Scaled to 8 Figures Using Education

How Wander Beauty Scaled to 8 Figures Using Education —Lessons from Divya Gugnani

I recently sat down with Divya Gugnani, the powerhouse behind Wander Beauty.

Under her leadership, this groundbreaking brand not only scaled to 8 figures, but also expanded globally—culminating in its acquisition by Nameless CPG, their largest ever in the beauty space.

This milestone is a true testament to Wander Beauty’s innovative approach.

In our conversation, Divya revealed that the secret to their explosive growth is all about Customer Education.

By educating customers at every stage of the journey, Wander Beauty creates an experience as trusted and personal as an in-store visit.

Here’s how they transformed strangers into loyal advocates:

Pre-Purchase: “Show, Don’t Sell”

They used raw, iPhone-shot videos of real customers (like a therapist with rosacea!) to showcase product efficacy. They leveraged micro-influencers and SEO-driven YouTube tutorials (e.g., “5-minute makeup routines”) to answer unmet needs.

Divya’s insight: “People need to see themselves in your brand. Authenticity beats a polished studio.”

During Purchase: Replicate the In-Store Experience

Product pages featured multi-skin-tone swatches, ingredient breakdowns, and UGC testimonials. They used quizzes and polls on Instagram Stories to let customers vote on shades.
Divya’s mantra: “It's very important to replicate that store experience. A consumer may go to a store, and if they want a lipstick or a blush, they're going to go in, and they're going to put it on their hand or their face. They're going to test it and experience the texture, the feel, the color, and the coverage with any sort of product. We have the onus as a digitally native brand or an Amazon-first brand to really replicate that whole experience digitally."

”Post-Purchase: Turn Buyers into Ambassadors

They send post-purchase emails with tutorials. (E.g. “This stick is a lipstick, blush, and highlighter”. )

They also achieved double-digit conversion rates from replenishment reminders. (E.g. “Your mascara expires in 45 days!”.)

Divya’s game-changer: “Education isn’t a cost—it’s your highest ROI retention tool.” 

The Kicker - Their “always-on” testing culture (A/B testing 15+ elements weekly) fueled iterative growth.

Curious to learn how a fully-educated customer journey can transform your business?

Watch the full episode on YouTube here → https://www.youtube.com/watch?v=hKGXwuCHLPk&t=2s

Bonus for our DTC subscribers: Enjoy 25% off at wanderbeauty.com with code EDUCATE25.

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