Bringing a 30-Year Heritage Skincare Brand Into the Modern Era
Written by: Rio Callans
Brand
Sage Skincare, a 30-year clinical skincare brand founded by paramedical esthetician Barbara Strickland in St. Louis. Known for education-first philosophy and aloe-based formulations with advanced ingredients (peptides, acetyl hexapeptide-8, plant stem cells) years before they became mainstream.
Stage
Founder-Led | B2C Skincare | 30+ Year Legacy Brand | Transitioning from founder-dependent operations to scalable DTC model
The Challenge
Barbara built Sage's credibility over three decades, but the business ran entirely on her:
All formulations, education, fulfillment, and customer relationships depended on the founder
Zero operational systems: no CRM, automated fulfillment, or subscription infrastructure
Outdated website with poor UX, no SEO optimization, limited digital presence
No documented processes or brand assets beyond founder knowledge
Impossible to scale without cloning Barbara
The operational challenge: build modern systems that enable scale while preserving the clinical rigor and educational approach that made Sage trusted.
What I Built
Strategic Planning & Brand Modernization
Audited all workflows and identified operational bottlenecks in fulfillment, vendor management, and customer education
Modernized brand identity: updated labeling, product photography, SEO web content, and educational assets
Standardized brand voice and messaging for consistent education-driven marketing across all channels
Created branded protocols and training tools that replicated Barbara's clinical expertise digitally (including signature "Remember to Ice" method)
Financial Systems & Vendor Management
Negotiated with suppliers and reduced ingredient costs by 30% while improving quality
Built monthly budget vs. actuals reporting for financial visibility
Developed pricing models for new subscription offerings
Operational Infrastructure
Built Sage's first CRM and post-purchase automation to support personalized skincare regimens
Redesigned fulfillment workflows that cut order turnaround from 3 days to 1 day
Overhauled inventory management and production scheduling
Reduced ingredient delays by 30% through improved vendor communication systems
Documented SOPs, QA workflows, and operating cadence to make operations founder-independent
Product Development & Revenue Diversification
Launched subscription program generating 300+ monthly recurring customers in year one (25% of sales)
Developed "Try Me" sample kits that boosted repeat purchase rates by 80%
Created virtual skincare analysis protocols enabling national and international expansion
Designed new product bundles and subscription kits aligned with clinical protocols
E-commerce & Marketing Operations
Overhauled website UX and e-commerce funnel optimization
Implemented lifecycle email campaigns and customer journey automation
Built educational content strategy that reinforced clinical credibility
Created marketing assets focused on ingredient transparency for sensitive-skin and acne-prone consumers
Key Results
Grew online customer base by 150% in 18 months, driving 40% total revenue growth
Increased returning customers by 45% through automation and personalized education
Launched subscription program contributing ~25% of sales with predictable recurring revenue
Improved operational efficiency: fulfillment cut from 3 days to 1 day
Reduced supply costs by 30% and ingredient delays by 30%
Freed founder from daily operations to focus on formulation innovation and high-level client relationships
Built scale-ready infrastructure with documented systems that functioned independently of founder
What This Demonstrates
Sage Skincare evolved from a founder-dependent practice into a scalable DTC brand with modern systems, predictable revenue, and operational efficiency, all while preserving the clinical rigor and educational philosophy that built trust over 30 years. The operational frameworks developed at Sage now inform how I build sustainable, founder-independent systems for consumer brands through Soluna Partners.
Sage advice aloe-based formulations enriched with peptides, acetyl hexapeptide-8, and plant stem cells — years before these ingredients became mainstream
Ingredient-focused marketing piece designed to build trust with label-reading, sensitive-skin, and acne-prone consumers — highlighting Sage’s hero mask and education-first philosophy through transparent, benefit-driven storytelling
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