The Brand
Originally known for its game-changing, vegan lash-growth serum vegaLASH, VEGAMOUR exploded into the haircare space in 2020 with a comprehensive range of growth-forward products that work in tandem to support the growth of healthy, abundant hair without resorting to harsh chemicals. The brand pioneered the concept of “hair wellness” with nontoxic, 100% vegan solutions that utilize fair-trade, high quality bioactives, putting eco-sustainability at the center of everything it does. By nurturing the supply chain as well as scientific innovation, VEGAMOUR supports beauty and wellness from the inside out, while supporting crucial economic initiatives in developing countries.
The Task
On the heels of phenomenal, under-the-radar success with its cult lash and hair growth serums, VEGAMOUR plotted its natural extension into hair care. We partnered with Project M+ to position the brand as a holistic solution to devitalized hair with an uncompromising commitment to safe, sustainable ingredients. The move would require educating the hair community on the brand’s fresh approach, moving away from hair care into hair wellness.
The Execution
When we sat down with VEGAMOUR founder Dan Hodgson, his passion for agriculture was instantly contagious. We became obsessed with the concept of growth, that if you nurture anything—a plant, your career, a child—you then get to watch it thrive. We realized that the magic of VEGAMOUR was not just about the pursuit of beautiful hair, but the larger concept of witnessing growth. Once we crystallized that powerful central message, we were able to apply it to a platform that branches out into everything the brand does, from scientific innovation, to personal wellness, raw ingredient production and the development of struggling economies. With this high-order call to action, we were able to elevate VEGAMOUR from outsider brand to industry leader.
First, we named each product in the brand’s new GRO line of hair care solutions, as well as the range’s key breakthrough ingredient, an innovative vegan substance that works like keratin without the involvement of animal byproducts. Then, we created a comprehensive brand book and style guide that infused the language of growth into detailed messaging around each of the brand’s pillars, ultimately leading to the basic benefit of achieving beautiful, abundant hair without compromising on ingredients or harming the earth’s delicate ecosystems.
Finally, we completely overhauled the VEGAMOUR eCommerce site, creating rich libraries of content around the science of hair growth, the brand’s breakthrough formulas and the inner workings of the VEGAMOUR production philosophy and supply chain. It’s a straight-talk experience that educates users while presenting the products as a true representation of the miracle of growth.
The Result
With the expansion into hair care, VEGAMOUR saw a 650% increase in sales in 2020, with 60% of revenue coming from returning customers. The brand now has over 250,000 followers on Instagram, with incredibly high engagement rates. Performance driven products combined with a culture of caring and wellness have made VEGAMOUR a veritable cult brand that continues to build on a foundation of innovation and inspiring storytelling.