Welcome to Dtcpod, where we take you behind the wheel with the best founders and operators of consumer brands. You'll learn the ins and outs of business from setting up shop, hitting your first million, scaling past eight figures, and even navigating an exit. As founders ourselves, our goal is to help you learn from the best as you build. Visit us@dtcpod.com to sign up for our weekly newsletter, join our founder community, and find additional resources from every episode. Dtcpod is brought to you by Trend, the creative solution for your brand.
Something went wrong!
Hang in there while we get back on track
#253 - Adam Xavier, XG Formulations: Building Global Skincare Brands for Paris Hilton, Actsyl, & More
DTC POD
#253 - Adam Xavier, XG Formulations: Building Global Skincare Brands for Paris Hilton, Actsyl, & More
BB
Speaker
Blaine Bolus
RB
Speaker
Ramon Berrios
AX
Speaker
Adam Xavier
04:08 Involved in facial devices, skincare development, manufacturing. 05:55 Paris is early in celebrity product lines.
✨ Magic Chat
Don't have time for the full episode?
Ask anything about this conversation — get answers in seconds, sourced from the transcript.
Try asking
Featured moments
Highlights
“I was approached by Paris Hilton to develop a skincare line for her. As most celebrities know, influencers with large follower bases were getting into pre pandemic. So I sat with my lab and my chemist and we developed five or six SKUs for a line for Paris.”
“So we'll definitely want to get into what that process is like and unpack that.”
“So as it pertains to regulation or patents or formulation, was there anything that you guys had to consider when coming up with your own solution or when it came to testing and using?”
“If you want to be an ethical business, you have to say, okay, so we've done our homework on the ingredients that we're going to compile these formulations with, where they can be sold, considerations on shelf life. Then you can take that extra step and say, okay, now, of the fillers and ingredients we're using, is it vegan? Is it cruelty free? Are these ingredients that are on a watch list that consumers have put together, or non governmental groups? So are they clean ingredients and things like this?”
“But when it really comes down to it, it's kind of like you just have to be careful with what you use and how you market it.”
Timeline
How it unfolded
Read along
Full transcript
Go to trend.
IO to access thousands of creators for content needs such as product photography, unboxing videos, or even TikTok and Igorganic Creative. Use the code Dtcpod ten for 10% off your next content purchase. Are you curious how much your business is worth? Get your free no obligation offer from OpenStore at open store.
This episode of Dtcpod is also brought to you by Peel Insights, the e commerce analytics platform that supercharges all of your retention efforts every day and with every customer. Go to peelinsights.com. Slash dtcpod to learn how hundreds of e commerce brands use Peel to reveal purposeful insights like LTV, AOV, Repurchase Rate, Churn, and hundreds of metrics more. See how brands are nurturing deeper customer relationships with easy to use retention tools that hyper target and provide immediate growth.
The subscription market is predicted to grow nearly $500 billion by 2025. Recharge is the leading subscription management solution, helping ecommerce merchants of all sizes launch and scale their subscription offerings. Over 15,000 merchants use subscriptions powered by Recharge to grow their business and their communities by increasing average order value, reducing churn, and providing predictable recurring revenue, turn transactions into long term customer relationships, and experience seamless subscription commerce with Recharge. Check them out at slash dtcpod.
What's up, Dtcpod? Today we're joined by Adam Xavier, who's the president of the Xavier Group. So, Adam, I'll let you kick us off. Why don't you tell us a little bit about your background in the D to C space, some of the projects you're working on, some of the brands that you're currently building, and we can kind of go from there.
Great. Yeah. Hi, Blaine. Sure. My company right now in DTC, we have a brand called Axel, which is women's hair growth and support products. I've been in direct to consumer space for going on, I think, six years now. So I've been involved in that pre pandemic and throughout the pandemic and now going into the world afterwards. So our product line, like I said, it's a hair growth product developed specifically for women, and we developed that from just my years of experience in not just DTC, but in skincare and hair care.
Before that, why don't we go into a little bit about your background? I know you've worked as well with launching different product lines as well, so why don't you give us a quick little background, and then we'll get into Axel and the problem you guys are solving there as well.
Sure, yeah. So I've been in manufacturing for about just over 18 years now. It's hard to believe. Started out in New York with a motorcycle security device that me and my twin brother invented. Basically, we invented this product, got patents on it, raised some capital from private investors in the state of New York, and ran that for about six and a half years. And we had our challenges of that going in 2008, financial crisis, and then moved out here to California and got involved with tech, as I think most people do, going up to San Jose and Silicon Valley. And then I was dragged back into manufacturing. In a roundabout way.
I got involved in some facial devices like RF skin toners and red laser tools and things like this, in a roundabout way. I was approached by Paris Hilton to develop a skincare line for her. As most celebrities know, influencers with large follower bases were getting into pre pandemic. So I sat with my lab and my chemist and we developed five or six SKUs for a line for Paris. And that's also how I got indirect to consumer, because that know, we had a branded site, but we also had distributors and both domestic and international. So while I was working on that brand with Paris, we also put together some other product lines with some other celebrities, some other influencers that were in early stage. And I was also making some products specifically for my wife for hair loss problems she had. So even though we went from motorcycles to skincare to hair care, it's always been involved in manufacturing.
I've been able to take my experiences from my early days in New York with making hard motorcycle parts out of metal and use a lot of those contacts, a lot of that networking, the network I built here and in China and Korea and get into manufacturing skincare with the packaging coming out of some of the same suppliers I use for my other company. So it's been 18 years and it's been navigating through a lot of financial or economic situations. Like I said, 2008, the pandemic and things like this. But it all comes back to we make Widgets, we have manufacturing inventory.
Yeah, absolutely. And I think those will all be really great topics to go into. Especially. I know it seems like Paris is early to the game in a lot of different things, but I know influencers and celebrities launching their own product lines, that's something that we've been seeing a ton of in the last couple of years. So we'll definitely want to get into what that process is like and unpack that. But before we go there, why don't we go into a little bit? Let's start with Axel. So what was the problem that you were seeing, knowing that you wanted to develop this product alongside your wife and solve a real problem how'd you first go about it? How did you realize there was a problem? And then how did you go about productizing that and taking it to market?
Sure. Great questions. So I've been dealing with hair loss from a very early age, and it's not a new topic for me. What I wasn't aware of was that women experience that. A lot of women that go through pregnancy with the hormonal changes and the diet changes and the stresses on the body, a lot of women experience postpartum hair loss. I had no idea. And watching my wife go through it, when we were having our first son together, I realized that I had the tools at my disposal to develop something to potentially help her. I'm familiar with what's on the market for men because, like I said, I've been using that stuff for 20 years.
So I sat with my chemist and we put together a few different formulations to truly help her. Did some research on products, available ingredients, and we built two or three iterations of a formula, and it actually helped her hair came back. It was thicker than before. Her recovery time was much faster because she had a child before that. So she was used to that stretch of time. So we kicked around the idea a little bit about what to do with that product because my wife has a background, she's an entrepreneur. She had a PR firm here in Beverly Hills. And the gears started turning in her head too.
She said, Maybe we should put some branding together around this and get this out, because it really works. It really helped me. So we did. I sat down and I developed a brand for it, put together the packaging. We did some tests with some small groups of friends and contacts of ours, and people seemed to like it. So we eventually just put together a branded store on Amazon with no marketing, very little marketing, very little anything, really. And it quickly started gaining traction. We got great feedback, and it was really surprising to see how that started to kind of develop in its own way.
And about a year into it, we actually launched it towards the end of 2019. So I don't have to tell you what happened in 2020, but while all of our other projects were experiencing some sort of impact from the Pandemic and our other interests and our other concerns, that product line was still know. So we started to develop it out and build some other products that customers were asking for and just kind of took it from there.
Yeah. And Adam, the next question that I have about that is when it comes so the hair care product or the hair growth sort of product, it falls within a different sort of category than a lot of other different products. Like, obviously, motorcycle products, very different. But it maybe falls in that gray area between something that's like maybe pseudopharmaceutical supplement, like wellness, that sort of space. So as it pertains to regulation or patents or formulation, was there anything that you guys had to consider when coming up with your own solution or when it came to testing and using?
What kind of went on behind the.
Scenes from an operational perspective, once you were being able to see results with your wife, I guess, what were the things that you guys had to do to make sure you could actually take that product to market and sell it on Amazon?
Well, selling here in the US. Is a little decidedly different than most markets. The restrictions are different. It's not necessarily more difficult or less than selling into, say, the EU or just it's different. You can take a product to market relatively quickly here, right? Considerations, you know, around the ingredients, any starting point. So when we put together this hair growth product or any of the other follow on SKUs that went into that brand, or even we were working with Paris's Line and putting together those products with those ingredients, first consideration is always, what are we putting in it and the way our lab works and the way we work with our chemist. Know, we have a portfolio of thousands of different ingredients that are supplied. Know, some pretty major suppliers here domestically in France.
And, you know, we sit down and consider first what ingredients we would like for. A lot of them have clinical trials, right? They have clinical result test results. So we'll put those together, and then it's considerations on the other ingredients you need in the formula to keep it, to create some efficacy. You need binders. You need things to hold the formula together. Then you need to test your shelf life, how long a product can stay in solution, that kind of thing. And while you're doing that, you also have to consider, say, these main ingredients we're using in Axel, can they be sold in China? Because at some point, we would like to sell this product into China, or we'd like to sell it to Japan or Korea. So we have to consider every ingredient and where they can and cannot be sold.
And then ultimately, for selling in America, we decide how we want to approach the marketing. Because here, these are all over the counter. That's not even a good term. These are just ingredients that are not regulated by the FDA. You don't need a prescription for any of this stuff. It's like Minoxidil originally was a prescription, right? And then it became over the counter. None of this falls into that category. A lot of this comes from plant sources, right? So we're mostly looking at how do you want to market it, what kind of claims do you want to make? You have to be careful with that stuff, right? You have to be careful what you can say.
So a lot of that comes down to how you're going to market it. And then there are ultimately some other things you can do. If you want to be an ethical business, you have to say, okay, so we've done our homework on the ingredients that we're going to compile these formulations with, where they can be sold, considerations on shelf life. Then you can take that extra step and say, okay, now, of the fillers and ingredients we're using, is it vegan? Is it cruelty free? Are these ingredients that are on a watch list that consumers have put together, or non governmental groups? So are they clean ingredients and things like this? That all goes into marketing, but it's also an ethical question. We want these products to work, but there is a balance between what you use and then how you can talk about it. So as far as going into the market here and selling on Amazon, amazon has their own list of requirements as well. You have to give them safety data sheets on everything, which that's all stuff. When we develop our formulas, we run anyway.
But when it really comes down to it, it's kind of like you just have to be careful with what you use and how you market it. Right here in America, but going into countries, one of our countries we're very interested in working in, with my experience with my other companies, is China. They have a very different set of rules, not necessarily more difficult, but they have different ingredients that they require going through their version of an FDA, right? I believe it's a CFDA or SFDA. I don't remember which one it is. But again, we don't want to make it more difficult for ourselves three years from now, when we're ready to take our product that's gaining traction and brand loyalty here and go into China and say, oh, well, we have to change the formula and all that. So again, it's just from the starting point we consider this is what we want to come out in the market with. But how does this product need to be five years from now when we go into China or know the UK? Right?
Yeah, I think it's super important and insightful because I think maybe if it's your first time around, you're just thinking about like, let me get to market really quickly. But clearly you guys have been in the formulation and space for a while and you know that it's not just about one market. There's multiple markets that you can eventually reach. So the easier you can make it for you guys down the stream, the better it's going to be. The next question I have just to piggyback off that I don't know. I mean, the answer here could be no. But just out of curiosity, are there any patents that you can come across? Like, for example, I know in the example of minoxidil and hair loss, I think before that there was a patent around what was it, the other main ingredient that was like in propecia and everything. And then when that patent expired, then that's when a bunch of these other companies kind of popped up.
I don't know. In formulation, is patents something that you've come across and what you're able to market the product as while using a specific ingredient, or do you have any color you can provide there?
Sure, yeah. And like I was saying, from my experience with my first venture back in the early two thousand s, I went through the process of getting utility patents and all the office actions of the USPTO. And understanding the different criteria that you need to hit to be able to be granted government protection with a patent. So it's a good question. There are ingredients that are specific ingredients that have patents, and we use some of them. For example, our main ingredient that we use is Redensol, and they have patented technology in their formulation, their molecules or the different ingredients they use. I think we have several products that have patents around the ingredients. You're talking about goodwill by the sounds of not just patents, but you have copyrights and trademarks and things like this.
So in developing a product like this, the way we decide to go to market is we've put into formulation a handful of ingredients that have their own trials and their own efficacy that are developed, manufactured by very well known reputable ingredient chemical suppliers globally. Right. They've done the homework. For example, we had a supplier out of Barcelona that was providing the main ingredient on Paris's skincare line. I mean, these guys had years of research on ingredients, and one of them, even the four scientists that discovered this one enzyme years ago, won a Nobel Prize on. I mean, we're using ingredients that have this patent protection from other ingredient manufacturers. Our lab, we don't invent ingredients, but what we can do is we build these formulas and we can create formulas of multiple ingredients and work to get some kind of protection on that. And that varies.
There's certain ways you can do that. One of the things we focus on is trademark. We have, say, a formulation of an ingredient profile, or what I would call a matrix, and we can put a trademark on that. But at the end of the day, the reality is if you walk down a line in a drugstore and you see Minoxidil right below it, you'll see the drugstore's brand of it that essentially just has Minoxidil in it. Because the supplier of that sells their ingredient to Rogaine and they also sell it to or. Whoever manufactures for that drugstore buys that same ingredient. So for us, you can get wrapped up in a lot of expense if you first can invent or develop an ingredient that has efficacy and whatever, and you manufacture it. But the process of getting a utility patent is incredibly time consuming, and it can run you up quite a bit of investment.
