Babycare start-up Mini Bloom joins the ranks of brands securing investment from influencers as they expand their businesses beyond their social feeds by pivoting to bigger roles and responsibilities as investors in brands that align with their own strengths and values.
WHO: Los Angeles–based start-up Mini Bloom is an organic and natural baby care brand dedicated to offering pure, safe, and effective skincare products to support parents in the process of taking care of their babies and little ones. Developed by Lauren Wolk-Goldfaden, a mother and green beauty pro, Mini Bloom marries the power of Mother Nature with eight years of experience and knowledge in the natural beauty space. Every Mini Bloom product is composed of consciously cultivated and sustainably sourced ingredients—the result of which is an earth-friendly, dermatologist-tested, and mother-approved line free of artificial and synthetic chemicals.
WHY: The official partnership was driven by Duprie's experience using Mini Bloom's Fresh N' Clean 2-in-1 Hair and Body Wash on her three-year-old daughter, June; it was the only product that didn't cause June's eczema to flare up. Relieved and impressed by the results, Duprie shared the positive experience with her audience via Instagram and her blog, Damsel in Dior, which she founded in 2011. Following each of Duprie's initial promotions of Mini Bloom's nontoxic baby care products, the brand experienced a significant uptick in sales, social media followers, and overall traffic across its digital channels. Moreover, Duprie is a natural fit for Mini Bloom, which is founded and run by working moms like herself who understand the complexities of balancing motherhood and their careers—an integral facet of the brand's DNA.
IN THEIR OWN WORDS: "Though we've collaborated with other brands and influencers before, we didn't set out to lean heavily into paid influencer marketing," begins Mini Bloom founder Lauren Wolk-Goldfaden, who is also the co-founder of dermatologist-developed naturally inspired skincare line Goldfaden MD. "While I've been a fan of Jacey's for years and knew we wanted her to try Mini Bloom, we happened to meet serendipitously through our husbands, who golfed together. After trying Mini Bloom herself and truly loving the products for her daughter, Jacey and I began to discuss working together on a larger scale, and things took off from there."
"We were amazed to discover how activated and enthusiastic Jacey's audience was upon discovering Mini Bloom and how this boosted our metrics across the board," Wolk-Goldfaden shares. "I truly believe in this partnership and the synergistic way it all came together, and we're excited to grow Mini Bloom on a global scale with Jacey on our team."
"Immediately upon meeting the Mini Bloom team, I knew it was a brand that I wanted to align myself with," shares Jacey Duprie. "I share a like-minded view on parenting with Mini Bloom in that I want to use products that are safe and effective for my daughter. My goal in this new role is to continue to amplify the Mini Bloom brand by using my network to help share their products with the world as well as diversify their category offerings."
"As a working mom, I love using brands that do the leg work and research for me. Mini Bloom is an organic and natural brand that not only works but it is value-driven. I'm looking forward to sharing this incredible product not only with my followers but my inner circle of friends and family," Duprie shares.
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