Stephen Durham is no stranger to the beauty industry. Before launching Bardot Vegan Beauty, he made a name for himself with Twisted Sista, a brand known for high-performance haircare. But as consumer demand shifted toward clean, vegan formulations, he saw an opportunity to evolve.

His approach wasn’t just about slapping a "vegan" label on products—it was about creating high-performance beauty solutions that delivered results. The turning point came when IMG Worldwide approached him to build a brand inspired by the effortless glamour of Brigitte Bardot. Instead of just borrowing a name, he crafted a clean, cruelty-free beauty line that embodied confidence, femininity, and inclusivity.

The result? Bardot Vegan Beauty—a brand that blends classic elegance with modern, conscious beauty standards.

But how did he build it into a recognized brand? More importantly, how can you apply his strategies to grow your own business?

1. Focus on Performance Before Marketing

Many beauty brands rush into marketing before perfecting their product. Stephen took the opposite approach—he prioritized formulation quality over branding buzz. His belief? If the product doesn’t perform, no amount of marketing can sustain long-term success.

What You Can Do:

• If you’re in beauty or skincare: Invest in formulation testing. Consumers today expect clean ingredients that actually work.
• If you’re in fashion or retail: Ensure quality control before scaling. Fast fashion brands struggle when quality doesn’t match consumer expectations.

Take Fenty Beauty as an example. Rihanna didn’t just create another makeup line—she filled a market gap with high-performance foundation for all skin tones, ensuring the product itself made the brand famous.

2. Build Your Portfolio and Network for Credibility

Before launching Bardot, Stephen built a strong industry presence, which made him a trusted figure in beauty. This credibility helped secure major opportunities—like IMG Worldwide reaching out.

Instead of waiting to be discovered, he put himself in the right rooms, built relationships, and created a track record of success.

What You Can Do:

• Develop a case study or lookbook showcasing past work, formulations, or prototypes.
• Publish articles, speak at events, or offer free value to establish expertise.
• If you're launching a product: Get early testimonials, beta users, or brand partnerships to build legitimacy.

3. Use Smart Marketing: Sampling, AI, and Digital Strategy

Stephen knew that getting people to try the product was key—so he leveraged sampling, influencer partnerships, and education to drive consumer awareness.

Instead of relying solely on big-budget marketing, he went directly to his audience hiring hair dressers who integrated with his target audience the most as the first brand influencers. He also used AI and design tools to create branding materials efficiently, proving that small businesses can compete creatively without massive teams.

What You Can Do:

• Offer sample sizes or mini products to encourage trial before purchase.
• Use AI-driven ad tools (like Meta’s Advantage+ shopping campaigns) to optimize performance.
• Offer free masterclasses or downloadable resources to demonstrate expertise.

Brands like The Ordinary grew through education-first marketing—helping customers understand skincare science before selling products.

4. Partnerships Expand Your Reach

Rather than growing Bardot alone, Stephen collaborated with complementary brands to expand visibility. These partnerships weren’t just for exposure—they were strategic alliances that aligned with his audience. A company selling combs blends seamlessly with his hair products without competing for attention!

What You Can Do:

• Partner with brands that complement (but don’t compete with) your niche.
• Cross-promote with experts who serve a similar audience.

5. Stay Committed to Your Brand’s Mission and Values

Stephen didn’t just create a vegan beauty brand because it was trendy—he committed to high-performance, ethical formulations. This authenticity is what makes Bardot stand out in a crowded market.

Consumers today are savvier than ever—they can tell when a brand is genuine vs. jumping on a bandwagon. Consistency in messaging, mission, and execution is what builds long-term loyalty.

What You Can Do:

• Define what makes your product different beyond just being "clean" or "vegan."
• Ensure every piece of content reflects your values and expertise.
• Align your messaging, packaging, and customer service with your brand’s identity.

Think about Patagonia—their commitment to sustainability isn’t just marketing; it’s embedded in their entire business model.

Key Takeaways: How to Apply Bardot’s Growth Strategy to Your Business

1. Quality First, Branding Second – Your product or service has to deliver real value before you market it.
2. Build Your Reputation – Networking, portfolio-building, and credibility will open doors faster than cold outreach alone.
3. Leverage Smart Marketing – Sampling, AI tools, and education-based content can help small businesses scale.
4. Strategic Partnerships Matter – Collaborate with brands and individuals who complement your mission.
5. Stay True to Your Brand’s Mission – Consumers are drawn to authenticity—make sure your brand stands for something real.

Bardot Vegan Beauty proves that you don’t need a massive budget to build a successful brand—you just need the right strategy. Whether you’re launching a beauty brand, a service business, or a digital product, these principles apply. Watch the full episode here.