So if you're an unfunded startup, you're bootstrapping it, or you have friends and family that have put their trust in you that can quickly wipe out a lot of your early funding and again, experiences from my first company, we went down that path. It was a very time consuming, costly process, but in the end, we were granted two patents and we were able to utilize those patents in selling to OEMs in this space. I guess the very long answer is we do leverage the patented ingredients that are in our products. We work with the manufacturers and the suppliers to say, hey, we want to highlight that this product has redensil or it has Capixel. We want to talk about your clinical trials, and we want to use the term patented Capixel or patented redensil. Right? So we're just leveraging the investment and the work from that, and that's exactly what they're in business to do.
So, last question on patents, because I think it's really cool to think of it from your perspective of coming up with a brand, knowing that there's a couple of amazing ingredients out there and trying to put them together with your own formulation. So when it comes to that and you're coming up with the ingredients you want to do, you see that one of them is patented and you're coming up with your own formulation. Is your conversation with the people who have the patent, is it, hey, we want to license your patent, or is it a more collaborative thing where you're able to use it so long as you're able to provide marketing around their patent? How does that kind of shake out when it comes to actually using those ingredients in your formulation?
My answer to that question could be different from there could be ten companies answering that and we all have different answers. I don't know the relationships between all the suppliers and the different manufacturing facilities. I just know that, say a large I don't know if I can say names, but well, no, these are global brands. Lucas Meyer. Right. Ingredient supplier, well known. I believe they're global, but they have some pretty amazing products. They're in business to develop, to continuously search for innovative ingredients, innovative compounds that can be extracted from plant sources or wherever they derive most of it, and develop these formulas, these compounds with efficacy, and then turn around and sell those products to a lab or facility.
And they absolutely want to work with that lab to have their ingredient included in whatever their clients are trying to put together. And for me, the conversation isn't around. It's not directly with the manufacturer and saying, hey, I want to use your patent, and say that that's a collaboration between our companies. It's more like you just have to sign the necessary legal documents to even utilize their clinical trials in your marketing. So you'd have to make those arrangements. Firsthand to say, we're using your through our lab, we've decided to put your ingredient into one of our formulations. And now what paperwork do we need to have in order so that we can say that the main ingredient, this has been proven to do this and just be above board with those suppliers, and probably not all startups do that. It's just from my experience with my past businesses, get it done in the beginning, just do it.
Get it done. And then as you grow and develop, you aren't blindsided that you didn't do all your homework before you do it. But again, for me, my experience with patents and trademarks and coming out of that, having that experience with my first company, and actually raising money on the patent, I'm very sensitive to IP intellectual property. That's a very important thing for me, is to have those protections in place. It's good business. You should have that protection, especially. That's your creative collateral. If you sit down and you spend all this time coming up with a logo and then a trademark and a design around it, and you have certain service marks or word marks you like to use, you have to protect that, because there are countless people out there that they'll just knock.
You mean you go on Amazon, you can see it?
Yeah, of course. And I guess the reason I was curious about it is just from the perspective of if you're going to launch a company, right, and then you start looking up, oh, I want to use this ingredient, this ingredient, this ingredient, and then the next thing you know, you start seeing all these patents. And it's just maybe for a first time entrepreneur who's, like, looking to build a product in the wellness space supplement space, skincare space, whatever it may be, it could be really daunting if they're trying to create their own proprietary formulation and serve up a specific marketing message along with that, and then be like, oh, wait a minute. Maybe there are protections around these. But I do think your point about trying to figure out what get it done sooner rather than later is really important, because as a founder, you don't want your business to be growing with a massive liability, right?
And again, with that idea, the way that you just said that if you were sitting there and you were looking up ingredients you wanted, you see that there's patents. The process of getting that into your formula or even developing your prototype formula, you would have to acquire that from. And something like an ingredient that's patented is most assuredly brokered through a supplier, and there's a handful of them coming into America here, and you would have to go somewhere to get that. I don't know about sitting in your bathtub and making it that's direct knockoff. Like, if you said, I know how to make minoxidil at my house, and then you went and did that. Yeah, that's direct patent infringement. I don't know if there's still patent on that, but you have to go somewhere to get those ingredients compounded for you. That group or that place you went would most likely get that from an ingredient supplier that is buying from the patent owner or the trademark or the patent holder rather.
Totally. Okay, so enough with patents. Let's move on into the next steps for when you're building. So now that you understand the ingredients you're using, you've done some of the tests. What are the next steps in terms of taking to market? Making sure you can get it spun up on Amazon? What were all the things that you were doing in taking this product to market?
Right, so again, like I said earlier, I had a lot of this pre existing. It was, it was the Paris line, it was some other product lines in the space that were they weren't even direct to consumers. Like this flash sale stuff. You knew the things that had to be done. You had to have barcodes, you had to be registered to have your barcodes. You had to get the packaging so that it was whether or not you're selling in retail, it's pretty good practice to get the packaging so that it's up to Snuff. Your ingredients are listed out the correct from Getting it from hey, my wife really likes this Product, and her friends do too. To let's send a bunch of this to Amazon in FBA so that someone can order it.
There's a bunch of work know, at least we did and I think most successful brands would do or want to do or have to do is you have to build the message, you have to build the messaging. You have to decide your brand position in the market. Are you the cost leader? Are you prestige? How are you going to price it? What is your brand position? So after we sat down and decided the best place to put this product, you go through the arduous task of building all the marketing around it. You want consistency. It has to look like a legitimate product. So we're deciding what the look and feel of the actual marketing materials are, what's on the box, what colors are we going to use for not just the logo, but everything to develop the brand feel. Is this going to look clinical or should we take it the other way and make it look super high end? Like you'd buy in a blue Mercury or a like, where are we going to put this? Is it ultimately going to be in a drugstore or are we going to sell it in Nordstrom? So once you decide all that, you have to build all the collateral, develop the packaging. You get the primary packaging or the bottles or the tubes.
And then you have to develop the secondary packaging. Is it even going to have secondary packaging? Is it going to go in a box? Right? And then it's really working to understand your scale as you're working through something like a new product, whether it's a skincare product or a motorcycle part, how do you build initial inventory and what's it look like as you start to grow scale? Where are the milestones where you say, okay, instead of putting in 5000 piece orders, now that our next order is going to be 30,000 pieces or 50,000 pieces. And as that happens, you obviously have to understand how it affects your margins. Are you ever going to reduce the price? Is there going to be a point in time where you phase out? So going from that, like you said, initial concept, and I would say it was a test on Amazon too. Okay, this is no joke. Now we're going to build out some SKUs and some bigger channels. Like when we went to Rite Aid, it was getting all that in a row and understanding that as we start to go to someone like a Rite Aid and say, hey, we want to work with you, and they come back and say, what's your marketing plan for 2022? And what are some of your marketing materials? Can you send us your strategy? You should have that in place, otherwise it looks like you are doing it out of a garage. And again, I was fortunate enough, I am fortunate enough that I've done this with other products and retail, and I have a lot of that already in place.
But there are manufacturers and there are contract companies here that have a specialty in helping someone with an idea get to market, that have those contacts, that can help with those contacts.
Yeah, absolutely. And I guess the last question in regards to that is when you were like, let's talk about that first PO, right? Because I think everything you said about making sure you have everything in place before you take it to scale is really important in deciding who's the customer, what should the packaging be like, what are the marketing materials going to be like? But when you guys were doing this for Axel and you had come up with the formulation and you took your first PO and went to Amazon, how many units were we talking? Did you scale immediately? Or was it a small sort of production run, like how'd you approach that first batch?
Our very first PO was very large. And if Axel was my first product line, I think I would have had a moment. Right? But our first PO was very large because the customer we worked with the customer before with some other product lines. As you're working with customers that put in these larger POS, it's a different kind of a negotiation because there's a lot of back and forth on. Yeah, we understand what your retail is, we understand what margins you're offering. But with an order like. This. If it's a large order, say it was I think our first one was 40,000 or 50,000 units, there's always going to be a negotiation, right.
And that's where we have to do our work in understanding our manufacturing. The manufacturing side of this thing, in and out is, okay, if it's going to be a 40,000 unit PO, they want brakes, they might want marketing allowances. What can we tolerate? And as a startup brand, you want the deal, you want the order, but you kind of walk this fine line of, I don't want to turn them off so that they don't work with us, but what am I willing is this going to be straight marketing? Are we going to make almost no money just to get product in the hands of consumers, or are we going to run this like we're making 50,000 unit orders every month? So I think if it was my first time doing it, I probably would have just given the stuff away, right. But we have those relationships and we have that manufacturing experience of making 100,000 unit orders where I say, okay, now I can get on the phone and negotiate with my bottle supplier. And let's say we're going to do this one off run. Do we have enough time to ship the bottles here from our supplier by sea, or do we have to rush ship it by air and pass that along? I think that it really depends on not just the stage, but the network that's in place, the experience with producing an order like that. Because ultimately a big order for a fast moving consumer good is it could be quarter of a million units. What is your manufacturing capacity? How many weeks does that take to do? Is that like a five week turnaround for a quarter of a million units? But we know we're fortunate because a lot of these customers that put in their initial POS with us, we have rapport with.
So I think in my other line, not Axel in the line with Paris Hilton, when our first order came in, that was a little bit different because that did involve, hey, we've got this big order and they paid net 60 or net 30 terms. We need to put up some cash. Right? And now we need to figure out not just all that other stuff I said about, are there breaks for this customer because it's such a big order now. It's fine, great. We've got the PO. There's a commitment here. There's a delivery date. We need to get this thing paid for.
We need to get it in production. There's going to be hiccups. It's never smooth. There's going to be a lot of, hey, we need to get this ingredient or this supplier. Of the 50 ingredients in this one, there's one supplier that's out of these two ingredients. We didn't know it there's all that stuff, right?
Yeah. And I'd love to maybe now we can take some time and go back to revisiting that story. So why don't we talk a little bit about launching Paris's skincare line? How did that go? What were the experiences, and what was it like working with a celebrity talent at that scale to come up with their own line?
Well, first working with Paris was know, I'm not too big into social the. You know, some of the people that are influencers and celebrities, everybody knows. I don't I never had an opinion of her. I just knew who she was. That was my generation, right. Growing up. But to work with, I would say it was fantastic. She's nothing like I would have expected.
Right. She had a very strong business mind. And the idea of launching a product line with a celebrity was exciting because the general thought was, you get this celebrity or you get this influencer, and all they have to do is make one or two posts and you're off to the races. Right. The reality that and we're talking 2016 or 2017, it doesn't quite work like that. I think a lot of people can get excited about that concept, and maybe there are unicorns where that does go that way, which is great. I think that's phenomenal. But that can create its own challenges, too, right.
Launching a product line with a celebrity, it's just exciting because you can immediately get an interested consumer. There's instant recognition of your brand because you're tying it to and someone like Paris, I think you said it earlier, she did a lot of things first. And being a celebrity that wanted her own skincare line yeah, she was one of the first. And the way she wanted to do it was different, I think, than most celebrities. She wanted to own it. Getting a phone call with a distributor was worlds easier than I think, most startups with a no name brand. You pick up the phone and want to talk to Macy's and say, that your Paris Hilton skincare line, they'll take your call. It's great.
You can get the attention of someone like a buyer. So there's all sorts of benefits to aligning a product line with a celebrity. The challenges, again, are I think, for the most part, you still have to put in the work. It isn't post about it and sell millions of units. It's like using turbo or actually nitrous oxide. I don't think people use it anymore. It's like nitrous on a car. You're still running down the road with your foot to the floor, trying to get as much traction as possible.
I think a celebrity tied to a line is like nitrous. It just supercharges it. You can reach further to people you can gain interest from someone hearing the name Axel right now doesn't mean anything to them. It's just this brand. They may or may not have a hair problem when they see it, may not even resonate. But if you see a product and they see a celebrity's name, all of a sudden, most people would say, okay, this is interesting. It supercharges in a way like that. It also provides a huge platform.
So I think at the time, I think she had paris had six or 7 million followers, I think, on Instagram alone, something like this. So theoretically, I don't know how the algorithm worked on Instagram at the time, but theoretically, she can post, hey, I'm launching my line, and a large portion of her followers, and a ton of people can see that without having to know half a million dollars on ads. So that's great. And then, like I said, talking to distributors, retailers. Yeah, you can sit and take meetings with Rena Cente. We did a launch in Italy with one of the premier luxury retailers, la Rena Cente, and they listen. But it's like I was saying, I think there are unicorns out there. You hear stories about it.
An influencer comes up with a lip gloss line, and she posts about it five times, and all of a sudden, she's got a 200 million dollar brand. That's great. But I do think that those things are there's more to the recipe to make something like that happen. I think there's more that has to be there.
Well, yeah, and I think even in our age, as more and more of the brands pop up, that means more and more competition. And back when you guys were doing it and you could pick up the phone, the celebrity is doing a skincare line, okay, yeah, we want to talk. Whereas now you've got all sorts of competition, and they might be saying, well, yeah, we already stock 20 different celeb skincare line. Like, do we really need another one? So I think that's why market timing when you're doing this kind of stuff is so important. But I think there are definitely universal lessons when partnering with anyone. Right. In this case, you guys were bringing the manufacturing and the formulation and operational know how, and she was bringing the digital distribution and brand and marketing. So when you guys were putting this deal together, what did it look like from a deal perspective for you guys? And who were the other players involved? Were there managers involved? Were there other parties involved? How did it all shake out?
