Greek hair care brand Alexandra Organic recently expanded into the U.S. market, a move that presented the team with many challenges to get things on the right track.
Cosmetics Design spoke with brand founder Claire Alexandra Pashaj about the steps you can take to get your brand noticed in the U.S., including detailed strategies to help you navigate regulations and connect with your audience. We have outlined the most important steps, including: It was adopted to build an engaged community.
“As a Greek brand, the first steps I had to take to bring Alexandra Organic to market were rooted in my personal journey and passion for creating clean and effective hair care products. .”Pashaji said.
To establish a startup strategy in the US, Pashaji outlined four key pillars.
- Identifying the Need: After experiencing severe hair damage, I embarked on a personal quest to find a solution. As a chemist, I used my knowledge and expertise to develop his two formulations for shampoo and hair mask that have shown promising results in restoring hair strength and health.
- Sharing on Social Media: I started sharing my hair growth journey on social media, documenting my progress and the regimens I created. The response from others was overwhelming, with many expressing interest in purchasing the product for themselves.
- Start small: Driven by demand, we decided to start selling our products through Instagram. This allowed us to connect directly with customers and gather valuable feedback, while also generating income to fund further development and expansion.
- Opening the first store: Due to the success of selling on Instagram, I saved every penny and worked tirelessly to raise enough funds to open my first brick-and-mortar store. This was an important milestone in introducing Alexandra Organic to a wider audience and establishing a dedicated space for customers to experience our products.
A 12-month regulatory and logistics journey
But achieving these goals required a lot of planning, a lot of paperwork, and many obstacles to overcome, Pashaji explains.
“The process of getting our brand onto shelves in North America took approximately 12 months. This included adhering to various regulatory requirements, establishing partnerships with distributors, and meeting the needs of North American consumers. It involves conducting market research to understand preferences and demands. The most difficult part is always gaining attention and establishing trust with new communities.”
Establishing that all-important trust can require additional effort, especially when building awareness and familiarity with brands outside of the United States. Fortunately, Greek beauty already has a reputation in North America, and Alexandra Organic can capitalize on this.
“Greek beauty products are generally well-received in North America. They are often associated with natural ingredients, traditional beauty practices, and a focus on holistic health.Greek Beauty The brand has been praised for its use of high-quality plant-based extracts and commitment to clean formulation.”Pashaji said.
“To build a connection between North American consumers and Alexandra Organic’s cultural identity, we actively highlight our Greek heritage in our brand messaging and marketing efforts. We value the inspiration behind our brand name “Alexandra”. This connection to Greek mythology adds cultural richness and authenticity to our brand.
“Additionally, we incorporate elements of Greek culture into our product packaging, such as using Greek-inspired patterns and symbols. We also share the stories and traditions behind Greek beauty practices and encourage these practices. We educate our customers about the benefits and history of
“By showcasing Greek cultural identity, we aim to forge deeper connections with North American consumers who appreciate the authenticity and unique quality that Greek beauty products offer. We want our customers to feel culturally immersed and trust our brand’s commitment to providing effective, affordable, organic beauty essentials without compromising on quality. I am.”
Get regulatory requirements right
Entering the US organic beauty market as a Greek brand has had both its rewards and challenges, but in the end, to ensure the brand is accurately compliant with all regulations. It required a lot of careful planning.
“To ensure we make our organic claims, we followed a rigorous process. First, we conducted extensive research to understand the organic certification standards and requirements set by U.S. regulatory agencies. This allowed us to align our formulation and manufacturing process to these standards.”Pashaji said.
“Next, we worked closely with accredited organic certifiers to obtain the necessary certifications. This includes providing detailed documentation and evidence regarding organic ingredients, sourcing practices, and manufacturing processes. We have undergone thorough audits and inspections to ensure compliance with organic standards.”
Establish consumer trust
Ensuring product safety, quality, and necessary transparency have also proven critical as part of the brand’s efforts to establish trust among newly acquired U.S. consumers. Establishing this requires a great deal of time and effort.
“We have implemented strict quality control measures throughout our supply chain to maintain the integrity of our organic labeling. This includes sourcing organic ingredients from trusted suppliers, ensuring that no harmful chemicals are This includes conducting regular inspections to ensure that products are not contaminated, and ensuring proper labeling and transparency on product packaging.”Pashaji said.
“By adhering to these rigorous processes and obtaining the necessary certifications, we have been able to confidently claim organic for our products in the U.S. organic beauty market. We have been able to establish a trusting relationship with consumers who prioritize clean beauty options.”
Get organic standards right
Entering the U.S. organic beauty market as a foreign brand is both challenging and rewarding. It requires careful planning, strict regulatory compliance and building trust with consumers.
“To ensure we make our organic claims, we followed a rigorous process. First, we conducted extensive research to understand the organic certification standards and requirements set by U.S. regulatory agencies. This allowed us to align our formulation and manufacturing process to these standards.”Pashaji said.
“Next, we worked closely with accredited organic certifiers to obtain the necessary certifications. This includes providing detailed documentation and evidence regarding organic ingredients, sourcing practices, and manufacturing processes. Thoroughly audited and inspected to ensure compliance with organic standards.
“Furthermore, we have introduced strict quality control measures throughout our supply chain to maintain the integrity of our organic labeling. This includes sourcing organic ingredients from trusted suppliers, and eliminating harmful chemicals. This includes conducting regular inspections to ensure that products are not contaminated, and ensuring proper labeling and transparency on product packaging.
“By adhering to these rigorous processes and obtaining the necessary certifications, we have been able to confidently claim organic for our products in the U.S. organic beauty market. We have been able to establish a trusting relationship with consumers who prioritize clean beauty options.”
Fine-tuned to the needs of US consumers
While being a clean beauty brand from Greece has had a positive impact on the brand’s reputation in the U.S., Pashaj also said that to perfect the brand’s product offering for the U.S. market, pricing He also explains that several steps had to be taken, including making sure that the As well as tweaking the formulation to meet the needs of US consumers.
“One of the aspects of our brand that resonates with North American consumers is our commitment to clean, organic beauty. North American consumers are increasingly concerned about the ingredients they put in their bodies and the choices they make. We are becoming increasingly conscious about the impact we have on our health and the environment. Our use of high-quality plant-based extracts and our focus on formulating products free of harmful chemicals make this possible. It appeals to the consumer mindset.”Pashaji said.
“Additionally, the Greek heritage and cultural identity embedded in our brand also resonates with North American consumers. The association with traditional beauty practices, natural ingredients, and overall health , which coincides with a growing interest in embracing global beauty practices and seeking authentic products inspired by culture.
“In terms of adaptation, we recognize the importance of meeting North American consumer expectations in terms of product performance and price. Our initial formulations have been effective, but feedback and market demand We have continually refined and improved our products based on our products, including incorporating new ingredients and technologies to improve product performance and addressing specific hair care concerns commonly faced by North American consumers. It involves dealing with it.”
The goal is to become a global brand
Pashaji believes that by expanding into the U.S. market, they have taken a big step towards their ultimate goal of making the Alexandra Organic brand a global phenomenon.
“From the beginning, my goal was for Alexandra Organic to become a global brand. Over the past five years, I have spent every penny growing the brand, continually improving our formulations, and making this dream a reality.” I have also focused on saving money.”Pashaji said.
“Through perseverance, hard work and the support of our customers, we are determined to help Alexandra Organic reach new heights and become a trusted name in the global beauty industry.”
