How to Expand Internationally: MaiWistik Natural Skin Care Case Study

January 30, 2025
In the rapidly evolving landscape of the skin care industry, particularly in the realm of natural products, brands face unique marketing challenges and opportunities.This podcast episode with Mai-Liis Kivistik, the creator of MaiWistik, highlights the journey of a skin care entrepreneur navigating the complexities of entering new markets and exploring local partnerships for growth. This strategy enhances brand credibility, fosters customer loyalty, and ultimately drives sustainable business success. Listen to the full interview, hosted by Mari-Liis Vaher, the creator of Powerful Marketers, for valuable insights and tips.

Here are some key topics discussed on the episode:

1️⃣ Understanding Local Markets

In the podcast episode, Mai-Liis shares her experience of expanding from the local Estonian market to the German market and the struggles that came with that journey. Understanding local markets is crucial, including doing research on cultural attitudes towards natural products and regulatory environments. In Germany, holistic and conventional medicine coexist more harmoniously than in Estonia, which presents an opportunity for brands offering natural skincare solutions. However, Mai-Liis’ struggle with language barriers and bureaucratic challenges emphasizes the need for local partnerships that can bridge these gaps.

By collaborating with local distributors, retailers, or even influencers, brands can leverage existing networks and knowledge of consumer preferences. Local partners can provide invaluable insights into market trends, customer behaviors, and effective marketing strategies tailored to the region. Moreover, they can help navigate the complexities of local regulations, ensuring compliance and reducing the risk of costly missteps.

2️⃣ Building Credibility and Trust

Partnering with established local businesses can significantly enhance a brand's credibility in a new market. Consumers often prefer to purchase from familiar brands, and local partnerships can facilitate this trust. For instance, it would make sense to start collaborating with smaller, emerging local brands that are eager to discover and promote unique products. This approach not only increases visibility but also allows brands to benefit from the reputation of their partners.

How to find these local contacts? An easy way would be to start on LinkedIn. By compiling a list of local businesses and reaching out to them directly, brands can initiate conversations that could lead to fruitful collaborations. This proactive strategy not only expands a brand's network but also opens doors to innovative marketing opportunities that may not have been previously considered.

3️⃣ Cost-Effective Marketing Strategies

Expanding to any new market requires financial considerations, particularly the costs associated with hiring distributors, shipping internationally or carrying out marketing activities. Small businesses are often forced to do everything on their own. While figuring out the appropriate digital strategy, it is important to do some research as it must be adaptable to the cultural and social nuances of the target market.

For instance, the approach taken in Estonia may not necessarily translate effectively to the U.S. or Germany. Brands need to consider whether to maintain a single brand identity across different markets or to create localized versions that resonate more deeply with specific audiences. This could involve managing separate social media accounts tailored to the language and cultural preferences of each market.

4️⃣ Embracing E-commerce Opportunities

The potential of e-commerce platforms like Amazon for expanding market reach cannot be ignored. For brands already selling products, entering the Amazon marketplace can streamline operations and reduce reliance on middlemen. This direct-to-consumer approach not only simplifies logistics but also allows brands to maintain control over their branding and customer experience.

However, it is essential to understand the specific requirements and consumer behavior associated with each platform. Investing time in optimizing product listings, utilizing effective keywords, and encouraging customer reviews can significantly enhance visibility and sales. As the brand expands its product line, ensuring consistency in quality and messaging across all offerings will be crucial.

Here are the links mentioned on the episode:

Special shoutout to people mentioned on the episode:

What inspires Mai-Liis into action:

Here's the full episode on YouTube:


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