Yeah. And that is another part of the challenge. Like I said, working with Paris, it was great. You said she's got a very strong business sense and she knows what she wants, and she's very shrewd about how she likes to get things done, and it's good. But there are other parties that come along with that, especially when you get into bigger influencers or bigger celebrities. And that's the challenge. Developing a working relationship and a business structure that satisfies everybody. You have to take into consideration maybe not a lot of celebrities understand the difference between royalties and owning a business.
Maybe a business manager has never done a deal where there's equity in a company. Maybe they're only used to royalty checks. I think, like in any business, the most important thing is to work all that stuff out ahead of time. There's countless amazing examples of people that get together with their great ideas, and then an entity blows up, and then they have to circle back because they're at each other's throat trying to figure out why they didn't structure it right. I think there's even movies about that. But there are challenges, and the more people you get involved, it can become quite a task to get together a structure that does work for us. Like I said, we were fortunate, but there were challenges, like anything with working with business managers and legal team. I think ultimately, like I said, paris's understanding of what she wanted out of it was different than most celebrities or influencers.
Not just want, but even understand. She got understood. Yes, I want to be an owner. This is something that is going to require capital, a lot of capital. It's going to require time. And this is a different deal than getting a check every quarter or every year saying, okay, pay me. But the manager gets their cut. Because if you think about it, how do you bring a manager in if it's not royalties, if it's equity? That's another challenge.
Right? And I think that overall, it was just a good experience for me because living here in California and La. Specifically, if you start to get a little bit of recognition because you can make products like skincare and hair care and color cosmetics, you do get approached by influencers and celebrities. So understanding the challenges right out the gate can save a lot of time. I think ultimately, for us, to be fully honest, I don't know how the deal would have gone further past the Pandemic, but it is, unfortunately, one of those brands that we were affected heavily by the Pandemic. We were heavily invested in Korea, and that was one of the first moments for us, was in February or March when they shut down. Okay, now we've got a problem because we're very heavily invested in a launch we were working on. Actually, I think we just came back from a launch out there in South Korea. Now, we were working through the product, the supply side.
We worked through the KFDA and all that. But again, you learn a lot from it. And it's just one of those things that said for me, I much rather keep things simple. I think keeping it simple is better, at least for me, because everybody does have a different take or a different view. It's just you want to make sure that the people you're talking to or the managers or the attorneys or whatever they all have, if not the same, a similar understanding or grasp on the different ways you can structure an entity or a deal rather, right?
Yeah. I think it's super important and I know when we're chatting offline about this, I've had experience working to think about building products with different influencers. But there's so many considerations that need to be met that maybe an influencer who's really good at the branding and the marketing and captivating their community audience don't even understand. Right. Like, if we're building a technical, imagine we're building an app for them or taking a product to market. We don't want to end up in a situation where we invest a whole bunch of time and money to build an entire product. And then either the manager, the influencer, they get cold feet. So it's like, how do you really, truly align incentives? So, like you said, we can approach it.
So we're all on the same team here and we're partnering because this is a team and she knows what the deal is going to be up front. As opposed to putting yourself as an operator in a really compromising and difficult position, right?
Yeah, absolutely. And then you have to take your risks too. And I think in my early days, my first company, I wasn't very risk averse. When I say myself and my brother, we weren't really risk averse. You have an investor waiving an investment check, talking about equity, it's like, yeah, off to the races. As you get older, and I think there's more critical mass in your personal life, you have to really start considering that, because, like you said, you could put up a ton of investment into a brand line for a celebrity, and something could happen. I mean, it's another human being. Anything can happen.
They can get in trouble, they can say something. I think everybody knows you can say something wrong and then all of a sudden you're sitting on two years worth of a project that you've dumped a ton of money into or time and you could be dead in the water.
Yeah. It's so important to think about because also, especially in the world of influencer and celebrity, these people have tons of opportunity. It's like add on steroids, right? They have shows they're working on or this project or this collaboration. And you don't want to ever put yourself in a position where your outcome is tied to them or a manager's whim and you have something you've been cooking up for months and months and they're like, oh, actually, we're just going to go with this or that. So I just think for any entrepreneur thinks like, oh, it's really easy, I'm just going to partner with a celebrity for distribution and then we're going to be all good. I do think even from a risk point of view, it's just something that you want to be wary of and understand where their priorities lie.
As you know, it's like one of those things. Be prepared. My very first investor back in New York, my very first investor said to me, gave me a lot of good advice. One of the first things he said to me was, you have to have an iron stomach. The idea of sitting down with a new relationship or someone maybe you've known for a while that's a celebrity or an influencer. But sitting at a table with someone before you engage into a business like a business together or some kind of adventure. Having those tough discussions right away, even though it's awkward for most people or it just seems really uncomfortable. It is so critical to get that stuff out before.
Like you said, you spend months and months, ton of time, money and all sorts of putting your other interests on hold. I mean, that's stuff you can't get back, have those really difficult conversations right from the get go, and then have a good attorney, good contract, right? Absolutely.
Okay, so moving forward beyond that, I just kind of wanted to talk about now that you've done Axel, you got it going. You're able to prove demand on Amazon and selling the Rite Aid and some other big locations. What's the growth phase of the business look like for you guys? What's on your roadmap, and what are some of the next big challenges that you want to tackle with Axel?
The 2023 is going to be a pretty big year for us. Like you said, Amazon has been a good channel for us. Not my favorite, but it's necessary for a lot of reasons. We're very heavily involved with PR, so you need that, right? Rite Aid. We're looking to further our relationship with Rite Aid and do some testing in store some flagships, and possibly working with some other drug stores domestically. Our big focus this year is working to take it into the next market that I have more experience with, and that's China. And everybody says that. Anybody that knows anything about numbers will say, yeah, everybody wants to get into China.
That's how you supercharge. But the reality is this product is actually pretty well positioned and suited for the Chinese market. It just is. Half of my marketing team last year, two years ago from China, told me right away, this is a very big problem in China, and a lot of people talk about it. It's a little different here than in America. It's not such a taboo discussion where women here don't typically like to talk about their hair loss, even with their women friends. But my understanding through them is in China, that's actually something that it's pretty common discussion. Right.
So in 2023, we'll be spending a lot of time really building our national distribution through our direct to consumer channel is still very important, but we'll be working and leaning a lot on Rite Aid. We have a new relationship with full beauty brands. It's a parent company over several publications. We'll be working with them. We have some other great relationships that we're putting together potentially with other drugstore, you know, for domestic. It's really developing the drug retail channel. We have a relationship. We have a distributor in the UK.
They have some pretty aggressive marketing plans for the year going into their drugstores. I think they have two they're working with right now. So we're developing our 2023 marketing plan in conjunction with them. So they manage our UK DTC Site axel Co UK but it's all the same. Like, whenever we make web modifications or changes, we work with them and they make their changes. So we'll be developing that market over in the UK. But ultimately, it's gaining the traction domestically and gaining the brand recognition to ultimately start developing how we go into China and possibly Korea, because, again, these products were developed with that in mind. Like I said, I didn't really know that it could be a pretty popular product there, but after hearing from our marketing team that it is, in fact, a pretty big problem and a pretty big space for it.
Luckily for us, we developed it so it could be sold into China from the get go. We also have some other products that we'll be exploring in 2023 and getting more traction. We work with Ipsy and Boxycharm, so we'll be working with them to get some more traction on some of our other SKUs. We have an eyebrow serum for, like, overplucked eyebrows and repair, and we have an eyelash serum. So we're working with Ipsy because that's a little bit of a different target demographic, right? It's a product that you can use from the get go. 18 and older, we say. So if you use fake eyelashes or whatever, it's like a repair for that. So 2023 is really developing the brand, our core consumer, our target consumer, to gain some market share so that it's like when someone says, hey, what do you use for your hair loss? I can think of two brands off the top of my head, no pun intended.
I can think of two brands that I would go to. We want to start to become one of those other brands. When a woman asks, what do you use for your thinning hair postpartum hair loss? And then ultimately, the long goal is, like I said, you really need that domestic visibility in brand recognition to really then have success in going into China or Korea and into those markets.
That's super exciting. I think you guys have carved out a really strong niche, and I think it's something that everyone deals with hair loss, especially on I mean, it's something that I can relate to, having gone through that and started using some products. And then I think on the female side, you're right when you say it, female products don't really come to mind. So being able to go after that niche and build a product around it, I think it's awesome. And the traction that you guys have so far is really exciting. So we're pumped to keep up with you guys as you keep growing. And then for our listeners, where can they connect with you guys and the brand as well? Are you on Twitter? If you could just shout out your.
Oh, I hope I remember them. Yes. So we're very active on Facebook and Instagram. Our Instagram is Axel Hair and our Facebook is just Axel. And we do have our direct to consumer site, which is axel.com A-C-T-S-Y-L.
Awesome. And what about where where do you connect with people? Are you on LinkedIn, Twitter, anything like that? Email?
I am on LinkedIn. Yep, I am on LinkedIn. And yeah, I do get in the know. I've gotten some questions, know how you get into import export, but I always like having the conversations because, like I said, I feel like I've jammed a lot of experience in manufacturing, not just domestic into a very short amount of time, but primarily LinkedIn. I'm on LinkedIn.
Awesome. Well, thanks so much for joining us on the Pod, and we can't wait to see you guys keep growing and expanding into more locations in the US. And more markets abroad.
Very good. I appreciate you having me on today. Blaine, thank you so much.
Thanks, Adam. Thanks for tuning in, and we hope.
You enjoyed this episode of DTC Pod. If you enjoyed the show, we'd love your support. A rating and review would go a.
Long way as we continue to host.
The best builders in DTC and beyond.
Follow and subscribe to the show and make sure to check out our show.
Notes where you can find our socials and weekly newsletter. Visit us on Dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next Pod.
Also generated
More from this recording
1️⃣ One Sentence Summary
Adam Xavier on skincare product development, partnerships, and global expansion.
💬 Keywords
Product formulation, ingredients testing, regulatory considerations, binders, shelf life, ethical factors, vegan ingredients, cruelty-free, clean products, Amazon's requirements, safety data sheets, patented ingredients, intellectual property, legal documents, clinical trials, product marketing, brand image, pricing, packaging, distribution channels, inventory management, skincare industry competition, influencer partnership, celebrity endorsements, contract negotiation, COVID-19 business impact, hair loss market, social media engagement, import/export opportunities, direct to consumer business.
🔑 7 Key Themes
Formulation and regulation considerations in skincare.
Building global skincare brands.
Intellectual property protection.
Market strategy and brand image creation.
Collaborations with celebrities and influencers.
Adjusting business amidst COVID-19.
Future expansion strategies.
📚 Timestamped overview
04:08 Involvement in facial devices led to skincare line for Paris Hilton, expanded to other celebrity collaborations, and created products for wife's hair loss.
05:55 Paris is an early adopter, influencers launch own product lines. Focus on Axel's problem and product development process.
11:09 Consider clinical trials, ingredients, efficacy, binders, shelf life, selling restrictions.
12:37 Marketing and ethical considerations for product formulation, including ingredients, vegan/cruelty-free status, and compliance with consumer and non-governmental standards. Amazon has its own requirements for selling.
18:02 Trademarking an ingredient is one way to protect it, but it may not prevent similar products from being sold under different brands. Patenting an ingredient is expensive and time-consuming.
21:37 They want to collaborate with the lab to include their ingredient in clients' projects. Legal documents are needed to use the lab's clinical trials for marketing. Start early and be transparent with suppliers.
24:26 To obtain patented ingredients for formula development, one must buy from suppliers who acquire them from the patent holder.
28:15 Developing secondary packaging and understanding scale, inventory, and margins are important in growing a product. Having a marketing plan and materials in place is crucial for working with retailers.
31:36 Understanding manufacturing, balancing profit and customer relationships, negotiating with suppliers, considering capacity and turnaround time for large orders.
35:48 Launching a product line with a celebrity boosts recognition and consumer interest, as demonstrated by Paris Hilton's successful skincare brand. This celebrity-driven approach facilitates easier access to distributors and established retailers like Macy's.
38:56 With increasing competition, market timing is crucial when partnering with celebrities for skincare lines. The deal involved manufacturing, formulation, digital distribution, and marketing. Other players, including managers, were involved.
42:29 Overall, living in California and LA can lead to recognition from influencers and celebrities. However, the brand was heavily affected by the pandemic due to investments in Korea and the supply chain challenges.
46:04 Be cautious when partnering with celebrities or influencers; their priorities may not align with yours.
46:49 Be prepared, have tough discussions before business ventures.
51:22 We have products for China, working with Ipsy and Boxycharm to expand. Eyebrow and eyelash serums for different demographics. Developing brand in 2023 for market share.
53:56 Author emphasizes their presence and activity on LinkedIn, particularly regarding import and export knowledge and experience in manufacturing.
📚 Timestamped overview
04:08 Involved in facial devices, skincare development, manufacturing.
05:55 Paris is early in celebrity product lines.
11:09 Consider clinical trial results, binders, shelf life, and international regulations.
12:37 Ethical marketing considers ingredients, animal testing, regulation.
18:02 Trademarking ingredient formulations is one way.
21:37 Work with lab, sign legal documents, collaborate.
24:26 Getting patented ingredients for your formula requires suppliers.
28:15 Developing secondary packaging, scaling inventory, marketing plans.
31:36 Navigating manufacturing: assessing capacity, costs, relationships.
35:48 Celebrity launch brings instant brand recognition.
38:56 Competition and timing crucial in skincare partnerships.
42:29 Good experience in California with influencers and celebrities. Affected heavily by the Pandemic.
46:04 Celebrities may not prioritize your projects.
46:49 "Prepare, discuss, and establish partnerships early"
51:22 Expanding Chinese market, exploring new products.
53:56 Active LinkedIn user with import-export experience.
