SEEN — Channel Strategy & Expansion Roadmap

About the Client

SEEN is a dermatologist-developed haircare brand founded by Harvard-trained dermatologist Dr. Iris Rubin. Built on clinical credibility and designed for the “Sensitive 6,” SEEN has carved out a differentiated position within the premium haircare market.

With strong foundations across Amazon, Ulta, and direct-to-consumer, the brand had reached a critical inflection point. The opportunity to scale was clear — but required sharper prioritisation, stronger positioning, and a more deliberate approach to channel expansion.

The Challenge

Scaling a multi-channel brand requires more than presence — it requires clarity.

SEEN was operating across Amazon, Ulta, and DTC, with emerging opportunities in TikTok Shop and global retail expansion. However, growth was being constrained by a series of strategic tensions:

• Heavy reliance on branded demand on Amazon, with limited non-branded discovery
• Strong in-store presence at Ulta, but insufficient traffic being driven into stores
• Untapped opportunity in TikTok Shop, despite clear potential to drive incremental demand
• A powerful clinical differentiator that was not consistently leading across channels
• Unclear sequencing across Sephora and MECCA expansion opportunities

The challenge wasn’t identifying opportunities — it was deciding where to focus, in what order, and how to execute.

GLOWPATH’s Role

GLOWPATH was brought in to work alongside the SEEN team as a strategic partner, designing and facilitating a 3-part workshop series to bring clarity, alignment, and direction to the business.

Alysha and Nisha worked closely with the leadership team across each session, guiding the conversation from insight through to decision-making. The engagement was highly collaborative, structured, and focused on one outcome: locking the right decisions to enable scalable growth.

Strategy Overview

GLOWPATH led a three-part workshop designed to move from analysis to action — ensuring every insight translated into a clear strategic decision.

Key areas of involvement included:

• Channel strategy and prioritisation — defining the role of Amazon, Ulta, TikTok Shop, and DTC within the growth mix
• Brand positioning — establishing clinical authority as the core message across all channels
• Hero SKU strategy — identifying how products should lead within and across channels
• Expansion planning — sequencing entry into Sephora and MECCA with a clear timeline and ownership
• Decision frameworks — structuring trade-offs to allow the team to confidently choose direction

Each step was guided with one goal in mind: move from multiple opportunities to a single, focused growth plan.

Execution Details

GLOWPATH supported execution by translating workshop outputs into a board-ready strategic roadmap, including:

• A clearly defined channel sequencing strategy across Amazon, Ulta, TikTok, and future retail
• An Amazon optimisation roadmap, prioritising conversion improvements before scaling traffic
• A retail activation strategy focused on driving external traffic into Ulta stores
• A TikTok Shop activation model, designed to unlock incremental demand and cross-channel lift
• A refined brand positioning framework, elevating dermatologist-led credibility across all touchpoints
• A structured global expansion roadmap, outlining Sephora and MECCA entry pathways

All decisions were assigned clear owners, with 30/60/90-day checkpoints to ensure accountability and momentum

What Success Looks Like

This strategy establishes the foundation for sustainable, scalable growth across channels.

Together, GLOWPATH and SEEN are working toward:

• Stronger non-branded growth on Amazon, expanding beyond existing demand
• Increased in-store productivity at Ulta, driven by external traffic generation
• A high-impact TikTok-to-commerce engine
• A clearly differentiated clinical positioning across all channels
• A structured and de-risked global retail expansion pathway

Key Takeaway

The SEEN workshop series demonstrates what becomes possible when strategy is not just explored — but decided.

By guiding the team through a structured, insight-led process, GLOWPATH helped translate a complex set of opportunities into a clear, prioritised, and executable growth plan.

This is what strategic partnership looks like in practice:
decisive, aligned, and built to scale.

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I've worked with many consultants over the years. Glowpath is different. They blend practical retail knowledge and strategic insight in recommendations that are smart, elevated, and specifically geared to move our business forward in clear and pragmatic ways. Many consultants stay high level or offer generic platitudes. Alysha and Nisha speak from years of experience in the trenches and understand that brands need to focus on what truly moves the needle - and need guidance that easily translates to action. Across three workshops, Alysha and Nisha helped us clarify our retail roadmap; sharpen our brand positioning, especially as it relates to visual merchandising; and build a real path to growth across our current primary channels and proposed international expansion. The input is sharp, the process is tight, and the output is something you can actually execute.

Alysha and Nisha are a rare combination: two powerhouses whose skillsets complement each other perfectly. Highly recommend.‍

Gregory Maged ‍

CEO SEEN Haircare

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