Wellbeing
Elin and Ann-Thu Dannerstedt on their mission to deliver ‘feel-good’ experiences with NCLA Beauty
Introduction: Natural, Clean Beauty Los Angeles – otherwise known as NCLA Beauty – is on a mission to create ‘OMG’ moments for every customer who opens their ‘feel-good’ products.
Founded by sisters Elin and Anh-Thu Dannerstedt, the independently owned brand made its travel retail debut at the recent TFWA World Exhibition in Cannes with TR Partners, showcasing its all-natural products that are geared towards Millennial and Gen Z customers.
Its portfolio comprises lip, body and nailcare products that are clean, refreshing and effective, and come presented in colourful packaging. From formula to packaging design and communication, the female-owned brand is particularly geared to capitalise on the growing demand for clean, niche beauty brands in travel retail.
In this Q&A, the Dannerstedt sisters discuss the beginnings of NCLA Beauty, its appeal to younger consumers and why, a little over a decade since its launch, it is now ready to take over the travel retail channel too.
How did NCLA Beauty begin?
Elin Dannerstedt: I stared NCLA Beauty in 2010, when our entire inventory fit in a small closet of my studio apartment. I remember thinking how on earth am I going to sell all this inventory? I knocked on doors of local retailers and asked if they would be interested in carrying our products. Fast forward to over a decade later and now I’ve created the products of my dreams and am constantly creating and formulating more. My mission is to create an ‘OMG’ moment for every time someone opens up one of our products. It’s true what they say, as long as you love what you do, you’ll never work a day in your life.
Ann-Thu Dannerstedt: When I started working at NCLA Beauty, I had just graduated high school. I’d take the train to LA and Elin and I would work nights, sometimes until 2AM. I slept on a couch in our studio apartment/warehouse that was dangerously close to a 10ft shelf stacked with boxes. Years down the line and dozens of product launches later, I can truly say that every step of the way was worth it. My mission is to continue bringing customers clean, effective beauty products that evoke feelings from the way they smell, feel and look. I’m so thankful for this journey so far. We’re so proud to be a female and Asian/American-owned company.
Elin and Anh-Thu Dannerstedt started NCLA Beauty in a studio apartment in Los Angeles in 2010
What sets NCLA Beauty apart from other players in the wellbeing space?
Our brand stands out due to our vibrant and playful packaging along with our distinct scents. We aim to make clean beauty enjoyable and easily recognisable through our fun, nostalgic fragrances and attention-grabbing packaging.
How do you see the prospects for the wellbeing category and your brands in the channel as travel rebuilds?
We anticipate promising prospects as travel retail rebuilds. Our brand aligns well with the clean beauty movement and I see us catering to new travellers (Millennials & Gen Z) seeking to discover new clean beauty brands such as ours.
How does your brand, and the wider wellbeing category, appeal to the next generation of travellers i.e., Millennial and Gen Z shoppers?
We use natural ingredients, offer affordable prices, and create practical products with exciting scents that encourage you to experience them all. Our focus is on making beauty enjoyable, providing easy-to-use grab-and-go items.
In your view, how can the new world of digital (from Metaverse to Web3) enhance the wellbeing experience?
Travellers now have access to wellness services that were previously unavailable to them. Whether it’s tips, videos or any other resources, everything can be found in the digital sphere and customers do their research.
Can you give us some insight into your recent performance in the channel?
Our debut at Cannes, the first travel trade show we participated in, garnered an incredible response from airline and airport store buyers. Our brand was perceived as vibrant and refreshing. Stay tuned for exciting updates about our upcoming launch in the channel, which we are doing in collaboration with TR Partners.
What role do you think the health & wellbeing category plays in travel retail?
We strongly believe that customers in the channel are looking for solutions to de-stress, relax and have fun. Curating a sub-category in beauty that is dedicated to promoting brands that enhance the aforementioned can only lead to incremental spend and store penetration.
In the future, I’d love to see more experiences for travellers to learn more about our brand. We’d love to explore more interactive ways to share our brand such as sampling, educational experiences and more.
NCLA Beauty aims to create ‘OMG’ moments for each customer who buys their products
The Moodie Davitt eZine
Issue 330 | 22 December 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com