Kiramoon is a new American beauty brand, that is taking the beauty world by storm. Launched by Linsey Moon, Kiramoon is showing that you do not have to sacrifice fun and playfulness for product quality and efficacy and corporate responsibility.

Kiramoon’s mission is to make the happiest, most effective skincare products on the planet. They believe that when you feel good, you look good, so all products are designed with joy in mind. Kiramoon partners with the non-profit Bring Change to Mind, an organisation opening up the space to discuss mental health.

Kiramoon’s proposition is designed with the target audience in mind. They built the brand with the three core components that are important to their customer when it comes to choosing skincare: an emotional connection, ingredients, and social responsibility.

Visually it needed the customer to want to immediately take a picture and share it with their network on their social media feeds. It needed to make the customer feel something, an extension to their own personality and outlook on life. With a price point that places it as luxury within the beauty category, the efficacy of the product was crucial to ensure that customers would review favourably and spread the message of the brand. Getting the product recipe perfect, with an ingredients list that was natural, vegan and cruelty-free was the number one priority.

Despite launching only 3 months ago, Kiramoon is growing a cult following. Prior to launch, they used social to build a mailing list that they could tap into to announce the arrival of the product- inciting exclusivity and hype. They also identified 100 influencers that were aligned in values and also size. Building a relationship with these nano and micro-influencers prior to launch meant that these influences felt like that they had an invested relationship with the brand.

Kiramoon is taking a two-pronged approach to their marketing: driving conversions and building longer-term brand loyalty. Understanding user behaviours they are playing to the strengths of different platforms and channels to showcase the brand. TikTok is being used solely for top of brand awareness and building a perception, whereas Instagram is being used more to drive trial and sales.

With partnerships with major retailers soon to be announced, Kiramoon is a beauty brand to watch.

Sprowt has no affiliation with Kiramoon other than a love of joyful skincare and admiration for how they are building a brand that captures the hearts and minds of their customers. If you are a purpose-driven brand that is looking to stand out and scale, get in touch to see how we can help.

Kiramoon: the antidote to serious skincare.

Influencers, are they worth the Hype?

Building a brand OR driving conversions?