Nimbi, a London-based razor brand, faced low visibility on TikTok due to the shadow banning of the word 'razor'. In an unconventional twist, co-founder Anna Reid proposed using OnlyFans for marketing, primarily as a platform for educational content rather than sexualized material. Their posts aim to address sensitive questions about personal grooming that users often hesitate to ask openly. Despite being a minor channel with few subscribers, Nimbi’s approach has significantly boosted their sales, making them Erewhon's top seller in personal care and expanding into 900 Target stores soon.
It's much more like, 'How do we show that we all share a lot of the same needs?' Let’s share better educational techniques that aren’t [for] our skin on our face, but other body parts that we just can't show on social media.
Rather than posting sexualized content for a male audience, Nimbi's OnlyFans content is instructional and made to answer questions consumers might never have the courage to ask.
Nimbi is now Erewhon's number one seller in the personal care category, and is expanding into more than 900 Target stores March 1.
While OnlyFans isn't the brand's major marketing channel, still with under 100 subscribers, Reid tells Inc. they're 'having a lot of fun with it'.
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