🟣 Issue No. 37: Camille Rose

Are You Leaving Six Figures on the Table?

Many eCommerce brands unknowingly lose hundreds of thousands of dollars each year due to inefficiencies in marketing, operations, and customer retention. That’s money that could be fueling growth and driving profits.

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Keep reading…

Note, Our Friday editions like this one that showcases Wellness brands will be for premium subscribers only.

$100M BRAND STORY

Camille Rose: The Rise of Gourmet Beauty and Black-Owned Excellence

Camille Rose is the epitome of a mission-driven, Black-owned wellness brand that has achieved commercial success without compromising its roots. Founded by Janell Stephens in 2011, the brand began as a labor of love in her kitchen, addressing her children’s eczema with food-grade, natural ingredients. Over the years, it has evolved into a household name, with products available at major retailers like Target, Walmart, and Ulta, as well as a thriving presence on Amazon. With just under 40 SKUs and a focus on high-quality formulations, Camille Rose is celebrated for redefining natural beauty.

Let’s break it down.

Are They Funded or Bootstrapped?

Camille Rose is proudly bootstrapped. Stephens self-funded the business from day one, reinvesting profits to grow organically. She famously turned down larger-scale opportunities early in the brand’s lifecycle to ensure the quality of her products and her ability to meet demand. This decision enabled her to maintain 100% ownership and remain deeply connected to her mission.

Their Origin Story

The journey of Camille Rose began in 2011, inspired by Stephens’ need to solve a problem for her children, who suffered from eczema and extreme dryness. Dissatisfied with existing options, she turned to herbalism, food-grade ingredients, and her intuition to create solutions at home.

The breakthrough came in 2013, at a low-attendance beauty expo where Stephens met a buyer from Target. Her passion and authenticity won the buyer over, and within a year, Camille Rose was on Target shelves.

Core Customer Base

Camille Rose’s audience is loyal and passionate. The brand resonates most with natural hair enthusiasts, wellness-conscious consumers, and moms seeking non-toxic solutions. Its authenticity and effectiveness have cultivated a diverse following, with strong support from the Black community. Many customers find the brand through social media influencers, word-of-mouth, and Amazon reviews.

How Did They Grow So Sustainably?

From the beginning, Stephens prioritized direct-to-consumer (DTC) sales, treating her website as her first major storefront. Social media, particularly Facebook, helped her connect with the natural hair movement. As momentum grew, she expanded into retail, taking a deliberate approach by initially limiting her Target rollout to 100 stores to ensure quality and supply chain readiness.

Stephens also credits authentic influencer partnerships and Amazon’s reach for much of the brand’s growth. Despite scaling significantly, Camille Rose remains true to its origins, refusing to compromise on product integrity or ingredient quality.

Key Milestones

• 2010: Started formulating products in her kitchen.

• 2011: Officially launched Camille Rose with a small DTC website.

• 2013: Secured Target as her first major retail partner.

• 2014-2018: Expanded into major retailers like Walmart, Ulta, and international markets.

• 2020s: Launched additional product categories, including skincare, home, and baby care.

Their Influencer Marketing Mix

Camille Rose leverages authentic connections with influencers, focusing on micro and macro creators within the natural hair and wellness space. Early on, a blogger's review of one of the brand’s conditioners led to a snowball effect of interest. Stephens also prioritizes in-person engagements, attending festivals like Essence Fest and building grassroots connections with customers.

Their Marketing X-Factor

Camille Rose’s “gourmet foodie” branding sets it apart. By emphasizing food-grade, natural ingredients and indulgent, spa-like experiences, the brand has cultivated a premium, yet approachable, identity. Stephens’ transparent storytelling—about mixing products in her kitchen and hand-filling early Target orders—makes the brand relatable and trustworthy.

Takeaways for Wellness Brand Operators

1. Lead with Purpose: Stephens started by solving a problem for her family, which created a product that resonated deeply with others.

2. Control Your Growth: Taking on only what you can handle ensures long-term sustainability.

3. Engage Your Community: Authentic influencer partnerships and grassroots marketing have been key to Camille Rose’s success.

4. Consistency Matters: Despite scaling into mass retail, Stephens has remained uncompromising in her commitment to high-quality, food-grade formulations.

5. Maximize DTC First: Build a strong digital foundation before expanding into retail.

Camille Rose exemplifies how a purpose-driven wellness brand can thrive by staying authentic, prioritizing quality, and growing sustainably. For entrepreneurs in the wellness space, Stephens’ journey offers invaluable lessons in resilience, preparation, and mission alignment.

On the Pod 🎧

Lastest episodes:

• The Playbook for Breakthrough Growth in 2025 → Dr. Rebecca Homkes

• 2025 eCommerce Predictions: 25 Things to Expect

• Closing Out 2024

• 6 Essential Actions to Win Q1 and Crush 2025 → Kunle Campbell

• Scaling Meta Ads: An Advanced Playbook for eCommerce Growth → Marin Ištvanić

• $40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah

• How to Turn Consumer Neuroscience Insights into eCommerce Growth → Dr. A.K. Pradeep

HEALTH IS WEALTH

Balancing Omega-3:Omega-6 Ratio: Why It Matters and How to Achieve It

Balancing the omega-3:omega-6 ratio is essential for reducing inflammation and improving overall health. Modern diets often lean too heavily on omega-6, with ratios of 15:1 instead of the ideal 4:1 or lower. Here’s how to restore balance:

• Eat more omega-3-rich foods like salmon, mackerel, flaxseeds, chia seeds, and walnuts.

• Reduce omega-6 intake by avoiding processed foods and using healthier oils like olive or avocado instead of corn or soybean oil.

• Opt for better-quality products such as grass-fed meats, pasture-raised eggs, and omega-3-enriched options.

• Incorporate supplements like fish oil or algae-based omega-3s if needed.

• Focus on whole foods like vegetables, fruits, and lean proteins while avoiding hidden sources of omega-6 in packaged foods.

Simple meals like salmon salads, oatmeal with flaxseeds and walnuts, or chia pudding can help balance these fats, reducing inflammation and promoting heart, brain, and joint health.