Beauty Vertical
Tasked with establishing a new industry vertical for a growing digital agency, I identified the beauty and cosmetology sector as a strategic expansion opportunity, acquired anchor clients, built market credibility, and developed a repeatable acquisition approach for future growth.
About the Initiative
When I joined Akhand Solutions as Chief Growth Officer, my primary responsibility was to help the company establish credibility within a focused market segment before expanding further. Rather than serving a wide range of industries with no clear positioning, the objective was to build authority in a niche where the agency could create a strong reputation and generate referrals.
The longer term vision was equally important. A specialized portfolio would not only improve domestic growth opportunities but also create a stronger foundation for entering international markets.
Choosing the Market
After evaluating several possibilities, I identified the beauty and cosmetology industry as the most promising entry point. The agency already had a single client within the sector through existing relationships, providing an opportunity to test the market without significant upfront risk.
The challenge was simple. Turn one client into a credible industry presence.
Building Credibility
Through Early Clients
The first stage focused on acquiring portfolio clients rather than maximizing revenue. To reduce friction and accelerate adoption, I personally handled outreach, relationship building, onboarding, and project discussions.
In several cases, services were offered at break even pricing and design work was provided without additional charges. The objective was not short term profit. It was building enough proof that future clients could trust the agency's capabilities within the niche.
This approach helped establish an initial portfolio and created the foundation for more ambitious client acquisition efforts.
Acquiring Industry Leaders
As credibility grew, the outreach strategy shifted toward larger opportunities.
One of the most significant milestones was onboarding a leading beauty creator from Maharashtra with more than 20,000 organic Instagram followers. The partnership strengthened the agency's visibility within the creator ecosystem and provided additional social proof for future conversations.
The next breakthrough came through acquiring ABTC, one of India's oldest and most respected organizations in Beauty Therapy and Cosmetology. For many professionals entering the industry, ABTC serves as a recognized source of education, training, and certification.
Following that engagement, we also began working with the Chairman of ABTC on her personal business venture, a beauty salon based in Pune.
Lessons in Execution
While the acquisition strategy successfully attracted clients and established credibility within the niche, the experience also highlighted an important reality of business building.
Customer acquisition alone is not enough.
Long term success depends on the ability of the broader team to consistently deliver quality execution after the sale. Several client relationships faced challenges because operational delivery did not keep pace with growth. This ultimately reinforced the importance of execution quality, team capability, and retention systems alongside sales performance.
Testing a Market Thesis
What began as an experiment to establish niche authority evolved into a practical lesson in market validation. By focusing on one industry, acquiring respected organizations, and building credibility through deliberate client selection, the agency developed a recognizable position within the beauty ecosystem.
Growth Requires More Than Sales
Perhaps the most valuable takeaway was understanding where growth breaks. Strong demand, successful outreach, and effective positioning can create momentum, but sustainable businesses require equally strong execution behind the scenes. The experience shaped how I evaluate teams, operational risk, and long term scalability today.
