The Dr.PAWPAW range of skincare products has come a long way from its beginnings, establishing itself as a global brand through joined up marketing and smart collaboration. We spoke to co-founder Johnny Paterson to hear his story…
Johnny Paterson and his wife Pauline founded Dr.PAWPAW in 2013, on a mission to find a natural solution to their daughter’s eczema. They discovered the power of the PAWPAW fruit (papaya) and, noticing a gap in the market, had the idea to share its nourishing and soothing benefits with the rest of the world.
Fast-forward over a decade, and that small family concern has transformed into a multi-award-winning brand, stocked in 20 countries and recognised for its natural, vegan, and multipurpose products.
Dr.PAWPAW has not only won over 40 international awards but also secured high-profile collaborations with brands like Marks & Spencer’s Percy Pig and Universal’s Wicked. But, the road to international success has been anything but straightforward.
Expanding into global markets
Breaking into international markets has provided both opportunities and challenges for Paterson.
“Two of the biggest challenges I’ve faced in entering the market are, first, not initially considering a competitive pricing strategy,” he explains.
“While I appreciate that many brands set their price and stick to it, there are certain markets where, if you’re a premium brand, you simply won’t sell. Our lip care products are an impulse purchase, so we need to ensure we are price-competitive. Knowing what I know now, we thoroughly analyse the market in terms of pricing strategy rather than setting a price arbitrarily.”
Identifying the right distribution partners has also been vital.
“Finding the right distributor may seem obvious, but I’ve learned that there are many factors to consider,” he says.
“These include: A. Their personality and approach to business. B. Whether they manage brands similar to ours. C. Whether they have buyers in the same way we do in the UK. If any of these criteria are not met, it becomes a concern for us.”
Strategic growth
When it comes to selecting markets for expansion, Paterson has developed a strategic methodology.
“English-speaking markets are always a strong starting point for us,” he says, pointing to successful launches in the US and Australia.
“Expanding into regions like those is far more straightforward compared to markets with significant language and cultural barriers, such as the Far East.”
Population size is another key factor in deciding where to expand.
“While we consider all opportunities, entering a country with just a few million people requires the same time and resources as a much larger market – so we focus on where we can make the biggest impact,” he explains.
“One of the biggest advantages is our commitment to creating a ‘one-world’ brand experience. Ensuring that no matter where you encounter Dr.PAWPAW, whether in Spain, the Czech Republic, or Australia, our marketing feels seamless and connected.
“It comes directly from my time working with global brands like Revlon, and NutriBullet, to name a few. These brands excelled at maintaining consistency by aligning their messaging across all markets, ensuring the same messaging was sent to all journalists, influencer and social media channels, to keep a consistent story. We’ve taken this principle and applied it to Dr.PAWPAW, making sure our distributors are equipped with unified messaging and marketing assets worldwide.”
How to grow your export business
For entrepreneurs looking to grow their businesses through exporting, Paterson has three key recommendations.
“Join the Export Champions Group,” he advises. “This network connects you with experienced exporters like myself, offering first-hand advice on expanding into foreign markets. Plus, the Department for Business and Trade provides essential support—grants, expert knowledge, and trade missions to key markets.”
He also recommends taking advantage of the UK government’s Export Academy. “This free resource is a game-changer,” he says. “It teaches you the essential terminology and equips you with the knowledge needed to trade internationally. All at no cost. If you’re serious about exporting, it’s a must.”
His third key piece of advice is to find a mentor with international experience.
“Speaking with someone who has successfully scaled a business globally can be invaluable,” he explains. “Learning from companies like ours, which operate in 20+ strong markets, helps you navigate the dos and don’ts of international trade. Even if their exact strategies don’t apply to your target countries, the insights often translate across different markets.”
Social media wins
You can’t compete in the beauty industry these days without a strong and influential social media presence. And it has been at the heart of the firm’s marketing from day one. Getting influencers on board to talk about its products has been a key part of the marketing strategy.
“I focused on micro influencers and anyone that would talk about our Original Balm. I was so proud that anyone would want to talk about us, that I wasn’t necessarily chasing those top influencers and press straight away. I’ve always believed in being grateful for any awareness we receive, and that grassroots approach paid off.
