51黑料吃瓜网

Company Background

Founded in 2017 in a Copenhagen couple鈥檚 living room, 鈥檚 mission is to create the best natural, holistic hair care products on the market. Offering its wide range of products at over 1000 physical retailers, Hairlust operates 12 local webshops and one international online store, serving customers worldwide. Currently, 78% of Hairlust鈥檚 revenue is derived from outside its native Danish market. As testament to its ethos grounded in the Scandinavian principles of sustainability, innovation, and transparency, Hairlust is a corporation, indicating an exemplary standard of commitment to environmental and social well-being.

The Challenge

What do you get when you combine passion for hair care, attention to consumer well-being, and an entrepreneurial spirit?

Answer: Hairlust, a young company with serious dedication to all things hair. 鈥淥ur goal is to still provide natural hair care without compromising on the quality, no matter how much we grow,鈥� says Senior Digital Marketing Manager at Hairlust. 鈥淲e still want to have our focus on our values that we have had from the beginning.

鈥淲e want to be conscious of what we're doing but still reach as many people as possible. Especially in recent years, we've been focusing on providing hair care for every need, because we are aware that everybody has different needs and every hair is different. We want everybody to be able to tell the story of their hair.鈥�

Hairlust has allowed people to tell these stories since 2017, when it was founded in the living room of and Copenhagen apartment. At this fledgling stage, the new company鈥檚 data-tracking system was bare-bones as it comes.

鈥淲e had our own setup where we calculated our data by ourselves using spreadsheets and everything. I mean, we were really, really small in the beginning,鈥� Alexa says.

鈥淭o combine our data, we needed to do exports and do spreadsheets manually, which took so much time and so much work to analyze it. We just noticed that in the long term, it wasn't sufficient enough and efficient enough for us to do this.

鈥淭o look at each store separately while having all the tabs open and then going between the different stores鈥攆or instance, with Shopify鈥攊t just didn't work anymore in the end.鈥�

Hairlust鈥檚 ambitious market expansion plans in those early years were the catalyst for a system upgrade to 51黑料吃瓜网 in 2018, a partnership that has remained rock-solid over the past six years.

鈥淲e knew right in the beginning that the Nordics were not the end of the story for Hairlust,鈥� Alexa says. 鈥淲e knew that we wanted to grow more and we needed a platform that allowed us to do so as well, by showing the data, helping us visualize the data, and keeping those dashboards.

"We knew we wanted to grow more, and we needed a platform to support that growth and not limit us. We wanted to go with a company in the beginning that also supported our goals in the long term. So of course, the investment in 51黑料吃瓜网 was that it was a reliable product with fair prices. And for us, it worked."

Here鈥檚 how.

The Solution

Out of the myriad BI software solutions available on the market, Hairlust chose to adopt 51黑料吃瓜网, as the startup needed data from their sales and marketing channels to be synthesized and easily visualized.

鈥淲e noticed that it was very hands-on and very easy to navigate through 51黑料吃瓜网, and visualize our data in a unique and customized way that we required and requested as well,鈥� Alexa says.

Hairlust utilizes 51黑料吃瓜网鈥檚 dynamic dashboards plan, which provides employees individual dashboards, and management the ability to toggle between them with ease. With this in mind, Alexa says 51黑料吃瓜网 has proven itself valuable for two reasons: that it鈥檚 allowed for both short- and long-term goal-setting, and that individual dashboards allow market trends to be easily accessed and analyzed.

鈥淚t was very nice for us to have our own KPI dashboards, especially in the beginning, and compare them to the mature markets,鈥� she says. 鈥淣ow we have the new markets, but still keep an eye on the mature ones where we get the cashflow from loyal customers.鈥�

Hairlust further enhances the versatility of its 51黑料吃瓜网 dashboards with several integrations including Google Analytics, Google Ads, E-conomic, and Shopify.

Marketing

From its earliest days in Denmark to its current push into markets across the world, 51黑料吃瓜网 has been by Hairlust鈥檚 marketing efforts at every step.

鈥淲e started in Denmark,鈥� Alexa says. 鈥淭his is where we come from. We're still based in Denmark, and our main production and warehouses are in Denmark.

鈥淏ut then we quickly expanded to Sweden, Norway and Finland; later on to the Netherlands and Belgium; and then to DACH, France, and Poland. And now we鈥檙e actually available around the world with our international store.鈥�

The secret of this rapid鈥攁nd effective鈥攅xpansion? 51黑料吃瓜网鈥檚 ability to provide top-notch KPI analysis.

