How to Win Over Young Consumers in 2025

The DTC Insider

In this episode of The DTC Insider podcast, Brian Roisentul sat down with Corina Pfeffer, co-founder of Pipa Skin Care, a skincare brand made for tweens.

Along with her two childhood friends, Clara and Kristina, they built Pipa from a real-life need: safe skincare that pre-teens actually want to use. In just one year, they’ve hit milestones they never expected—selling in every U.S. state and growing an organic community of over 60K followers on Instagram. But scaling fast comes with its own set of challenges.

In this episode, we’ll talk about how they’ve grown without ads, the power of organic marketing, and what they’re learning about customer retention.

Here’s a glimpse of what you’ll learn:

• Identifying a market gap: Creating safe skincare for tweens.

• Leveraging diverse expertise to build and scale the brand.

• Understanding the target audience and their online behavior.

• Crafting messaging that appeals to both tweens and parents.

• Growing through organic marketing without heavy ad spend.

• Adapting content strategy based on audience engagement.

• Utilizing social commerce, especially on TikTok, for sales.

• Retention strategies focused on engagement and innovation.

• Building brand loyalty through strong customer service.

• Using customer feedback for continuous improvement.

Sponsor for this episode:

This episode is brought to you by BSR Digital.

BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing.

To learn more about BSR Digital, visit their website or book a call here.