Nopalera makes premium botanical body care and fragrance rooted in Latina heritage. The brand had passionate customers and retail traction, but Amazon was a small, under-built channel.
Twelve months later Amazon is a growth engine the founder presents to her board, and the retail side is compounding: a 3.5x lift on an Ulta promotion, an internal Ulta nomination for a Hispanic Heritage Month feature, and inbound interest from Target's Beauty Studio.
Small Base, Premium Price
Higher price points than category incumbents, with no discount-brand playbook to lean on.
Fragrance Is Hard to Sell Unsniffed
The 50ml eau de parfums, the margin drivers, had never been available on Amazon.
Channel Had to Earn Its Seat
For a founder-led brand, every channel competes for attention and inventory. Amazon had to prove itself in board-level numbers.
Build the premium assortment on Amazon, then use events to move customers up the price ladder, not down it.
Assortment Up, Not Down
Instead of leading with the cheapest entry point, we built the full premium assortment. Prime Day buyers reached for the 50ml perfumes, units up 143% year over year with a higher average order value.
An Event Plan Sized to the Brand
Prime Day 2026 delivered the single best lift multiple across our entire portfolio, proof that event playbooks scale down as well as up.
Retail and Amazon Feeding Each Other
Amazon velocity and review equity strengthen the retail story; retail features send searchers to Amazon. Ulta internally flagged the brand as a Hispanic Heritage Month feature candidate.
The founder took these numbers directly into her board meeting. The engagement has since expanded to paid social and Walmart.
Premium mix is a strategy, not a hope
Assortment and event design moved customers to the 50ml perfumes. AOV growth came from what we listed, not what we discounted.
Event playbooks aren't just for big brands
The portfolio's best Prime Day lift came from one of its smaller brands.
Channels compound when someone connects them
Amazon proof strengthened the Ulta and Target story. That's the connected-commerce thesis working at boutique scale.
