tbh skincare is a direct-to-consumer (D2C) skincare company selling clinically-proven treatments for adult acne using patented technology. Launched in March 2020 by mother and daughter team Bridget and Rachael, tbh skincare aims to fill a gap in the market by creating a brand that formed a bridge between pharmaceutical grade skincare and consumer centric cult brands.

Along with a well-crafted brand and scientifically proven product, tbh brought an awareness that its customers needed much more than physical treatment for their skin. People with acne are 63% more likely to suffer from depression within their first year of symptoms, and with this in mind tbh identified that their customers’ challenges with acne went way beyond the surface of their skin. The current target market is predominantly women aged 25-35.

tbh has focused on creating a specific customer experience for the ‘acne prone hottie’. The brand was launched around its first product, the 'acne hack cream', which was formulated by ASX listed Next Science. Since launch, tbh has considered the needs of the acne-prone customer to create a range that continues to fulfil all of their broader skincare needs. 

The company has delighted over 6,800 customers across Australia in just over a year of operations, with rapid customer growth, new product launches in the pipeline and a wider market of untapped potential.

The company’s brand name ‘tbh’ is short for ‘the biofilm hack’ which is key to the science behind its hero product. Biofilms make bacteria stronger and more resistant to attack. The patented technology that underpins the core products is able to break through biofilm’s protective layer known as EPS. While approximately 10% of bacteria are free floating, the remaining 90% naturally form in colonies known as biofilms. The patented technology fights against the recurrence of biofilm by up to 100x. The sodium dihydrate in the product defends against the biofilm reoccurring. The ability to break through biofilms protective layer is the key differentiator of tbh’s product in comparison to others on the market. This technology has been shown to significantly outperform key players in the acne market in a recent clinical study. Compared to salicylic acid and benzoyl peroxide based alternatives, tbh's technology has been shown to be more effective.

We know that more than 90% of the world’s population is affected by acne at some point in their life, with several studies confirming acne has an impact on a person’s quality of life, self-esteem, and mood.

This scientifically backed technology, combined with a modern and customer-centric brand, give the company a unique and powerful competitive advantage in the skincare market. 

However, as we all know, tbh in everyday terms stands for ‘to be honest’ and this was an intentional decision by the team at tbh when deciding on their brand name. This is represented in the way in which the brand is able to relate to the end customer, provide them with a fun and enjoyable customer experience, be an authentic voice that they can relate to, whilst still providing them with the expertise and science backed products that they need and can trust. Many breakout prone customers are pigeon-holed into using pharmaceutical based products that don’t talk to the heart of the customer, and when they seek out those cult brands that they can enjoy and have fun with, they may not agree with their skin. ‘tbh’ aims to be the love child of the two!

Finally, tbh skincare is a values-driven brand. The company is focused on serving its customers’ needs, and focuses on remaining authentic to its core values. tbh’s products are cruelty free, while its outer packaging is all sustainable. The company is also 100% Australian run and owned.

By focusing on the consumer need and partnering with a team of talented chemists, the brand has been able to broaden its product range beyond the initial launch of the acne hack cream. Seeking input from the tbh customers is a key part of bringing new products into the range. This approach, alongside a relatable and relevant brand voice, brings tbh’s mission to life: to create a fun and enjoyable space for those customers who are too frequently limited to traditional pharmaceutical products. The scientifically backed element of the brand has been incorporated in all of the brand’s product line enhancements.

The acne hack cream

tbh’s acne cream is a scientific and targeted approach to ridding your skin of breakout causing bacteria. The cream is formulated with patented technology, which facilitates the destruction of the extracellular matrix that protects biofilm - where all of the key bacteria live!

The anti-bacterial cleanser

The anti-bacterial cleanser is formulated with the same patented technology as the acne hack cream. This means it effectively fights that pesky breakout-causing bacteria from deep within your skin.

The gentle cleanser

The effectiveness of tbh’s gentle cleanser comes from its specially formulated combination of both cleansing and conditioning agents, to not only clean your skin, but leave it feeling silky smooth too!

Skin shady 50+

A broad spectrum SPF that provides defence against both UVA and UVB rays. This lightweight and oil free formula dries down to a satin finish with no white cast or greasy texture. Containing Glycerin, Alkyl Benzoate and Vitamin E, this product also doubles as a moisturiser. And it’s non comedogenic, which means it won’t clog your pores or make you break out...YES PLEASE! 

tbh has achieved rapid growth to date by focusing purely on a niche local market with a limited product range and an online presence. This means the company has a range of broad growth opportunities available following this capital raise, providing a pathway to rapid growth and scale.

Broadly, tbh is planning to both expand its product range and its target markets, significantly increasing its revenue opportunities locally and further abroad. Underpinned by its patented technology, tbh will seek to expand into further product lines, alongside new demographic and geographic markets. The company will also seek to increase its margins and efficiencies alongside a growing headcount to underpin its growth strategies.

Over the long-term, tbh intends to continue to disrupt the incumbent big pharma competitors who have fallen behind in meeting customer needs. Supported by a strong e-commerce technology stack and effective digital marketing strategies, tbh is positioned for strong, sustainable growth.

In Australia, tbh skincare lies in the intersection between beauty, health and wellness, and operates within the niche dermocosmetics market. This market was also the only segment that recorded positive growth (+2%) in 2020, and reflects its target consumers' resistance to industry shocks (COVID-19). According to Grand View Research, the global anti-acne cosmetics market size was valued at US$2.3bn in 2020, and is expected to grow at a CAGR of 9.1% from 2021 to 2028. This represents a significant growth opportunity, as acne is the most common skin disorder amongst adolescents. The American Academy of Dermatology Association has found that approximately 85% of people between the ages of 12 and 24 experience at least minor acne, with it occurring at any stage of life including adulthood. 

On Google alone, there are 210,000 searches for ‘skincare’ and 52,000 searches for ‘acne’ per day in Australia. This represents 58% YoY growth, and 21% YoY growth respectively. 90% of searches in the acne category are unbranded, highlighting an opportunity to capture customers, who are researching to find new solutions to their skin concerns. 

Australia is at an early stage in the online shopping adoption curve. With online beauty shopping currently representing approximately 11% of purchases in Australia’s $6 billion beauty industry (less than half of the UK’s 28% online penetration), this represents a significant growth opportunity for tbh.

Digitally native brands such as tbh skincare are perfectly-poised to seize this great opportunity and to continue to take chunks of market share away from pharmaceutical incumbents. Superior branding, customer experience and outcomes mean that tbh has an exciting set of tailwinds driving its growth.

As a customer focused brand, there is nothing more fitting than for us to share our evolution with those that know us best. At tbh, we love the idea of rewarding our loyal community by providing them with an opportunity to own part of the business and share in our future successes. tbh would never have existed without this sort of fuel, and we think adding even more of this into the business with an equity crowdfund is a great fit for what we stand for at tbh. 

In addition to this, we see an opportunity in working with Equitise, to bring on board a range of trusted advisors to help us supercharge the business. The capital raised from the equity crowdfund will be used to grow the business through adding in new product SKUs, increasing marketing spend and new customer acquisition, as well as preparing us for entry into global markets while continuing to embrace a lean business model. We look forward to sharing this next stage of our wonderful journey with you.