How Naturisimo is Driving 7-Figure Success in the Clean Beauty Space with Judith Harvey (episode 512)
Judith Harvey is the eCommerce lead at Naturisimo, the home of ethical beauty. Founded in 2008 they now sell via their Shopify store with 7-figure sales.

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Dive in:
[05:36] Delivering safe, effective, clean beauty products.
[09:22] Challenges: recruiting, retaining customers; expanding product purchases.
[10:50] Finding product associations to educate and upsell.
[13:15] Balancing brand innovation and customer loyalty.
[19:16] Success based on segmentation.
[20:33] Personalized, journey-based customer engagement and product discovery.
[22:17] Listen to Judith’s Top Tips!
Personalization Requires Patience
Personalization doesn’t yield immediate results. It’s a long-term game that requires experimentation and iteration. Judith says personalization efforts might not bring immediate top-line results. Instead, the process involves fine-tuning various strategies, customer segments, and experiences. The key is to remain patient, monitor performance, and continue optimizing over time.
Balancing Multiple Brands with Your Own Identity
Running an online store that sells products from many different brands can be tricky. It’s important to find a way to promote those brands without losing your own brand’s identity. Naturisimo sells beauty products from over 100 brands, which can be challenging. Judith stresses the importance of presenting Naturisimo as both a trusted place to buy ethical beauty products and a brand in its own right. Instead of just being a reseller, Naturisimo should be seen as a go-to destination for clean beauty.
Leverage the Stories Behind the Brands
Use the brand stories and missions of your suppliers to connect with customers and create content that resonates. Many of the brands Naturisimo works with have unique, founder-driven stories that focus on clean and ethical beauty. Judith points out that these stories can be a powerful marketing tool. Sharing these stories with customers helps build trust and authenticity in the products they sell, which also reinforces Naturisimo’s mission.
Customer Retention Through Education
Keep customers coming back by suggesting related products. Instead of pushing them to buy more, educate them about the benefits of using clean beauty products in different areas. Judith said that when a customer comes to buy something, Naturisimo tries to encourage them to try other products as well. They do this by providing helpful information and stories about the benefits of clean beauty. The goal isn’t just to sell more products. It’s to explain why customers should switch to clean beauty products in all areas.
Segmenting Customers for Better Personalization
Fine-tuned customer segmentation drives better results in eCommerce personalization. Judith discovered that personalization works best when it’s applied to small, highly defined customer segments. By understanding the needs of niche, Naturisimo is better able to serve personalized experiences. This boosts customer engagement and satisfaction. The challenge, however, is finding ways to break down the larger, general customer base into more specific segments.
eCommerce Book Top Tip
- Black Box Thinking: The Surprising Truth About Success by Matthew Syed
eCommerce Traffic Top Tip
- Organic search
Tool Top Tip
- Online chat services from platforms and apps
Carbon Top Tip
- Naturisimo reduces its carbon footprint by using eco-friendly packaging that is either recyclable or dissolvable. The warehouse team also works to minimize packaging sizes, reducing waste and shipping costs while ensuring product safety during transit.
Interview links
*Thank you to Nosto for the guest recommendation!
Related Episodes
- Grow from 7 figures to 8 figures in beauty with Janis Thomas from Look Fabulous Forever (episode 404)
- 7 Top Tips for eCommerce Growth in 2024 (episode 474)
- Balancing Growth and Purpose with Y.O.U Underwear’s Sarah Jordan (episode 492)
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