What it takes to bring a Greek haircare brand to the US

Greek haircare brand Alexandra Organic recently made the jump into the US market, a move that has given the team a number of challenges to get things on the right track.

Cosmetics Design spoke to brand founder Klea Alexandra Pashaj, who outlined the steps she had to take to get the brand on the map in the US, including the regulatory journey and the detailed strategy to help connect with the audience, including the all-important steps that have been taken to help build an engaged community.

“As a Greek brand, the first steps I had to take to get Alexandra Organic on the market were rooted in my personal journey and passion for creating clean, effective hair care products,”​ Pashaj said.

To establish the startup strategy in the US, Pashaj explained the key four pillars:

• Identifying the Need: After experiencing severe hair damage, I embarked on a personal quest to find a solution. As a chemist, I used my knowledge and expertise to develop two formulas for a shampoo and a hair mask that showed promising results in restoring my hair's strength and health.
• Sharing on Social Media: I began sharing my hair restoration journey on social media, documenting my progress and the formulas I had created. The response from others was overwhelming, with many expressing interest in purchasing the products for themselves.
• Starting Small: Encouraged by the demand, I decided to start selling my products through Instagram. This allowed me to connect directly with customers and gather valuable feedback while also generating income to fund further development and expansion.
• Opening the First Store: With the success of selling through Instagram, I saved every penny and worked tirelessly to gather enough funds to open my first physical store. This marked a significant milestone in bringing Alexandra Organic to a wider audience and establishing a dedicated space for customers to experience our products.

A 12-month regulatory and logistics journey​

But to get to these goals required a lot of planning, no small amount of paperwork and a number of obstacles to overcome, as Pashaj explains:

“The process of getting our brand on shelves in North America took approximately 12-months. It involved navigating through various regulatory requirements, establishing partnerships with distributors, and conducting market research to understand the preferences and demands of North American consumers. The trickiest aspect is always getting seen and establishing trust with a new community.”​

Establishing that all-important trust can mean an extra level of effort, particularly when it comes to building recognition and familiarity with a non-US brand. Fortunately Greek beauty already has an established reputation in North America, enabling Alexandra Organic to leverage this.

“Greek beauty products are generally perceived positively in North America. They are often associated with natural ingredients, traditional beauty practices, and a focus on holistic wellness. Greek beauty brands are admired for their use of high-quality, plant-based extracts and their commitment to clean formulations,”​ said Pashaj.

“To develop the connection between North American consumers and Alexandra Organic's cultural identity, we actively highlight our Greek heritage in our brand messaging and marketing efforts. We emphasize the inspiration behind our brand name, Alexandra, which derives from the Greek Goddess Hera. This connection to Greek mythology adds a touch of cultural richness and authenticity to our brand.​

“Additionally, we incorporate elements of Greek culture into our product packaging, such as using Greek-inspired patterns or symbols. We also share the stories and traditions behind Greek beauty practices, educating our customers about the benefits and history of these practices.​

“By showcasing our Greek cultural identity, we aim to create a deeper connection with North American consumers who appreciate the authenticity and unique qualities that Greek beauty products offer. We want our customers to feel a sense of cultural immersion and trust in our brand's commitment to delivering effective, affordable, and organic beauty essentials without compromising on quality.”​

Getting regulatory requirements right ​

Entering the US organic beauty market as a Greek brand has had both rewards and challenges, but ultimately has taken a lot of careful planning to ensure the brand has followed all the regulations precisely.

“To ensure that we could make the organic claim, we followed a rigorous process. Firstly, we conducted extensive research to understand the organic certification standards and requirements set by the US regulatory bodies. This allowed us to align our formulations and manufacturing processes with these standards,”​ Pashaj said.

“Next, we worked closely with recognized organic certifying bodies to obtain the necessary certifications. This involved providing detailed documentation and evidence of our organic ingredients, sourcing practices, and manufacturing processes. We underwent thorough audits and inspections to ensure compliance with the organic standards.”​

Establishing consumer trust​

Ensuring the safety, quality and necessary transparency for the products has also proved to be a vital as part of the brand’s efforts to establish trust among its newly acquired US consumers, something that takes a great deal of time and effort to establish.

“We implemented strict quality control measures throughout our supply chain to maintain the integrity of our organic claim. This included sourcing organic ingredients from trusted suppliers, conducting regular testing to verify the absence of harmful chemicals, and ensuring proper labeling and transparency in our product packaging,”​ said Pashaj.

“By adhering to these rigorous processes and obtaining the necessary certifications, we were able to confidently make the organic claim for our products in the US organic beauty market. This helped us establish credibility and trust with consumers who prioritize organic and clean beauty options.”​

Getting organic standards right​

Entering the US organic beauty market as an overseas brand can be both challenging and rewarding. It requires careful planning, adherence to strict regulations, and building trust with consumers.

“To ensure that we could make the organic claim, we followed a rigorous process. Firstly, we conducted extensive research to understand the organic certification standards and requirements set by the US regulatory bodies. This allowed us to align our formulations and manufacturing processes with these standards,”​ said Pashaj.

“Next, we worked closely with recognized organic certifying bodies to obtain the necessary certifications. This involved providing detailed documentation and evidence of our organic ingredients, sourcing practices, and manufacturing processes. We underwent thorough audits and inspections to ensure compliance with the organic standards.​

“Additionally, we implemented strict quality control measures throughout our supply chain to maintain the integrity of our organic claim. This included sourcing organic ingredients from trusted suppliers, conducting regular testing to verify the absence of harmful chemicals, and ensuring proper labeling and transparency in our product packaging.​

“By adhering to these rigorous processes and obtaining the necessary certifications, we were able to confidently make the organic claim for our products in the US organic beauty market. This helped us establish credibility and trust with consumers who prioritize organic and clean beauty options.”​

Fine-tuning to US consumer needs​

While being a clean beauty brand from Greece has had a positive impact on the brand’s reception in the US, Pashaj also explains how the brand had had to take some steps to perfect its product offerings for the US market, including getting the price point right, as well as fine-tuning the formulation to meet US consumers needs.

“One aspect of the brand that has resonated with North American consumers is our commitment to clean, organic beauty. North American consumers are increasingly conscious of the ingredients they put on their bodies and the impact of their choices on their health and the environment. Our focus on using high-quality, plant-based extracts and formulating our products without harmful chemicals has appealed to this consumer mindset,”​ Pashaj said.

“Additionally, our Greek heritage and the cultural identity we incorporate into our brand have also resonated with North American consumers. The association with traditional beauty practices, natural ingredients, and holistic wellness aligns with the growing interest in embracing global beauty rituals and seeking authentic, culturally-inspired products.​

“In terms of adaptations, we have recognized the importance of meeting North American consumer expectations in terms of product performance and pricing. While our initial formulations were effective, we have continuously refined and improved them based on feedback and market demands. This includes incorporating new ingredients or technologies to enhance product performance and addressing specific hair care concerns commonly faced by North American consumers.”​

The goal is to become a global brand​

By making the move into the US market, Pashaj believes she has taken a big step towards her ultimate goal of making the Alexandra Organic brand a global phenomenon.

“From the very beginning, my goal has always been for Alexandra Organic to become a worldwide brand. Over the past five years, I have been dedicated to growing the brand, continuously improving our formulations, and saving every penny to make this dream a reality.”​ Pashaj said.

“Through perseverance, hard work, and the support of our customers, I am determined to see Alexandra Organic reach new heights and become a trusted name in the global beauty industry.”​