Building brands for women
Persistence, innovation, and the power of adapting to changing markets.
Women entrepreneurs overcoming setbacks and defying doubt in order to build successful brands.
Ellaz
After four unsuccessful attempts at creating profitable businesses, Sylvia Ben Galim launched her fifth project at the beginning of 2021, Ellaz, an e-commerce.
This year, Ellaz's sales could surpass $90 million pesos.
She started this journey by selling nipple covers for clothes with a lot of cleavage and related products.
She found suppliers and created her brand "Nippz".
She then sent samples to micro influencers for the launch.
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Momiji Beauty
Momiji Beauty and Sundae developed their own cosmetic and makeup brands.
Momiji opened stores and partnered with Liverpool and El Palacio de Hierro.
Product expansion and strategy of Ellaz
Sylvia expanded Ellaz's product offerings, including shapewear.
The introduction of new products increased the average purchase ticket.
Ellaz implemented vending machines as new sales channels, and they contribute to over half of their total sales.
Ellaz plans to open more stores and expand to Liverpool branches.
Monterrey family offices have invested $3 million dollars in Ellaz.
Competitive landscape and brand building
Competition in cosmetics and clothing segments is high.
Both brands have a similar strategy to Glossier and Skims: build relevant brands.
Momiji and Ellaz ventured into physical retail to strengthen their brands.
Entrepreneurial mindset
Sylvia Ben Galim and Alejandra Gómez Young will continue to pursue entrepreneurship regardless of the outcome.
