Community Over Competition: The Collaborative Growth Strategy of GAIA Skincare
- Bethany Sharp
- Apr 17
- 4 min read
Updated: May 1
In the ever-evolving world of beauty, standing out requires more than a good product—it demands purpose, authenticity, and a deep connection with your audience. For small business owners in the fashion and beauty space, GAIA Skincare offers a powerful example of how to build a brand that’s both aspirational and grounded in values.
From refillable packaging to meaningful spa partnerships, GAIA Skincare has cultivated an eco-luxurious identity that resonates deeply with wellness-minded consumers. We spoke with the team behind the brand to uncover the creative decisions, community-first mindset, and sustainable practices that have made GAIA more than just a skincare line—it’s a movement. Whether you're launching your own line or looking to infuse more meaning into your brand, their journey is rich with insight and inspiration.
GAIA Skincare beautifully blends eco-conscious values with a luxurious brand aesthetic. What were the key creative choices behind this look, and how did you ensure it stayed true to both luxury and sustainability?
Thank you for your kind words, we’re so pleased our look reflects the eco-conscious nature of GAIA. Our non-negotiables are being as sustainable and mindful when introducing new products to our skincare range.
Most of our range is in either refillable glass packaging, including our iconic green body and bath oil bottles, or in bamboo packaging, which is one of the most eco-friendly options for containers, being a renewable resource and compostable at end of use.
Generally, we shy away from using plastic (unless it’s an in-shower product, so this is for safety reasons) and using secondary packaging like boxes and tubes, which ultimately creates more waste.
With GAIA Skincare now in over 50 spas, how have you built such strong partnerships in a typically competitive industry? What’s your approach to fostering community over competition?
GAIA Skincare started as a signature brand for Gaia Spa, at Boringdon Hall. Our founder, Diane Nettleton, couldn’t find a spa and skincare company that aligned with her values and want to bring a higher level of wellness to her guests at the award-winning spa, so set about creating her own.
Our expertise and knowledge of the hospitality industry sets us apart, we understand the importance of guest experience, and appreciate that chosen spa brand creates the soul within the spa. GAIA treatments and products are developed to create a memorable experience, to leave guests feeling nurture and cared for.
We also take a tailored approach to our partnerships, understanding that no two spas are the same, and strive to offer support and guidance in whichever way we can, from Marketing to Training.
GAIA Skincare is rooted in friendship, community, and experience. How do these values shape your team culture, partnerships, and customer interactions in practice?
Like all good relationships, we strive to listen and take feedback on board, whether this is identifying how an internal workflow could be better managed, or if a spa partner needs extra support with an event or campaign, we’re always ready to listen and support in any way we can.
Our sales team are also pro-active in attending industry and trade events, where they can connect with peers and find like-minded people who inspire growth. Our founder, Diane, also attends events and talks, having recently been on a panel for International Women’s Day, as well as being a key supporter of Global Wellness Day.
What are your top three tips for building a values-driven brand that truly connects with its audience and fosters community? Any key lessons you’ve learned along the way?
First of all be ambitious with what you want to achieve; strive for the best for yourself, your family and your team. Knowing you want to make a positive impact and create a meaningful brand is something you should be unapologetically ambitious about.
You’re not always going to get quick results, but persevering and believing in the long-term goal is key. We’ve recently launched a new Mineral SPF, which took over three years in development, however we knew this was a worthwhile product to invest time and energy into and is always worth the reward in the end.
Outside of spa partnerships, how does GAIA Skincare build community and connection with its broader audience? What role has collaboration played in your brand’s growth?
Referencing back to our sustainable ethos, we encourage customers to re-use their GAIA packaging, offering a 20% discount to customers who opt to re-fill their bottles and jars at spa partners, which we have found has helped create a sense of community between us and customers who share our green credentials.
On social media, blog posts and in email campaigns, we always share professional tips and information with our digital community. Skincare products are only half the story, knowing how best to use them and creating routines and rituals to support our customers wellness is equally as important.
We also support our spa partners with wellness events, ensuring we engage directly with spa members and the local community at each of our locations. From launch events, to Gua Sha tutorials and Christmas shopping events, we always look to strengthening our relationships and increase engagement.
GAIA Skincare’s story is a powerful example of what’s possible when a brand stays true to its values—proving that sustainability, luxury, and community can thrive hand in hand. For fashion and beauty entrepreneurs, it’s a reminder that purpose-driven decisions build not only stronger brands, but more meaningful customer relationships. So, as you grow your own business, ask yourself: what values are at the heart of your brand—and how clearly are they showing up in every touchpoint you create?
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