How Bushbalm Created an 8-figure Category From Scratch

Hey everyone,

Welcome back for another bite to chew on.

Most DTC founders are carving out space in a cluttered category. But what happens when the category you belong in doesn’t exist yet?

That’s exactly what David Gaylord and his co-founders at Bushbalm faced. 

They set out to solve razor burn and ingrown hairs in the bikini area, only to realize no real product category existed for that. Today, Bushbalm is sold in Ulta Beauty nationwide, stocked in 7,000+ waxing salons, and hitting 7+ figures in  DTC.

We sat down with David on the Chew On This podcast to unpack how they’re building what they now call “bikini line skincare”, a category they created from scratch.

On the Menu:

• Creating a Category vs. Joining One

• Building Multiple Revenue Channels (Without Cannibalizing Sales)

• The Art of B2B Distribution (Your Secret Weapon) 

• Retail Expansion Done Right

• BONUS - Exclusive Offer from AppLovin

🧰 Operator Toolbox: Recommended multichannel expansion pack

Find the whole conversation here, including David’s experience on Dragon’s Den (Canada’s Shark Tank) → 

You can also listen on:

• Spotify 🎧

• Apple 🍎

• Youtube ▶️

🚨 Chew On This Exclusive Offer - Free AppLovin Credits 🚨

Before we get going, let’s talk about the biggest risk in DTC right now: Meta dependence

If you’ve ever woken up to your Meta ad account being banned, Nick Shackelford of BREZ has been there.

“Last month, we dumped $530,000 into AppLovin. Not because we wanted to. Because Meta and Google literally wouldn’t take our money.”

That’s what Nick told us on a recent podcast. 

His team was stuck in a high-risk vertical. Meta was too expensive, and they were constantly dodging policy violations. Google banned them. TikTok slowed to a crawl.

AppLovin became their only paid path forward.

Here’s what happened next:

• ✅ $24 CPMs vs. $40–80 on Meta

• ✅ $0.83 CPCs (when was the last time you saw sub-$1?)

• ✅ Consistent scale at $15K/day — without begging for compliance
  

“Diversification isn’t optional anymore. It’s survival.”

AppLovin isn't just for games. It’s 1.4B+ daily users. Parents. Executives. Professionals. Anyone with a phone.

And unlike Meta, they actually want your money — even in tricky categories.

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👙 Creating a Category vs. Joining One

Most brands try to differentiate within an existing space.

Bushbalm looked around and saw that not only was intimate skincare overlooked, but the solutions were borderline nonexistent.

In beauty, facial serums and body lotions get shelves of space. Intimate skincare? Usually buried in a sad little shaving section.

Here’s how Bushbalm flipped the script:

→ Start with a real problem
This didn’t come from market research. It came from cofounder Tim’s wife getting razor burn on their honeymoon. The search for a solution sparked the brand.

→ Test messaging in real-time
At an in-person market, a simple sign change from “pubic hair oil” (“That sounds gross.”) to “ingrown hair prevention” (“hey, I struggle with that!”) shifted everything.

→ Own the expert position
Creating a category means earning trust. Bushbalm leaned into legitimacy with gynecologist and dermatologist approvals, featured right on their packaging.

→ Stay focused
Temptation to expand is real. After a detour into body creams, they set a company-wide mandate: focus solely on bikini line skincare.

🤑 Building Multiple Revenue Channels (Without Cannibalizing)

Bushbalm runs 3 distinct revenue streams:

• DTC (their website)

• Retail (Ulta)

• Professional (waxing salons)

Instead of blending them early, they kept them siloed on purpose.

“We never sent a DTC email saying, ‘Find us in Ulta,’” David said. “It went against the grain, but let each channel grow on its own terms.”

Now, with each channel mature, they’ve started cross-promoting more strategically. One surprise benefit? 

Their professional channel became a DTC growth engine.

“A year ago, 3% of our DTC sales came from pro referrals. Now it’s 15% a month.”

🔑 Lesson: B2B isn’t just about revenue. It can drive consumer acquisition at scale.

🚛 The Art of B2B Distribution (Your Secret Weapon)

While most DTC brands chase TikTok virality and Facebook ROAS, Bushbalm quietly built their fastest-growing channel irl through waxing salons.

Funny thing is, it wasn’t even planned.

“Every couple of weeks a salon would DM us: ‘Do you guys wholesale?’”

They said yes. Then, 500+ accounts were ordering before they’d even formalized the program.

They’re up 7,000+ active accounts. And they’re aiming for 50,00. 🤯

(There are A LOT of waxing salons) 

Why this works:

→ Built-in trust: When a pro recommends something during a service, it sticks.
→ Cheaper CAC: Reach hundreds of end users through one relationship.
→ High LTV: B2B clients re-up often.
→ Product expansion: They now sell pro-only products (like premium wax) alongside the consumer line.

But success in B2B isn’t just passive growth. Bushbalm has invested in:

• Dedicated education (webinars, demos with in-house estheticians)

• Custom signage for salons

• A separate Instagram account focused on professional education

• Trade shows (7+ this year)

• Their first live shopping event exclusively for professionals (with 800 attendees)

🛍️ Retail Expansion Done Right

Landing major retail like Ulta is always a big win, but staying there is the true test.

Bushbalm’s approach: methodical growth, smart packaging, and strategic signage.

→ Start small
They launched with four SKUs, not a full catalog.

“You have to sell, or you’re out,” David said. So they bet on fewer, proven products.

We learned this lesson at Obvi over the years, too → Tailor your product offerings for the retail partner to increase your chances of success. 

→ Invest in signage
It’s not sexy, but it matters.

“We’re spending $100+ per shelf across 1,400 stores—but signage lasts a full year.”

→ Expand methodically
As they proved success, they methodically added products.

First expanding to 5 SKUs, then launching their trimmer (now one of their best sellers), and most recently, a two-pack bundle that maximizes their limited shelf space.

→ Repackage for retail
Their DTC packaging didn’t translate. So they went bold:

• Bigger logo

• Clear benefit statements

• Shelf visibility over minimalism
  

→ Let retail fuel DTC

 David noted that their retail presence has a halo effect on their online business: “People see us in Ulta, then later buy online.”

Retail visibility drives digital discovery.

🧰 Operator Toolbox – Multichannel Expansion Pack

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