What if a pimple patch wasn't something to hide? What if it could be a fun, bold accessory? That’s precisely the concept behind Starface World, the business that turned a basic skincare item into a symbol of self-expression. Since starting in 2019, Starface has grown into a $90 million-a-year business by mixing creative ideas with strong social media skills. Here's how they did it.
A New Take on Acne Care
People have always tried to conceal acne, but Starface took a completely different approach. As a recent CNBC Make It video explains, founders Julie Schott and Brian Bordainick wanted to make growing up – and dealing with acne – a more positive experience. Instead of hiding blemishes, Starface's pimple patches encourage people to embrace them with pride.
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Their first product, the yellow Hydro-Star, wasn't just a skincare tool but a fashion statement. These star-shaped patches came in bright, fun packaging and even had a mascot, Big Yellow, who “came from outer space” to help people feel better about acne. Starface soon added new colors, special ingredients and even a clear patch for people who wanted something less flashy.
Starface's success lies in its branding. Everything about the company – from its products to its messaging – is designed to appeal to Gen Z and Gen Alpha. The brand's playful tone, vibrant visuals and inclusive message have made it incredibly popular on social media. Platforms like Instagram and TikTok are filled with people proudly showing off their Hydro Stars.
This unique approach has created a sense of community, as owning a Starface product is about more than skincare. The company's message is that it's okay to have acne and to have fun with it.
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From Hype to Profits
Starface's focus on self-expression and inclusivity resonated, especially during the pandemic. The brand gained massive traction as people spent more time on Zoom and experimented with self-care. By 2023, Starface had become profitable and sold its products at major retailers like Target, Walmart and CVS.