Aussie beauty brand tbh skincare sells one of its new cleansers every minute after launch was leaked by influencer Indy Clinton
The team behind beauty brand TBH Skincare panicked when their new product was accidentally leaked online by one of Australia’s most popular influencers, but the blunder worked to their advantage.
Indy Clinton showed her 1.8 million followers the Australian brand’s upcoming No Scrubs Jelly Cleanser in a TikTok video that thrilled fans.
tbh co-founder Rachael Wilde was forced to scrap all pre-arranged marketing plans and release the $32.95 cleanser days before its official launch as skincare enthusiasts were eager to get their hands on the new purchase.
Since its rushed release just nine days ago, customers have been purchasing a jelly cleanser every minute, making this tbh skincare’s biggest launch yet.
The No Scrubs Jelly cleanser is designed to remove dirt, pollutants, grime and stubborn makeup from the skin, leaving it feeling soft, hydrated and clean.
Australian brand tbh skincare had to push back the release of its new cleanser after influencer Indy Clinton (left) accidentally leaked it online days before the official launch
It features a unique formula that starts as a jelly and then turns into a silky cleansing milk when combined with water and worked into the skin.
The $32.95 No Scrubs Jelly cleanser is designed to remove dirt, pollutants, grime and stubborn makeup from skin, leaving it feeling soft, hydrated and clean
Indy, who won the 2023 Australian TikTok Creator of the Year, posted a video of her typical morning, showing her washing her face with the cleanser.
“Oh, this is really cool. “I just got it in the mail, it’s skincare, not scrubs,” she said as she rubbed the cleanser between her fingers.
The clip quickly received 1.6 million views and many saw the blunder.
“Where did that face wash come from?” one viewer asked and another laughed: “Not you accidentally exposing the new skin care.”
“The way the cleanser hasn’t been released yet hahaha,” a third commented.
After the video was released, tbh skincare came clean about the cleanser’s release on TikTok with a hilarious video of one of its employees FaceTiming Wilde on a Sunday to break the news.
There is no bad blood between tbh skincare and Indy, who said she feels guilty about the mistake but applauded Wilde and her team for handling it like “legends.”
Wilde said she and her team sent the cleanser to people, including Indy, for testing two weeks before the official launch.
After the video came out, tbh skincare came clean about the cleanser’s release on TikTok with a hilarious video of one of its employees FaceTiming Wilde on a Sunday to break the news
Wilde added that it took her and her team a whole year to perfect the cleanser because they wanted to make sure the final version was “perfect.”
“It was really crazy to see Indy Clinton leak our product. At first I was so excited that she loved our product so much and was using it, but when people started tagging we realized we had to move the launch forward,” she said.
‘Since launch, we’ve been inundated with people wanting to get their hands on the product – we’ve accelerated production so we don’t sell out and are keeping it available online and in-store at Priceline. I’ve personally visited a few stores and noticed it’s selling fast in stores right now.”
Wilde added that it took her and her team a whole year to perfect the cleanser because they wanted to make sure the final version was “perfect.”
“We wanted to make sure we had the right product: a makeup remover that turns from jelly to milk, as the first step in your PM routine!” she said.
“It was a pinch-me moment to see Indy use the new jelly cleanser to remove her makeup.”