British independent beauty brand the Gruff Stuff plans international expansion with hassle-free skin care
Launched in 2020 after about three years of planning, The Gruff Stuff offered a small line of gender-free skin care products in easy-to-apply formats – a spray face moisturizer, a spray body lotion, and a eye balm in serum. Each made in England from Kakadu Australian wild plum extracts and other ingredients like aloe juice and Matcha green tea, the products have been designed to be absorbed quickly and provide intense hydration; positioned as an anti-inflammatory with protective properties against aging, redness and pollution.
Available in over 50 countries around the world, including through The Hut Group franchise in UK and Europe, Zalando, Tmall, Amazon and its own D2C website, The Gruff Stuff was set to launch in more department stores. and retailers in the coming months – a space she wanted to expand internationally.
International expansion of retail and department stores
“We’re really focused on working with retailers and we think that’s where the customer is,”said David Sparkes, founder of The Gruff Stuff.
Sparkes told CosmeticsDesign-Europe that especially in the aftermath of COVID-19, with the rise of skincare and beauty e-commerce, there was great potential for growth in space stores. physical.
He said the brand is also targeting larger markets through distributors and brand partners who could build brand value into new territories. Hong Kong, China and Canada are important markets where such partnerships have already enabled expansion, he said.
The Gruff Stuff was now available in Canadian department stores on Hudson’s Bay through a partner brand, he said, with the goal of eventually expanding into the United States. “It’s a great place to grow up before we expand into the United States. It’s a much smaller market, Canada, but it’s very sophisticated. They know what they like and there aren’t that many retailers out there. So if it works, it works. ”
“I’ve worked in the United States before and know a lot of buyers look to Canada to see what’s going on there. It is therefore one of Canada’s strategies ”, Sparks said.
The company has also seen many opportunities in the Western and Eastern European markets over the next few years, he said.
“We Stand Out” with Simplicity and Hassle-Free Skincare
Sparkes said that as The Gruff Stuff continues its expansion plans, it will pivot on its overall brand principle – simplicity.
“I wanted to bring something to the market that was simple and unadorned”,he said. “With spray application, we’re aiming for a busy life and simplicity, and we set ourselves apart. There is not a lot of competition.
When asked who the target consumer was, he replied: “Originally we thought about men – men want hassle-free skin care – but we realized it wasn’t; they are women, men, of all genders.
Radek Loucka, co-founder of The Gruff Stuff, said face and body sprays were particularly competitive in Asian markets where ease of use and protective elements were important for female beauty consumers – protection against skin damage. pollution and UV rays, for example.
“We want to be the skin care brand of choice, a household name. And we really want to be known for being ethical, results-oriented, professional and quality ”,Louka said.
The Gruff Stuff was set to launch a multi-purpose facial and body wash early next year, designed for use in the shower – a product launch backed by clinical study data on moisturizing properties. of its key ingredient Aquaxyl.
As the brand moved forward with its growth plans, Loucka said she would work hard to ensure that convenience and accessibility to products was also at the heart of messaging.