At this year’s Naturally Good Expo, we hosted a panel with two powerhouse founders Laura Wright of Tuttofare and Ere Perez of Ere Perez Natural Cosmetics – to unpack what it really takes to build modern, meaningful brands.
From Tuttofare's early traction in just a few years to Ere Perez's 20 years of staying power, their lessons apply to all brand leaders navigating growth, differentiation, and market relevance, and here were the standout insights:
1. Evolution is Better Than Reinvention
Ere believes longevity comes from a deep understanding of your customer and a commitment to evolving what works. That might mean introducing new shades, updating packaging, or expanding into new markets, but always staying anchored in what customers loved from the start.
Rather than launching newness for the sake of novelty, she focuses on extending the life and relevance of proven products. Too often, brands abandon their best-performing SKUs in the pursuit of “new.” Ere’s approach is a reminder that when done well, evolution creates both staying power and scale.
Takeaway: Before you launch something new, ask if your existing product has more room to grow. Could it be refreshed, extended, or introduced to a new audience?
2. Trust is Earned Through Education
Laura launched Tuttofare in 2022 with a tallow skincare balm, a deeply effective but unfamiliar ingredient for many modern consumers. To build trust and stand out, she focused on education-first marketing: writing in-depth blog content, crafting thoughtful emails, elevating the product through intentional packaging, and beginning to nurture a like-minded community. Her approach was about making something old feel new and relevant again.
Takeaway: If you’re introducing something unfamiliar or unconventional, invest in touch points that educate, build trust and confidence. Even if your product isn’t radically unconventional, educate around the value and the difference your brand brings to the market, especially the parts no one else is talking about.
3. Scaling Demands Clarity & Simplicity
Ere spoke about the shift that happens when you grow without planning: your $20 product quickly becomes a $50 product, not because you’ve repositioned it, but because you underestimated the layers; retail markups, distribution, marketing, international logistics.
And beyond price, there’s product strategy. At one point, Ere scaled back her range from 20 products to just 6. That clarity made her brand sharper for buyers, simpler for merchandising, and easier to anchor in-store. It also gave standout products more room to shine.
Takeaway: Don’t confuse a wide range with success. A focused range builds trust faster than an overloaded one. If you have a hero, let it carry more of the weight, then build slowly, with intention.
4. Know When It’s Time to Grow Beyond Home Borders
Your local market is not always the ceiling, but expanding too early, or without intention, can stall momentum just as quickly as it creates opportunity. International growth requires understanding how your pricing, packaging, products, messaging, and positioning will translate across borders. It also means holding your ground when global retailers push for change.
Takeaway: Don’t scale prematurely. Get clear on your numbers, your margins, and your operational capacity. And make sure your brand story is strong enough to travel before you invest in taking it global.
5. Growth Will Test What You’re Willing to Compromise
Ere spoke openly about the tension between staying true to your brand values and making decisions that allow your business to grow. As her company expanded, she faced moments where saying yes to one opportunity meant saying no to something else.
This might look like turning down a high-volume retailer that conflict with long-standing stockists. Or walking away from a beautiful packaging concept that doesn’t align with your sustainability goals. It might mean saying no to a new formulation, even if it's cheaper or faster to produce, because it drifts too far from what your customer originally trusted you for.
Takeaway: Define your non-negotiables early, so you’re not rewriting your values under pressure.
Modern brand building isn’t a one-size-fits-all formula. Whether it’s saying no to distraction, simplifying your range, or staying grounded in what your customers actually want, the brands that last are led by founders who think long-term and act intentionally.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
