Get started

Your first 20 skincare customers will almost never come from ads or Instagram. They come from people who already know you and have a skin problem your product solves. This guide shows you how to find those people in your existing network and ask them to buy, one conversation at a time.

All guidesFor founders of a skincare brand

1. Pick one skin problem to lead with

Your network will not respond to "I launched a skincare line." They respond to a specific problem they have, like dry hands from constant washing, breakouts from wearing a mask, or eczema flare-ups in winter. Choose the one problem your best product handles and build every message around it. Write it down in one sentence, for example: "A fragrance-free balm for hands that crack from washing all day."

2. List 50 people and tag who has that problem

Go through your phone contacts, WhatsApp groups, Instagram followers and old coworkers. Write down 50 names and mark anyone you know has the problem or works in a job that causes it. Nurses, hairdressers, chefs, baristas, new parents and gym regulars often deal with dry, irritated or stressed skin. Start with the people you marked, not the people you feel closest to.

3. Send personal messages, not a broadcast

Message each person individually and mention why you thought of them. Example: "Hey Sara, you mentioned your hands get wrecked on long shifts at the hospital. I just launched a balm made for exactly that. Want me to drop one off? It's $18, and if it doesn't help in two weeks I'll refund you." A clear price and a refund offer make yes easy and keep it from feeling like a favor.

4. Ask for an introduction to one specific person

Many contacts won't need your product but will know someone who does. Ask for one person, not a general share. Example: "Do you know anyone who works in a salon or kitchen and complains about their hands? I'd love one intro." Make it easy by giving them a short message they can forward.

5. Use the groups you're already in

Think about where you already belong: a parents' WhatsApp group, your gym's group chat, a local Facebook group, a Discord, an alumni Slack. Read the group rules first, then post a short, honest note about the problem you solve and a small offer for members. Example: "I make a fragrance-free balm for kids' dry winter skin. First 10 parents here get it at $12. Reply or DM me." One genuine post in a group where people know you does better than ten posts in groups where they don't.

6. Go to the workplaces of people you know

Ask a friend who manages a salon, cafe, clinic or gym if you can leave a basket of samples and a sign with your number or a payment link. Offer the staff a discount, because they are often the first buyers and the ones who will recommend it to clients. Come back a week later to collect feedback and take orders in person.

7. Follow up and ask for a review

Text every buyer after 10 to 14 days: "How are your hands doing? Honest answer helps me a lot." If they're happy, ask whether you can share their words, using their first name only, and whether they know one other person who needs it. Keep notes on what each person said, because their own words will become your best product copy.

8. Repeat it every day in small batches

Send 5 to 10 personal messages a day and keep a simple sheet of who you contacted, what they said and what to do next. Daily consistency gets you to 20 customers faster than one big launch post. Hulby, an AI cofounder, can run this daily loop with you by suggesting who to message, drafting the notes and tracking the follow-ups.

Mistakes to skip

  • Announcing the brand to everyone at once instead of messaging people who have the problem.
  • Giving away free products with no price, which tells you nothing about whether people will pay.
  • Leading with ingredients and branding instead of the skin problem the product fixes.
  • Forgetting to follow up, which loses most repeat orders and referrals.

Want this done for your skincare brand, every day?

Hulby finds the people asking for what you built, writes every reply and email, and keeps you on it until they pay. Free to start.

Find my first customers

Questions

Isn't it awkward selling to friends?

It's less awkward when you offer a fair price, a refund and a product that fits their real problem. You're helping them, not asking for a favor.

Should I give free samples?

Give small samples to workplaces and connectors who will spread the word. For individual friends, charge a price, even a discounted one.

How many people should I contact?

Start with 50 names and contact 5 to 10 a day. Expect a few yeses at first, then more as introductions add up.

What if my network is small?

Ask everyone who says no for one introduction. Each intro opens up a new network, and a small list can reach a few hundred people that way.