Mada, the fashion app that has attracted attention working with famous designers such as Philippe Uter, Tara Swennen and Erin Walsh, has added beauty to its portfolio of shoppable products.
Mada launched in January 2020 with 3,600 fashion brands and retailers. It’s from men’s accessories and clothing, in August 2021, and now from beauty in December. Its user interface works as a kind of Tinder and Polyvore mashup offering the ability to swipe left and right on selected clothes and products. They can also check out, purchasing all or selecting the items included. Typically, Mada works with retailers like Bloomingdale’s, Urban Outfitters, and Nordstrom to protect its featured brands, including beauty brands Supergoop, Westman Atelier, Dr. Barbara Sturm, and Sunday Riley, among others. But it also works directly with brands like Benefit Cosmetics. Beauty products are featured as part of the curated makeup which includes both makeup and skin care products.
Mada currently boasts 236,000 hits per month and an average order value of $ 412. Users interact with the app for an average of nine minutes and 32 seconds per session, said Madison Semarjian, founder of Mada. Mada earns revenue by taking a 10-20% commission on every sale.
“I know what’s in my clients’ closet and what they want to have in their closet. What I don’t know is what’s in their bathroom vanity, ”Semarjian said. “[Applying] makeup and skincare can be an even more intimate process [than getting dressed] because it is no longer just what you wear but what you put on your face “.
Semarjian said Mada’s primary users are women between the ages of 20 and 20, but its most frequent buyers are women between the ages of 30 and 49, probably because they have a more spendable income. In particular, Mada does not recommend products based on consumer segmentation or group demographics. Instead, its underlying dress suggestion algorithm learns from users based on right (approve) and left (decline) swiping choices.
The launch of Mada just before the lockdown period in the US in 2020 came at the right time as non-essential retail was forced to close temporarily. But even after the lockdown, Mada and the markets served as an additional sales opportunity for brands and retailers as shopping rebounded.
According to the U.S. Census Bureau as of December 15, overall retail sales have been growing year-on-year every month since June 2020, despite occasional month-over-month declines. Health and personal care stores saw a 9% year-over-year sales increase in November alone.
“Fashion brands are moving towards beauty, as are markets and [DTC] e-commerce company. Fashion and beauty are so intertwined, “said former Violet Gray CEO April Uchitel, who works with Mada as a consultant.” It’s a huge opportunity for the consumer to gain access [to products] in one place … Mada is a consumer care opportunity and there is so much to learn that we can share with brands and retailers.
Mada is already discussing white labeling of its algorithm to brands and retailers for use via sales associates, Semarjian said, though he declined to elaborate. While this offers Mada the potential for further growth, Mada’s downloads are currently driven by two main strategies. Mada involves college-age micro-influencers, such as those from sororities, to promote the app on Instagram, YouTube and word of mouth. Other micro and macro influencers he collaborated with was “Bachelor” competitor Jason Tartick (@Jason_Tartick; 879,000 followers on Instagram), in time with the launch of the men’s offer. Mada also deals with traditional digital marketing on Instagram and Facebook. Semarjian said the average acquisition cost is $ 4 per new user.
“We are a discovery engine and [users] keep coming to us and again. It shows how much we are expanding the client’s style, “he said.