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In 2018, Sunbabe started as a small, creative idea, founded and run by two sisters at 24 and 22 years old. Over the next six years, the brand has evolved from a bootstrapped, owner-operated project to a brand with revenues exceeding eight figures from 10 different countries. Sunbabe is turning heads in the hair and beauty space with a simple yet compelling offer: natural-looking, shimmery highlights without yucky chemicals or expensive salon treatments. With over 200,000 customers and growing, the brand’s momentum is a case study on lean growth, a customer-centered vision, and a nuanced product offering.
From Bootstrapped Beginnings to Steady Growth
Sunbabe’s story began in 2018 on a warm afternoon at a family cottage when sisters Angelika and Victoria Melnyk were nostalgic about the carefree days of summer and a particular aspect of it from their teenage years —the specific way their hair looked after a full summer spent in the sun. They could picture the look clearly, the effortless, sunlit shimmer of highlights that were revealed by sunny days outside, not by bleach and foils. As adults, finding a method that recreated this nuanced effect was difficult. The options available were too strong, leaving hair feeling brittle. The experience of bleaching your hair was either unpredictable or created results that looked unnatural, with stripey white highlights that were all wrong.
Determined to capture the subtlety and vision that they were after, they set out to create something they thought could achieve it and worked with a small but capable team of cosmetic formulators. From this came Sunbabe’s Solar Hair Lightener. Anyone can apply it at home and watch their hair transform into a shimmery, sun-kissed version of itself—without the acute damage associated with bleach.
“We started with the idea that people really want their own hair, just lighter,” Melnyk explains. “It’s about enhancing what you already have in a way that feels effortless.”
Despite some formidable challenges, Sunbabe has grown 50% every year and has picked up momentum. With rising advertising costs and fierce competition from incumbent players, DTC Beauty is not for the faint of heart. The brand has leaned deeply into the strategy that earned it resonance in the first place — sharing authentic customer photos with their audience on social media.
A Customer-Centred Approach
As established, much of Sunbabe’s resonance seems to be from its focus on the experience of its customers. The company’s Instagram page is all smiling Sunbabes—real people sharing their unique results from using the brand’s products. This approach not only creates a sense of community among “Sunbabes,” but also serves as a form of organic marketing that feels more genuine than traditional ads.
“We didn’t have the budget for high-production advertising campaigns,” Melnyk says. “But our customers were really excited to share their results with us. Even though we have the budget now, our customers are at the core of our brand, and it’s important to us to share real results from our products.”
Beyond Instagram, Sunbabe has garnered glowing reviews across other platforms, with a 4.8-star rating from over 1,400 verified reviews on Google.
Expanding the Product Line
The company’s product line is carefully curated, focusing on quality over quantity, with new products to launch this summer. In 2023, Sunbabe launched two new products, Ultraviolet Hair Oil and Blue Tea Toning Mask, created to complement and enhance the hair lightening process while keeping hair healthy and hydrated. These additions were direct responses to requests for products that could enhance the lightening process while maintaining hair health. Both have been well-received, with customers appreciating the lightweight, silicone-free formulations that align with the brand’s values of simplicity and effectiveness.
Melnyk explains. “We’ve always focused on what they need rather than chasing trends.” This focus has helped Sunbabe differentiate itself instead of becoming distracted by what other brands are doing.
Three new products are already set to launch next year, all of which have been designed with the same attention to customer feedback. While Melnyk has not revealed specifics, the upcoming products will continue to prioritize natural, gradual lightening, and healthy hair—two hallmarks of the brand.
Challenges and Future Plans
Like any growing company, Sunbabe has faced its share of challenges. Scaling up from a bootstrapped startup to a multimillion-dollar brand has required overcoming many hurdles from rising advertising costs to counterfeit products and copy cats. However, the founding Sunbabe sisters and their team are continuing to follow their true north by staying focused on the customers.
Contact Info:
Name: Kate M.
Email: Send Email
Organization: Sunbabe
Website: http://sunbabehair.com
Release ID: 89144969
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