Bruvy—Co-Founder & CEO, Steadman Dinning

DTC Growth Show

Instead of launching with one, Bruvy kicked off with two plant-based products—a cleanser and a moisturizer. Based on their research, those are the two products that men need to use.

Steadman and team spent a lot of time interviewing customers, and working with them to build the brand. They found that a lot of men are using three-in-one products, and other products that aren't good for them. There's a lack of education in the market about skincare for men, but Bruvy is looking to step in to provide guidance. They call it GUYDANCE—on-demand text with coaches and product advisors to help men take care of themselves.

Text is a great way to do this because it allows them to be very personalized with their advice and support. As they grow, they're going to work hard to keep this personal.

They started with 4 co-founders—two of them from Shopify, one from a CPG brand, and another from advertising. It's been great to mesh their unique skillsets.

Launch day was good. They really focused on spending time with their customers leading up to the big day, so when it came there was a significant amount of word-of-mouth, which turned into a lot of organic traffic. To this day, it continues. They've been growing primarily without any paid advertising—incredible.

They're looking at the long view with Bruvy. Brands are built over time, and they know that. As long as they can operate profitably, they're focused on running marketing programs that really help build the brand—like popups, for example. They're bootstrapped, so they feel strongly about this approach.

If you haven't already, check out bruvy.com.

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