The Brand
Skylar Clean Beauty founder Cat Chen
Skylar Clean Beauty founder Cat Chen created her company because she had a dream—that one day, we could all enjoy personal fragrances without having allergic reactions or skin irritation. As an executive at clean pioneer Honest, she had seen how innovation and determination could yield safe, effective lifestyle products. And though the SoCal native was told it couldn’t be done, she founded Skylar in Los Angeles in 2017, promising hypoallergenic, vegan, cruelty free fragrances that are safe for sensitive skin and also smell amazing.
The Task
Skylar’s best selling Salt Air eau de parfum
After a few promising post-launch years, Skylar underwent an ambitious rebrand for 2021, introducing breakthrough clean eau de parfum-strength fragrances along with a more sophisticated look. The identity overhaul, complete with a fresh logo and chic packaging, demanded an up-leveled brand voice bolstered by a strong story that could match the strength of the visuals and heighten the philosophical impact of the brand. Key brand pillars included strict adherence to cleanliness, an emphasis on sustainability, and a nod to the natural beauty of California, where anyone can spritz on an aura of fragrance and walk out the door with their own special vibe.
The differentiation statement frames the brand story as a dream realized.
The Execution
The name Pink Canyon captures the brand’s California spirit.
Skylar’s creative and executive teams wanted to refocus the brand on its uncommonly high non-toxic formulation standards, while also giving the customer a sense of personal power. We responded with the uplifting tag line Dream in Clean, an invitation to join in the California culture where anything is possible, even non-toxic fragrances. The concept became the basis for an inspirational brand story that aligned the founder’s perseverance narrative with each customer’s personal goals. They told us we couldn’t make clean eau de parfums, says Skylar, but we went out to LA and did it anyway, and you can make your dreams come true too, wherever you are. The concept trickles down to every product story, presenting each scent as a way to access personal power and peace.
On the practical side, we gave the brand simple, alluring ways to speak about the scientific aspects of its formulations, as well as the concept of the “scent wardrobe,” where fragrances can be collected, rotated and layered to create your own personal scent. The robust strategy package also included tools for promoting the brand’s “Scent Club” fragrance subscription program, and a name generator to make naming new fragrances a breeze.
Scent Club gives customers the opportunity to sample and collect a dreamy new fragrance every month.
The Result
On the heels of its comprehensive rebrand, Skylar sales soared 50% year-over-year in 2022, to $25 million. In early 2023, the company was acquired by Starco Brands, and continues to operate as a separate business entity under the Starco umbrella, with founder Cat Chen still at the helm. Skylar continues to create a new clean eau de parfum every month, hotly anticipated by its Scent Club community, which drives the brand’s fragrance and product development through welcome feedback and popular preference.