Gen Alpha Brand TBH's Strategic Path: Turning Rejection into Retail Success

In an age where innovative brands must navigate the turbulent waters of retail with savvy and resilience, TBH (To Be Honest) stands as a beacon of how strategic focus and data-driven approaches can transform initial setbacks into significant opportunities. Founded by Risa Barash, an industry veteran with over 25 years of experience in children’s products, TBH specializes in haircare, skincare, and body care products tailored specifically for tweens and teens.

Understanding the Landscape: Why TBH Chose a Different Path

When Barash launched TBH in 2019, she made a deliberate choice to sidestep massive brick-and-mortar retailers, an insight borne from her extensive background building Fairy Tale Hair Care. “What it takes to ramp up to do something like that is a fortune, and without retailer support, it is very difficult for small brands,” she noted. Rather than chasing after traditional retail giants, she initially focused on e-commerce platforms like Amazon and direct-to-consumer channels, recording impressive double-digit annual growth. By 2022, as the fascination with clean beauty among tweens surged, Barash realized the moment was ripe for physical retail expansion.

Targeting the Right Retailer: The Strategy Behind TBH's Move to Target

The decision to approach Target was strategic, aligning with consumer demands for accessible and appealing alternatives to existing beauty brands like Drunk Elephant and Glow Recipe. Barash highlighted, “Target truly is our customer,” emphasizing that physical presence in the store allows families to engage with the products in a way that online shopping cannot replicate. The process took perseverance, as the brand initially faced rejections and had to refine its pitch, focusing on the strength of its parent brand, Fairy Tales, while targeting haircare products that appealed to both parents and kids alike.

The Importance of Design and Strategic Communication

Part of TBH's tactical rebranding efforts included enhancing the visual appeal of its products to stand out on the shelf. By analyzing Target’s existing color palette, TBH chose bold colors such as saturated purple, orange, and green to attract attention. Additionally, incorporating its distinct logo allowed the brand to create a cohesive identity that resonates with its target demographic. Communicating this visual change effectively helped secure its recent partnership with Target.

From Digital to Aisle: Evidence-Based Decision Making

With retail appearance finally becoming a reality, TBH’s offerings rolled out to 800 Target locations with their initial shampoo and conditioner products priced at $12.99 each. This was more than mere distribution; it was a calculated move backed by market analysis and existing relationships built through Barash's previous ventures. According to TBH representatives, it’s essential to demonstrate to retailers not just that you can drive sales, but that you can also engage their customer base effectively, a dual capability that every small brand should aim for.

Future Trends: The Evolving Market of Gen Alpha

As the consumer landscape continues to shift, with Gen Alpha maturing into a new market force, products that cater directly to their values—such as sustainability, transparency, and innovation—will likely gain traction. Barash remains optimistic about TBH's ability to adapt and thrive in this environment, noting that the brand's origins in clean beauty and focus on attractive, safe ingredients will resonate well with parents seeking alternatives for their kids.

TBH’s journey into Target may serve as an inspiring case study for emerging brands aiming to break into retail.

Call to Action: If you're a conscious consumer interested in clean beauty for your children, check out TBH's new product line at Target and see how they are redefining tween skincare.