Thriving in a market that fell out of love with natural beauty with Nini Organics

In this episode of Abandoned Cart, Adam sits down with Alex, co-founder and CEO of Nini Organics, the artisan skincare brand built on passion, authenticity and a mission to reformulate the beauty industry for the better.

Alex shares the story behind Nini Organics, from struggling with severe acne and working in luxury beauty retail, to formulating products by hand and building one of the highest returning customer rates in the skincare space. He explains why the natural beauty movement fell out of favour after COVID and how Nini continued to thrive by staying true to its ethos, avoiding greenwashing, and keeping human connection at the centre of the brand.

Expect a refreshingly honest conversation about:

• The best advice Alex ever received and how it shaped his approach to business and boundaries

• The early beginnings of Nini Organics and why artisan, small batch creation is true luxury

• How the natural and organic beauty movement changed and why consumer sentiment dipped

• Why authenticity, founder presence and human connection have become Nini’s greatest growth levers

• The brand’s scrappy, founder-led marketing, experiments that worked, and content that absolutely did not

• How to build a loyal customer base without compromising on values or chasing trends

• The role of paid media, why Instagram remains their strongest platform, and the pros and cons of navigating Meta and TikTok

• What is next for Nini Organics, from pop-ups to new formulations and wider collaborations in the green beauty space

Whether you are an e-commerce founder, a marketer or simply someone building a brand with heart, you will take away valuable lessons on staying focused, standing firm in your mission and using authenticity to cut through a crowded market.

Connect with Nini Organics:

Instagram: @niniorganics

Website: niniorganics.com

Reach out directly on the Nini hotline or via DM for personalised skincare advice.

Connect with And Allies:

If you’re a scaling ecommerce brand looking for a growth partner across strategy, paid media & creative, head to https://andallies.co.uk/

Enjoy the episode, and subscribe for more honest conversations with the founders and marketers shaping the future of ecommerce.