We were lucky to catch up with Lauren Wolk-Goldfaden recently and have shared our conversation below.

Lauren , looking forward to hearing all of your stories today. What was the most important lesson/experience you had in a job that has helped you as a business owner?

My first job taught me the invaluable lesson of never saying no and finding solutions, no matter the odds. It instilled in me a ‘can-do’ spirit and a resourceful mindset that has served me well throughout my career. I’ve carried that lesson with me and applied it in many different situations, often times on a daily basis, finding solutions and making progress where others might have thrown in the towel. This is a lesson that has shaped my life and career for the better, and I’m grateful for it every day.

Lauren , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Health and wellness have always been a huge part of my life. And I’ve always felt that beauty– specifically products–is really an extension of our overall lifestyle in terms of what we are gravitate to, so I am focused on being what I call “naturally conscious” in every aspect of my life. This includes beauty products, household cleaning products, diet and exercise. When I first met my husband, Rob, he handed me this exfoliator in a lab sample jar and said “would you try this, I am thinking about starting a skincare brand, and this would be our hero lead product.” I of course instantly fell in love (first with the scrub, and later with him) and I saw the need potential for an entire dermatologist-developed natural skincare brand, since this simply did not exist in the marketplace.

After a handful of years in advertising, working with global brands like Coca Cola, Volkswagon, and Method “non-toxic” personal care products, I wanted to follow something that I was deeply passionate about. I joined Goldfaden MD, over 13 years ago and it has been the most exciting and rewarding journey. Spearheading the sales of Goldfaden MD, we have been able to penetrate growth of the brand in over 800 retail doors, in over 8 countries, and a number of international distribution partners. It is a huge accomplishment and a true testament to the long-standing power that this brand has with our consumers worldwide. I am filled with excitement about what is coming next for the brand and to see it continue to flourish in both untapped markets abroad and building upon the success in our existing markets.

Can you tell us about a time you’ve had to pivot?

When the pandemic hit, it forced many businesses to reevaluate their business model. For us, the impact on our wholesale business was immediate and significant because stores closed virtually overnight on a global level. So, we had to think outside the box and adapt quickly to survive. We transitioned from a wholesale-focused business to a direct-to-consumer model, and the results were staggering. We found that our customers loved the convenience and personalization of our DTC experience, and it allowed us to deepen our relationships with them. It also allowed us to get creative and think outside the box from a partnership, social and customer service standpoint. It forced us to get very granular and analytical on overall metrics which is something that we continue to lean in on and rely on today to best determine growth opportunities.

What’s been the most effective strategy for growing your clientele?

Two things have been most effective for growing our online clientele in skincare: one is social media engagement and the other is providing educational content because it supports our brands DNA in the true form that we are a dermatologist developed, naturally inspired skincare brand that focuses on results.

In terms of social media, we’ve found that consistent, genuine, and relevant engagement on platforms like Instagram and TikTok can be incredibly valuable alongside like-minded partnerships as it allows for access into similar and highly engaged consumers. It allows us to build trust with customers and show them that we’re authentic and credible. On the educational front, our blog, email newsletter, and webinars have been very successful in establishing us as an authority in the skincare space and in keeping customers engaged and interested in our brand.

That being said, both strategies come down to the one key piece here that is weaved into every facet of our growth and that is the customer. That means listening to them, responding to their needs, and providing them with helpful, educational content. When customers feel like they can trust and relate to us, they’re more likely to spread the word about our brand and become loyal, lifelong customers. In the age of social media and online reviews, customer relationships are more important than ever before. So, our focus is on building trust and an engaging rewards program to allow for them to keep coming back and highly engaged.

Contact Info:

• Website: https://goldfadenmd.com
• Instagram: https://www.instagram.com/goldfadenmd/
• Facebook: https://www.facebook.com/GoldfadenMD/
• Linkedin: https://www.linkedin.com/in/lauren-wolk-goldfaden-b0137b1/
• Twitter: https://www.tiktok.com/@goldfadenmd?lang=en
• Youtube: https://www.youtube.com/channel/UCG2lBB53Df8qdFmmIm-YoGg