Disrupting Beauty Norms: Key Strategies for Building a Purpose-Driven Brand with Medical Integrity in a Crowded Market
- Bethany Sharp
- Apr 12
- 5 min read
Updated: Apr 17
Have you heard of Wave?
Wave started with a sense of frustration with the status quo. My wife had been struggling with hair loss for years. It was gradual at first, but it reached a point where she could see more of her scalp, and she needed clarity - what was causing her hair loss? How do you stop it? How / can you regrow your hair?
Like many women, she turned to the internet and was bombarded with miracle claims: “clinically proven” serums, “DHT-blocking” shampoos, biotin supplements, hair loss vitamins etc. each promising to fix everything.
She tried everything. Nothing worked.
As a doctor, I had the advantage of knowing how to separate real science from
pseudoscience. I started researching women’s hair loss with a clinical lens - and what I
found was shocking. The entire industry was full of misleading claims, really poorly
conducted and biased studies, and marketing fluff. “Clinically tested” often meant nothing more than a survey of 25 women with no controls, no peer review process, not published in journals and brand-funded bias. Things like “proprietary” and “patented” are just smoke and mirrors.
But more than that, the problem was systemic. Women's hair loss is medically complex and deeply personal - and yet it’s treated like a beauty issue. Most products focus on surface-level vanity rather than medical efficacy. And because so much of the clinical research is based on men, women are left underserved, misunderstood, and misled. That’s why we started Wave. To bring clarity, honesty, and real medical science to a space that desperately needs it.
What challenges did you face in launching a hair loss product?
There’s a long list. First, we had to actually build something that works - no compromises. That meant diving deep into clinical literature, speaking to dermatologists, and mapping out every pathway of female hair loss. There are certain types of hair loss that we wouldn’t be able to treat such as scarring alopecia, as this required a consultant dermatologist review in person and scalp biopsies etc.
With Female Pattern Hair Loss and some other types that are much more common, we found that the most effective approach wasn’t one miracle ingredient, but combination therapy: multiple prescription-grade ingredients working synergistically, tailored to each woman’s specific needs - in one topical formulation. Some oral medications work, but these often come with a much higher risk to the women as you get systemic side effects. A lot of research shows comparable results in topical forms. The operational complexity of delivering a personalised, clinically-effective treatment, without sky-high prices or compromising on quality was a serious challenge. We chose to work with a compounding pharmacy so we could make each treatment to order.
Another big challenge was building trust in a crowded and noisy market. We didn’t have the budget of a VC-backed beauty / healthcare brand. So instead of trying to outspend, we are focussing on out-serving and speaking up about what we believe. We spoke directly with women, listened to their experiences, and showed them we genuinely care. That’s how we built our first case studies, and it’s how we developed our core message: empowering women with real solutions, not just hope in a nice looking bottle.
How did you build social proof?
Hair loss is incredibly visible and so social proof matters, but we didn’t want to wait until post-launch to show results. We reached out to early users while still building the product. We offered consultations, personalised care, and transparency around our approach. Because I’m a doctor, many of them felt reassured. Because we listened to them, they felt heard. That personal connection created the foundation of trust. We helped these women regrow their hair and those early transformations became the core of our launch content. Social proof isn’t just testimonials; it’s showing real, measurable progress backed by science.
What was your experience working with a pharmacy?
Honestly, it was one of our unfair advantages. My background includes building a pharmacy startup and growing up in a family that runs pharmacies. I know the regulations inside and out. I also know how to bridge the gap between commercial goals and clinical standards - which is rare.
For anyone developing a medical or semi-medical product, partnering with healthcare professionals requires deep respect for their time, expertise, and limitations. Get clear on expectations. Be transparent. Communicate asynchronously when possible. And always anchor your product in evidence, not ego.
What advice would you give to brands working with medical professionals?
● Respect their expertise, but ask smart questions.
● Get multiple opinions as consensus builds credibility.
● Be flexible as they have day jobs.
● Structure your communication well. Send emails with clear context and goals ahead of time.
● Don’t look for shortcuts with regulation. Respect it, or it will come back to bite you.
● And if you’re just starting out reach out to me. I’ve had mentors and advisors who made all the difference, and I’d love to pay that forward. Message me on LinkedIn anytime.
How did you market the brand?
Before we spent a single pound on ads, we spoke to women. We asked about their journey, what they’ve tried, what they trusted, where they learned, what their frustrations were. That shaped everything.
Our go-to-market playbook is focussing on doing a few things very well:
● Staying consistent with a few channels early on
● Using real user insights to drive our creative strategy, not what we thought looked good.
● We kept things raw. Women don’t need another airbrushed ad. They need honesty.
● We used tools like AI and Meta Ads Library to spot patterns.
● We are doing things that don’t scale and personally reaching out, writing custom follow-ups, over-delivering - basically showing people that we care.
● Keep experimenting and making changes fast whilst being able to keep an eye on what changes are having an impact - using data to drive decisions
● Start organic content early
This interview explores the journey of Wave, a hair loss brand born from a personal struggle and a doctor's scientific scrutiny of the industry. It highlights their commitment to evidence-based formulations, personalised care through compounding pharmacies, and building trust by prioritising transparency and genuine connection with their customers. The founder shares valuable insights on navigating a crowded market, working with medical professionals, and the power of authentic marketing. What key takeaway from Wave's journey do you find most inspiring for the beauty and fashion business landscape?
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