Sitting pretty: How Hero Cosmetics tripled sales by adapting to new platforms

This case explores the growth of Hero Cosmetics, a brand that had already found initial success on the Amazon platform, and looked to expand by moving on to other retail sites.

Hero Cosmetics founder Ju Rhyu is living proof that when life gives you lemons, you should make lemonade.

Faced, in 2017, with yet another pimple crisis on her sensitive skin, she became desperate to find an alternative to the acid-based remedies that were the go-to solution to acne-prone skin.

Realising that there was no clear alternative, and that she wasn’t the only one looking for a gentler treatment for pimple problems, she set about creating her own.

Hero began with a single product: the Mighty Patch. Rather than strip or agitate the skin, the idea of Mighty Patch was to...

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