Younique, the fast-growing beauty brand known for its virtual parties, is opening this month in Germany, its second European market. Outside the U.S., the company also operates in the U.K., Canada, Australia and New Zealand.
Founded in September 2012, Younique identifies as a mission-first beauty company dedicated to uplifting, empowering and validating women through its products and business opportunity. The Utah-based brand currently has more than 265,000 Presenters marketing its wares via social media. Younique’s Director of International Market Development, Jordan Meyer, spoke to DSN about bringing the virtual business to a new market.
DSN: What does launching a new market on social media look like? How do you get the momentum going?
JM: We have an army of women who are on Facebook, Instagram, Pinterest and Twitter. When we launch a new market, they’ve all got their various strategies, and they don’t let the barrier of a new country stop them from their business activities. Social media platforms are really conducive to cross-border growth.
DSN: What makes Germany a good fit for Younique?
JM: When we select markets, we choose places where our Presenters can be successful, where consumers in those markets use the same social media platforms our current Presenters use. We look at a variety of metrics, such as social media footprint, makeup market size, direct selling makeup market size, and especially how much e-commerce happens in the country. We also look for markets where our current presenters have relationships and business ties.
DSN: When it comes to international expansions, what is the most significant challenge you’ve encountered so far?
JM: International expansion is just hard. It’s hard when you’re talking about new languages, and as a company this year we’re entering Mexico and Germany. The whole organization has to adapt when we’re using a new language, and because we don’t know the language we feel like we lose some control. To sum it up in one word, localization is a big challenge.
DSN: Younique is in a pre-launch phase in Mexico, where you’ll officially open in October. Are there any other expansions on the horizon?
JM: Yes! At our recent convention, we announced that we will be opening in France next year. We’re looking at the first half of 2016.