Bold colours, sleek designs and airbrushed celebrities. These are the hallmarks of the burgeoning cosmetic industry, one that is always seeking for the "next new thing."
But what if the "next new thing" was thousands of years old?
Neel Patel, HBA ’20, is confident that it could be. After graduating in the midst of the coronavirus pandemic, Patel drew on his own experiences back in India and life within Canada's health and wellness community, to create his own cosmetic brand.
Après Pacific utilizes ingredients and formulations from the Asia-Pacific region, inspired from ayurvedic and other traditional forms of medicine to provide consumers a natural alternative for skin care; one that comes with thousands of years of customer feedback and satisfaction.
The brand relies on clean ingredients that are vegan, and cruelty free.
Après Pacific's entry product, Pacific Glow Clay Mask, treats dark spots and hyperpigmentation, with its blend of turmeric, aloe vera and amla berries (Indian gooseberries).
While many of these ingredients have found themselves featured in various Western cosmetic brands, Patel is vouching on the power of his secret weapon; the amla berry.
Patel cites that the number one key component in skincare is antioxidants, and amla berry, is nature's most potent source of Vitamin C, antioxidants, and collagen. These are key nutritional components in popular health supplements, championed by influential celebrities like Oprah and Meghan Markle, and Patel’s asking - if we can drink them, why can’t we incorporate it into our skin?
But cosmetics are more than just good products. It’s an industry dominated by perceptions, messages, and brands that personify their philosophy.
And here, Patel’s vision is clear.
“We're really about savoring the good life, through real, potent superfood ingredients.”
A small brand in a big palette
We are living through a golden age of cosmetics. After years of major European and American brands throwing multi-million dollar marketing budgets at each other and consumers, the rise of social media platforms like Instagram and now, Tik-Tok, have levelled the playing field.
From influencers and viral videos, the ability to connect directly with consumers has never been easier.
Still, it’s not just about saying the right things. It’s about perceptions, and two of the most popular trends are towards transparency and authenticity; commodities that seem easy to grasp but hard to execute.
For a new brand like Après Pacific, social media strategy is key to staying competitive with the traditional powerhouses.
Patel is leaning heavily into it with the goal of creating an authentic connection with their potential customers, and there's quite a range.
Firstly, there are people from various Asian cultures who are familiar with these combinations, and frequently create DIY versions at home. For them, Après Pacific offers a ready-made solution. Additionally, there are other ethnicities that might not be aware of these formulations but struggle with many of the same skin conditions. Then there’s the audience that are looking for brands that are responsible, sustainable and natural, and Après Pacific ticks those boxes.
Part of how Patel is connecting with his online audience is through his own story.
By giving customers behind-the-scenes access, Patel has been candid about the struggles, and challenges of launching a brand, ordering large shipments, dealing with delays, and communicating with suppliers on the other side of the world.
“People really want transparency in what they're eating, what they are putting on their face… they want to know who 's behind the brand,” said Patel. This helps humanize the brand, which is an important value for Patel.
Today, Patel records personal ‘thank you’ videos to all his customers, and is working on creating a donation model that gives away a percentage of their profits to causes that resonate with Après Pacfic’s audience.
One way brands have created perceptions of authenticity is through the influencer model, and for Patel, that's a one time play. He is more keen on creating an actual community, who's love for the brand might match his own.
Those are the type of people you want, because they care about the brand, they care about the authenticity, and the natural ingredients… if you create that authentic connection, they will be your super ambassadors, who are going to add that long lifetime value.
Eager to learn
Starting a startup at the best of times can be challenging.
With Après Pacific being his first outing, Patel is thankful to all his peers and connections that have helped him navigate the complexities of starting a business.
Everything from running a business, to the nitty gritty of overseas customs, there was always someone who was willing to talk and share their tips and tricks.
Even at Après Pacific, part of Patel’s online persona is to help others know that it is possible to chart their own path. It can be done, with the simplest of tools and a lot of determination.
Today, Patel works with a lean team with three virtual assistants that manage web development, social media and Facebook ads, and a logistics company to oversee all operations. Meanwhile, Patel continues to be the heart and the brain of Après Pacific, but has ambitions of growing and putting together a great team.
A month after release, Après Pacific has already been featured in Forbes, and BYRDIE, and is currently in talks with major beauty subscription boxes and retailers. With a growing web and social media presence, and a second product in the works, Patel is eager to share his community’s open secrets across Canada, and the world.