Digital Beauty: Building a Powerful Ecommerce Brand Experience

InstaNatural has been a major player in the beauty segment on Amazon in the last few years and has since expanded to a range of other e-tailers including, and

We’ve taken insight around how consumers shop online to quickly expand the brand’s ecommerce footprint with a focus on top ecommerce platforms. Because content is critical to winning in the market with our online retailers, we’ve quickly boosted internal capabilities including a new studio, as well as acquiring ecommerce marketing talent that allows us to tell our brand’s story within these new channels.  In addition, we’ve designed merchandising and promotional strategies to win over shoppers throughout her online purchase journey.  InstaNatural’s expansion has allowed the brand to build an omnichannel presence with a data-driven mindset.

Here are some principles to consider as you orchestrate your brand’s ecommerce roadmap.


Design for the digital shopper

It’s critical to realize that how women are shopping today has completely been transformed by access to information, social influencers, unlimited choice and price visibility.  Amazon is a treasure chest of data on thousands of products.  Today’s online beauty retail landscape is all about discovery.  At InstaNatural, we’ve found 58% of beauty category shoppers start their purchase journey online, and 73% using their phones for research while in-store. Core insights like this have been the foundation for how we are not only creating amazing product solutions but also curating brilliant ways for her to engage with our brand.

Unlock powerful data

Given the brand’s success at Amazon, we’ve taken insight around how she shops to quickly move from servicing our consumer by expanding our ecommerce footprint with focus on additional top online retailers.  With this, we’ve also brought forward merchandising and promotional strategies that speak uniquely to her in each channel. We’ve expanded beyond a direct-to-consumer ecommerce business to include an online presence with merchants including Walmart, Jet, and many others in our pipeline.  We’ve done this quickly by building internal capabilities around content development, brand design and ecommerce marketing talent that allows us to tell our brand’s story within these new channels.  Robust content is critical to a brand’s success with winning in market with online retailers.

Understand her online behavior

Our strategy is fueled by tremendous insight we are bringing to our ecommerce partners around the changing competitive landscape and how beauty shoppers are navigating online.  We have a solution first mentality which is very different than thinking brand first.  Our core consumer shops for ingredients, how-to information and is looking for feedback. The Amazon beauty shopper is looking to solve a problem.  She may not have a brand in mind and it’s important to curate an experience for her that allows our brand to be discoverable along her shopping journey.  This impacts everything we do around our brand experience.  As we transition into new channels, it’s a more curated experience. Content needs to be around the brand and elevates how we’re differentiated.

Building a seamless and lasting experience

As you can expect there have been many shifts as we’ve quickly expanded to be an omnichannel business over the past year.  One of the biggest adjustments has been our brand’s transformation and assortment.  With our channel expansion, we introduced a cleaner and fresher package experience that told a more cohesive story.  Our brand architecture has been simplified to support a more intuitive shopping experience.   In addition, as we move into new channels we must offer a stronger assortment. We’ve improved our formulations and have launched into new categories including at-home professional grade skincare treatments.


Ethelbert Williams, Chief Marketing Officer, InstaNatural

Ethelbert Williams has more than 17 years of global commercial leadership experience in consumer and B2B sectors.  He currently champions global marketing, brand development and sales strategy for InstaNatural, a leading ecommerce consumer products company.  Ethelbert previously drove go-to-market and channel expansion for the personal and facial cleansing category at Kimberly-Clark Corporation.  He has held leadership roles at Procter & Gamble, L’Oreal and Unilever. Ethelbert is also an active investor and advisor to exceptional entrepreneurs.  He holds a Bachelor of Science from the Medill School of Journalism at Northwestern University (Evanston, IL – USA).




About InstaNatural, LLC

InstaNatural is a personal care company redefining the standard of skin and personal care. The brand delivers effective nature-inspired solutions made for discerning enthusiasts. InstaNatural spares no effort to make products effective, and often finds nature’s ingredients to be the most powerful. InstaNatural’s collections include products for the skin, hair, body, and home that are distributed through online retailers in the US and Europe.  The brand’s products are part of Amazon’s Top 100 for their respective categories and multiple #1 Best Sellers. InstaNatural is also distributed online at,, and

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