❇️ Key topics and bullets
The process of formulating skincare products
Consideration of ingredient combinations
Regulatory requirements for different countries
Marketing strategies and product claims
Ethical factors influencing formulation, including vegan, cruelty-free, and clean ingredients
Meeting requirements for online distribution platforms like Amazon
Challenges and strategies for entering new markets without changing original product formulas
Intellectual Property and Patent Licensing
Use and importance of patented ingredients
Licensing agreements and collaborations with patent holders
Prioritization of legal protection for clinical trials and creative collateral
Role of suppliers in obtaining patented ingredients
Branding and Marketing
Importance of consitent and legitimate brand positioning
Key considerations such as pricing, packaging, distribution channels
Need for a detailed marketing plan, especially for large retailers
Timing in the competitive skincare market
Partnership and Collaboration
Working with celebrities and influencers for endorsements
Importance of clear contract agreements
Managing risks and aligning incentives in influencer partnerships
Expansion and Growth Phase
Expanding distribution in domestic and international markets
Product development and diversification
Importance of social media engagement
Founder, Adam Xavier's Background and Business Journey
His entrance into Direct To Consumer (DTC) space
His experience developing product lines for motorcycles and skincare
Collaboration with Paris Hilton for their skincare line
Creation of Axel, a women's hair growth and support product
Ins and Outs of Large-scale Orders
Challenges and negotiations in large purchase orders
Importance of manufacturing capacity and business relationships
Impact of Celebrity Endorsement
Benefits of working with celebrities for brand recognition
Realities of succeeding with celebrity product endorsements
Influence of celebrity endorsement on discussions with distributors and retailers.
🎬 Reel script
In this episode of DTC Pod, we dove deep into skincare product formulation and marketing strategies with none other than Adam Xavier. From building global skincare brands for celebrities like Paris Hilton, to navigating complex regulatory landscapes, Adam shared some of his key lessons learned. We discussed everything from product testing, ingredient selection, ethical considerations, to all-important partnerships and of course, the delicate balancing act of working with influencers. We also delved into post-pandemic strategies and the growth roadmap for Xavier’s own promising hair growth product, Axel. Whether you're a budding entrepreneur or already in the business, you don't want to miss out on this episode- full of practical insights to navigate the exciting world of skincare business.
✏️ Custom Newsletter
Subject: 🎧 New DTC POD Release: Learn from Adam Xavier's Journey with Global Skincare Brands 🎧
Hello DTC Fans,
Our latest podcast episode #253 is now LIVE, and trust me, you wouldn't want to miss this! On this occasion, we are thrilled to have the powerhouse of skincare industry - Adam Xavier as our guest. Adam's journey has seen him building global skincare brands like Paris Hilton, Actsyl, and many more. This episode is filled with nuggets of wisdom straight from the grooming world.
Here are five keys you'll unlock from this episode:
The Art of Formulation: Understand the intricate process of formulating skincare products with careful considerations on regulations, ingredient importance, and shelf-life.
Patented Ingredients: The impact and significance of using patented ingredients in products and how they could boost your brand leading to higher market acceptability.
Brand Image: Discover the importance of aligning branding strategies with your product positioning. Adam shares invaluable tips on packaging, distribution, and pricing.
Partnership Insights: Venturing into a partnership comes with its highs and lows. Adam spills the beans on his experiences with influencers and celebrities, including the strategy, structure, and potential challenges.
Mitigating Risks: The importance of having robust contracts from the onset and dealing with unexpected shifts in the market, like the COVID-19 pandemic.
For the trivia lovers, here's a fun fact - did you know that the seed of Xavier’s brand, Axel, was planted by his wife's hair loss problem? It’s amazing how personal experiences can turn into revolutionary products!
So, buckle up for a ride through the realm of global skincare with our engaging conversation with Adam Xavier. There's a learning for everyone in this episode, whether you're a skincare aficionado, an upcoming entrepreneur, or a podcast enthusiast enjoying the art of storytelling!
To wrap this up, we can't thank you all enough for your unwavering love and support for the DTC POD. We can't wait to bring more enlightening conversations to your ears.
For our call to action, if this episode resonates with you, feel free to share it with your friends or on your social media platforms. Remember to tag us, and use #DTCPOD; we love hearing from you!
Also, if you haven't subscribed yet, what are you waiting for? Click here to subscribe, and never miss an episode.
See you in the next episode!
Best Regards,
Blaine Bolus and Ramon Berrios
DTC Pod
🐦 Business Lesson Tweet Thread
1/ Ever wondered how a global skincare powerhouse takes shape? Meet Adam Xavier of XG Formulations, the mastermind behind some well-known brands. Buckle up as we dive into his world!
2/ It all starts with creating something special & unique. Formulation is the backbone. From selecting potent ingredients to considering ethical factors like cruelty-free and vegan, they do it all. Ingredients aren’t just for show, they’re tightly linked to efficacy.
3/ Crafting a formula isn’t just about chemistry. When going global, Xavier takes into consideration the distinct regulations of different markets. Act local, think global?
4/ Marketing a product isn't a walk in the park. From developing packaging that resonates with the brand's positioning, to understanding pricing strategy, inventory management & scale, it's a full-on science of its own.
5/ Xavier emphasizes the imperative of intellectual property protection. Working with suppliers who have patented ingredients is a power move. Legal nuances matter, folks. Protect your creative collateral.
6/ Building a brand involves a bevy of decisions, from distribution channels to alignment with Amazon's guidelines. Xavier holds a meticulous approach to brand consistency, ensuring legitimacy at every turn.
7/ He’s a fan of partnerships. Collaborations with the likes of Paris Hilton aren’t just about the glitz and glam. It's a symbiosis of assets and personalities.
8/ Celebrity endorsement isn't a magic spell, it's a strategic tool in Xavier's toolkit. But, it does pose risks. A smart entrepreneur will think two steps ahead, facilitating solid agreements from the start.
9/ Xavier’s robust operations weren’t immune to the COVID-19 storm. The key to his survival was staying agile, thoroughly reassessing inventory, and keeping his chin up. Might be the most underrated skill in business.
10/ The journey of Xavier's haircare brand, Axel, underlines his genius. A product that was born out of his wife’s personal need, engineered into a formula, launched on Amazon, and witnessed meteoric rise.
11/ The thrilling adventure of building a skincare brand doesn't end when the product hits the shelves. Xavier emphasizes that growth requires seamless integration of distribution expansion, an eye for market dynamics, and stalwart resilience.
12/ Xavier's vision for the future is well-rooted into the culture he's fostered over the years at XG Formulations. So, aspiring entrepreneurs, remember, it's not about overnight success, but about consistent perfection sprinkled with a dose of realism!
🎓 Lessons Learned
Title: "Ingredients and Formulation Fortitude"
Description: Adam Xavier discusses the meticulous, scientific approach involved in formulating skincare products and the challenges entrenched therein.Title: "Regulatory Rumble"
Description: Understanding regulations and complying with international standards are paramount to avoiding future complications when introducing skincare products into new markets.Title: "Marketing Mastery"
Description: Critical role of a well-executed marketing strategy, emphasizing on product claims, brand image, pricing, and channel distribution for success.Title: "Intellectual Property Importance"
Description: Patented ingredients adds credibility, negotiating licensing agreements and collaborations can lead the path for a solid product formulation.Title: "Ethical Environment"
Description: Emphasizes on ethical considerations in skincare product formulation and marketing; such as vegan, cruelty-free, and clean ingredients.Title: "Scale-up Strategies"
Description: Asserting the importance of understanding scale, coordinating inventory management, and refining pricing strategies during business expansion.Title: "Celebrity Collaborations"
Description: Celebrity partnerships can boost brand recognition but come with unique challenges, requiring structured agreements and comprehensive contracts.Title: "Prepared for Pandemic"
Description: Adapting and learning from COVID-19's impact, aligning business operations to the current situation and future possible scenarios.Title: "Influencer Interface"
Description: Exploring the risks and rewards of aligning with influencers in skincare space, managing incentives and mitigating brand risks.Title: "Future Focus"
Description: Developing robust strategies for future growth; pursuing global expansion, developing brand recognition, and exploring potential product lines.
💎 Maxims
Ingredient awareness: Always consider the efficacy of ingredients and their life span on shelves when formulating a product.
International considerations: Understand the specific regulations and requirements of countries you wish to operate in. Due diligence and preparation ensure a smooth entry into global markets.
Ethical considerations: Vegan, cruelty-free, and clean ingredients are increasingly important in today's market, appealing not only to a growing consumer base but also to regulatory bodies.
Legal necessities: Prioritize legal documents to protect intellectual property rights and potentially use patented ingredients in formulations.
Consistent branding: Ensure all elements, from packaging to marketing strategies, align with the brand positioning and reflect a consistent image to consumers.
Scaling smartly: Always consider inventory management and pricing strategies as your brand grows and diversifies.
Timing matters: Given the fiercely competitive landscape in many industries, knowing when to release your product can make or break its success.
Good partnerships: When partnering with influencers or celebrities, ensure your objectives align and risks are managed efficiently. Cultivate relationships where all parties bring value.
Prepare for change: Unexpected market shifts, such as the COVID-19 pandemic, are inevitable. Building a resilient business model can provide the flexibility needed to adapt.
Strive for growth: Always seek to expand your distribution and presence. Aim for brand recognition in new markets while strengthening relationships with existing ones.
Maintain open communication channels: Be reachable and welcome opportunities to share your story. Platforms like LinkedIn make it easier for collaboration and growth.
Innovation is key: Keep evolving and introducing new products in line with your brand philosophy and market demand.
Negotiate wisely: When dealing with large orders or partnerships, understanding the negotiation process can mean the difference between profit and loss.
Capitalize on relationships: Prior relationships can facilitate big orders or features. Leveraging existing networks and relationships can provide a launchpad for success.
Celebrities can supercharge brands: A recognizable face can give instant visibility to your product, but successful brand building still involves hard work and dedication.
Respect for everyone's role: Recognize that everyone brings unique skills to a business partnership. Equal respect for each role aids smooth collaboration.
🌟 3 Fun Facts
Adam Xavier developed the Axel hair growth product to help solve his wife's hair loss problems, showing his personal connection and commitment to the product.
Despite being a successful businessman, Xavier faced a unique challenge when working with Paris Hilton: ensuring the skincare line met her high standards, proving that no task is too simple when it comes to celebrity endorsements.
Xavier has experience in product lines that go beyond skincare, such as motorcycles, demonstrating his diverse range of expertise in manufacturing.
🎤 Voiceover Script
In this episode, we deep-dive into the complexities of skincare product formulation, discussing ingredient testing, market regulations, and ethical considerations with Adam Xavier of XG Formulations. Xavier shares his invaluable insights on branded partnerships, negotiation tactics for large orders, and the particulars of bringing a product to market. He gives us a glimpse into the critical role celebrity endorsements play for brand recognition and the challenges of rapid growth in a competitive industry. We also touch on the effects of the COVID-19 pandemic on the business and future expansion plans. Get ready to unlock some industry secrets!
📓 Blog Post
Title: The Art of Crafting Global Skincare Brands: A Riveting Discussion with Adam Xavier
Subheader: A Deep Dive into the World of Skincare Formulations with Industry Veteran, Adam Xavier
Section 1: Considerations in Building Skincare Brands
Adam Xavier, president of Xavier Group and renowned for building global skincare brands, recently made an appearance on DTC POD. Xavier, who had a hand in creating the skincare line for Paris Hilton, unraveled some industry secrets and significant considerations while crafting skincare products.
Clinical trial results, efficacy, binders, and shelf life, Xavier explained, are crucial factors to consider while formulating products. Furthermore, ethical factors like vegan, cruelty-free, clean ingredients enjoy a heightened focus and can considerably elevate a brand's reputation.
Section 2: Navigating Regulatory Constraints
Xavier emphasized the importance of adhering to the regulations of different regions, citing the diverse rules in Japan, China, and Korea. He also discussed the unique challenges posed by various markets, such as requirements set by Amazon and the Chinese CFDA or SFDA. The objective is to streamline the formula to avoid alterations while entering new markets.
Section 3: Leveraging patented ingredients
Collaborating with suppliers to highlight patented ingredients can be a game-changer for companies and necessitates structuring licensing agreements or partnerships with patent holders. Xavier practically highlighted the significance of protecting intellectual property throughout the process.
Section 4: Aesthetic and Logistics
Furthermore, Xavier touched upon the aspects often overseen during product development: barcodes, packaging, and aligning marketing materials with brand positioning. The emphasis was on building a consistent brand image, marking important decisions on pricing, packaging, and distribution channels.
Section 5: The Power of Celebrity Partnerships
Xavier's collaboration with Paris Hilton granted him a firsthand experience of the prowess of influencer partnerships. While the partnership brought skills and assets to his brand, it was also enshrined with challenges, such as managing risks, aligning incentives, and securing solid contracts. Xavier underlined that treating these partnerships professionally from the outset can help avoid conflicts down the line.
Section 6: Looking to the Future
Wrapping up the engaging conversation, Adam shared his company's aspirations for 2023: expanding Axel's distribution in the US and increasing its brand recognition in China. The ambition doesn't stop there; they're also exploring eyebrow and eyelash serums and solidifying their niche in the hair growth market.
Subheader: A Masterclass in Crafting Global Skincare Brands
In conclusion, Adam Xavier's discussion on DTC POT was nothing short of a masterclass in crafting global skincare brands. From categories as diverse as ingredient selection, to logistical considerations, global regulatory understanding, leveraging patented ingredients, and capitalising on celebrity partnerships, Xavier showcased his extensive experience, offering practical, actionable advice for anyone interested in conquering the skincare world.