“By building strong relationships with micro-influencers first, we naturally gained traction with macro-influencers, journalists, and eventually celebrities who began endorsing our products.”
Professional voices have also added authenticity to the brand.
“One of the biggest drivers of our success has been the MUA (Makeup Artist) industry. Their support has been invaluable in getting Dr.PAWPAW into the hands of professionals and onto the faces of high-profile clients. Without them, we wouldn’t have the brand awareness we do today.
“Beyond influencer partnerships, social media advertising has been a game-changer. Platforms like Meta (Facebook & Instagram) and TikTok have allowed us to run highly targeted awareness campaigns, not just in the UK, but in key global markets like Australia, the Middle East, and Germany. The ability to scale our brand awareness from our UK headquarters to international audiences has been incredibly powerful in driving our growth worldwide.”
Community outreach
Communicating directly with its customer base has also been a feature of its marketing. The firm launched Dr.PAWPAW Clubhouse, a private WhatsApp group where top customers (and anyone interested) get exclusive access to latest launches
and direct conversations with the firm’s leadership.
“This level of engagement keeps our community close, involved, and truly part of our brand journey,” says Paterson.
The power of collaborations
Dr.PAWPAW’s foray into licence-based “brand collaboration” deals (as Paterson calls them), has been a game-changer for the company.
“Our journey into collaborations began with a first test – our Percy Pig collaboration with Marks & Spencer for our Percy Pig x Dr.PAWPAW Tinted Lip Oil,” says Paterson.
“Over the years, we’ve been approached by some of the biggest names in film and television, but finding the right collaboration that aligns with our brand values has always been our priority. With M&S being one of the UK’s most beloved brands, the partnership made perfect sense, and it proved to be a phenomenal success.”
Following its success, the company partnered with Universal Pictures for a Wicked-inspired lip care collection, aligning the brand with themes of empowerment and kindness.
“Wicked is a story rooted in kindness, empowerment, and uplifting others. Values that perfectly align with Dr.PAWPAW,” says Paterson. “Plus, being part of a two-and-a-half-year project was an exciting prospect for us.”
The strategy behind those collaborations is simple: brand awareness.
“In new markets like the US, where Dr.PAWPAW is still growing, a collaboration with a globally recognised name like Wicked grabs attention,” he says. “People might pick it up because of the Wicked branding, but they’ll discover Dr.PAWPAW and the quality we bring to the table.”
A crucial point for Paterson is that “we don’t do licenses; we do collaborations.”
He goes on: “It’s never just a film or TV show logo slapped on our packaging – it’s a true partnership where our brand stands alongside theirs. This approach is core to our strategy, and we believe that within the next three to five years, collaborations will make up 50% of our US revenue.”
Pivotal moments and looking ahead
One of the biggest turning points for the company was Paterson’s decision five years ago to commit fully to the brand.
“Until 2020, I was running a PR agency alongside Dr.PAWPAW,” he recalls. “But when the pandemic hit, I made the decision to go all in and focus entirely on growing the brand.”
The COVID-19 pandemic also played an unexpectedly beneficial role in the brand’s growth, with donations to NHS workers generating national media attention.
“Covid had a hugely positive effect on the business because, with excess stock, we were one of the first brands that were giving away free products to the NHS,” says Paterson.
“This not only supported frontline workers but also gained attention from major national magazines and newspapers highlighting brands that stepped up. This resulted in a 40% growth that year – a momentum we’ve continued to build on nearly every year since.”
Now, with outside money on board and a clear three-year strategy in place, the firm is poised for even greater expansion.
“We recently secured investment from a private investor with a track record of building top beauty brands, and our mission is clear – to become the world’s leading lip care brand,” says Paterson.
“We’re making this happen through a dynamic three-year NPD and collaboration strategy that’s already in motion and planned, which is incredibly exciting.”
With continued product innovation, smart collaborations, and a strong digital presence, Paterson’s goal of making Dr.PAWPAW the name on everyone’s lips worldwide is well within reach.
Johnny Paterson will be sharing his story on his keynote session at Elite Business Live on 13th March ‘How to build a multimillion brand from £20,000. Which takes place at 15:30. To register to attend in person or livestream the session for free click here.
