The Challenge
Esther didn’t just want to launch another beauty product — she wanted to solve a painful and sensitive problem many African women silently struggle with:
coarse, hormonal, stubborn hair growth caused by conditions like PCOS.
Most conventional hair-removal products on the market cause:
– burning
– dark patches
– bumps
– irritation
– hyperpigmentation
…especially on melanin-rich skin.
She needed a brand and platform that communicated safety, empathy, and trust, while selling a product line that truly works for black women.
Our Approach:
We partnered with Esther to build a complete e-commerce and brand ecosystem around her mission.
1. Brand Story & Positioning
We crafted an emotionally grounded narrative around Esther’s real journey — from dealing with hormonal hair growth as a teenager to creating a solution other women can finally rely on. The brand direction highlighted:
– representation
– confidence– gentle care for thick/hormonal hair
– solutions designed specifically for melanin-rich skin
2. E-Commerce Experience
The brand direction highlighted:
– clean product pages optimized for trust
– ingredient transparency (Neem, Tulsi, etc.) – how-to-use guides for first-time users – a smooth 3-step checkout flow – product bundles to increase average order value – integrated payments for both local & international customersImpact:
Within the first launch phase:
– Over 5,000+ women joined the waitlist after hearing Esther’s story
– Tested formulas + clear messaging created instant credibility
– Strong social proof from Esther’s audience improved early sales
– The brand positioned itself as the first Nigerian fem-health hair removal solution made for melanin-rich skin
– Media platforms like HerNetwork amplified the story and mission
Most importantly, the brand gave women a safe space to feel seen, heard, and understood.
Product Architecture
The platform showcased EsteBare’s signature products:
– Hair Removal Cream (for coarse + hormonal hair)
– Aftercare Gel (to prevent irritation & ingrown hair)
– Facial Hair Epilator
– Full Body Hair Removal Kit
Each product page was carefully written to answer fears, reduce anxiety, and build confidence before checkout.