Business Plan

Revision 2, updated by the team on 2026-07-16. Awaiting owner ratification.

Value Proposition

A direct-to-consumer skincare brand offering clean, effective products with transparent ingredients — simple routines that deliver results without luxury markups or overwhelming choice. Think: "what actually works, nothing you don't need."

Target Customer

Women 25–40 who are ingredient-conscious, research-driven, and want effective skincare but are tired of the noise of 10-step routines and celebrity brands. They value quality and transparency over prestige labels.

Revenue Model

• One-time purchases via branded e-commerce site (core)
• Subscription option — recurring monthly/quarterly routine kits with a discount
• Bundles & kits to lift AOV and simplify the buying decision

KPIs & Targets

• North Star: 5,000 customers within the first 12 months
• Monthly recurring revenue (MRR + one-time)
• Customer acquisition cost (CAC)
• Repeat purchase rate (target: >40% within 90 days)
• Average order value (AOV)