Celebrating STUNN Collective’s first birthday
One year ago today, Ash and I took the biggest leap of our lives, and no, it wasn’t getting married (although we did that last year as well). On September 25, 2019, we launched STUNN Collective. And this past year has been an amazing and wild ride that we are so grateful to be on.
Instead of cake, confetti, and balloons, we are celebrating by taking a few minutes to pause and reflect on the past year. It can be difficult to allow yourself the time or openness to feel gratitude and pride, and we are soaking up those feelings today for what STUNN is becoming.
So, to start, we want to give a huge THANK YOU to everyone who has supported, followed, shared, purchased or found any kind of value from STUNN Collective over the last year. Without all of you, there would be no way we would have the opportunity to do what we do. And we want to give a special thank you to our fantastic customers, community, our small yet amazing team, and our family and friends who have supported us along the way – STUNN wouldn’t have made it to here without you.
Ash and I wanted to jump on here today to reflect on the past year, and provide some updates on where STUNN is headed. We want to ensure that no matter how big STUNN becomes, or how many birthday’s we are celebrating, that you always have a direct line to Ash and I, and feel like you are a part of the process of building a company that lasts and makes a HUGE impact.
Feel free to watch the video below for a brief summary, or read the entire post for all of the details.
Table of Contents
A (brief) recap of our first year in business
When we launched, we had a couple of hunches that we felt pretty strongly about:
- The beauty industry is broken. The advent of surface beauty treatments, social media, and photo editing filters has created a perfect storm that is creating toxic beauty standards and societal “norms” that are less than positive.
- Stress, anxiety, and sleep deprivation are at an all time high, and we felt that personal health and mental wellness needed a LOT more attention. On top of that, those things deeply affect, not only how you look on the outside, but how you feel about yourself on both the inside and the outside. It’s abundantly clear that mental wellness plays a huge role in beauty, and up until now that key factor was missing in the beauty industry.
We felt that given our unique backgrounds (feel free to read about our story here), the best way to start tackling these problems was through creating unique nutritional supplementation specifically designed to transform your skin on the cellular level, while nourishing your mind on the emotional level. Everything going on inside, affects you on the outside , and there really is no stronger “bridge” between beauty and wellness than cutting-edge nutrition.
Over the past year, we have further developed this idea, and think of STUNN’s supplements as the “seeds” you are planting for a complete beauty and wellness transformation. The STUNN Collective brand is becoming the water and sunlight necessary for those seeds to grow, providing empowering daily routines, inspirational advice, and tools to empower you to defy toxic beauty ideals and harness your own beauty, inside and out.
How’s that for a metaphor? 😉
Next, I want to briefly recap some of our points of pride (as well as areas we need to improve) from the past year.
What We Are Proud Of
Our Flagship Formulations
We spent 2 years developing STUNN Collective prior to our September 25, 2019 launch, and of that, an entire year was dedicated to developing our flagship formulations, AM YOUTH BOOST and PM CELL RESET.
We spent time researching, building a team of experts, lining up a top notch manufacturer and fulfilment center, and third party testing everything for quality and safety before we were ready to launch.
We couldn’t be more excited about how our formulations turned out and are excited to continue to improve on them and add new products to the line up.
We have customers who have been taking STUNN supplements since day 1, and many customers who have been taking STUNN supplements for 10 months or more. If there is anything we have learned, it is that STUNN’s customers do not shy away from commitment.
Transformation requires commitment and often requires a full lifestyle shift. There is no such thing as a magic pill that will instantly make your beauty and wellness dreams come true, but with time and consistency, you can reach those goals and STUNN’s customers have shown us they are on board and are ready for this new way of being.
You have stepped up and proven that you are the ambassadors needed to start a movement, and we are so proud to be building a company that attracts so many leaders and change makers. We are also beyond proud to hear your success stories and how STUNN is empowering you to transform your own lives.
Here’s what some of our customers have had to say:
In December 2019, we launched the STUNN Collective Facebook group. Over the last number of months, we have been honing in on the group’s purpose and culture, and have been grateful for the opportunity to get to know everyone and grow together.
The STUNN Facebook group is establishing itself as a community that is rebelling against the toxic beauty ideals society has set for us, and is committed to raising each other up with empowering content, advice and support on all things related to skin, mind, and life.
If this piques your interest, we would love to have you join!
We launched STUNN’s exclusive weekly newsletter “Transformation Tuesday” in October of 2019 to provide three tips, tools and pieces of advice to help empower you to reach your goals each week. This weekly newsletter has been a huge success, growing to over a 1,000 subscribers in that time.
Ash and I personally curate this email, and it has become somewhat of a ritual that we look forward to each week.
If you want to join, sign up for our mailing list (in the footer at the bottom of the page), then go to your preferences and opt-in to receive Transformation Tuesday.
The fact that over a thousand of you have chosen to go to the lengths to sign up go a long way to showing us we are on the right track!
