Floriye says you first have to decide what kind of product you're creating — FMCG, premium, or in the middle. Sisterwould went premium and high quality with a vision of being in Sephora, then looked at margins to check it was sustainable for business growth. The price started at $58, and after two and a half years online and expanding into the US and Australia, they reduced it to $39.
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The price cut was deliberate and mission-driven: Sisterwould wanted to be more accessible and inclusive so the visually impaired community could access it in pharmacies and "be there for most people." While a lot of brands were putting their prices up, Sisterwould figured out how to lower theirs — staying premium and high quality at an affordable price "without compromising the formula." Expanding into new markets is what gave them the room to do it.