From Dorm Room to Sephora’s Shelves: The Rise of the Fastest-Growing Skincare Brand
In just two years, Topicals scaled from a dorm-room idea to Sephora’s fastest-growing skincare brand, selling a product every minute at its peak.
Founded by UCLA students Olamide Olowe and Claudia Teng, Topicals didn’t just launch a skincare line — they launched a movement. One focused on clinical-grade results, cultural inclusion, and fearless branding.
Here’s how they did it — and what every founder can learn from their story.
1. 🧠 Founder Insight + Cultural Gaps = Opportunity
Most skincare brands ignored ethnic skin conditions like hyperpigmentation and eczema — even though people of color experience these conditions up to 6x more frequently.
Topicals saw that blind spot. Olamide brought brand and cultural vision. Claudia brought clinical and formulation expertise. Together, they built a science-backed, culture-forward brand designed for real skin — not just “aspirational” skin.
💡 Takeaway: Founders who solve their own overlooked problems tend to win big.
2. 🧪 Clinical Formulations Built for Melanin-Rich Skin
Topicals didn’t white-label generic formulas. They rebuilt from scratch — reformulating for skin types that had long been left out of clinical trials.
Their first two SKUs were:
- Faded – A safe, irritation-free hyperpigmentation solution.
- Like Butter – A soothing balm for eczema and barrier repair.
They worked with labs and dermatologists, tested formulas on real users, and weren’t afraid to iterate. When early feedback criticized Faded’s scent, they reformulated quickly — and transparently.
💡 Takeaway: Clinical doesn’t mean cold. Responsive product development builds trust and loyalty.
3. 💻 DTC Hype Before the First Drop
Before launching in 2020, Topicals built buzz through:
- A waitlist of 13,000+ customers
- Organic storytelling on TikTok, Instagram, and Twitter
- Press in Allure, Teen Vogue, and Byrdie
The result? Both SKUs sold out within 48 hours.
💡 Takeaway: Community beats CAC. Great brands launch with their fans, not at them.
4. 🛍️ Sephora Launch in Year One — and a Product Sold Every Minute
Just 9 months after launch, Topicals hit nationwide Sephora shelves. Their pitch? Proof over potential. They brought metrics, virality, and social proof — not just vibes.
By 2022, they were selling one product per minute, with Sephora naming them their fastest-growing skincare brand.
💡 Takeaway: Retail wants momentum, not promises. Bring receipts to every buyer meeting.
5. ⚙️ Scaling Smart — From R&D to Inventory Forecasting
Hypergrowth is exciting — and deadly without infrastructure.
Topicals managed:
- Rapid CDMO upgrades to handle OTC volume
- Custom packaging scale-up without delays
- Assumptions-based inventory planning to match Sephora sell-through
They also raised a $10M Series A in 2022, led by Jay-Z’s fund, to fund inventory, ops, and team expansion.
💡 Takeaway: If you’re scaling fast, your ops better scale faster. Otherwise, you’re just building disappointment.
6. 🧱 Beyond Beauty: Building a Culture-Led HoldCo
In 2025, Topicals launched Cost of Doing Business (CoDB) — a holding company for multicultural beauty brands. Their first acquisition? Australian brand Bread Beauty Supply.
The goal: Keep brand culture intact. Avoid dilution through big CPG buyouts. Build the next Shea Moisture — not sell it off too early.
💡 Takeaway: You don’t have to sell to scale. Build the platform acquirers want — or be the acquirer.
🎯 What Every Founder Can Learn from Topicals
Topicals is a masterclass in doing things differently:
- Serve overlooked customers with science and soul.
- Don’t beg for retail. Show them you’re a growth engine.
- Use virality wisely. Scarcity + storytelling = sellouts.
- Raise when you need to. Don’t burn cash until ops are tight.
- Protect your brand’s DNA — even if you build a HoldCo.
If you’re building the next culture-defining CPG brand, don’t do it alone.
At Sourcify, we help brands like yours source smarter, scale faster, and stay in stock when everyone else is panicking.
Let’s build something that lasts longer than a trend.
