?? Issue No. 40: TULA Skincare – From Gut Health to a $150M Exit

I’ve been diving deep into TULA Skincare lately, and I have to say, this brand is chef’s kiss. Founded by Dr. Roshini Raj, a gastroenterologist turned skincare guru, Tula is all about beauty from the inside out. They’ve cracked the code on blending probiotics and superfoods into clinical-grade skincare, and it’s paying off—big time. They’re the #1 prestige cleanser in the U.S., and they’ve built a $150M+ business that’s now part of Procter & Gamble’s portfolio.

The playbook they used? A mix of deep product differentiation, relentless influencer marketing, and smart DTC-to-retail strategy expansion.

Let’s break it down.

?

Are They Funded or Bootstrapped?

So, here’s the tea: TULA started in 2014 when Dr. Roshini Raj, a board-certified gastroenterologist, noticed something interesting—her patients who took probiotics for gut health also had clearer, more hydrated skin. That insight led her to explore probiotic skincare, a concept that was completely untapped at the time.

She teamed up with Dan Reich, a tech entrepreneur, and Ken Landis, co-founder of Bobbi Brown. Together, they pooled their resources—along with friends and family funding—to get TULA off the ground.

The name, inspired by the Sanskrit word for “balance”, reflected their core belief: if probiotics can restore balance inside the body, why not on the skin?

Their first big break came when they launched exclusively on QVC, which gave them a massive platform to scale quickly. This move put TULA in front of millions of potential customers and helped validate the brand before they expanded into DTC and retail.

?

How Tula Grew – The Strategic Moves that Worked

• Early-stage influencer seeding → organic hype Instead of running ads, they focused on strategic product seeding—getting skincare influencers to try and talk about their products. This built trust and drove organic awareness.
• Direct-to-consumer first → retail later TULA grew through DTC before expanding into retail, making sure there was already demand when they landed in Ulta, Sephora, Nordstrom, and Mecca (Australia).
• Sampling & discovery → trial → loyalty They understood that once people tried their products, they’d come back. TULA invested heavily in sampling through influencers, retail partnerships, and e-commerce orders.
• Brand storytelling → gut health = skin health Unlike most skincare brands that focus on hydration or anti-aging, TULA owned the gut-skin connection. This gave them a strong point of differentiation and a compelling reason for customers to trust them.
• Retail done right By the time they expanded into Ulta and Sephora, they weren’t just another skincare brand. They had proof of demand and strong sell-through rates, giving them staying power in stores.

?

Core Customer Base

Tula’s core customers are wellness-conscious women in their 30s and 40s who want clean, effective skincare. They’re the kind of people who care about what they put on their skin and how it connects to their overall health. The average Tula customer is 32, and they’re all about that balance—inside and out.

?

How Did They Grow So Sustainably?

Tula’s growth strategy is a masterclass in digital-first thinking. They started on QVC, then built their own DTC site, and now they’re everywhere—Ulta, Sephora, you name it. But the real magic is in their influencer marketing. They work with micro and macro influencers (100K–500K followers) in the lifestyle, fitness, and mommy blogger niches. These influencers drive 50% of Tula’s revenue, which is insane.

They also do an amazing job educating their audience. Instead of just selling products, they explain the science behind probiotics and superfoods. It’s like skincare with a side of wellness wisdom.

?

Key Milestones

• 2014 – Launched with 4 hero products, including a cleanser and hydrating cream.
• 2016 – Expanded to Ulta and became a top performer in their wellness category.
• 2019 – Investment from LCatterton
• 2019 – Launched ingestible probiotics, tapping into the wellness space.
• 2021 – Named #1 skincare brand by influencer coverage (CreatorIQ)
• 2022 – Acquired by Procter & Gamble
• 2023 – Expands into Space NK (UK) and Mecca (Australia)

?

Their Influencer Marketing Mix

Tula’s influencer strategy is next-level. They use a hybrid affiliate model where influencers earn commissions on sales driven by their unique discount codes. They focus on micro and macro influencers, which keeps things authentic and cost-effective.

One of their standout partnerships is with Courtney Shields, who grew her following from 70K to over 1M during her collaboration with Tula. It’s a win-win—Tula gets exposure, and influencers get paid.

?

Their Marketing X-Factor

What really sets Tula apart is their ability to blend science with storytelling. They don’t just sell skincare; they sell a lifestyle of balance and wellness. By educating consumers about the gut-skin connection, they’ve built a loyal community that trusts their expertise.

?

Takeaways for Wellness Brand Operators

1. Find your white space – TULA carved out a niche with probiotic skincare before it became mainstream. What’s your unique angle?
2. Influencers > paid ads (especially early on) – They built credibility organically first before leaning into paid media.
3. Sampling is still underrated – Even post-acquisition, TULA is doubling down on sampling through DTC, retail, and partnerships. If your product shines in trial, this is a no-brainer.
4. DTC first = leverage for retail – By proving demand online, TULA walked into retail with momentum, not just hope. That’s why they got shelf space—and kept it.
5. Mission-driven brands win long-term – TULA’s Embrace Your Skin campaign (no retouching, no anti-aging fear tactics) built real loyalty. Consumers remember brands that make them feel good, not just look good.

?

Final Thoughts

TULA isn’t just a skincare brand—it’s a case study in executing a differentiated brand strategy and scaling it intelligently. They didn’t just throw money at ads and hope for the best. They built trust, leveraged influencer advocacy, and expanded into retail at the right time.

It worked.

Would love to hear your thoughts—what’s your biggest takeaway from TULA’s playbook?

Until next time, KC

P.S. Thinking about implementing some of these strategies in your own brand? Let’s talk.

Make AI Your Unfair Advantage in 2025

2025 is the year of AI—no doubt. With ChatGPT, DeepSeek, and AI reshaping industries, the question is: Is your business keeping up?

If you’re not leveraging AI to cut costs, streamline operations, and boost profits, you’re leaving money on the table.

We’ve helped over a dozen brands transform their operations with AI, replacing entire roles and driving unprecedented efficiency. Now, it’s your turn.

Don’t waste another year chasing growth. Book a call today to discuss your automation challenges, the AI agents you want to build, and how to leverage AI for growth and cost savings.

?? Make 2025 your most profitable year yet. Schedule your call here.

Meta’s New Ad Rules: What Every Wellness Brand Operator Needs to Know

Meta’s tightening up on health and wellness advertising, and it’s something we all need to pay attention to. Barry Hott posted a solid breakdown on LinkedIn about what’s happening, and here’s the deal: Meta’s new restrictions aim to block tracking on actions that could reveal sensitive medical info about customers—think arthritis, hair loss, or high blood pressure.

Here’s the link to Barry’s full post: Barry Hott’s LinkedIn Post.

What This Means for You

If your site mentions specific medical conditions, it might trigger Meta’s restrictions. This could mean lost tracking data and ad performance issues.

How to Stay Ahead:

1. Say Goodbye to Diagnoses: Swap phrases like “Arthritis Relief” for “Joint Comfort Support.”
2. Focus on Symptoms: Stick to broader terms like “Stiff Joints” instead of naming specific conditions.
3. Audit Your Entire Site: Pixels and CAPI track everything—not just your ad landing pages.

Barry also warns that trying to sneak around these restrictions (like using custom events) might backfire. Instead, play by the rules to avoid risking your ad account or potential legal headaches.

If you’ve noticed Meta flagging your site or campaigns, now’s the time to tweak your messaging. Let’s keep our brands compliant—and our ads performing.

What do you think? Are these changes affecting your strategy yet?