Authenticity, Curated Communities and Beauty Tech for Good

Sonya Denton is the visionary founder and CEO of wedistill, an innovative online community platform that connects users with beauty and wellness brands that align with their values. With a background rooted in media as a former news anchor and journalist, and a transformative educational experience that propelled her from high school to university and beyond. Sonia’s creation wedistill is a space designed for authentic connections, shared values, and co-innovative solutions that benefit wellness communities.

Listen in as Amanda and Sonya discuss the importance of authenticity and values-based purchasing in the beauty and wellness industry. Learn how wedistill’s community platform connects people with shared values to purchase products aligned with their beliefs, and how involving consumers in the conversation and embracing authenticity can drive brand growth and make a positive impact.

Key Takeaways

• Consumers increasingly seek transparency and alignment with their personal values when supporting brands, leading to ‘values-based purchasing’ trends.

• Authenticity within brands calls for openness and vulnerability, as well as active co-creation and innovation alongside consumers to establish trust.

• Brands need to step beyond treating people as consumers and start looking at them as partners and citizens who are integral to business development and success.

• “I've read a number of studies where young people say that they believe that brands have more power than the actual government in actually making change… brands do have the power to do that. They just need to get out of their own way.” – Sonya Denton

Episode Highlights

[0:06:21] Barriers to authenticity in business and what brands can do

[0:12:53] Grabbing attention and building interest surrounding your business

[0:15:11] Values-based purchasing is important for brands and consumers to align with their beliefs

[0:17:22] Values such as cruelty-free, social justice, and diversity are growing in importance

[0:18:40] Increase your brand trust and loyalty by involving consumers in the conversation and being open about your imperfections

Resources to go deeper

• Get connected with wedistill on LinkedIN

• Make sure to visit the wedistill website to learn more

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Let’s Talk. If your ready to grow your business into a profitable brand that matters, and adds value to people’s lives, let’s talk at www.bizu.co