A stellar example of why Xavier is at the top of the skincare industry, his insights demonstrate the complexities of building products that truly stand out in a sea of competition. This is a conversation that every prospective skincare entrepreneur and curious listener should engage with for its behind-the-scenes understanding of this fascinating world.
🔘 Best Practices Guide
In formulating a skincare brand, consider testing ingredients for efficacy, as well as thinking about regulatory standards across countries. Prioritize ethical factors like vegan, cruelty-free and clean ingredients. Understand scale, inventory, and pricing strategies as your brand grows. It's vital to have a well-thought-out marketing plan that aligns with brand positioning. Establish legal documents for protecting intellectual property and leveraging clinical trials. When collaborating with influencers, ensure there are clear expectations, contracts, and an aligned vision. Prepare for risks and fluctuations when working with celebrities. Hands-on involvement in all stages, from sourcing to marketing, is important. Prioritize direct to consumer channel and broaden distribution as the brand grows. Lastly, be resilient and adaptive to market changes, including global events such as a pandemic.
🎆 Social Carousel: Do's/Don'ts
Slide 1:
Cover - “10 Crucial Tips for Building a Skincare Brand"
Slide 2:
Title - "Don't: Neglect Regulations"
Instruction - "Ensure to consider global regulations and requirements when formulating skincare products."
Slide 3:
Title - "Don't: Ignore Ethics"
Instruction - "Focus on ethical factors like vegan ingredients, cruelty-free processes, and cleanliness."
Slide 4:
Title - "Don't: Forget Patents"
Instruction - "Leverage patented ingredients and safeguard your intellectual property."
Slide 5:
Title - "Don't: Overlook Legalities"
Instruction - "Prioritize legal agreements for protecting your creative work and clinical trials."
Slide 6:
Title - "Don't: Rush Packaging"
Instruction - "Invest in packaging and marketing materials that align with your brand."
Slide 7:
Title - "Don't: Misjudge Inventory"
Instruction - "Understand inventory management and pricing strategies to sustain growth."
Slide 8:
Title - "Don't: Sideline Marketing Strategy"
Instruction - "Develop a robust marketing plan specially tailored for your target retailers."
Slide 9:
Title - "Don't: Underestimate Risks"
Instruction - "When partnering with influencers, align incentives and manage potential risks."
Slide 10:
Title - "Don't: Neglect Contracts"
Instruction - "Establish solid contracts at the onset of any partnership to avoid future conflicts."
🎠 Social Carousel
Slide 1 - "10 Tips Every Skincare Entrepreneur Needs to Know"
Slide 2 - "Ingredient Selection"
Prioritize ingredients with proven clinical trial results for effective formulations.Slide 3 - "Global Regulations"
Understand different country-specific product regulations to ensure smooth market expansion.Slide 4 - "Ethical Considerations"
Offering vegan, cruelty-free, and clean products is a powerful competitive differentiator.Slide 5 - "Intellectual Property"
Protect your brand. Collaborate with suppliers having patented ingredients.Slide 6 - "Brand Positioning"
Consistent brand image aligns packaging, marketing materials, and influences customer perception.Slide 7 - "Scale Management"
Plan for inventory management and pricing strategies as the business grows.Slide 8 - "Celeb Partnerships"
Structure deals with influencers carefully. Their priorities may change, impacting your brand.Slide 9 - "Risk Management"
Be upfront in partnerships. Solid contracts and clear communication reduce future conflicts.Slide 10 - "Market Timing"
Quick entry in a rising market gives an edge. Competition in skincare is fierce.Slide 11 - "Engage Now"
Ready to take your skincare brand to the next level? Reach out to us at DTC POD today!
Interview Breakdown
Today, join us as we pick the brain of Adam Xavier, a trailblazer in the skincare industry, who has had a hand in building global skincare brands for celebrities like Paris Hilton and launched massively successful products like Actsyl. Learn the complexities of formulating skin care products, navigating international regulations, and the power of celebrity partnerships.
In this episode, we'll delve into:
How product ingredients are selected, tested, and then factored into a coherent formulation.
The role of patented ingredients and how they boost the uniqueness of a skincare product.
The challenges and considerations of marketing skincare products in diverse global markets.
Tactics for successful collaborations with celebrities and influencers in the skincare industry.
The impacts of unexpected events like COVID-19 on skincare brands and how to navigate them.
One Off Tweets
Being a skincare brand developer isn't just about mixing ingredients. It's a strategic game of meeting regulations, managing inventory, and aligning with consumer demand.
In the realm of skincare, your product's success may depend on the country's regulations. If you aren't on top of the global legal landscape, you could end up reformulating years later. Don't get caught off guard.
Intellectual property isn't just for tech. In skincare, patented ingredients reign supreme. Protect your formulation, it’s your lifeline in the market.
Surprise ingredients in skincare? Regulations, supply chains, and even Amazon’s requirements. Navigating this complex network is like solving a challenging puzzle.
First impressions count, not just in person but on the shelf too. In skincare, packaging can be a game changer. Make it stand out.
Celebrities may sprinkle stardust on your brand, but they can't ensure its success. Your hard work, strategic decision making, and product's efficacy do.
Hair growth isn't just a science, it's a niche market waiting for your unique solutions. Listen, research, recognize the opportunity and act.
Take it from a skincare brand founder - Building relationships with suppliers who buy from patent holders is like chess. It's strategic, complex and thrilling.
Every deal has a structure. Define it before you sign anything. When dealing with celebs and influencers, solid contracts can save you heartache down the road.
Growth is thrilling, but it also ushers in new challenges. As you expand your distribution, be ready to tackle these head on. After all, fortune favors the prepared.
Weekly Newsletter
Subject: DTC POD #253: Building Global Skincare Brands with Adam Xavier – What It Really Takes
Hi DTC POD fam,
We’re back this week with an episode you won’t want to miss, especially if you’re curious about what really goes on behind the scenes when launching and scaling a consumer brand from idea to international distribution. This time, Blaine Bolus and Ramon Berrios are joined by Adam Xavier, President of the Xavier Group, who brings nearly two decades of hands-on experience in manufacturing and building DTC (Direct-to-Consumer) brands—most notably launching product lines for celebrities like Paris Hilton, as well as spearheading the rapidly growing women’s hair growth brand, Actsyl.
Episode Spotlight: Adam Xavier, XG Formulations — Global Skincare Brands for Paris Hilton, Actsyl, & More
Adam’s journey is anything but straightforward. From inventing motorcycle security devices to leading innovative product development in hair and skincare, his story tracks not only personal pivots but strategic business moves for long-term growth. In this conversation, Adam takes us into the nuanced realities of product creation, regulation, and scaling—shedding light on the triumphs and very real challenges.
5 Essential Keys Listeners Will Learn From This Episode
1. The Realities of Product Development: From Idea to Shelf
Adam walks us through Actsyl’s origin story, starting as a formulation he created to solve his wife’s postpartum hair loss. He outlines how intimate knowledge of the problem, resourceful R&D partnerships with chemists, and iterative testing with friends and family were all vital before the brand even hit Amazon—long before any serious marketing spend. This is a firsthand look at how to spot a real market need and translate it into a commercial product.
2. Mastering Compliance and Regulatory Hurdles
Bringing a hair growth or skincare product to market crosses into complicated regulatory territory. Adam breaks down what you need to know about ingredient validation, clinical research, labeling, packaging, patents, safety data, and the differences in selling in the US versus Europe and Asia. He shares why thinking ahead about compliance across various markets can save tons of headache—and why it’s never “one and done” with regulation.
3. Strategic Patenting: Why It Matters and Where Startups Waste Time
What’s patentable in consumer health and wellness, and what isn’t? Adam unpacks how he balances leveraging patented ingredients (like Redensyl) from established suppliers with focusing on trademarking proprietary blends and branding. He’s candid about the costs, time considerations, and the ways he’s seen startups waste precious early-stage resources chasing patents that don’t ultimately serve their market strategy. If you’re weighing IP protection versus speed to market, you’ll want to take notes.
4. Navigating Influencer and Celebrity Partnerships
Having developed Paris Hilton’s skincare line, Adam gives the unvarnished truth about what it really takes to launch with celebrity partners. While star power helps open retail doors and generate buzz, success isn’t as simple as “post once, sell millions.” He details managing expectations, structuring deals, the importance of alignment between operators and celebrity managers, and why up-front clarity beats any unwritten “gentleman’s agreement.”
5. Key Phases of Scaling: From Initial PO to International Expansion
Adam dives into the operational playbook: What distinguishes a successful first production run? How do you shift from small Amazon launches to negotiating with major drugstores like Rite Aid, and then preparing for cross-border entry into markets like China and the UK? This episode meticulously covers inventory planning, negotiating with suppliers and retailers, and how global ambitions need to be built into formulation and compliance strategies from Day 1.
Fun Fact From the Episode
Adam’s start in consumer products actually began in an entirely different field: motorcycle security! Alongside his twin brother, he invented, patented, and launched a motorcycle security device, even raising capital from private investors in New York State. When the financial crisis of 2008 hit, Adam shifted gears—eventually landing in skincare after being approached to develop a line for Paris Hilton. His original network of manufacturing contacts (even packaging suppliers!) from the motorcycle days played a pivotal role in the beauty products arena. This cross-industry agility is a fantastic reminder: your early contacts and skills often resurface in ways you never expect.
Outtro
Whether you’re a founder prepping your next product launch, leading R&D, or managing operations for a growing CPG brand, this episode is packed with practical wisdom. Adam’s experience underscores that success in DTC isn’t about overnight wins, but about building strong foundations—manufacturing, compliance, supply chain, and partnerships—with an eye toward both immediate product-market fit and future international scale.
Our conversation also cuts through some of the most persistent myths about celebrity-endorsed launches, making it a must-listen for anyone thinking about co-branding or leveraging influencer reach for growth.
Call to Action
Listen to DTC POD #253 now to hear Adam’s in-depth guidance on:
How to spot problems worth solving and bring new products to life
Navigating compliance and multi-market regulations
Protecting your brand’s IP without breaking the bank
Setting up for global expansion—and why it starts on Day 1
Ready to take notes? Listen on your favorite podcast platform, and be sure to connect with Adam Xavier and the Actsyl brand on LinkedIn, Instagram (@axelhair), Facebook, and at actsyl.com.
If this episode sparked new ideas or helped clarify your next move, let us know. We love hearing what you’re building and learning! And as always, don’t forget to subscribe so you’re first to get every new conversation with top DTC leaders.
See you next time,
The DTC POD Team
P.S. Got a founder, operator, or topic you want featured? Reply to this email and tell us what you’d like to hear in future episodes!
DTC Pod Linkedin
@Adam Xavier has built global skincare and haircare brands for Paris Hilton, Actsyl, and more.
Adam joins @blaine and @ramon on this week’s episode of DTC POD to share his journey from inventing motorcycle security devices to leading XG Formulations and launching successful DTC brands.
We discuss product development from firsthand experience, navigating global regulations, working with celebrity partners, and scaling to Amazon and retail like Rite Aid. Adam also shares insights on IP, ingredient sourcing, and going international—with an eye on expanding into China and the UK.
Full episode here: [Spotify Link]
#dtcpod #dtc #skincare #entrepreneurship #brandbuilding #ecommerce #retailstrategy
💼 LinkedIN - 6 Reasons Post
Celebrity partnerships WON’T magically make your brand a hit. Here are 6 hard truths about launching products with influencers and celebrities (and how NOT to get burned):
Celebrity exposure ≠ guaranteed sales.
It might seem like a few posts from a big name should “break the internet,” but as Adam Xavier shares, reality looks much different. Awareness helps, but you still have to do all the work to get traction, build hype, and handle every operational detail. Paris Hilton was early to celebrity skincare, yet it still took serious grind to move product. Don’t expect a shortcut.The real value is turbo, not autopilot.
Working with celebrity partners is “like nitrous on a car”—it amplifies, but only if you’re already firing on all cylinders. If your ops, marketing, and logistics aren’t airtight, all the distribution in the world won’t help. So many entrepreneurs think a big name will do all the heavy lifting, but you still have to drive.Deal structure is messy—and can kill the whole project.
Everybody wants something different. Some celebs want equity, others are only comfortable with royalties, and then their managers, legal teams, and gatekeepers all want a cut or added terms. Expect negotiations to drag and for “simple” deals to get surprisingly complicated.Your business is now tied to another person’s brand risks.
You don’t control what happens in a celebrity’s personal life, social feed, or reputation—yet you’re directly exposed the minute you tie your business to their brand. If their priorities shift, they get bored, or even get into controversy, you might be left high and dry holding inventory and burned capital.You still have to manufacture, market, and distribute like a pro.
There’s no skipping the grinding, unsexy work: formulation, compliance, supply chain, packaging, pricing, messaging, Amazon setup, and retail relationships. Even with celebrities, you build distribution and retail partnerships by proving you can execute. Ask Adam and Paris—the first PO was 40,000-50,000 units, and it took years of manufacturing know-how and negotiation chops to deliver.Have the hard conversations UPFRONT (or regret it).
Legal, managerial, and partnership details can make or break your business. If you don’t align on structure, rights, roles, and fallback plans before you start investing resources, you risk months of work vaporizing when someone changes their mind. Have the awkward talks before you build.
TL;DR:
Don’t count on celebrity magic to sell your product—there’s no substitute for operational discipline.
Treat celebrity partnerships as amplification, not autopilot.
Expect (and prepare for) tough deal negotiations and business risks.
Build every boring process anyway—packaging, formulation, marketing—all of it.
Never skip the toughest talks before you invest time or money.
Tie your growth to skills you control, not someone else’s fame.
Twitter Post 1
This 1 ingredient choice can open global markets for your brand.
When formulating Actsyl, Adam prioritized ingredients that are approved not just in the US, but also in China, Japan, and the EU—making future international expansion way easier!
