5 Key Takeaways That Make You Love Topicals’ Creative Branding

What makes a brand memorable?

It is more than their logo or a viral post on social media.

The companies that understand this are able to make their customers feel seen.

They are consistent and thoughtful in their approach.

And they think of every aspect of the brand carefully.

Topicals has done a great job of putting this into practice. They've built their brand around this idea, using creative branding to connect with their audience in a real way.

As if You Haven’t Heard of Topicals

Topicals is a science-backed, shade-inclusive skincare brand founded in 2020 by Olamide Olowe. The Gen-Z-centric brand aims to reframe the narrative when it comes to skincare. Their products are designed to help consumers with chronic skin conditions.

At Topicals, all skin is good skin! It's that mindset that has rapidly pushed the brand to be a leader in the skincare and beauty industry.

Topicals’ Vibe

Topicals’ brand personality is portrayed as creative, inclusive, fun, and cultural. With a younger customer base, their relatability allows them to build trust. They aren't forcing a bunch of clinical terms on you when it comes to product offerings. They give their products names like High Roller Ingrown Tonic and Slick Salve Lip Balm. It keeps the conversation about skincare light and casual. 

Taglines like "Skincare for flare-ups" and "You make skin look good" give the brand a different story. It removes bias from traditional beauty standards and allows you to embrace imperfection. It is this kind of thinking that helped the company triple its sales in 2021.

Boring Campaigns? Not With Topicals!

Topicals' creative branding uses masterful storytelling to create cheeky and culturally relevant campaigns. They lean into nostalgia marketing and pull references from the Y2K era. Eye-catching visuals, mixed with thoughtful creative elements, make their short videos scroll-stopping.

By producing high-quality creative video and imagery, they contribute to the conversation. Their campaigns are shining a light into ethnic communities and different diasporas. You can see this example visually in their Pomegranate Slick Salve campaign.

The creative campaign highlighted Middle Eastern and North African communities. True to Topicals' style, pomegranate was more than a fruity scent, but a key storytelling piece.

They used Middle Eastern and North African women, Arabic text, and voiceover to draw you in and create accurate representation. The creative team was spot on, tastefully making an impact, as they always do.

Another recent campaign, Smoothest in the Game, focused on partnership. Topicals teamed up with LA Laker Jarred Vanderbilt and Seattle Storm Lexie Brown. During this campaign, the brand launched a bar soap, Slather Exfoliating & Smoothing Bar. This product aims to improve dry skin, texture, and bumps associated with KP. 

The campaign mixes timely cultural relevance with sports-themed messaging. It is enhancing the brand by strengthening brand awareness and opening the door to future collabs and opportunities for growth.

Speaking of growth, the brand is building on this momentum with its recent funding. The Business of Fashion reported that WNBA player Angel Reese and Nigerian music artist Rema have invested in Topicals.

This news comes after the company's most recent round of funding. Topicals has raised over $22.6 million since launching, even as many investors pulled back from Black-owned businesses in the industry. Olamide describes Reese and Rema as culture leaders, further adding to the brand's cultural landscape.

It’s About the Customers

If you want to be a strong brand, you have to focus on the customer. When you successfully focus on their needs, the marketing does itself. We already know that Olamide and Topicals create products to make skincare less of a hassle. So, what else? Social listening! They are taking the time to say, "We hear you." 

In 2024, Olamide sat down on TikTok to "reset the room" and discuss feedback on the Slick Salve product. She welcomed discussion about her products and uplifted other Black-owned brands. Olamide understands that Topicals doesn't need to please everyone. But the brand is there for those who found something worth sticking around for.

"Your products aren't just skincare; they're confidence in a tube." - Instagram User

The brand also promotes the Spottie Sphere loyalty program as a way to connect. They've positioned it as a place where interactive community building comes first. The creative branding tactic here is simple: authentic customer focus. Becoming a Spottie Hottie, Mutual, or Close Friend unlocks certain community benefits. Dedicated fans look forward to those giveaways, product testing, and private virtual events. 

Topicals has proven that they don't want to just listen; they want to lead the conversation.

Rockin’ With Topicals

You can't mention Topicals without mentioning their iconic brand trips. One of the most notable trips for Topicals in 2023 was to Accra, Ghana. The brand traveled with BIPOC (Black, Indigenous, and People of Color) creators for Detty December. 

The trip focused on generating a full, immersive and engaging experience. There, the creators were spotted sporting the Faded Eye Masks as if they were a part of their outfits. This generated such a positive response and made for a truly viral moment.

Topicals isn't a stranger to a good trip. With brand trips to places like Bermuda and the Swiss Alps, they know how to create authentic and meaningful experiences.

More and more fans and creators are dying to go on these brand trips following the success of the others. Topicals understood what they wanted and allowed them to join. 

Through social media, the brand asked, "Feeling FOMO from our previous trips?" They then followed up with, "Show us how you Get Faded." To enter, fans and creators had to share a photo wearing Faded Eye Masks, tag the brand, and use #FadedFridays.

With all the anticipation, we can't wait to see where Topicals goes next!

For the People

When Olamide Olowe started Topicals, she wanted to create an approachable skincare brand. She also wanted to partner with those who shared her values and passion for community. It's about more than the products. Olamide understands the connection between chronic skin care conditions and mental health.

The Topicals site shares that "People with chronic skin conditions are up to 6x more likely to face depression or anxiety." Also, "1 in 4 young adults, women, and people of color experience a mental health disorder each year." They see the needs of the community and are fighting to "heal the whole person." 

The brand partners with organizations leading efforts in mental health, racial equality, and humanitarian aid. This idea of philanthropy is more than giving dollars; it's a part of the brand's identity. 

Conclusion : Strong Creative Branding, Even Stronger Presence

Topicals shows how investing in creative branding strategies can create long-term success. If other brands want to better position themselves for growth, they should take these ideas from Topicals' playbook into consideration.

Takeaway 1: Consistency allows you to create a strong identity.

Takeaway 2: Effective storytelling can foster a deeper connection.

Takeaway 3: Brands that "get it" listen.

Takeaway 4: One-of-a-kind brand trips don't have to push a product. They just need to bring people together purposefully.

Takeaway 5: You can find your community by standing strong in your company values, not shying away from them.

🪽 Written by Kiyauna McGirth