Something that has always been important to me as a founder is remembering that a brand is more than just a product on a shelf. In today’s market, people don’t just buy what you make – they buy into who you are. That’s why building a genuine, engaged community around your brand isn’t a “nice to have”; it’s essential.
At Dr.PAWPAW, community is about connection, conversation and belonging. We actively speak directly to our customers, listen to their feedback and invite them into our world. When people feel heard and valued, they don’t just purchase once; they come back, again and again.
A recent customer survey we conducted revealed that over half of our customers are influenced to make a purchase based on brand loyalty.
We’ve created dedicated spaces to support this sense of belonging. Our WhatsApp group and community spaces are designed to encourage real relationships – not just between brand and customer, but customer to customer. The Dr.PAWPAW Playhouse brings together beauty lovers – from influencers and bloggers to everyday creators – offering early access to launches as well as a space to connect, share ideas and grow. Alongside this, our Clubhouse is a welcoming hub for our wider community, where we share behind-the-scenes moments, insider updates and have open, honest conversations. Pauline and I are both active in these spaces, helping to build trust and reinforce that there are real people behind the brand.
Purpose is another vital part of how we build community. Giving back isn’t something we do on the side; it’s embedded in our brand and shared with our customers. We are currently celebrating five years of partnership with Teenage Cancer Trust, a charity that provides specialist support for young people living with cancer. Over this time, our community has played a key role in helping us raise funds, spread awareness and shine a spotlight on the voices and stories of the young people the charity supports. By involving our customers in these initiatives, we create a deeper connection — one that goes beyond product and into shared values.
For me, the takeaway is simple: if you want your brand to last, focus on people first. Build a community rooted in trust, purpose and shared values, and your customers will stay with you for the long term.