One common piece of feedback we have received over the past year has been to provide pricing incentives to “loyal” customers, and earlier this month we successfully launched the STUNN Loyalty Program.
We want to support you in investing in yourself long term. All of STUNN’s products have benefits that can be noticed within 1 – 4 weeks, but the biggest transformation occurs within 2 – 12 months of continued use, and daily commitment is key.
We hope the STUNN Loyalty Program will empower you to feel good about making the commitment to invest in your health, beauty, wellness, and happiness for the long term.
STUNN’s scientific advisor, Matt Ziegler, compiled the cutting edge research he used for developing AM YOUTH BOOST and PM CELL RESET for STUNN, and we wanted to share that information with you.
We recently unveiled the “Ingredient Research” page on our website, which details intended use, safety, and effectiveness of dosage for all ingredients included in STUNN’s formulations. Our intention is to provide scientific rational, research, safety data, and clinical studies to support the claims made for the intended use of STUNN’s products.
To say that we are lucky to be able to work with such a superb product formulator is an understatement – and it was a no brainer to share this information for those of you who want to dig deeper into the quality behind STUNN’s products.
The launch of this page brings us one step closer in our ongoing effort towards radical transparency.
Opportunities for Improvement
We are constantly learning and growing, and we take feedback seriously. Part of starting a business means making mistakes along the way. In alignment with our radical transparency promise, we want to be open with you when we do make a mistake – but more than that, we want to learn and improve from the mistake.
Prior to launching last year, we designed some pretty beautiful custom packaging to amplify your unboxing experience This included a beautiful recyclable rigid box, and an ocean recycled plastic bag (yes, it is made of plastic found on beaches).
Though we have received praise for the beautiful presentation, we have also heard a lot of feedback from our subscribers that there is no need to have this elaborate packaging on each order – we agree.
We hear you and have been in the process of designing and implementing new minimal and sustainable packaging, which we plan to unveil early 2021.
Why wait? In order to avoid unnecessary waste, we will continue to utilize our current packaging. We were so excited about our beautiful packaging at that time and ordered A LOT, so we have a little ways to go. Yup – that was the first hard lesson we had to learn…
Also, please note that our current packaging is 100% recyclable, and the ocean recycled plastic bag can be reused for a lot of cool things (I use them as packing cubes, and Ash stores her shoes in them).
This was an example of us doing too much, too soon. We wanted to introduce weekly challenges to support you in improving your mental wellbeing by curating daily routines. We still deeply believe in this mission, but where we failed was in our implementation.
We realize no one is going to want to do a challenge that lasts 10 months. We also realized we failed in taking the leadership role in guiding you through the challenges.
Though the challenge didn’t go quite as planned, we are using them as an opportunity to grow, and have some very exciting plans for where these tools are going – which we will be unveiling in the coming months – so stay tuned.
In the meantime, feel free to browse all of the challenges, and start to build your own daily routines that resonate with you.
What’s in Store for Year 2
This last year has solidified STUNN as a business, and we have a lot of exciting things in store. We are here for the long term, so buckle up and get ready! The following are some of our plans for the next year, and beyond:
- Version 2 of Formulations: We are working on a version 2 of the AM Youth Boost and PM Cell Reset formulations that will include some small improvements and enhancements based on the feedback we have received, and based on our ability to innovate now that we have a year of growth under our belt. We will always be working to improve and iterate on our products, and if you ever have any feedback, we would love to hear it! More to come on this.
- Transparency and Education: Clear packaging and capsules are great, but we are aiming for a much more comprehensive definition of transparency. We are committed to uncovering industry wide veils that exist around transparency and doing our part to make the industry as a whole more accountable.
- Feedback: We are building STUNN for YOU, and as such, we want you to be involved in our processes, and able to provide real feedback. We want to bake customer feedback in everything we do. As a consumer, I always want to purchase from companies that I know have my best interests in mind. With STUNN, we want to take it one step further, and we will be continuing to build technology and processes to make this much easier.
- Specialized “life plan” assessment: We can’t share too much on this quite yet, but you’re going to want to keep your eyes on this space.
- New products: We will continue to build out the STUNN line of supplements, along with other products in alignment with our values. We have some exciting plans in the works, the speed of which will depend on our continued success over the next year.
We may be small now, but we have a big mission – and are prepared to do whatever it takes to see it through. The beauty industry is full of toxic standards, and STUNN exists to provide supplements and tools to combat those.
We won’t change the beauty industry over night, but we endeavor to create new standards through developing a new definition of beauty – one that includes yourself. And we cannot do this without all of you – the true ambassadors of change and leaders of that charge.
So next time you look at yourself in the mirror, take a moment to recognize that stunningly beautiful and powerful face looking back at you, then spread those seeds of empowerment to everyone you know. You are the reason STUNN exists, and we can’t wait to continue to serve you!