How Skincare Brand Stratia Went From Reddit Sensation
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How Skincare Brand Stratia Went From Reddit Sensation
How Skincare Brand Stratia Went From Reddit Sensation To Striking Liquid Gold Without Funding, Ads Or Sephora
As a former chemistry minor in college, Alli Reed found herself in her late 20s, digging into dermatology journals and periodic studies to get well-versed in the science of skincare.
“I didn’t do anything at all with my chem degree,” said Reed, who ended up working full time in advertising. “I missed lab time so created a mobile lab in my kitchen to scratch that itch.”
Reed started a blog and joined Reddit skincare groups. She continues, “It got to a point where I felt well-researched but that knowledge wasn’t helping me shop for better skincare products because of the opaqueness in the industry.” So she began to make skincare products that were in line with her research.
In 2016, she invested $3,000 of her own money to purchase ingredients and started Stratia, first as a side hustle. Then 28 years old, she toyed with ingredients like ceramides, cholesterols and fatty acids and created her flagship product, Liquid Gold, a moisturizer that touted lightweight, yet restorative qualities. Reed shared leftover batches with fellow forum readers. The formula exploded on Reddit.
While many skincare companies grow by doling out free samples to celebrities, influencers and editors, Stratia grew through word of mouth via Subreddit skincare communities. Within two months, she turned a profit and to this day, remains fully bootstrapped.
“Reddit skincare communities took off with it,” says Reed. “They felt ownership of the product, then the Instagram community found it and fell in love. I wasn’t even sending free products. These were people buying and telling people and that’s how we grew without ad or marketing spend for the first three years.”
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