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The Rise of Onyx Global Group: Innovating in Beauty and Health
Onyx Global Group, co-founded by Dave Dama and Arsalan Rahbarpoor, exemplifies a remarkable journey of entrepreneurial spirit and innovative thinking. Starting off with the creation of Pure Daily Care, a beauty tool brand inspired by Dama’s mother, the duo launched AquaSonic, an affordable electric toothbrush, two years later. Their vision was rooted in providing quality beauty and health products at accessible prices, a principle that has resonated with millions of consumers.
AquaSonic’s Impressive Growth in a Competitive Market
Since its inception, AquaSonic has steadily climbed the ranks to secure its position as the top privately held oral care brand on Amazon, behind only industry giants Philips and Oral B. With over 1 million units sold annually, AquaSonic has not only captured consumer interest but also demonstrated the power of strategic branding. Recent sales figures reveal that during last year's Black Friday and Cyber Monday, AquaSonic reported a staggering seven-figure amount via TikTok Shop, highlighting the brand’s success in leveraging social media for retail.
Campaigning Change: Enhancing Brand Identity and Expansion
In 2020, Jonathan Cohen joined Onyx as CMO, bringing his extensive experience from notable beauty brands to the fledgling company. Cohen’s vision was clear: to scale existing brands and explore new opportunities for growth. He remarked on the significant shift in consumer behavior brought on by the pandemic—an era where beauty devices became cherished at-home items. This shift allowed the company to not only harness immense growth opportunities but also to innovate continuously in their branding strategy.
Tapping Into Creator Partnerships: The Future of Brand Incubation
Onyx Global Group is evolving its business model to include collaborations with creators for brand development. This approach is set apart from traditional marketing, focusing instead on authentic partnerships. Cohen mentioned, "We’re bringing our full expertise in product development, sourcing, and branding," indicating a future where brands can be built from the ground up in collaboration with those who resonate with their target audience. This strategy could potentially shape the future of how beauty brands are marketed, especially among conscious consumers.
Making an Impact: How We Can Support Sustainable Brands
For those of us conscious of our purchasing choices, understanding and supporting brands that prioritize sustainability and integrity is vital. Onyx Global Group’s emphasis on accessibility and quality resonates particularly with women aged 35 and up who value both efficacy and ethical practices in their skincare and health routines. Look for brands, like AquaSonic and Pure Daily Care, that prioritize not just profit, but also the well-being of their consumers and the planet.
As you consider your next beauty purchase, think about the impact of your choices. Supporting brands that align with your values fosters a stronger community and encourages companies to continue innovating responsibly.
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