I had a pretty awesome chat with the founders of Fur, Laura Schubert and Lillian Tung. Our conversation start with the brand story but and quickly became about innovation, perseverance, and a profound commitment to change the conversation around body hair care. They are all about empowering choices and fostering a community that embraces all grooming decisions with openness and respect.
I'll dig into our conversation, but first let's learn about the brand a bit.
Fur is a direct-to-consumer (DTC) brand that focuses on body hair care for every part of the body, for every type of skin, and for everyone. The brand stands out for its inclusive approach to beauty and self-care, emphasizing that its products are suitable for any individual regardless of gender or skin type. Fur's product line includes oils, creams, and other treatments designed to provide full-body care for hair and skin.
Founded around the belief that body hair is a personal choice - to remove it, keep it, or anything in between - Fur aims to destigmatize the presence and treatment of body hair. Their flagship product, Fur Oil, is designed to be used anywhere hair meets skin, including pubic area, underarms, chest, legs, and face, helping to soften hair and clear pores for fewer ingrowns and healthier skin.
Fur places a significant emphasis on natural ingredients and sustainability. Its products often feature a blend of lightweight oils such as grape seed, jojoba, tea tree, and clary sage oil, which are selected for their soothing and smoothing properties. The brand's commitment to inclusivity, natural care, and breaking beauty taboos has garnered attention and praise from various media outlets and customers alike.
By selling directly to consumers through their website and select retailers, Fur maintains a close relationship with its customer base, allowing for direct feedback and a better understanding of the needs and desires of its users. This DTC model also enables Fur to control its messaging and ensure that its inclusive and body-positive values are clearly communicated.
Here is what I learned from Laura and Lillian:
The Birth of an Idea
"It was a product that I wanted myself," Laura Schubert shares, recounting how a casual conversation about body hair care led to the inception of Fur. The lack of products and the societal taboo around discussing body hair spurred Laura and Lillian to action.
"Why are we not talking about our grooming decisions and what we do?"
Laura pondered, emphasizing the need for a change in the beauty industry’s dialogue around body hair.
From Skepticism to Innovation
Lillian recalls her initial reaction to Laura's proposal with honesty: "You are absolutely crazy." Despite the saturated beauty market, Laura's persistence and the duo's deep dive into product development led to the creation of Fur's first product. Lillian admits the formula changed her perspective:
"The formula was magical. It did everything she said it was gonna do and more."
Building a Brand Against the Odds
Discussing the early challenges, Laura highlights the financial risks involved in launching Fur.
"We started with a dream and a tight budget."
she says, revealing the grit and determination it took to bring Fur to life. This narrative of growth, from a fledgling idea to a thriving community, underscores the founders' resilience and vision.
Challenging Taboos, Championing Care
Fur's mission extends beyond mere product sales; it's about educating and empowering consumers. By tackling the taboo surrounding body hair, Laura and Lillian aim to create a space where personal grooming choices are supported and celebrated. This commitment to changing the conversation around body hair care sets Fur apart as not just a brand, but a movement.
Prioritizing Safety and Standards
Fur's commitment to safety and high standards in product development is clear. Laura expresses concern about the lack of required testing in the beauty industry and details Fur's rigorous testing protocols.
"We've always sort of built this from the beginning to make sure it's safe."
she asserts, emphasizing the brand's dedication to consumer trust and product efficacy.
Innovation and Consumer Feedback: The Heart of Fur
Discussing the process of bringing new products to market, Lillian highlights the non-linear journey of innovation at Fur.
"You hope it's linear, but it's not linear."
she explains, detailing the iterative process of concept development, formula testing, and market analysis. This approach ensures that every Fur product meets the brand's high standards and addresses genuine consumer needs.
Looking Ahead with Optimism and Strategy
As for future priorities, Laura and Lillian express a focus on maximizing marketing moments and maintaining leadership in the body hair care category.
"Maximizing moments across our 360 channels."
Lillian states, pointing towards a holistic marketing approach. Laura adds, discussing the importance of staying nimble and leading the category they've pioneered.
Laura Schubert and Lillian Tung's journey with Fur is a testament to what can be achieved with vision, innovation, and a commitment to challenging societal norms. As Fur continues to grow and evolve, its foundation—built on breaking taboos—remains steadfast.
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