From Taboo to Top Shelf w/ Michelle Jacobs, Womaness
How Michelle Jacobs Is Navigating the Retail Landscape While Breaking Boundaries in Women’s Wellness
October 17th, 2024 • 5 min read
At age 50, Michelle Jacobs, Co-Founder and COO of Womaness, set out to dismantle the long-standing taboo around menopause. With a career spanning industry giants like Pfizer, Time Inc., and QVC, Michelle knew how to build a brand, but this time, she aimed to do more than just that — she wanted to create a cultural shift.
Building a Movement
Womaness isn’t just another beauty or wellness brand; it’s a movement. Launched to meet the needs of women navigating the hormonal changes of perimenopause and menopause, Womaness provides a holistic suite of clinically and doctor-tested products that address everything from hot flashes to vaginal dryness and sleepless nights. “We want to be the brand she turns to when she's heading into peri-menopause and asking the questions like, ‘What happened to my body? What happened to my hair? What happened to my skin?’” says Michelle.
The Path to Retail Success
Breaking into retail has been a learning curve for Michelle and her team. Womaness, now featured in major retailers like Ulta and Amazon, saw early success. However, the road to becoming a household name wasn’t always smooth. Michelle recalls how vital it is to understand the intricacies of retail, especially in brick-and-mortar environments.
"Retail is difficult. Brick-and-mortar retail is difficult. You’re dealing with all kinds of variables…so much depends on the on the buyer you're dealing with. You get a phone call from an amazing retailer, ‘We love you, you’re the best, we’re going to give you the Sun and the Moon,’ how do you ensure that continues into year two if sales aren’t as strong?”
One of the critical lessons Womaness learned early on was that in retail, nothing is guaranteed. Buyers can leave, and dynamics can shift in an instant. For instance, at Target, the team they were working with shifted, and that changed the dynamic of the relationship.
As a brand, you also need to be big enough and clear enough that the customer comes looking for you, without relying on the retailer to do the heavy lifting. “Retail is really just shelves in a box…Is the customer coming and looking for your brand?.. Is your customer shopping in this location? Are they looking for your brand? Do they know about your brand? Is your problem-solution clear on the shelves?”
She also advises that other challenges can be hidden costs like chargebacks and SKU transitions which can pile up quickly.
Lessons on Growth and Investor Balance
As Womaness continues to scale, balancing growth and investor expectations is a delicate dance. Michelle and her co-founder, Sally Mueller, have learned the importance of making measured decisions, especially when opportunities arise.
“When you're in a growth phase and you're really excited about your brand and somebody amazing calls you, you just want to be like ‘Yes! We're all in!’..but sometimes the guidance of the investors does make much more rationale - really think it through and the time that we've taken to really evaluate it has benefited us in the end.”
Looking Ahead
Michelle’s dynamic leadership has not gone unnoticed. Womaness earned the Beacon Award for Best Brand Launch in 2021, and she herself was named one of the Entreprenista 100 in 2023. As Womaness continues to expand into new markets, Michelle remains steadfast in her mission to modernize aging for women everywhere.
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