How the small, one-product beauty brand DIZZIAK landed in the home of Dua Lipa
Founded by Loretta de Feo the vegan, cruelty free, sulphate free hair care brand, DIZZIAK was founded in 2018 with only one product line!
De Feo had the right idea about branding when she founded DIZZIAK - start small and strong in your own values. “There was no way I was going to work on something that was exactly like everything else on the market – it had to be a significant improvement,” says Loretta de Feo. She aimed for the brand to embody her other passions in life of art and music. These values shine through in the brands videos, social media and website design.
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The product is black and white as it’s values and packaging. Opting for either a black on white or white on black look, DIZZIAK’s packaging showcases it’s transparency and what you see is what you get kind of approach. Not to mention the packaging is recyclable!
Let’s break down de Feo’s success:
She niched down her core offer and began with one product line.
She found confidence in her personal story and leveraged it to connect with women just like her
She made sure her packaging was simple with no bells and whistles to reflect the values of the brand.
The brand is a magnet for loyal customers and growth. Pop star Dup Lipa found the brand after using it herself. Lipa then invested in the brand and now the beauty brand has released it’s skin care line. One of her Instagram posts reads “When I was first introduced to Loretta and the brand in London, I was drawn to her ethos of making healthy hair care products accessible to people of all hair types. I love the story, love Loretta, love the brand and the products and think you will too!”
To get your branding right, we recommend a branding studio which specialises in health and wellness brands. Contact us here for a consultation.