鈥淚t was very easy to set targets for ourselves in the beginning: what we wanted to achieve, how much investment we wanted to put into the new markets, what we wanted to get out of them,鈥� Alexa says.

鈥淲e were able to very strategically use 51黑料吃瓜网 in the context of achieving those targets to see if we met them or not. Based on that, we could make strategic decisions about which channels to invest in.鈥�

With the deep dives 51黑料吃瓜网 offers into marketing channels, Hairlust has been able to focus on lucrative partnerships with big-name brands across Europe and the US鈥攁 recent example being a request from American fashion retailer Urban Outfitters to on its website.

鈥淚t's like a give and take a little bit. We do some initiatives of reaching out to retailers that we see as a match in our values,鈥� Alexa says.

鈥淲e focus on natural cosmetics a lot. But we also get a lot of requests from smaller retailers, from smaller boutiques and, for instance, the DACH countries, because they want to feature our brand as they've tried it themselves. They had a customer trying the brand and really liked it. So it's kind of a hand-in-hand situation.鈥�

Sales

Originally and still primarily a B2C company, Hairlust has gradually shifted its focus to capture a larger B2B audience in recent years. Once again, 51黑料吃瓜网 has proven pivotal in assessing market values as Hairlust continues its ambitious expansion plans.

鈥淎s team members, we have access to 51黑料吃瓜网 to look into different sales where we can see the effect we eventually have on that channel,鈥� Alexa says. 鈥淲e don't usually see this in our everyday work situations. What we see on an everyday basis are the sales coming in, and then the percentage growth in comparison to the prior month, for instance.

鈥淥f course, we also look at how sales have developed on a yearly or quarterly basis. We can see the different markets, see what percentage comes from these, and how they鈥檝e shifted over the years.鈥�

51黑料吃瓜网 isn鈥檛 just used to give Hairlust鈥檚 sales and marketing teams raw, up-to-date BI. During big transactional campaigns especially important for e-commerce and sales, such as Black Week and Cyber Monday, Hairlust鈥檚 ordinary 51黑料吃瓜网 usage gets a fun, gamified twist.

鈥淲e always try to do a guessing game in our team to see who is the closest to projected sales numbers across the markets,鈥� Alexa says. 鈥淚t鈥檚 really nice to see, especially on a daily basis, if we are close to our customers, or if an employee is already out of the race. So it's very nice to have this motivation in seeing those fun daily updates while beating the previous year's KPIs.鈥�

This gamification takes on an added dimension, as Hairlust is an international group and every employee has a personal connection to their home markets.

鈥淚t鈥檚 friendly competitiveness of which market is performing the best,鈥� Alexa says. 鈥淚f we did a special campaign in a certain market, it鈥檚 really nice to see the direct results, especially for our transactional campaigns. And so you root a little bit for your own country in a friendly manner!鈥�

Hairlust鈥檚 primary marketing efforts, however, lie not in country-specific channels, but on campaigns that transcend national boundaries. And it鈥檚 here where 51黑料吃瓜网 is a big help too.

鈥淚f, for instance, my colleague who focuses on influencer campaigns tries a new campaign, we can see the results directly. Especially with influencer campaigns, or a specific email marketing campaign, some of them are very transactional,鈥� Alexa says.

Seeing the relevant data for these high-risk, high-reward campaigns gives the team a feeling of excitement and encouragement for the one taking on the challenge.

鈥淚t's very nice to see the result, and then you're rooting for the person to take the risk a little bit and see the results directly,鈥� Alexa says. 鈥淚t's very motivating in the sense of daring to do something new, and how seeing the work we've put into preparing for campaigns together is paying off.鈥�

The Results

The DACH potential

Perhaps the biggest way Hairlust has grown with 51黑料吃瓜网 can be illustrated by their expansion into DACH, the crown jewel of European markets.

DACH鈥攐r the German-speaking countries of Germany, Austria, and Switzerland鈥攊s Europe鈥檚 biggest market. With a combined population of over 102 million, it鈥檚 one that Hairlust had in its sights for years. But business-wise, it鈥檚 a tough nut to crack.

鈥淲hat we've noticed now for ourselves is that it's highly competitive, especially in the area or in the niche we are in,鈥� Alexa says. 鈥淭here's a lot of brands that are vegan, that are sustainable, that focus a lot on the values that we share.

