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Inside Blume’s Marketing Playbook: How They Built a 7-Figure Wellness Brand Gen Z Trusts

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In an industry saturated with perfection-driven messaging, most skincare brands still speak at their audience. Blume chose a different path: one rooted in empathy, authenticity, and community.

Rather than promoting unattainable beauty standards, Blume built a brand that normalizes acne, periods, and body hair, turning once-taboo topics into points of connection. 

This positioning directly contributed to higher retention, stronger organic demand, and faster early revenue growth: a repeat purchase rate of over 40%, seven-figure revenue within the first year, and more than 50 million organic views, all without heavy reliance on paid media.

Blume’s effectiveness comes down to a small number of repeatable strategic decisions. Let’s break it down step by step.

1. Turn identity into a moat

Blume’s brand identity doesn’t revolve around chasing perfection. It begins by reminding their audience that there’s nothing to fix.

Rather than promoting flawless skin, Blume sells self-acceptance. Their messaging reframes acne, periods, and body hair as completely normal experiences, not imperfections to hide. 

This is a strategic differentiator that resonates with Gen Z and younger Millennials.

Blume's Mirror Talk Campaign

Here’s how they stand out in a saturated beauty market:

  • They avoid the cold, clinical tone common in dermatologist-backed brands.
  • They reject the airbrushed, hyper-curated aesthetics of Instagram-era beauty.
  • They communicate with humor, emotional honesty, and a tone that feels peer-to-peer, not top-down.
@blume

WE NEED YOUR HELP! 🚨 To our OG Blumers, you might remember our "Celebrate Your Skin" campaign from a few years ago. If you're newer to our community, don't worry - let us explain. 🥰⁠ ⁠ A while back, we conducted a survey about all-things acne, and you generously shared your experiences with us. Your insights about how acne impacts confidence, feelings, and daily life were incredibly valuable and, most importantly, perfectly normal. 💜 At Blume, we're passionate about celebrating real skin and shifting the conversation from negative to positive.⁠ ⁠ This year, we're excited to announce a new edition of this survey! We would love to see how perspectives have changed, to celebrate our collective progress, and to remind you that you're definitely not alone in this journey. ✨⁠ ⁠ As a token of our appreciation, there's a sweet surprise waiting for you at the end of the survey!⁠ ⁠ 🔗 Check out the link in our bio to participate ⁠ ⁠ 📲 Or screenshot this caption and click this link: ⁠ ⁠ https://form.typeform.com/to/BHsRwT9z?typeform-source=linkin.bio

♬ original sound - Blume Skin

This emotionally intelligent positioning builds trust before any product is introduced. It shifts the relationship from transactional skincare to long‑term brand loyalty.

2. Use paid ads to amplify social proof

Blume may be known for its community-first ethos, but behind the scenes, their growth strategy is a smart blend of authentic storytelling and data-backed execution. 

While they’ve earned a loyal following through transparency and education, they also know how to scale, thanks to a well-balanced mix of paid performance marketing and organic content.

Blume: Google Ads

Blume doesn’t treat paid ads as traditional promotion, they use them to amplify real customer stories. 

Across Facebook and Instagram, they run multiple variations of image and video ads that spotlight honest testimonials, not scripted brand messaging.

Video ads by Blume

Most of their creatives revolve around a single, powerful review: a customer sharing how Blume’s acne solution changed her skin. This one story is used strategically across formats, building social proof at scale and creating instant credibility with new audiences.

Blume Facebook ad

3. Build loyalty with community-led content

While paid ads bring people in, it’s organic content that makes them stay. Blume’s real growth engine is their content-first, community-driven approach, especially across TikTok, Instagram, and YouTube.

Unlike most brands that use social media as a one-way promotional tool, Blume treats it as a space for conversation, education, and real connection. Their content is built around four core pillars that define their voice and values:

1. Acne positivity and puberty education

They talk openly about hormonal acne, periods, and puberty, topics many brands avoid. By using simple, stigma-free language, they become a trusted voice for teens and young adults navigating these changes.

2. Founder visibility

Blume’s co-founders, particularly Bunny Ghatrora, regularly appear in content to share their own skin stories and startup journey. This transparency removes the corporate barrier and builds authentic, face-to-face trust.

3. Unfiltered UGC

Real customers. Real skin. No filters. Blume consistently features unedited user-generated content to showcase real results and build credibility. 

@blume These Milky Fade results 🤭 Gently formulated with niacinamide, bilberry and other powerful ingredients - this spot and scar fading serum will fade your acne scars and dark spots in no time 🤞 #acneproneskin #acnetreatment #acnescars ♬ original sound - Blume Skin

4. Platform-native humor and tone

Blume understands their audience. Their content feels like it belongs on your feed, whether it’s a TikTok trend, a relatable meme, or a slightly awkward, funny reel. The tone is casual, self-aware, and emotionally honest, exactly how Gen Z communicates online.

4. Turn creators into advocates

Blume works with creators who embody the same values as the brand:

  • openness, 
  • honesty, and
  • a community-driven ethos. 

Instead of chasing reach, they focus on relevance and authenticity.

Creators like Spencer Barbosa and Mia Hopkins are strong examples. Both speak openly about skin, body image, and self-acceptance, making them a natural fit for Blume’s messaging. Their content doesn’t feel like an ad.

The content mirrors peer‑to‑peer recommendations rather than branded endorsements.

These partnerships are built around long-form storytelling and everyday context: skincare routines, candid reflections, and conversations about confidence. 

