How Skinfunctional is Growing 50% YOY

I'm Jandre, founder of V8 Media (Top 1% Digital Agency) & V8 Capital. We've worked with over 500 businesses since 2018 and generated nearly 1.4 billion in sales for small DTC brands. Through investing in and scaling multiple businesses, I’ve discovered the patterns behind brands that grow consistently — and today’s episode uncovers exactly how Skin Functional is doing it.Got a question? Email me at jandre@v8media.co.za🗒️ What You're Going to Learn in This Video:In this episode, we sit down with Natasha Dorval, Brand Manager at Skin Functional — South Africa’s fast-growing, science-backed skincare brand founded by cosmetic scientist Shannon Dugal. We unpack how Skin Functional maintains radical transparency in its formulations, built industry-leading customer loyalty, leverages UGC, Meta ads, SEO, Klaviyo segmentation, and scaled into international markets with 50% YoY growth. Natasha breaks down their move from WooCommerce to Shopify, how Stitch and Apple/Google Pay increased conversions, and the real strategy behind Black Friday, content, and founder-led brand building.⏱ Timestamps: 0:00 – Intro & welcome 0:32 – Skin Functional’s origin story & mission 1:40 – Why the brand has grown 50% YoY 2:00 – Skin confidence vs beauty trends 3:00 – The power of education, routines, and ‘how-to’ packaging 4:20 – Founders in content: why Shannon is now front-facing 5:30 – The role of UGC & authentic customer reviews 6:40 – Their full 360 marketing approach: SEO, social, email & ads 7:30 – Meta vs TikTok: which platform actually converts 8:45 – Why Meta’s targeting still outperforms 9:50 – What metrics they track for different campaign objectives 10:40 – Email’s massive revenue contribution 11:50 – How Klaviyo segmentation transformed their CRM 12:40 – WooCommerce frustrations & why they moved to Shopify 14:00 – Checkout optimisation & reducing drop-offs 15:30 – Preparing for Black Friday & avoiding crashes 17:00 – Why they spread Black Friday over multiple days 18:30 – Stitch, Apple Pay & Google Pay: impact on conversions 20:00 – The shift in customer payment behaviour 21:00 – Tools & plugins that improved search and UX 23:30 – AI-powered skin analysis tools (online & in-store) 26:00 – Why authenticity in marketing will always win 28:40 – Final lessons for founders & marketers🔎 Hashtags 🔎 Related Searches:Science-backed skincare South AfricaSkin Functional founder storyBest South African skincare brands 2025How to scale a DTC beauty brandMeta ads for beauty brandsTikTok vs Meta for ecommerceShopify migration from WooCommerceBest payment gateways in South AfricaStitch vs Payfast vs PayflexBlack Friday ecommerce strategy SAKlaviyo segmentation examplesAI skin analysis tools for ecommerce🔑 Keywords:Skin Functional skincare, South African skincare brand, DTC beauty growth, Shopify South Africa, WooCommerce vs Shopify, Klaviyo segmentation strategy, Stitch payment gateway South Africa, Apple Pay South Africa, Google Pay South Africa, UGC beauty content, founder-led brand marketing, ecommerce tools SA, performance marketing South Africa, skincare ecommerce, customer data segmentation, Black Friday SA strategy, skincare content strategy, checkout optimisation tools, beauty brand marketing insights🔗 Links:Need someone to do your marketing for you? Need investment for your business? 📱 Follow Me on Social Media:Instagram: / officialjandredebeerTikTok: / officialjandredebeerLinkedIn: / jandredebeer

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How Skinfunctional is Growing 50% YOY is an episode from V8 MEDIA SA | Digital Marketing Tips and Strategies For SME's by Jandre de Beer .

This episode is 00:30:50 long.

This episode was published on Jan 24, 2026.

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