Mindsets
If you’re looking to build or scale a direct-to-consumer (DTC) brand—especially in the skincare or wellness space—here are three mindset shifts inspired by Adam Xavier’s journey on DTC POD that can help as you move forward:
💭 Shift your focus from “go to market quick” to “build for global scale.” Instead of rushing a product to market with a short-term mindset, consider from day one how regulatory requirements, formulation choices, and ingredient restrictions will impact your ability to sell internationally down the line. The extra work upfront pays off when you expand to new markets.
💭 Rethink what it means to innovate. Innovation doesn’t have to mean inventing every ingredient yourself. Instead, leverage patented technologies and proven compounds developed by reputable suppliers, and focus your creativity on formulation, branding, and ethical considerations that set your product apart.
💭 See complexity as a necessary part of success, not a setback. From negotiating with celebrity partners to navigating patents, supply chains, and international regulatory hurdles, the process can be daunting. Embrace these challenges as part of building a resilient brand, and surround yourself with partners and legal protections early to safeguard your work and growth.
For more actionable insights on building global brands, protecting your intellectual property, and tackling the operational realities of the DTC space, check out the full conversation with Adam Xavier on DTC POD!
Tactics
If you’re looking to meaningfully boost your DTC business (or any product-centered brand), here are five nuanced tactics inspired by Adam Xavier’s journey that you likely haven’t tried:
🛠️ Treat Ingredient Sourcing Like Strategic Expansion
Don’t just source ingredients for your current market. Instead, from day one, vet each ingredient against regulations in international regions you might want to enter down the line (think China, EU, Korea). This saves you from costly reformulations and delayed launches when you’re ready to scale globally.
🛠️ Leverage Supplier Patents and Clinical Trials for Credibility and Speed
Rather than investing in your own patents immediately, partner with global suppliers that have patented ingredients with proven efficacy. Gain access to their clinical data and utilize it in your branding (with the right paperwork). You’ll fast-track trust with customers and bypass massive R&D overhead.
🛠️ Reverse-Engineer Packaging for Versatility and Compliance
Don’t view packaging design purely through a brand lens. Build compliance (think barcodes, ingredient labeling, sustainability cues) and aesthetic flexibility into your packaging from the start. Whether you’re selling on Amazon, in retail, or planning future launches, this upfront effort saves you rework, protects margins, and accelerates new channel entry.
🛠️ Pilot New Products Using Micro-Communities Before Scaling
Adam’s first tests were small—limited to friends, family, and close contacts. Use intimate, low-stakes user feedback loops for your initial runs instead of immediately launching big. Insights from these mini-audiences will reveal real demand, shape your messaging, and help you avoid wasted spend on marketing or inventory.
🛠️ Prioritize Risk Management in Celebrity or Influencer Partnerships
Before jumping into business with talent, focus less on the hype and more on structuring the deal for everyone’s long-term incentives: equity versus royalties, IP protection, and defined ownership. Have “hard” conversations early and make sure all parties (including managers) understand how outside risks or shifting priorities could derail—or accelerate—the venture.
Even if you implement just one of these, you’ll be making a strategic move most brands overlook. The details matter—especially if you want to play the long game.
In Depth Thread
Overrated: Fast product launches without future market alignment.
Anyone can throw a new beauty or wellness product online in weeks. But that “ship-it-now” mindset leads to reformulations, regulatory headaches, and global frustrations down the line.
Underrated: Formulate for scale from day one.
This is the exact approach Adam Xavier outlined for launching Actsyl and celebrity brands:
Ingredient Playbook
Start with a global lens.
Only choose ingredients that are already approved in key target markets (US, EU, China, Korea, etc.).
Cross-reference every ingredient’s regulatory status before you finalize your formula.
Use suppliers with established clinical trials and, if possible, patented molecules you can leverage for marketing.
Run shelf-life and stability testing for every possible region you plan to enter (not just today, but 5 years out).
Before you even think about branding, ask: “If this scales, do the components and claims play everywhere we want to be?”
Compliance ≠ Afterthought.
Adam’s team builds products so that, when it’s time to launch in China or the EU, they don’t have to scramble and change labels or swap ingredients. Everything is mapped up front—even the way they pitch claims, with clinicals and trademarked ingredient names.
Marketing Leverage
Don’t only tout your unique formula. Highlight the patented, science-backed ingredients behind it—and get the right licensing/disclosure from suppliers.
“Patented Redensil” or “Capixel inside” can be legitimate differentiators. But only if you’ve done the groundwork.
Label, Packaging, & SKU Mastery
Build for retail, not just DTC.
Day-one: Barcodes.
Day-one: Packaging compliant for whatever shelf (drug, prestige, mass)—even if you’re just on Amazon this year.
Day-one: All safety data and documentation (Amazon will demand it, so will your next big-box buyer).
Test, but Prep for Scale
The first PO isn’t always a micro test. One of Adam’s first Actsyl runs was 40,000+ units.
If you’ve got big retail contacts, work out your margin, supply chain, and break allowances like it’s not your first rodeo.
Don’t fall for the “just get it up on Amazon and optimize later” trap.
Partnership Structure
When working with talent (think Paris Hilton), learn the difference between royalties and equity.
Structure up front. Everyone from managers to lawyers will want clarity.
If you’re the operator, ensure legal and creative alignment is locked before you commit resources.
Risk
Don’t tie your entire business future to a single influencer or distributor—have terms and exit plans spelled out so you aren’t left stranded if priorities shift or markets change.
Prove It, Don’t Say It
Clinical trials, supplier paperwork, and official documentation beat marketing fluff—especially if you want retail or global expansion.
Key takeaway?
If you want to build a real CPG brand, start thinking like a global manufacturer from day one. The strategy: Formulate and structure for the world, not just your first local test.
If you skip any of this, you’re not just leaving future revenue behind. You’re risking the whole enterprise.
As Adam proves: Prep now. Scale easy later.
New Idea
Idea #1: Planning for Global Expansion from Day One
When building a DTC brand, consider international markets early in the formulation and development process:
Ingredient Selection with Global Compliance: Adam Xavier explains that they chose ingredients for Axel’s hair growth products not just based on U.S. regulations but also “where they can and cannot be sold” globally. He specifically mentions considering ingredient restrictions in markets like China, Japan, and Korea from the outset to avoid reformulation down the line.
Regulatory and Labeling Strategy: Adam shares that their team pays attention to “how does this product need to be five years from now when we go into China or know the UK?” This proactive mindset ensures their formulas and packaging can pass the unique regulatory and labeling demands of each future target market.
Leveraging Past International Experience: Adam references his experience working with “some of the same suppliers I use for my other company” that serve both the U.S. and Asia, showing how past cross-border manufacturing relationships are valuable for global DTC growth. This background allows his team to anticipate and address operational differences when scaling into new regions.
By laying this groundwork early, the brand avoids costly reformulations or relaunches and is better positioned for seamless expansion when opportunities arise.
Tweet thread on learnings
Tweet 1:
Adam Xavier (@XGFormulations) built a global beauty business—manufacturing for major celebs like Paris Hilton, and launching women’s haircare brand Actsyl.
From motorcycles to skincare to Amazon bestsellers, his take on formulating, manufacturing, and scaling beauty brands is a masterclass. Here’s my favorite takeaway & all the learnings from DTC POD #253: 👇
Tweet 2:
Experience in Manufacturing is an Underrated Superpower
Adam didn’t start in beauty—he actually got his DTC chops engineering security devices in New York, then manufacturing tech in California.
His network in supply chain, materials, and production made it way easier to launch and scale consumer products, from Paris Hilton’s skincare to Actsyl’s haircare.
Tweet 3:
Solving Real Problems Leads to Breakout Products
Actsyl began as a response to Adam’s wife’s postpartum hair loss. She tried the prototypes, loved the results, and told her friends—leading to real organic demand before marketing.
Authentic product market fit > hype every time.
Tweet 4:
Formulation is a Balancing Act: Efficacy, Ethics, and Expansion
Adam’s process:
Deep research into proven, patented ingredients (like Redensyl)
Always thinking globally—Will this formula pass regs in China, the EU, US?
Focus on shelf-stability, clean ingredients, and ethical supply chain from day one
Think downstream, not just DTC.
Tweet 5:
Don’t Fear the Patent Maze—Work With Ingredient Innovators
Instead of inventing new compounds, Adam partners with top-tier global suppliers. He leverages patented ingredients and their clinical trials, and makes sure all legal agreements are locked BEFORE launch.
IP is a moat, but you don’t need to be a chemist or patent the whole formula—just work with proven partners.
Tweet 6:
Operations Matter: Get Ready for Scale (Even at the Start)
When you move from small batches to 40,000+ unit POs, you better know:
How fast you can make and ship
What every piece costs at each volume
That retailers want a plan, not just a product (“What’s your strategy for next year?”)
Treat even your Amazon launch like a national rollout.
Tweet 7:
Celebrity Collab ≠ Guaranteed Success
Working with Paris Hilton meant instant distribution and buzz, but Adam is clear: Success isn’t just posting to millions of followers. You still need supply chain, great product, and skin in the game from the celeb—not just a licensing check.
Get the deal terms right before you invest. Align incentives early.
Tweet 8:
Real Scale = Multi-Channel + Global From Day 1
Actsyl’s growth wasn’t just DTC—Rite Aid, distributors in the UK, and a roadmap for China. Adam built the brand, ops, and formula assuming it would go global.
Lesson: Build for retail and international expansion even if you’re “just” on Amazon now.
Tweet 9:
Key lesson from @XGFormulations:
The brands that win are the ones that prepare for scale before the customers show up.
Manufacturing, IP, ingredients, ethics, and partnerships—do the hard work up front. Then you can take your brand anywhere.
Want more DTC founder lessons? Follow @dtcpod for the next episode. 🚀
LinkedIN - Start from Scratch
If I had to launch a global DTC skincare brand in 2024, here’s the step-by-step playbook I’d use:
(This is the exact approach Adam Xavier used to build brands for Paris Hilton, Actsyl, and more—shared on DTC POD #253)
To take a product from idea to global shelves, you’ll need a strategy that:
• Solves a real problem you understand deeply
• Nails product formulation and compliance from day one
• Scales manufacturing and distribution efficiently
So…
How do you go from concept to international brand in today’s hyper-competitive beauty market?
Here’s the proven framework Adam outlined:
1 — Build for a REAL market need
Adam’s “why” started at home—solving postpartum hair loss for his wife. Personal experience fueled early R&D and product-market fit.
2 — Formulate for the future, not just launch
Research ingredients with long-term global compliance in mind (think US, EU, China, Korea from day one)
Prioritize ingredients with existing clinical trials/patents (e.g. Redensyl, Capixyl)
Run real-world tests on small groups before scaling
3 — Protect your IP and play the patent game smart
Leverage supplier patents and clinical data, don’t reinvent the wheel or overspend on new IP
Do your diligence early, sign agreements to use key ingredient data in your own marketing
Cover trademarks/service marks ASAP—your creative collateral is your moat
4 — Take your product to market METHODICALLY
Start with a credible DTC channel (like Amazon) and get feedback before going all-in
Build real brand assets: packaging, messaging, positioning (prestige or value play?)
Only then approach bigger retail (Rite Aid, etc.)—and be ready for the negotiations
5 — Plan your scale like a manufacturer, not just a marketer
Be realistic about first PO sizes—balance ambition with cashflow/manufacturing risk
Develop relationships with suppliers before you need them for 50k+ unit runs
Prepare for the inevitable (ingredient shortages, delayed shipments, etc.)
6 — Understand the challenges (and tailwinds) of celebrity/influencer collaboration
Celebrity attention gives you buyer meetings—but you STILL need operational excellence
Don’t assume a single post will “make” your brand; treat it as nitro, not the engine
Get legal/ownership details ironed out up front, or risk burning months for nothing
Key stats Adam mentioned:
Actsyl’s initial run quickly picked up traction on Amazon…just as the pandemic hit (strong ops > lucky timing)
First major PO for a similar line? 40,000+ units. Not for the faint of heart.
My biggest takeaway?
Product innovation plus operational rigor wins in DTC.
It isn’t enough to just “go viral”—you need compliance, supply chain, and global roadmaps from day one.
Curious about what it really takes to build a Paris Hilton–level brand?
Check out the full play-by-play with Adam Xavier here: [DTC POD #253]
And follow along as DTC POD brings you real founder stories, not just highlight reels.
Future State, 6 reasons post
Imagine launching a DTC beauty brand and going from 0 to nationwide retail, Amazon traction, and international expansion—all without falling into the typical traps that hold early-stage CPG founders back. Most “first-time” DTC entrepreneurs get stuck in inventory headaches, misaligned branding, or compliance roadblocks. But there’s a smarter way to engineer your business from day one, setting up for speed, scale, and global impact.
BACKGROUND:
Old School DTC Launch:
Product idea scratched together in a kitchen or garage
Sourcing ingredients without future-proofing for global markets
Regulatory and compliance headaches popping up late
All-in bets on a single distribution channel (usually Amazon or their own site)
Messy packaging, inconsistent branding
No thought given to scale or international potential
The Next-Level DTC Launch:
Skincare, haircare, or supplement brand built with multi-market standards from formulation
Ingredients, manufacturing, and packaging scoped for global reach (US, EU, China)
Brand position and messaging are nailed early, with testing and feedback cycles
Cross-channel distribution from the start: Amazon, big box retail, DTC, PR
Legal, IP, and patent strategy sorted before scale
International partnerships and regulatory groundwork laid for future growth
It’s exactly how Adam Xavier—President of Xavier Group—built Actsyl into a women’s hair growth line with real DTC momentum plus retail and global plans, while also executing celebrity launches like Paris Hilton’s skin care. The difference? He engineered for “what’s next” from the beginning.
