Younique Opens Germany Market

 

Younique, the fast-growing beauty brand know for its virtual parties, is opening this month in Germany, its second European market. Ouside the U.S, the company also operates in the U.K., Canada, Australia and New Zealand.

Founded in September 2012, Younique identifies as a mission-first beauty company dedicated to uplifting, empowering and validating women through its products and business opportunity. The Utah-based brand currently has more than 265,000 Presenters marketing its wares via social media.

Younique’s Director of International Market Development, Jordan Meyer, spoke shares a number of key factors about bringing the business to a new market. 

She indicates that  International expansion is just hard. It’s hard when you’re talking about new languages, and as a company this year we’re entering Mexico and Germany. The whole organization has to adapt when we’re using a new language, and because we don’t know the language we feel like we lose some control. To sum it up in one word, localization is a big challenge.

• When we select markets, we choose places where our Presenters can be successful, where consumers in those markets use the same social media platforms our current Presenters use.
• We look at a variety of metrics, such as social media footprint, makeup market size, direct selling makeup market size, and especially how much e-commerce happens in the country. We also look for markets where our current presenters have relationships and business ties.
• We have an army of women who are on Facebook, Instagram, Pinterest and Twitter. When we launch a new market, they’ve all got their various strategies, and they don’t let the barrier of a new country stop them from their business activities. Social media platforms are really conducive to cross-border growth.

About Younique

USA cosmetics company Younique is on mission to uplift, empower, validate, and ultimately build self-esteem in women around the world through high-quality products. Products that encourage both inner and outer beauty as well as spiritual enlightenment while also providing opportunities for personal growth and financial rewards.

The company's product philosophy of Nature. Love. Science. ensures that its line of cosmetics and skin care products are always found at the intersection of the best that science and nature has to offer. Founded by a brother-sister team—Derek Maxfield and Melanie Huscroft—Younique's mission is to Uplift, Empower and Validate women.