After Pamela Anderson's Skincare Brand Turned to Gardening as a Growth Strategy, Sales Spiked 800 Percent

After Pamela Anderson's Skincare Brand Turned to Gardening as a Growth Strategy, Sales Spiked 800 Percent As its competitors lean deeper into extravagant gifting and luxury brand trips in a constant fight for attention in a crowded digital marketing space, mindful skincare brand Sonsie is inviting its audience to ditch their phones and meet in a garden. Instead of wooing influencers and editors with yachts and private jets, it invites them to volunteer in local community gardens and launches products and initiatives that encourage customers to log off and spend time outside. This slow and thoughtful approach to marketing is paying off—Sonsie's team maintains a monthly return rate of 50 percent, and has not raised any outside capital. Although gardening is a major part of the brand's philosophy and visual identity today, it was not part of its story when it launched just over three years ago in June 2023. The team's primary focus was formulating clean, minimal skincare products for customers who felt overwhelmed by the rigorous twelve-step routines and variety of active ingredients that were popular in the beauty space at the time, explains Sonsie's CEO Kailey Bradt. Creating a unique identity around these products and narrowing down the brand's core audience took time, admits Bradt. In January 2024, actor and model Pamela Anderson joined the team as a co-founder and a new majority owner, following the media discourse around her newfound preference for minimal, bare-skin looks—a departure from her iconic '90s bombshell makeup. As she became one of Hollywood's most outspoken advocates for embracing natural beauty and simpler routines, her personal passion for gardening and the lessons she extracted from it started seeping into the brand's philosophy and visuals. "Our intention is to create a loving brand that is made with the best ingredients, no cutting corners when it comes to what we hold important....The garden is our biggest inspiration," Anderson explains. "Kindness [is] our most cherished secret ingredient."