@blume Skincare journey thoughts 💭 #skincare #skincarejourney #skincaretransformation #skincareadvice #blumeskincare #blume #guasha #guasharoutine #guashatutorial #oilyskin #oilyskincare ♬ original sound - Blume Skin

Blume gives creators the freedom to speak in their own voice, which keeps the content genuine and aligned with what their audiences expect.

5. Build trust before the first click

Blume’s website focuses on clarity, trust, and ease-of-use. 

The homepage opens with a benefit-focused message: “Clear, Healthy, Hydrated Skin in 3 Easy Steps.” 

It’s not about flashy visuals or hype, it’s a simple promise backed by product bundles, star ratings, and social proof right up front.

Blume website

Blume takes a thoughtful approach to its email capture strategy. Instead of relying on urgency tactics like countdown timers or aggressive messaging, the brand uses a conversational popup to initiate engagement.

Blume's multi-step popup

The experience begins with a simple question: “What’s your primary skincare focus?” 

Users can select from categories like acne, hydration, aging, or sun protection, allowing Blume to gather relevant information from the start.

Blume requests the email address

After making a selection, users are prompted to enter their email to receive a discount code. The process is quick, visually clean, and free of unnecessary friction.

The popup appears fullscreen, ensuring that users’ attention is fully captured without competing distractions. This high-impact format increases focus, opt-in rates, and overall engagement.

Want to create something similar? Explore these fullscreen smart discount popups you can try today!

Users can shop by skin concern, from sensitive skin to acne, dryness, or discoloration. This section is highly visual, easy to navigate, and emotionally intuitive. 

Instead of filtering by product type, Blume organizes the experience around what the user actually needs, creating a stronger sense of personalization.

As users scroll, they encounter multiple forms of social proof:

  • Best sellers displayed with review counts
Blume's best products are also highlighted
  • Before-and-after photos from real customers 
  • Dermatologist endorsements for credibility
Blume use dermatologist endorsements for credibility
  • Clear visual indicators of the brand’s values (vegan, certified clean, climate neutral, women-owned)
Clear visual indicators of the Blume's values

Each element reduces hesitation by answering common pre‑purchase questions early.

Blume’s product pages are thoughtfully structured and built for ease-of-use. Rather than relying on urgency tactics, the layout guides users with clear, relevant information.

Blume: product page

Above the fold, shoppers immediately see the product name, core benefits, price, and a prominent call-to-action, ensuring key details are accessible without scrolling.

Sections like “How to Use” and “Suggested Routine” appear early in the page flow, helping users understand how the product fits into a broader skincare regimen.

Blume also lists a recommended routine on its product pages.

Ingredient information is presented in plain language (e.g., “Salicylic Acid – clears pores”) instead of complex INCI terms, making the page approachable while reinforcing credibility.

Ingredient information

Blume’s cart page is optimized for ease and trust. The layout is clean and straightforward, with express checkout options placed prominently for fast conversions. Shipping, contact, and payment fields are simplified to reduce friction, only the essentials are required.

Blume's well-structured shopping cart page

Key trust drivers include:

  • A real-time cart timer to create soft urgency.
  • A “10,000+ Happy Customers” review section featuring unretouched before/after photos and personal testimonials directly in the checkout flow.
  • Smart upsells (“You may also like”) with quick-add buttons, keeping the path to purchase smooth.

The cart page is optimized to minimize drop‑off at the final conversion point.

6. Use SEO to educate

Blume’s SEO strategy is built around content depth, not keyword stuffing. 

Instead of chasing broad traffic, the brand targets long-tail, high-intent searches that reflect its Gen Z audience’s real questions about acne, puberty, hormonal skin, and gentle ingredients.

Blume's best performing keywords are branded

Their top-performing keywords are branded (e.g. blume meltdown, blume skincare reviews), signaling strong brand awareness and loyal, returning users. These terms dominate position #1 with low competition, generating thousands of monthly organic clicks with no paid boost.

Blume’s blog and glossary-style content focus on education, answering questions like “what is a tampon applicator” and “are scented pads bad”. This content strategy builds topical authority while aligning with the brand’s positioning.

7. Turn emails into relationships

Blume uses personalized email campaigns to nurture their audience, share product updates, promote sales, and provide educational content about skincare and confidence. 

What makes it work:

  • Friendly, informal tone: Emails feel like quick check-ins, not brand broadcasts.
  • Lifecycle flows: Welcome, post-purchase, and win-back emails are timed to support real product use and retention.
  • Smart segmentation: Skin quizzes and popups collect preferences and concerns, shaping more tailored follow-ups.
Email sent by Blume.

Examples:

  • Welcome emails with skincare tips based on user concerns.
  • Seasonal campaigns like “Back to School Self-Care Essentials” that meet their audience where they are.
  • Personal follow-ups from customer service offering routine help or quiz recommendations.
Email sent by Blume's team.

Wrapping up

Blume’s growth didn’t come from aggressive media spend or trend-chasing, it came from executing the fundamentals with discipline.

They built a brand around underrepresented needs, structured their messaging around trust and education, and turned their community into a growth engine. Their paid ads amplified proven stories. Their content answered real questions. 

The lesson is clear: if you understand your audience deeply, speak directly to their concerns, and design every touchpoint to support—not interrupt—their journey, sustainable growth follows. Blume didn’t reinvent the funnel. They just removed the fluff.

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Anna Varga

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