Georgiemane is changing the haircare game with its innovative products and a thriving digital presence. We sat down with the Founder, George Papura, to dive into the brand’s inspiring success story. From harnessing the power of TikTok, to building deep connections with their community, George shares Georgiemane’s humble beginnings and the marketing secrets behind their rise.
Georgiemane was born in January 2020, just before the global pandemic upended businesses worldwide. Papura’s background in hairdressing, thanks to his mother’s profession, gave him a deep understanding of what makes a good haircare product. Launching with a 10 minute hair mask, Georgiemane was initially a one-SKU brand, operating out of his family living room.
“We launched with the hair mask at home,” Papura recalls. “Initially, it wasn’t viable in terms of making a profit because the average order after discounts was the same amount it cost us to acquire a customer.”
Despite the initial financial challenge, Papura’s belief in the product and a clear vision for the brand’s potential kept him moving forward. This perseverance paid off as the company expanded its product line and began building a loyal customer base.
One of Georgiemane’s most significant achievements has been the creation of their online community, and Papura emphasised this has been essential for the brand’s growth.
“If we strip away everything and look at the brand for what it is, we might seem like just another haircare brand in a crowded market,” Papura admits. “But what sets us apart is not only how we’ve built our community online and leveraged that community but also our dedication to delivering quality products that our customers love and trust.”
Georgiemane’s strategy involved engaging with customers on a personal level and fostering a sense of belonging. They nurtured relationships through interactive content and responsive customer service, cultivating a loyal following. The brand’s private Facebook group, with over 60,000 members, is a testament to their success in community building.
Initially, Georgiemane’s foray into TikTok was driven by the need to diversify its marketing channels. After a Facebook outage affected their revenue, Papura recognised the importance of an omnichannel strategy and began exploring TikTok.
“TikTok became part of our strategy because we needed to be omnichannel,” says Papura. “We started with repurposed content from Facebook, but quickly learned that TikTok requires unique, platform-specific content.”
This insight led Georgiemane to build a dedicated content team focused on creating engaging TikTok videos. While Papura admits that TikTok was a challenge to crack for the brand, the effort has been worthwhile – TikTok’s influence on brand awareness and community engagement has been significant.
“TikTok is definitely part of an overall brand uplift which ultimately leads to sales,” Papura notes. “It’s about being present where your audience is and creating content that resonates with them.”
When it comes to sharing key learnings from Georgiemane’s time on TikTok, Papura emphasises the need to craft content tailored to the platform’s unique style and audience.
“When evaluating TikTok as a new channel for your marketing strategy, creativity is paramount,” advises Papura. “While there are technical tips and tricks to increase engagement, you want to make sure you’re also showing up in unique and entertaining ways with your content.”
He also highlights the importance of assessing your resources. “Consider whether you have a team ready to dive into TikTok or if you need to hire User-Generated Content (UGC) creators,” Papura suggests. “If those options aren’t feasible, be prepared to engage in hands-on learning and creation yourself.”
Papura’s leadership style and company culture are also integral to Georgiemane’s success. He fosters an environment where creativity and collaboration thrive, and every team member feels valued.
“I don’t have a separate office from the rest of the team; I sit with everyone on the same desk,” Papura shares. “It’s about creating a family atmosphere rather than a hierarchy. We work together, and everyone knows I’m there to support them.”
This inclusive culture has inspired Georgiemane’s team to push boundaries and think creatively. From company retreats to personalising interactions with customers, Papura ensures that the spirit of innovation and empathy permeates every aspect of the business.
Reflecting on the future, Papura talks of his ambitions for his brand’s growth and its expanding reach. “We have some great products in the pipeline and are looking to expand internationally,” he shares with enthusiasm. “When people in Australia think about their hair care needs—whether it’s dealing with dryness, damage, or promoting growth—I want them to immediately think of Georgiemane.”
Papura envisions Georgiemane becoming a household name synonymous with reliable hair care solutions. “Just to keep on growing into the brand we’re becoming now, that’s the goal. To be the go-to staple for hair care,” he states.
Georgiemane was born in Australia to provide high-quality, effective hair care solutions for dry, damaged, and thinning hair. We believe all hair benefits from ingredients that hydrate, repair, and promote growth. Our products undergo multiple rounds of testing and formulation tweaks to ensure perfection. They include natural ingredients that hydrate, repair damage, and promote thicker, longer hair without weighing it down or making hair/scalp greasy.
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