Why This $5 Million Skin Care CEO Chooses Reddit Over Influencers
Shopify Masters · with Melissa Schaben · May 7, 2026 · 38 min
Summary
Melissa Schaben, CEO of Aramoor, reveals how her $5M skincare brand leverages biotechnology and strong scientific backing to stand out in a saturated market. The episode explores the challenge of communicating complex science to consumers, the pitfalls of chasing fleeting trends, and Aramoor's unconventional marketing strategy which favors Reddit communities over traditional influencer marketing for authentic engagement and trust-building.
Key takeaways
Prioritize genuine biotechnology and clinical data to substantiate product claims, as consumers increasingly seek real science over marketing fluff.
Focus on delivering a core, differentiated solution rather than trying to be everything to everyone; avoid expanding into products that dilute your brand's unique value proposition.
Engage directly with niche online communities like Reddit for authentic discussions and to build trust, especially when your product requires education.
Emphasize skin health and longevity rather than solely aesthetics to resonate with a more informed consumer base.
Be prepared to challenge unsubstantiated claims in your industry by demanding peer-reviewed data and transparency.
Melisse Shaban built Virtue Labs into a hair care brand with more than $50 million in revenue. Now she’s CEO of Aramore, a biotech skin care company with peer-reviewed NAD+ research that’s generated $5 million, and skipping influencers entirely. Instead, she’s sending free products to Reddit strangers and asking for the truth.
Prioritize genuine biotechnology and clinical data to substantiate product claims, as consumers increasingly seek real science over marketing fluff.
What does this episode say about brand & content?
Focus on delivering a core, differentiated solution rather than trying to be everything to everyone; avoid expanding into products that dilute your brand's unique value proposition.
What does this episode say about organic & seo?
Engage directly with niche online communities like Reddit for authentic discussions and to build trust, especially when your product requires education.
What does this episode say about founder & leadership?
Emphasize skin health and longevity rather than solely aesthetics to resonate with a more informed consumer base.
What does this episode say about dtc strategy?
Be prepared to challenge unsubstantiated claims in your industry by demanding peer-reviewed data and transparency.
