Rachael Wilde, co-founder of the viral skincare brand tbh Skincare, has made a name for herself as a savvy entrepreneur with a strong focus on content marketing. Since its launch in 2020, tbh Skincare has garnered attention for its fun, science-backed skincare products and eye-catching social media campaigns that have resonated with younger audiences.
One of the standout features of tbh Skincare’s marketing is Wilde’s own involvement, including memorable moments like dressing up as Barbie in the streets of Sydney. While stepping into the spotlight can be daunting for many entrepreneurs, Wilde embraces the challenge with confidence.
“When dealing with online virality, it’s all about focusing on what you can control: the message you put out, how you show up, and what you say,” Wilde shares. “You can’t control how people react, so it’s freeing to let go of that expectation.”
At just 28, Wilde has already built tbh Skincare into a profitable business, known for its fresh approach to skincare. Last year, the company merged with Boost Lab under the umbrella of York St Brands, where Wilde now serves as Co-Founder and Chief Marketing Officer. Her efforts have earned her a spot on Forbes’ prestigious 30 Under 30 list, solidifying her position as a rising star in the entrepreneurial world.
For Wilde, excellence in execution is at the heart of her entrepreneurial philosophy. “It’s easy to come up with a great strategy, but execution—that’s a whole different game,” she explains. “A strategy stays hypothetical until it’s broken down into concrete steps and acted on. Focusing on this keeps me committed to small, consistent progress every day.”
Wilde also adheres to the “80:20 rule,” which asserts that 20 percent of efforts produce 80 percent of results. “As a founder, you’re always juggling countless responsibilities,” she notes. “Knowing where to focus—what will drive the majority of results—keeps you from spreading yourself too thin.”
At York St Brands, the company’s culture is just as important as its results. Wilde emphasizes the need for teamwork and values alignment, stressing that success is not solely about achieving targets but about how the team works together, learns, and grows.
“These values keep us aligned and focused on the kind of culture we want to build at YSB,” Wilde explains. “Success is about more than just reaching a target; it’s about how we work, learn, and grow together.”
As a leader, Wilde prioritizes active listening and vulnerability, traits that are often overlooked in high-level business circles. “Two of the most powerful things a leader can say to their team are, ‘What do you need from me?’ or ‘How can I help right now?’” she says. “And equally important, ‘I got it wrong’ or ‘I made a mistake.’ Creating trust and safety fosters an environment where teams can perform at their best.”
Looking ahead, Wilde is focused on expanding tbh Skincare’s reach into international markets. “Entering a new market brings back that exhilarating startup feeling—where everything’s unknown, a little scary, and full of potential,” she shares. “I’m excited to take what we’ve learned in Australia over the past four years and fast-track our growth in new territories.”
In the coming year, Wilde is committed to continuing innovation, ensuring that tbh Skincare remains engaging, surprising, and entertaining for its growing customer base. “We’re just scratching the surface, and I’m excited to see how much more we can do to elevate the experience,” she concludes.
Wilde’s journey reflects her unwavering commitment to excellence, creative marketing, and fostering an empowering work culture—traits that will likely propel her and tbh Skincare to even greater success in the years to come.
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