Sunday Riley launched her skincare line in 2009 and companies like Barneys became interested in her products before they were even manufactured. When she presented the concept of her products they were a hit even though she only had a few prototypes like that of the product that would become Good Genes. At the time, these products didn’t even have an official name and she was unsure of what she would do.

The main buyer of the brand suggested to her that she use her own name on her products. While she was extremely hesitant about doing this at first, Sunday Riley (@sundayriley) eventually decided that it was the best thing for her company that would show that she truly stood behind every product that she sold. Riley’s products reflect on her in a real way and initially, she was mortified of the concept. As customers began expressing their happiness with the brand, she realized that choosing her own name was one of the best things that she could have done for branding.

Branding isn’t the most important part of the Sunday Riley line. Instead, it’s the quality of the ingredients that she uses and the products overall. Every detail was considered during the development process including the sophisticated packaging. It’s not glossy and instead has a minimalistic feel with everything labeled in a clear way for their customers. She doesn’t want to just sell her customers a brand. Sunday Riley wants to sell her products because people know that they work and are of great quality that can be trusted.

While Sunday Riley was able to get into huge, upscale retailers like Barneys early on, she still didn’t have much money for marketing. She came up with a solution for this product using social media. While there weren’t that many companies doing this at the times, it turned out to be a great business move that made a huge impact. By making sure that social media influencers had these products to use, word spread quickly and people began to happily tell their friends about the results that they had achieved with them.

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