The Founder’s Formula: Each month, Cosmoprof North America will profile a founder to learn more about their journey, why they attend, and how the show helps their brand grow.
This month we spotlight Alex Pottash, founder of Forgotten Skincare.
The Inspiration Behind the Brand: Pottash used her expertise in healthcare marketing to find a gap in the beauty market. Google keyword research showed high search demand for the term ‘dark underarms’, but existing products contained harsh ingredients, like hydroquinone, and touted unpalatable claims, like whitening. Determined to create a safe and inclusive solution, she set out on her journey to build Forgotten Skincare.
While still employed full-time, she invested $15,000 to create the first MVP formula. Convinced she was offering a product with high demand in a unique market, she launched advertising. Sales quickly took off. “It was a sensitive topic [dark armpits] that wasn’t discussed, and I wanted to create a brand to normalize it,” she says. The brand quickly gained traction with the first product, The Original Underarm Brightening Deodorant Cream. The lineup has since grown to include other products for “forgotten areas” like an inner thigh brightening serum.
Forgotten Skincare’s explosive growth in its first year caught the attention of major retailers like Urban Outfitters and Macy’s. With rising customer digital acquisition costs, she decided to focus on growing retail distribution, which led her to exploring CPNA.
The Road to Cosmoprof: Strategies for Success: Pottash first heard about CPNA from a friend. She used the event to connect with suppliers, gain valuable knowledge from CPNA hosted educational sessions, and gather inspiration for her brand. Recognizing the potential of CPNA, she returned in 2023 as an exhibitor. This time, her focus was to showcase Forgotten Skincare as a pioneer in addressing neglected skin concerns.
To make her booth stand out, Pottash prioritized authenticity. She brought members of her team instead of hiring external help to ensure visitors experienced the brand’s genuine story. Additionally, the booth featured bright, illustrative packaging, fresh flowers, and before-and-after photos to showcase product efficacy. Pottash also distributed free samples to get the product into potential buyers’ hands. “I tried to be at the booth as much as possible. People want to hear from the founder,” she says.
The Pay Off: This strategy proved successful. Pottash secured a retail partnership with Thirteen Lune and had meetings with buyers at major retailers like Ulta, Target, and GNC. Beyond business connections, CPNA also fostered genuine friendships with other attendees who serve as a valuable support network. Forgotten Skincare’s journey from market research to retail success is a testament to Pottash’s vision, dedication, and strategic utilization of industry events like CPNA. She looks forward to continuing to participate for many years to come.
Categorized in: Founder Focus