Here are 6 recommendations if you want to accelerate your CPG or beauty DTC launch—and avoid the usual growing pains:
Formulate for Future Markets, Not Just Your Backyard
Choose ingredients and packaging that are already cleared, or can easily be cleared, in the US, EU, and China. Avoid “remaking” your product for each new market.Build Your Brand Position Before You Touch Amazon
Decide: Are you prestige, value, clinical, or mass? Let that guide your messaging, packaging, and copy so you’re not pivoting your story mid-launch.Get Regulatory & Patent Clarity Early
Research ingredient patents, compliance, and claims before you invest in scale. Don’t wait for a retail buyer or Amazon to flag you months later.Leverage Your Manufacturer Relationships for Scale
Cultivate real partnerships—many ingredients and packaging suppliers will support you with smaller MOQs, regulatory advice, and cost savings as you grow.Don’t Rely on One Channel—Test & Collect Feedback Rapidly
Combine Amazon “MVP” launches with small-group testing, DTC + retail pilots, and PR. Climate-proof your business for economic swings.Structure Celebrity or Influencer Deals with Alignment in Mind
If you’re partnering with talent, define equity, royalties, and responsibilities up front. Tough conversations early save 10x the headache after launch.
If you could design your beauty or wellness DTC launch from scratch, what’s the one thing you’d prioritize to protect future scale? Are there other pain points or big wins you’ve seen in the journey from idea to retail shelves? Drop your thoughts below—let’s swap best practices!
About the Episode
Adam Xavier is the president of Xavier Group and a seasoned expert in manufacturing, product development, and DTC brand-building. With over 18 years of experience, Adam has worked across industries—from inventing patented motorcycle security devices to building celebrity skincare brands for Paris Hilton and launching innovative DTC lines like Actsyl, a women’s hair growth and support brand developed alongside his wife.
In this episode of DTC POD, Adam breaks down the thoughtful strategies that have fueled his success in creating and scaling global personal care brands. He shares how his firsthand manufacturing experience enables rapid iteration and high-quality product development, especially for complex categories like hair and skincare. Adam emphasizes the importance of meticulous ingredient sourcing, leveraging clinically backed ingredients (even those with their own patents), and building cross-market compliant formulas from day one to ensure easier global expansion down the line.
Adam also discusses the operational steps taken to launch successfully on channels like Amazon and break into large retail partners, detailing everything from regulatory compliance and safety data requirements to strategic packaging decisions and inventory planning. He sheds light on the challenges and advantages of partnering with celebrities and influencers, explaining why clear incentives, up-front negotiation, and strong IP protections are key to long-term brand resilience.
Listeners get an inside look at building strong global brands through careful formulation, phased go-to-market plans, and navigating the nuances of influencer collaborations. Adam’s approach is equal parts entrepreneurial intuition, operational discipline, and future-proofed thinking, offering valuable lessons for both emerging and established DTC founders.
Episode Summary
Adam Xavier is the president of Xavier Group and a seasoned entrepreneur with over 18 years of experience in manufacturing, spanning from motorcycle security devices to skincare and hair care. He has developed global brands, including launching a skincare line for Paris Hilton and creating Actsyl, a women’s hair growth brand inspired by his wife's postpartum hair loss journey.
In this episode of DTC POD, Adam shares the realities of building and scaling consumer brands in highly regulated and competitive markets. He discusses the challenges of product formulation, navigating patents, and ensuring compliance for international expansion. Adam also talks about the unique dynamics of working with celebrity partners, the operational hurdles of launching on Amazon and in retail, and the importance of ethical considerations in product development and marketing.
Success Strategies
Build products with real-world problem solving at the core
The foundation of a standout DTC brand is creating solutions to problems you or your customers have experienced firsthand. Adam Xavier’s journey began by addressing his wife’s postpartum hair loss—a personal challenge that sparked the development of Actsyl's women’s hair growth products. Rather than chasing the latest trend, focus on developing products that truly make a difference in people’s lives. Test your formulas with small groups, gather authentic feedback, and let honest results guide your go-to-market strategy.
Future-proof your formulations for global expansion
Don’t just consider your first market—think five years ahead. Adam emphasizes the importance of selecting ingredients and formulations that comply with regulations not only in the US, but also in larger international markets like China, the EU, and Korea. This approach prevents the costly need for reformulation down the line and streamlines global scaling efforts. From the outset, choose ingredients with positive clinical results, sourced from reputable suppliers, and check compliance for every territory you hope to enter.
Treat manufacturing and operational discipline as a brand asset
Years of manufacturing experience taught Adam that operational rigor is just as vital as marketing. Before moving from prototype to full-scale launch, get your supply chain in order, secure your packaging, plan your inventory management, and ensure all regulatory boxes are checked for your chosen sales channels (like Amazon FBA or retail). Adopt a brand positioning strategy from the beginning—define if you’re going prestige, clinical, or value—and ensure all your collateral and packaging consistently communicate that. By running a tight operational ship, you’ll be prepared whether your first order is 500 units or 50,000.
Success Strategies v2
Build for Global Scale from Day One
Thinking you might someday take your DTC brand global? Adam Xavier says: don’t wait—bake it into your product and ops from the start.
Here’s why it matters: every market has its own rules for ingredients, packaging, and marketing (especially in regulated categories like skincare and supplements). If you formulate only for the U.S., for example, you may end up scrambling to change your product—or hit regulatory roadblocks—when it’s time to expand.
Adam’s approach? When developing his hair growth brand Actsyl, he obsessively vetted ingredients not just for U.S. compliance, but with an eye toward future markets like China, Korea, and the EU. His team considered ingredient restrictions, shelf-life testing, clinical proof, and even requirements for vegetarian/vegan and cruelty-free claims.
How can you use this?
Before launch, identify which global markets may be right for your category long-term
Work closely with your lab and suppliers to choose ingredients and packaging that meet regulatory standards in both your home country and target expansion markets
Document everything—safety data sheets, claims substantiation, supplier info—so you’re ready when opportunities come knocking
Build for optionality, not just speed: a little extra planning now prevents costly reformulations and delays down the road
In short, a borderless mindset isn’t just for established brands. If you want world-class reach, design world-ready products from day one.
Leverage Existing Science and Patented Ingredients
You don’t need to invent a new molecule or outspend pharma giants to create a best-selling wellness or beauty product. Adam Xavier’s playbook: take advantage of ingredients that already have deep clinical trials and patented efficacy—then build your brand around them.
Why does this work? Ingredient suppliers like Lucas Meyer and others invest millions to develop, validate, and protect active ingredients (think Redensyl, Capixyl) for performance. By selecting these trademarked/patented actives for his formulas, Adam lets the science and credibility do much of the heavy lifting—saving time and R&D expense.
The strategy:
Identify ingredient suppliers whose patented actives are supported by credible clinical trials and global compliance documentation
Work with your lab to combine these ingredients into your own unique formulation matrix (and pursue trademark or other IP for your blend, if possible)
Secure the necessary paperwork and permissions to reference the clinical proof in your marketing—above-board and with supplier buy-in
Use scientific claims and patented ingredient stories as a marketing differentiator, especially as skepticism grows in the beauty/wellness space
It’s a shortcut that builds trust: customers see clinical proof, and you bypass many hurdles of DIY science while riding the coattails of global R&D leaders.
Don’t Underestimate the Power—and Complexity—of Influencer Partnerships
Celebrity and influencer partnerships in DTC aren’t the wild gold rush they used to be. Adam’s work building products for Paris Hilton reveals the real story: partnerships can supercharge customer awareness and retailer access, but bring their own set of pitfalls.
Here’s the inside scoop:
The main value isn’t just social posts—it’s instant brand recognition and meetings with top-tier buyers who might otherwise ignore startups
But: structuring a deal is tricky. Everyone from the influencer to managers and lawyers may have different expectations around equity, royalties, marketing, and ownership. These complexities can derail good intentions fast.
Overinvesting without up-front alignment risks months of wasted work or ending up with a product orphaned if a celebrity loses interest or changes direction
The solution? Have tough conversations and iron out deal terms, incentive alignment, and clear deliverables before development starts. Nail down ownership, capital contribution, decision-making, and how risk is shared
Adam’s experience serves as a reality check. Don’t be dazzled by celebrity reach alone; a thoughtful, airtight partnership can fuel growth, but only if the business terms are as strong as the brand name.
Ready to level up your DTC game? Use these strategies to engineer a smarter launch, manage risk, and turn experience into defensible, global opportunity.
Castmagic LinkedIn Post
Building a brand with celebrity power sounds easy—until you face the real work behind the scenes.
Adam Xavier, President of Xavier Group, joins Blaine Bolus and Ramon Berrios on DTC POD to break down what it actually takes to manufacture and launch global skincare and haircare brands for names like Paris Hilton and Axel.
We dig into: developing products that solve real consumer problems, navigating regulations, patents, and formulations, building for international expansion from day one, and the realities (and risks) of working with celebrity partners.
Listen to the full episode here: [link]
#shopify #dtc #ecommerce
IG Reel Vids
Adam Xavier started out inventing a motorcycle security device with his twin brother before pivoting to the world of skincare and haircare. After moving to California, Adam was approached by Paris Hilton to develop her own skincare line, launching a celebrity-backed DTC brand before it was trendy. During this journey, Adam also created Actsyl, a women’s hair growth line, inspired by his wife's postpartum hair loss. He leveraged his manufacturing expertise and connections in the US, China, and Korea to develop and launch Actsyl on Amazon, quickly gaining traction with minimal marketing. Now, Actsyl is expanding into major retailers like Rite Aid and eyeing global markets, all while navigating the complex world of patents, formulations, and celebrity partnerships. Adam’s relentless focus on quality, regulation, and smart manufacturing is helping build Actsyl into a global contender in the haircare space.
IG Video
You’ve probably never heard of Actsyl, but it’s quietly becoming a go-to women’s hair growth brand—started with one simple mission. Adam Xavier, a veteran of the manufacturing world, watched his wife struggle with postpartum hair loss. With years of experience in hair and skincare, Adam teamed up with his chemist to create a formula just for her. The results were incredible—her hair came back thicker than ever.
Their friends wanted in. So Adam and his wife put together branding, packaging, and got Actsyl up on Amazon with almost zero marketing. Within months, word-of-mouth took off, and real customers confirmed the product’s effectiveness. Today, Actsyl is tackling new markets and aiming for global distribution.
Actsyl shows what happens when you solve a real problem and listen closely to your customers.
📢 Short VO
Building global brands in beauty isn’t just about having the right formula—it's about knowing how to navigate manufacturing, regulations, celebrity collaborations, and market expansion from day one.
On this episode, we’re joined by Adam Xavier, president of the Xavier Group. Adam’s the brains behind Actsyl, a women’s hair growth and support brand, and has years of experience in manufacturing for both hardware and beauty, including launching skincare lines for Paris Hilton. In our conversation, Adam breaks down the real-life process of spotting a problem—like postpartum hair loss—using your network to build solutions, and thinking ahead about regulatory hurdles and patent protections in the supplement and beauty space. He goes deep on working with celebrities, scaling DTC brands through channels like Amazon and Rite Aid, and why getting the legal and logistical groundwork in place early is just as critical as great branding. We also get a peek into what it takes to grow globally, especially into tricky but high-potential markets like China.
This is episode 253 with Adam Xavier—listen in for tactical stories on taking a beauty brand from prototype to international shelves.
Hormozi Prompt
I didn’t know anything about women’s postpartum hair loss until my wife started experiencing it.
I didn’t ignore it.
I didn’t assume it would fix itself.
I didn’t rely on generic solutions.
I didn’t wait for an “expert” to hand us the answer.
I sat with the challenge right at home.
I worked with my chemist, over multiple versions, until the formula actually helped.
I tested it with my wife, then with friends and small groups.
I didn’t blow money on a massive launch.
I didn’t chase every expensive marketing trend.
I quietly put the product up on Amazon.
I let results speak first—no hype, no huge campaigns, just what worked.
That’s what gave us momentum—real results for real people. The proof that we actually solved a problem.
I would have never jumped to mass market or chased every distribution deal up front. Slow, small-scale, and focused let us build something solid—something we knew actually worked—before we went bigger.
“Just launch fast and talk big” isn’t the answer for everyone, especially in wellness and DTC. Start with a real problem. Get the formula right. Make sure it helps the first actual users, not just the imaginary ones. Scale when it’s real—not before.
This approach worked for us. Find the process that works for you. Just build something that delivers.
Timestamps Trial
00:00 Introduction: Adam Xavier’s DTC journey
02:12 Adam’s background: From motorcycle security to DTC and manufacturing
03:27 The path to skincare: Working with Paris Hilton and other celebrity brands
06:40 The origin of Actsyl: Solving women’s hair loss with personal experience and formulation
09:16 Navigating regulations: Taking hair growth products to market
11:09 Ingredient selection, global compliance, and marketing claims
13:41 Ethics in formulation: Clean, vegan, and cruelty-free considerations
15:41 Patents in formulation: Leveraging patented ingredients and supplier partnerships
20:03 Practical IP: Using and marketing patented ingredients in consumer products
24:26 First steps with patented ingredients: Sourcing, manufacturing, and liability
26:01 Brand building: Packaging, positioning, and the operational checklist for launch
29:46 Scaling up: From initial demand tests to retail partnerships and Amazon
30:44 Managing large orders: Manufacturing, negotiations, and logistics
34:14 Working with celebrities: The Paris Hilton line, brand momentum, and distribution
38:56 Structuring celebrity partnerships: Equity, royalties, and working with managers
44:12 Risk in celebrity and influencer deals: Aligning incentives and protecting the business
48:21 Next phase: Growth plans for Actsyl in the US, UK, and China
52:18 New product lines, collaborating with beauty boxes, and building brand awareness
53:27 Where to find Actsyl: Social channels and direct-to-consumer site
53:56 Connecting with Adam Xavier: LinkedIn and outreach
54:21 Outro and closing remarks
Custom LinkedIN Post Format
If I had to launch a new DTC beauty brand from scratch in today’s crowded market, here’s the exact blueprint I’d follow:
(This is the go-to-market strategy Adam Xavier shared on DTC POD after launching global brands like Paris Hilton Skincare and building Axel from product test to nationwide retail.)
