From Amazon-native skincare to a brand built for national retail.
From 4 Amazon products to a 25-product portfolio and 3,500+ retail doors, building the brand, product and commerce experience for growth beyond the marketplace.
- Client
- LilyAna Naturals
- Category
- Skincare & Beauty
- Services
- Product Development · Brand & Packaging · Retail Expansion · Amazon Content & Storefront
- Timeframe
- 2015 - 2018
A trusted brand. An untapped future.
LilyAna Naturals had built its early success on Amazon, but moving into national retail introduced an entirely different challenge. The brand needed to become recognisable and compelling beyond a marketplace listing, with an identity, product portfolio and positioning strong enough to translate across digital commerce and the physical shelf.
Growth also brought complexity. New products had to make sense together. Packaging needed to work harder. Clean-beauty positioning needed to be clear and credible. Amazon needed to feel like a branded shopping experience rather than a collection of listings. And behind it all, product development, regulatory requirements, costs and customer education had to keep pace.
The opportunity was to turn a successful Amazon-native skincare line into a complete omnichannel brand.
How we got there.
We built the product and the brand around the same idea.
The work began by defining what LilyAna Naturals needed to become beyond Amazon. The customer was clarified, the brand’s position within clean beauty sharpened, and its identity evolved to create a more distinctive, cohesive brand that could translate from digital commerce to national retail.
From there, the brand and product experience were developed together. The range grew from four products to 25, including natural retinol and Vitamin C products, an OTC natural sunscreen, travel sizes, beauty sets and bundles. New product development, brand and packaging design, R&D and regulatory requirements, COGS and a more sustainable packaging strategy all had to work as one system as the portfolio expanded.
The digital experience evolved alongside it. Amazon content and storefront development gave the growing product line a stronger branded shopping experience, while packaging and the unboxing journey carried that identity beyond the screen and into the customer’s hands.
Behind the customer-facing work, the systems required to support growth were built too. Product training handbooks, customer-service manuals and an ingredient glossary helped teams communicate the products more effectively, while a social-impact program connected the brand’s clean positioning with its clean-water and sustainability goals.
Together, the work transformed LilyAna Naturals from a small Amazon-native skincare line into a cohesive omnichannel brand built to compete across e-commerce, mass and drug retail.
What changed.
- 25Amazon products, up from 4
- 3,500Retail doors, from one channel
- 2,700CVS stores
- 800Target stores
- 80%Sales conversion through customer education
LilyAna Naturals grew from an Amazon-only skincare business into an omnichannel brand spanning e-commerce and national retail. The portfolio expanded from 4 to 25 products, while distribution grew into 3,500+ retail doors, including 2,700+ CVS locations, 800+ Target locations and Walmart.
The growth was supported by more than distribution. A stronger brand identity, expanded product portfolio, packaging system, Amazon experience and customer-education infrastructure created a more complete brand capable of supporting its next stage of growth.
