Frances van der Velden | Founder of Airyday

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Glow Journal

Gemma Dimond

193 episodes

2 weeks ago

Join beauty writer Gemma Dimond (neé Watts) in conversation with the world’s biggest beauty pioneers. We’re picking the brains behind the beauty products that fill your bathroom cupboards- the CEOs, founders and creative minds heading the brands that shape the beauty industry. From cult favourites to the products you reach for every day, from young entrepreneurs to companies steeped in history, these are the stories behind the most successful beauty businesses on the planet.

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Hosted on Acast. See acast.com/privacy for more information.

Frances van der Velden | Founder of Airyday

Glow Journal

48 minutes 20 seconds

1 year ago

Frances van der Velden | Founder of Airyday

In episode 140 of the Glow Journal podcast, host Gemma Dimond talks to the founder of Airyday, Frances van der Velden.

I knew this was going to be a great storytelling episode, because I was already reasonably versed in the Airyday backstory, but what blew me away in this conversation was how much actual tangible business advice Frances so openly shared.

Frances was diagnosed with a Basal Cell Carcinoma, which led to her trying more or less every sunscreen on the market to find a formula she loved and would be happy to wear every day. When she couldn’t find one that ticked every box, she set to work on developing Airyday- an SPF wardrobe that launched in 2022 with four sunscreens.

Beauty retail giant Sephora reached out to Frances a mere six weeks post-launch, and today, two years in, Airyday is stocked in Sephora stores nationally and through a whopping 600 clinic stockists. Frances explains that this was largely thanks to a high risk ad spend strategy that she explains far better than I can.

In this conversation, Frances shares the realities of such major growth in such a short timeframe, how her marketing investment allowed Airyday to cut through the noise in a saturated market, and her advice on getting your brand seen by the decision makers at the country’s biggest retailers.