To take a beauty product from idea to real sales, you need 3 foundations:
• Nail your formulation and safety
• Think globally from day one
• Treat your brand like it belongs on a retail shelf
Here’s how Adam puts it into practice…
Build with market access in mind, not just speed.
Most first-time founders rush to launch in the US only—Adam’s team formulates every product for global compliance (FDA, EU, China) from batch #1.
Don’t cut corners or you’ll regret it when you want to sell overseas.
Design your ingredients and claims to pass regulations everywhere you’ll want to grow.
Nail the operational basics before scale.
Before sending units to Amazon or retail, Adam ensures:
Ingredients are clinically tested
Packaging lists every required claim
Barcodes and product registrations are ready
Shelf life and storage are tested
Act like a national brand even if you’re in your kitchen. First impressions matter at every scale.
Leverage patented ingredients and supplier research.
You don’t need to invent every compound. Adam’s best sellers use globally recognized ingredients (Redensyl, Capixyl) with clinical data and supplier support.
If you use patented actives, work “above board” with suppliers for access and marketing rights—protect your brand with contracts and trademarks early.
More lessons from Adam:
• First PO with retail? Negotiate hard, but keep control over your margins and inventory timing.
• Celebrity/influencer partnerships are never “set and forget”—expect intense deal-making, and align incentives up front. Don’t bet your business on anyone’s Instagram post.
• Always build the messaging and brand positioning before scale. Decide your audience and brand feel before you print a single box.
Breaking into beauty is HARD, but with expert manufacturing, global compliance, and a scalable brand foundation, you give your DTC brand a real shot.
—
Listen to Adam’s full DTC POD episode for deep dives on global distribution, working with celebrities, and tactical manufacturing ops:
https://dtcpod.com/episode-253-adam-xavier
#DTC #Beauty #Ecommerce #BrandBuilding #Manufacturing #ProductLaunch
WEEKLY LINKEDIN SAMPLE POST
If I wanted to build a DTC skincare brand from scratch (and actually have a shot at scaling globally), here’s the roadmap I’d follow:
(Taken directly from the playbook Adam Xavier shared on DTC POD—after going from patents in motorcycle tech, to launching a Paris Hilton skincare line, and scaling Axel Hair to major US & UK retail and prepping for China.)
Here’s the shortcut:
Start with a Real Problem—and Personal Evidence
Adam discovered that his wife’s postpartum hair loss was way more common among women than he realized. He worked with his chemist to create real prototypes that made a tangible difference—before ever thinking about branding.
No market research or survey beats your own product solving a real pain point for you or someone close.
Nail Your Formulation and Compliance from Day 1
Don’t just chase trends—understand every ingredient: where it can/can’t be sold, regulatory rules in every target market (US, EU, China). Use reputable, clinically-tested ingredients from global suppliers; lean on their research and patented tech so you’re not inventing the wheel or burning capital on new patents.
Build your own unique formulation and brand positioning, but work directly with ingredient suppliers to ensure you can leverage their data and legality. That’s how you future-proof your expansion.
Build the Brand Backwards—from Packaging to Messaging
Don’t just design a logo—decide exactly who you serve, how you’ll stand out in the market (cost, luxury, clinical) and how your packaging and messaging backs that up.
Get your barcodes, package design, legal copy, and website assets tight—even if you’re starting with small batches on Amazon or DTC. Make it look legit from the jump, so retail and bigger distribution don’t feel risky taking you on.
Distribution: Start Scrappy, Plan for Scale
Adam and team went straight to Amazon with a minimal launch, landed organic feedback, and used those learnings to build out retail readiness. But when you’re ready, prep for 5,000 or 50,000+ unit POs. Know your manufacturing, margin structure, and shipping inside-out.
Getting into a retailer like Rite Aid or a distributor in the UK means you need marketing materials, supply chain clarity, and a real plan. Think beyond just “get the order”—anticipate what they’ll need downstream.
A few more direct-from-the-episode power moves:
• Think about global markets from the beginning—even if you’re only selling local today
• Use trademarks and robust supplier relationships for IP protection; don’t waste early funding on utility patents unless it’s truly novel
• Structure celebrity/influencer deals with as much up-front clarity as possible. Incentives, ownership, and risk HAVE to be aligned or you’ll run into trouble down the road
Takeaway:
You don't need a celebrity to launch, but you do need a differentiated product, operational discipline, and future-proofed compliance. That’s how Axel moved from an Amazon store to Rite Aid, UK distribution, and now preparing for the Chinese market—all while staying nimble and avoiding expensive mistakes.
—
Listen to the full DTC POD with Adam Xavier for all the actionable details on product development, retail scaling, and structuring celeb partnerships (without risking your whole business):
(DTC POD #253 - Adam Xavier, XG Formulations: Building Global Skincare Brands for Paris Hilton, Actsyl, & More)
#dtcpod #skincare #dtc #founderplaybook #retail #cosmetics #amazonlaunch #globalexpansion
dtcpod newsletter NEW (test)
Adam Xavier is the President of Xavier Group and founder of XG Formulations, a manufacturing powerhouse behind global skincare brands including Paris Hilton’s line and Actsyl, a fast-growing women’s hair growth brand. With over 18 years’ experience spanning hard goods, tech, and beauty, Adam has mastered bringing innovative products to retail and online shelves for domestic and international markets.
What you’ll learn:
How Adam pivoted from inventing motorcycle security devices in New York to developing celebrity beauty lines in California, finding cross-industry advantage in manufacturing and supply chain relationships.
The unique steps to taking a hair growth brand from kitchen-table innovation to Amazon bestseller and major US retail, plus early strategic thinking for global expansion.
Why ingredient selection, regulatory planning, and ethical sourcing are essential for long-term success—especially if you’re eyeing entry into multiple markets like China and the EU.
The surprising operational considerations and deal structures involved in launching products with celebrity partners, and how pandemic disruptions affected global product rollouts.
Why securing IP protections (patents, trademarks, and legal agreements) early on is critical to safeguard product and brand integrity.
How brand building, packaging design, and sales channel strategy play pivotal roles in the journey from “friends and family feedback” to mass retail and direct-to-consumer growth.
Some takeaways:
Adam’s path to DTC started with motorcycles and ended up solving real problems for his wife, which led to the creation of Actsyl—demonstrating that many great brands are born from personal insight and necessity.
Success in beauty and wellness formulations isn’t just about fast go-to-market; it’s about regulatory foresight—planning for ingredient approvals and marketing claims that work in the US and future-proofing for markets like China.
Working with patented and trademarked ingredients is common in beauty. Startups leverage the IP and clinical data from major global suppliers, but need to arrange legal agreements to utilize these claims in their own marketing.
Contrary to the typical “celebrity launches = instant success” myth, launching a celebrity line requires strategic planning, legal negotiation, and ongoing work beyond a few social media posts—plus, the pandemic can upend even the best-laid plans.
When scaling from Amazon to big box retail, operational readiness is vital. This includes everything from barcodes and compliant packaging to detailed marketing literature and clear brand positioning—whether you want to look clinical, prestige, or mass market.
First production orders can be daunting—Adam’s experience showed that knowing your manufacturing scale, supply timelines, and negotiation points with major retailers makes a massive difference, especially when initial POs reach tens of thousands of units.
The biggest risk in influencer or celebrity-driven products? Lack of alignment and clarity at the outset. Adam stresses the importance of thorough deal-making and open conversations on structure, incentives, and risk sharing.
Expanding internationally, especially into China, requires not only ingredient and regulatory planning but also an understanding of local consumer attitudes. Adam’s early groundwork now positions Actsyl for growth in Asian markets.
Where to find Adam Xavier and Actsyl:
• LinkedIn: https://www.linkedin.com/in/adamxavier/
• Instagram: https://www.instagram.com/actsylhair/
• Facebook: https://www.facebook.com/Actsyl/
• Website: https://actsyl.com/
In this episode, we cover:
(00:00) Introduction to Adam Xavier and Xavier Group’s direct-to-consumer evolution
(02:30) Going from motorcycle inventions to facial devices and working with Paris Hilton
(06:40) Solving real-world problems: the origin story of Actsyl’s hair growth line
(09:56) Navigating US and international regulations, ingredient sourcing, and ethical considerations
(15:41) Patents, trademarks, and leveraging supplier-provided clinical research
(20:42) How to secure permission to use patented ingredients and support marketing claims
(26:01) Operational steps: Taking a product from kitchen table to Amazon and retail
(30:44) Production orders, scaling logistics, and navigating big box retail negotiations
(34:34) The realities of launching with celebrities and influencers: structure, risk, and lessons learned
(47:56) Growth plans for Actsyl—pr major retail, China expansion, and product pipeline
(53:27) Where to connect with Adam and learn more about their journey
Referenced:
• Actsyl: https://actsyl.com/
• Paris Hilton Skincare Line: (industry reference; specific site may vary)
• Lucas Meyer Cosmetics: https://lucasmeyercosmetics.basf.com/
• Ipsy & Boxycharm: https://www.ipsy.com/ | https://www.boxycharm.com/
Key insight from Adam:
“If you spend the time on ingredient research, compliance for global markets, and good IP hygiene upfront, you save yourself massive headaches—and costs—down the road. You want your creative collateral, brand, and product protected before you even think about scaling.”
For entrepreneurs starting a beauty, supplement, or wellness brand:
Don’t shortcut regulatory research or patent/trademark arrangements—get clarity early.
Be realistic about celebrity/influencer partnerships and structure deals thoroughly.
Plan for multi-market ingredient compliance from day one—a “quick US launch” can box you in later if you want to expand internationally.
Looking ahead, Adam’s roadmap for Actsyl focuses on deepening US retail partnerships (Rite Aid, FullBeauty Brands), rolling out in the UK and China, and supporting new product innovation in the hair and brow care space.
[New] Show Notes
Episode Summary
Adam Xavier, President of Xavier Group and founder of XG Formulations, joins DTC POD to discuss building global skincare and haircare brands, including his work with Paris Hilton and the launch of Actsyl, a women’s hair growth brand. Adam shares his journey from physical product invention to mastering direct-to-consumer (DTC) online sales, with a special focus on the intricacies of manufacturing, regulatory compliance, brand partnerships, and scaling into international markets like China.
Episode Notes
Adam Xavier has spent over 18 years in manufacturing, evolving from inventing a motorcycle security device to developing globally-distributed beauty products. His deep industry experience covers working with celebrity talent (notably Paris Hilton), bringing innovative hair and skincare formulations to market, and overcoming challenges from regulatory hurdles to global supply chain disruptions. In this episode, Adam unpacks what it takes to create a successful DTC health and beauty brand—from formulating products designed for specific customer needs to securing patents and navigating international expansion. He also sheds light on the complexities of working with celebrity talent, the importance of IP protections, and the nuances of global ingredient sourcing.
On this episode of DTC Pod, we cover:
Adam’s evolution from hardware inventor to beauty and personal care manufacturing
Producing and launching products for celebrities and influencers (Paris Hilton's skincare line)
Identifying real consumer problems and building effective solutions (Actsyl’s approach to women's hair loss)
Regulatory considerations, ingredient sourcing, and formulating for global markets
Navigating the difference between U.S., EU, and Asian cosmetic regulations
Working with patented ingredients and understanding IP strategies for formulations
Bringing a new DTC product to market: operational logistics, marketing, and Amazon
Building the right brand messaging, packaging, and positioning for retail
Managing large POs, retail deals, and manufacturing scale
Challenges and rewards of celebrity/influencer brand partnerships
Market timing and risk management when collaborating with high-profile talent
Growth strategies: PR, retail distribution, and international expansion
Planning for entry into the Chinese beauty and wellness market
Extending product lines and targeting new consumer segments (eyebrow and lash serums)
Timestamps
00:02 Adam’s journey from manufacturing motorcycle parts to skincare & DTC
00:04 How Adam connected with Paris Hilton and developed her skincare line
00:06 The origin story behind Actsyl and solving women’s postpartum hair loss
00:10 Regulatory considerations: ingredients, clinical claims, and marketing
00:12 Planning formulations for global regulatory compliance
00:15 Patents in haircare: using patented ingredients and IP considerations
00:20 Working with ingredient suppliers and leveraging clinical trials
00:26 Steps from prototype to product launch on Amazon and beyond
00:30 Managing the first big PO: manufacturing, negotiation, and logistics
00:34 Breaking down the Paris Hilton brand partnership: opportunities and challenges
00:38 The myth vs. reality of instant success with celebrity brand launches
00:41 Structuring deals and aligning incentives with celebrity partners
00:48 Actsyl’s 2023 growth roadmap: PR, retail, and international markets
00:51 Plans for expansion into China & UK retail partnerships
00:53 Where to follow and connect with Actsyl and Adam Xavier online
This episode is packed with actionable advice for emerging DTC founders, formulators, and anyone interested in the intersection of beauty, manufacturing, and influencer partnerships.
Made with Castmagic
Turn any recording into a page like this.
Upload audio or video — interviews, podcasts, sales calls, lectures. Get a transcript, summary, key takeaways, and social-ready clips in minutes.
Google
Apple
Or learn more about Castmagic first.
Magic Chat
Try asking