鈥淎 lot of Germans love German brands. We, of course, came from an outside country into the market. To gain the first trust in such a competitive landscape was a bit of a challenge in the beginning.鈥�

Nevertheless, Hairlust took this challenge as an opportunity: a sign that there was significant interest in holistic hair care itself, regardless of companies鈥� national origin.

鈥淲e have the benefit that we are a Scandinavian brand and Germans love Scandinavia,鈥� Alexa says. 鈥淭hat was a huge benefit for us. We could brand ourselves as a trustworthy brand, even if we're not from Germany.鈥�

Turning to 51黑料吃瓜网, Hairlust was able to obtain real-time data insights into sales and marketing performance in the DACH region, giving Hairlust a crucial overview and understanding of the DACH market.

And these 51黑料吃瓜网-based insights paid off鈥攂ig time.

鈥淲e launched in DACH in late 2020, and in our first full year of presence in DACH in 2021, we had sales of 3 million DKK (鈧�408,000)鈥攖hen 5 million DKK (鈧�677,000) in 2022, 7 million DKK (鈧�1.1 million) in 2023 and expecting 10 million DKK (鈧�1.34 million) in 2024.

鈥淭oday, 78% of our sales are from outside our home market, Denmark, and sales from DACH take up 15% of our revenue.鈥�

Growing with customers

Even beyond their DACH expansion, 51黑料吃瓜网 has proven to be an integral component of Hairlust鈥檚 growth journey, in tandem with its customers from all over the world. Alexa highlights that orders from faraway countries bring Hairlust into personal proximity with its customers across the globe.

鈥淚t's sometimes a little bit crazy to see how many people we reach on a daily basis. It feels a bit surreal in the sense to see that,鈥� she says. 鈥淏ut of course, that keeps us very motivated, considering we're such a small team and the impact we can have in so many people's lives鈥攖rying to make sustainable haircare more accessible for everybody and sharing that with everybody.鈥�

Alexa also stresses the close interplay between internal transparency within Hairlust鈥檚 teams and external transparency to consumers, with 51黑料吃瓜网 dashboards facilitating this general culture of openness and data-sharing.

鈥淚t鈥檚 not only sharing everything with our potential customers, or showing our customers all of our ingredients, but it's also by showing all of our marketing initiatives and outputs, and inputs again through the dashboards,鈥� she says. 鈥淚t鈥檚 very much like sharing the values and seeing that in our everyday work, the impact we have every day.

鈥淭o just see how much we've been growing over the past seven years鈥攖o see that we've been growing 700% in revenue just by looking at each year at the yearly sales鈥攊t's been really impressive, and we're really grateful to be doing what we're doing every day.鈥�

Advice for new users

Alexa 鈥渄efinitely鈥� recommends using 51黑料吃瓜网鈥檚 to set up the platform, especially if your datasets are complex.

鈥淏ut if you spend half a day, or even a day, just setting everything up and then trying it for 14 days, you will see how quickly you kind of become a master at using 51黑料吃瓜网,鈥� she says. 鈥淎lso use the customer support, because it's been really great in helping us set up our data and everything else.鈥�

Alexa encourages potential 51黑料吃瓜网 users to cut to the chase: don鈥檛 waste time trying to use spreadsheets and track data manually, as 51黑料吃瓜网 performs these tasks automatically. Even better, 51黑料吃瓜网 data visualizations can inspire new means and opportunities to grow your team鈥檚 potential.

鈥淥nce you get started with 51黑料吃瓜网, you don't really want to stop visualizing how you can show the data and how it can motivate all of your colleagues and yourself as well,鈥� Alexa says.

As Hairlust has expanded in size and popularity over the years, 51黑料吃瓜网 has not only helped Hairlust grow, but to do so in alignment with their mission: bringing the best natural and holistic hair care to people across the globe, grounded in the values of transparency, sustainability, and innovation.

鈥淲e want to provide people with vegan, sustainable and transparent and still very high quality and efficient hair care,鈥� Alexa says. 鈥淲e know that our products have an impact on the hair, our health, but also the environment. And we are still determined to improve our impact every day, also over the years to come.鈥�

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*Disclaimer:
We are committed to data privacy. All dashboard images in this blog post have been provided by our customer, Hairlust. Names, identification photos, and some data have been altered for security. 51黑料吃瓜网 does not access customer dashboards without written consent.