Anglo-Japanese skin care brand Steamcream was founded by Victoria Tydeman and Alison Hawksley, in partnership with Japan based Shizuka Tagam, who heads up the creative side. Tydeman and Hawksley talk about growing their unique business model in a crowded marketplace.
Where did Steamcream first launch?V: We kicked off in Japan in April 2007 and it still remains our biggest market. We entered the UK in 2008. Part of our strategy was to launch in Japan as it is one of the most discerning markets in the world. Our two home markets are now the UK and Japan, but we also sell Steamcream in around 30 countries around the world.
What inspired Steamcream?V: We have reached an era where there are so many beauty products available. Both Alison and myself are mothers. We are both also very interested in the outdoors and wanted to find a really good high quality cream that we could be ethically comfortable with and use on the entire family. We wanted something we could trust and both felt that this was not readily available in the market.
Why do you use a steam process?A: The steam process creates a very light cream, which works on the face and body. Something else that was really important to us was the idea of creating something inclusive. Steamcream is vegan and suits everyone, even people with sensitive skin.
In an industry obsessed with innovation and NPD, were you worried about building a one product brand?V: We have always been committed to the concept as this was our vision from the start. Over the years there have certainly been challenges but we always wanted to deliver what we set out to. I think that people go back to hero products. While consumers want to try things, they always want to return to something solid that they can trust.
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