Biossance in 2016 as clean, sustainable skincare product line developed from cutting-edge biotechnology.

Next, they wanted to line extend their portfolio into the baby category. I led the qualitative and quantitative research to better understand the Conscious Mom audience and how to best communicate how this unique position in the marketplace. The insights from this research created the brand strategy, including the name Pipette.

From this research we found moms were asking for better-performing, safer products for their babies.

And the Pipette brand was born.

Bringing together clean standards, scientific efficacy, and sustainable innovation to create a baby skincare brand worthy of babies.

Growing Up

Since its launch in the August of 2019, Pipette has shown good product market fit and is expected to continue to grow while expanding gross margins.