Brand Snapshot & Challenge
Luonkos is a Finnish skin-care brand committed to natural, high-performance products that deliver multiple benefits in every use. The portfolio emphasizes cleansing, hydration, and balance, while embracing sustainability, solid formats, and indulgent textures that elevate daily wellness rituals.

When eBrands partnered with Luonkos, the brand aimed to strengthen its direct-to-consumer channel, launch new products, and build a consistent brand identity. Key challenges included limited focus and resources for retail expansion, difficulties driving webstore traffic, and an opportunity to clarify internal alignment around brand positioning, visual identity, and key differentiators.

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The Solution
eBrands collaborated with Luonkos to reinforce growth in direct-to-consumer and B2B channels while preparing the brand for future market expansion:

• Direct-to-consumer profitability improved, with margins exceeding forecasts and revenue growth supported by efficient operations.
• New product launches contributed meaningful incremental sales, expanding the portfolio and generating interest across both D2C and B2B channels.
• Customer retention remained strong, with returning buyers and the Friends program performing exceptionally well.
• Brand alignment initiatives focused on establishing a shared understanding of positioning, visual identity, and core differentiators, preparing the brand for consistent messaging across channels.
• Insights into consumer trends, including multifunctional skincare, premium self-care, sustainable formats, and sensorial experience, informed product development and positioning strategies.

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Results

• Direct-to-consumer profitability increased significantly, with strong margins and operational readiness supporting continued growth.
• New product launches strengthened portfolio breadth and contributed to overall sales, while enhancing customer engagement.
• Returning customer rates remained high, demonstrating loyalty and success of retention programs.
• Retail expansion was limited due to resource constraints, highlighting opportunities for future growth.
• Internal brand alignment efforts set the stage for more cohesive messaging and a unified market presence, enabling Luonkos to confidently pursue new markets beyond Finland.

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Key Takeaways

• Focusing on direct-to-consumer channels can drive both profitability and brand loyalty.
• Thoughtful product launches broaden the portfolio and reinforce market relevance.
• Strong retention programs enhance customer lifetime value and engagement.
• Establishing internal alignment around brand positioning and identity ensures consistency across channels and supports long-term growth.
• Leveraging trends—multifunctional skincare, premium purpose, sustainable formats, and sensorial experiences—guides innovation and strengthens brand differentiation.

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