You have such an impressive 15-year experience building and growing award-winning brands for the likes of L’Oreal. What attracted you to Vella?
After spending all this time at big beauty and CPG conglomerates, I was ready to take the next step in my career. Something that can keep me up at night. Vella was exactly that.
We are witnessing a sexual wellness boom, stemming from the convergence of beauty and wellness. Today, self-care has naturally extended beyond beauty and found an anchor in health, fitness and sexual wellness. It was intuitive for Vella to be positioned at the intersection of science and prestige beauty as a women-first, digitally native prestige beauty brand. What differentiates Vella from the other players is that we have a scientific breakthrough powering our product. That is every marketer’s dream come true.
What makes Vella different from the other female sexual wellness and arousal products on the market?
My top three would be:
1) Our research-based, clinical test backed discipline resulting in our proprietary nano-encapsulated CBD technology.
2) The target audience panning the entire spectrum of women at any age or life stage.
3) Vella’s sophisticated branding that differentiates and elevates our proposition.
Please tell me your inspiration behind the choice of packaging and branding.
We spent a lot of time articulating the visual and verbal identity for Vella. It was critical to have provocative, straightforward imagery in order to normalize the conversation around female pleasure. We wanted to call it what it is. The balance between sophisticated beauty codes and finding the right packaging for precise dosing was most interesting. Likewise, we took our time to find our voice – relatable, informative but also always fun. Ultimately, it is pleasure that is our main proposition, and we aim to please in all aspects 🙂
Which retailers will be stocking Vella in the UK and the USA?
We have already launched at Shen Beauty, Nordstrom and Lemon Laine in the US, and some big news is around the corner on strategic retail partnerships during the summer. We are in talks with a few partners in the UK as well, stay tuned until we finalize those.
What does your average work day at Vella looks like?
We are a lean and agile team, and we work remotely, which makes communicating at all times crucial. From setting up a company and bringing a brand to life in under 12 months was no easy feat. And we were also in parallel in the midst of our Seed II funding round. Let’s say, things tend to get a bit busy.
Do you have any career advice for anyone looking to follow in your steps?
This is easier said than done but try to prepare a roadmap and set your career milestones. And of course, be flexible as sometimes things don’t stay on plan, but if you don’t know where you are going, you are sure to get lost.
I got a lot of love for natural skincare brands and it is my absolute pleasure to introduce Ginger Fox Natural Beauty. I met the brand founder(Agne) through my Kent-based yoga teacher Sarah King (we do like our holistic approach to life!). Here we sit down for a post-downward dog chat: PB: Why did you start your own skincare brand? Since childhood I struggled with my highly sensitive skin and bright ginger hair, I was unable to find products that didn’t result in painful flare ups, and was constantly dying over my natural colour. I felt a lot of pressure to conform to a…Keep reading
Petra : I am so happy to have met you on my journey for restoring my life balance. Can you please tell me what has inspired you to train as a qualified Holistic Massage Therapist, Reiki Practitioner, Certified Breath Coach & Certified Yoga Alliance Teacher ? Sarah: As a child, I felt the call towards healing work but lost my direction as I went through the education system. I let my head guide me towards a career in Optics but after 18 years in the field, could no longer ignore the call of my heart. I studied Anatomy & physiology as a base to start a…Keep reading
Luisa, you are the editor of Minnirella. Please explain your job description as this is not a regular 9-5! What does a magazine editor and a fashion designer do? I am the founder of Minnirella, which is a women’s fashion brand and we also have a quarterly magazine under the same name. As the editor-in-chief of our magazine and online content, my role involves approving content proposals from our feature editors, as well as holding meetings with potential clients and advertisers. I love my job because I get to speak to so many interesting people on a regular basis – whether it’s…Keep reading
You have such an impressive 15-year experience building and growing award-winning brands for the likes of L’Oreal. What attracted you to Vella? After spending all this time at big beauty and CPG conglomerates, I was ready to take the next step in my career. Something that can keep me up at night. Vella was exactly that. We are witnessing a sexual wellness boom, stemming from the convergence of beauty and wellness. Today, self-care has naturally extended beyond beauty and found an anchor in health, fitness and sexual wellness. It was intuitive for Vella to be positioned at the intersection of…Keep reading