Under The Hood: Ann From Glamnetic
Where did the idea for Glamnetic come from originally?
I was the only Asian kid in school growing up and was being bullied for being Asian. So I had been wearing lashes since I was in middle school and it was personally my favorite beauty product since it made the biggest difference in opening my eyes.
I also noticed most of my friends didn’t know how to apply lashes and they would always ask me to help them. I realized there was a gap in the market for easy-to-apply lashes and no one was addressing it. Magnetic lashes were on the market at the time, but they were the type that sandwiched your eyelashes between two layers of magnets which made it difficult to apply and easy for it to slip off.
I wanted to make a change and create magnetic lashes that actually worked and were easy to use, where the lashes were more full, glam, and premium compared to lashes that were currently on the market, since those were the lashes that I was into.
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What was the first major growth breakthrough you had in the business?
About six months in, performance marketing really kicked in and started working well for us, and at that point we started doing over 7 figures in revenue a month.
I was recording ads every day – introducing myself as the founder, talking about my product, and demonstrating how to use it. This worked really well because of the instant transformation our Magnetic Lashes provided, and I think the fact that it was a founder-facing ad.
Are influencer partnerships still a big (and successful) part of the marketing strategy in 2024?
It has changed from being a way we got top-of-funnel awareness to mostly using micro influencers as a way to get high-quality content that then we can run for ads.
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What’s one thing that you didn’t expect to be true about building a D2C brand?
How important having good people is in scaling a brand, and how crucial retention is in building a strong, healthy brand. So many people are more focused on acquiring customers than retaining them.
What are some of your favorite tools & Shopify apps that you leverage at Glamnetic?
We love Tapcart, Rebuy, Attentive, and for team productivity we use Clickup!
If you go back to the early days of Glamnetic and give yourself one piece of advice, what would it be?
Don’t be too hard on yourself, you’ll learn everything you need to know along the way.
And remember, it’s a marathon, not a sprint.
