How a $900 Side Hustle Became a Multi-Million Skincare Brand
How a $900 Side Hustle Became a Multi-Million Skincare Brand
Back in 2016, Bushbalm started as a side hustle, a $900 experiment in natural post-shave oils. With the cheeky tagline “skincare for everywhere,” the brand quickly found fans who loved its playful voice and problem-solving products. Social media buzzed, orders rolled in, and it looked like the classic startup fairytale.
But then came the catch: success created a new kind of challenge. Bushbalm’s operations weren’t ready for the surge. Orders piled up, shipping slowed, and the team realized something critical, growth isn’t just about marketing, it’s about whether your business can actually keep up.
Instead of scaling blindly, Bushbalm made a smart pivot. They doubled down on streamlined fulfillment, smarter inventory forecasting, and resilient manufacturing. They didn’t just want more customers—they wanted happy customers who got their products fast, every time.
And it paid off.
The Growth by Numbers
From $900 hobby to a multi-million-dollar enterprise
During COVID, revenue jumped from a $600K run rate to $1.8M and then leapt to $8.3M the following year
In 2021, Bushbalm was projected to hit ~$15M USD in sales, aiming for $30M in 2022
By 2024, revenues were up 35% year-over-year, hitting $14.7M
Overall revenue has grown 600% since 2020
99% of sales run through Shopify
Innovation Fueled the Climb
1. Operations That Scale with Buzz
When early campaigns went viral, Bushbalm’s team realized their forecasting was off by a mile. They re-forecasted production four times in just 10 days. Today, they run weekly forecast calls to stay ahead of demand.
2. Multi-Channel Expansion
Bushbalm didn’t stay boxed in online:
Partnered with 3,000+ salons to build credibility and educate professionals
Landed in 990 Ultra Beauty stores across the U.S., stocked in both shaving and wellness aisles
3. Marketing That Breaks Taboos
Instead of polished, corporate messaging, Bushbalm leaned into humor and honesty. TikToks on ingrown hairs and bikini-line care hit 20M+ views, with up to 1.5M weekly impressions. Their realness turned awkward topics into must-share conversations.
4. Smart Product Diversification
From their cult-favourite oils, Bushbalm expanded into:
Roller Rescue Soothing Serum (a hero product that sold out fast)
Firming cream “Tush”, after 18 months of R&D
Upcoming pH-balanced body wash and professional-only lines
The big lesson? Marketing may spark demand, but operations keep the fire burning. Bushbalm’s story proves that sustainable growth means scaling both what customers see (marketing) and what they don’t (systems and supply chains).
They didn’t just chase fast growth. They scaled smart, and it turned a $900 side project into a skincare brand sitting pretty on Ultra shelves and TikTok feeds alike.
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