In the competitive world of men's skincare, Tiege Hanley found a unique way to break through the noise – by partnering with a mega-influencer as a co-founder from day one. This strategic move gave them instant credibility and a built-in audience, propelling their growth into a leading men's skincare subscription service. Let's explore how Tiege Hanley leveraged their influencer co-founder to disrupt the industry and build a thriving business.
The Genesis of a Game-Changing Partnership
Tiege Hanley's journey began with a simple email. Co-founders Rob Hoxie and Kelley Thornton reached out to Aaron Marino, known as Alpha M on YouTube, with a vision to educate men on skincare and make it accessible. At the time, Marino had been successfully promoting other skincare brands to his large male audience.
Intrigued by the concept, Marino agreed to join not just as a promoter, but as a full co-founder and equity partner. This decision would prove pivotal in Tiege Hanley's success story.
Building Anticipation Through Influencer Content
One of Tiege Hanley's masterstroke moves was leveraging Marino's existing platform to build anticipation before launch. For 35 weeks leading up to the official launch in July 2016, Marino vlogged about the process of starting the business on his Alpha M YouTube channel, which at the time had over 2 million subscribers.
This behind-the-scenes content:
- Gave viewers an inside look at entrepreneurship
- Started building a relationship with potential customers
- Created a built-in demand for launch day
By the time Tiege Hanley launched, they had thousands of followers eagerly waiting to purchase, resulting in strong initial sales.
Leveraging Influencer Expertise in Product Development
Marino's deep understanding of their target demographic – young men interested in self-improvement and grooming – proved invaluable in shaping Tiege Hanley's products and brand. His insights influenced:
- Product formulations
- Packaging design
- Marketing messaging
The team even engaged Marino's audience directly in the development process through surveys and polls, getting feedback on packaging preferences and product ideas. This level of customer input is rare for most new brands and gave Tiege Hanley a significant advantage.
Creating Approachable, Education-Focused Marketing
Tiege Hanley's marketing strategy focused on making skincare feel approachable and uncomplicated for men new to the category. Key elements included:
- Emphasizing simplicity (e.g., starter kit with just 4 core products)
- Using straightforward language instead of technical jargon
- Positioning skincare as part of a masculine self-improvement routine
Marino and other partnered influencers integrated skincare education naturally into their existing content, helping to normalize skincare for men who may have previously seen it as too feminine or complex.
Targeting a Younger Demographic
While Tiege Hanley initially expected to resonate with men 35 and older, their influencer-driven strategy attracted a much younger audience. The brand found particular success with men in their late teens and 20s. This shift required adjustments:
- Fast-tracking development of acne-focused products
- Tailoring messaging for a younger demographic
- Leveraging social media platforms popular with Gen Z and Millennials
The youthful audience proved highly engaged and willing to adopt new skincare habits, making them ideal long-term customers for Tiege Hanley's subscription model.
Expanding Influencer Partnerships
While Marino's Alpha M channel was Tiege Hanley's initial springboard, they've since expanded to work with a variety of men's lifestyle influencers. This strategy allows them to:
- Reach different audience segments
- Reduce reliance on any single promotional channel
- Maintain authenticity through influencer-created content
Tiege Hanley takes a hands-off approach to content creation with influencers, trusting them to present products in a way that feels natural to their audience. The brand creates custom landing pages for each influencer partnership, tailoring messaging while maintaining consistent branding.
Focusing on Subscription and Retention
Tiege Hanley's business model is built entirely around subscriptions, providing predictable recurring revenue and easier inventory forecasting. To make subscriptions appealing, they:
- Emphasize the importance of consistency in skincare routines
- Provide excellent customer service
- Keep subscribers engaged with weekly vlogs and blog content
- Offer flexibility in subscription frequency and easy pausing/modification
According to a 2021 investor presentation, Tiege Hanley boasted a 65% customer retention rate after 12 months, significantly higher than the industry average for subscription boxes.
Leveraging User-Generated Content
As Tiege Hanley grew, they increasingly tapped into user-generated content from satisfied customers. This strategy provides:
- Social proof through before-and-after photos
- Relatable testimonials from real users
- A sense of community among customers
The brand prominently features user reviews and testimonials throughout their website and marketing materials, helping to overcome skepticism from potential buyers.
Continual Product Innovation
To maintain excitement and meet evolving customer needs, Tiege Hanley has expanded its product lineup while staying true to its "uncomplicated" philosophy. Their approach includes:
- Relying heavily on customer feedback for new product ideas
- Testing new products with a subset of existing customers before wide release
- Introducing targeted solutions like an acne-focused system
By 2022, Tiege Hanley had expanded from its initial 4-product system to offer over 20 skincare products, demonstrating their commitment to innovation and meeting customer demands.
Building a Strong Brand Identity
Beyond Marino's personal brand, Tiege Hanley has established its own distinct identity:
- Signature blue packaging for instant recognition
- Consistent messaging around "uncomplicated skincare for men"
- Emphasis on science-backed formulations
- Mission to make skincare accessible for all men
This clear brand positioning has helped Tiege Hanley stand out in a crowded market and attract their target customer base.
Expanding Retail Presence
While e-commerce and subscriptions remain Tiege Hanley's primary sales channels, the brand has started expanding into select retail locations. This omnichannel approach allows them to:
- Reach customers who prefer in-store shopping
- Increase brand visibility
- Acquire new customers who may not have encountered them online
As of 2022, Tiege Hanley products were available in over 800 retail locations across the United States, including partnerships with major retailers like Target.
Looking to the Future
As Tiege Hanley continues to grow, they face new challenges and opportunities:
- Scaling beyond their initial influencer-driven strategy
- Building lasting brand loyalty
- Expanding their customer base beyond Marino's audience
- Potential expansion into adjacent personal care categories
- International expansion to tap into the global men's grooming market
The global men's skincare market is projected to reach $18.92 billion by 2027, according to Grand View Research, presenting significant growth potential for brands like Tiege Hanley.
Key Takeaways for Entrepreneurs
Tiege Hanley's success offers valuable lessons for other e-commerce entrepreneurs:
Seek unique partnerships: Think creatively about potential partners who can provide more than just promotion. An equity partnership with the right influencer or industry expert can provide invaluable insights and built-in audience access.
Build pre-launch anticipation: Use content marketing to start building an audience before your product is available. Give potential customers a behind-the-scenes look at your journey.
Simplify complex products: If you're entering a complicated product category, focus on making things approachable for newcomers. Clear education and easy-to-follow systems can expand your potential customer base.
Leverage customer feedback: Actively seek input from customers and use it to guide product development and marketing. Make customers feel involved in the brand's evolution.
Focus on retention: For subscription businesses especially, keeping existing customers is critical. Invest in strong customer service and ongoing engagement between purchases.
Stay true to your mission: As you grow, don't lose sight of your core brand identity and values. Tiege Hanley has maintained their focus on uncomplicated skincare even as they've expanded their lineup.
Embrace user-generated content: Encourage customers to share their experiences and results. This creates social proof and builds community around your brand.
Be willing to pivot: Tiege Hanley's shift to a younger demographic shows the importance of being flexible and responsive to your actual customer base.
By taking an innovative approach to influencer partnerships and maintaining a laser focus on education and simplicity, Tiege Hanley has managed to stand out in the crowded men's skincare market. Their journey shows how the right strategic partnerships and a clear brand mission can help a new company quickly gain traction and disrupt an established industry.
