Brand Strategy, Product Launch, Marketing Ops
  • Industry: B2B Beauty
  • Platform: Mobile App
  • Phase: Launch

Handsome's founders came to me as they were preparing to launch their career discovery and education app for beauty professionals. With deep expertise in the industry, they wanted to sharpen their messaging, develop a distinct brand identity, and gain an initial loyal following with beauty professionals in New York City.

A New Vision for B2B in Beauty

There are over 1 million hair stylists and barbers in the U.S., and over 30% are self employed. Yet, there's no professional platform for experts at their craft to advance, learn from others, and find new opportunities.

My mission was clear: position Handsome as the accessible resource for beauty professionals on the rise. The Handsome app couldn’t look or feel like LinkedIn—it needed an identity that was as vibrant and playful as the industry itself. 

“Rachel always brings her opinion to the table, is a great collaborator and incredible fun to work with.” - Nikki Dominguez, Handsome COO

I built a go-to-market timeline with three phases: brand and asset development, beta testing and waitlist building, and NYC launch. We partnered with the talented Lama Six team to bring the brand strategy to life, while I managed the architecture, copy, and logic for the launch website and app onboarding experience. 

Once all the key brand messaging elements were in place, I managed a friends and family beta test, working closely with the development team to prioritize issues before launch. Simultaneously, we ran a waitlist campaign to build an initial list of beauty professionals and salons and barbershops.

“Rachel was not only a key part of our go-to-market strategy, but also in the build, development of the brand, event planning, ads strategy and refinement of the product itself. She is a highly strategic jack of all trades that stays focused on the task at hand, with the end goal vision insight.” - April Dominguez, CEO

With that list in place, bugs squashed, and brand assets tweaked, we launched in New York City, securing initial press in industry publication American Salon and driving adoption amongst the city’s top stylists. To build upon the momentum, I worked with the Handsome team to build an initial industry advisory board with top stylists from across the U.S. 

Handsome has been listed as one of the Top 50 Startups to Watch and has been featured in Business Insider, American Salon, Modern Salon, Docsend, IncFile and Hello Alice.

More Work

Ready to launch with confidence?

I work with ambitious founders and early stage teams ready to shake things up.