The Social Media Hashtag Which Made Over $100,000 Beauty Sales in One Week



Sydney-based skincare brand Yamco made over $100k in their first week of sales using one simple hashtag #nofilter.

The founders, Sydney-based best mates Tony Yammine aged 22, and Daniel Saad aged 28 contribute the success of their launch to the use of a clever hashtag which is now used commonly on social media with more than 267 million reposts #nofilter.

Launching just two products, a clay mask and a hydrating moisturiser, from the moment they launched their brand, they have had nothing but positive feedback from consumers using the products, and not one bad review.

“Our idea was to launch a brand which represented inner beauty. Where anyone (women and men) could be comfortable in their own skin, without the use of filters and other social media edits for social posts,” Tony explains.

“We actually didn’t really think about the risks of launching a skincare brand during the pandemic and lockdown. We believe in our brand and we were confident it would launch successfully. Though we weren’t expecting to make the sales we did,” Tony says.

Working independently with four dermatologists, Tony and Daniel were able to test their products for more than a year on the dermatologist’s clients . They were then able to better formulate the products, working with the skin specialists and clients, to create a product which not only suited to varying skin types, but worked too.

Yamco Skin natural clay mask

Yamco Skin Clay Mask RRP $59.99

This detoxifying clay mask has been created using the natural ingredients of Kaolin Clay, Allantoin, Aloe Vera Juice, Coconut, Turmeric,  Avocado and Matcha Tea.

The mask will help draw out excess oils, impurities and pollutants to detoxify, brighten and tighten your pores. It’s also been proven to fight acne and soothe dryness.

Yamco Skincare Hydrating moisturiser

Yamco Skin Hydrating Moisturiser RRP $49.99

Suitable for all skin types, especially oily and blemish prone skin, this moisturiser will hydrate, reduce excess oil production, treat acne and help with dry flaking skin.

The cream is made using Sweet Almond, Avocado Oil, Macadamia Nut, Jojoba Oil, Shea Butter and Cacao and is nourishing and promotes the natural healing process of the skin. Blemishes fade away as fast as they appeared.

With a background in Corporate Finance and Business Development, neither Tony or Daniel knew anything about skincare, though were aware there was a gap in the market for a skincare product which would effectively treat not just different skincare concerns, but be suited for any skin type. Whether you have oily skin, dry skin, puffy skin, blemish prone skin, or flat looking skin. 

“By working with dermatologists, we not only got to see how the products worked on the skin, we also obtained the knowledge we needed on how skincare works too. This also helped us develop a one hundred percent functioning product we knew would work,” Tony explains.

The clay mask and hydrating moisturiser are chemical-free, something the duo implemented by working with dermatologist.

“Less is more with our brand. We wanted to reduce the amount of ingredients in the products by focusing only on what you need to create a skincare product. This also helped in developing a skincare brand which simple, natural and backed by skincare specialists.

All ingredients in both the clay mask and the moisturiser are one hundred percent Australian. Even the packaging is Australian, with most sourced from here in my hometown Cronulla. The manufacturing process of the products is in Sydney. It was important for us to maintain stability with this brand when it came to creating an Australian product.

Not only did we want it to be an Australian brand, we wanted the whole process of creating the products to selling the products – from start to finish, to be completely Australian,” Tony explains.

Something he believes has also contributed to the success of the brand since it launched.

“We believe any business should be transparent in what they are delivering to the public. Confidence and integrity are the key foundations we built the brand on, and by creating a solid Australian brand, which is one hundred percent Australian, we are able to reflect these ideals into the product,” Tony tells me. 

By the end of 2020, Tony and Daniel hope to extend on the range by launching a cleanser.You can purchase the clay mask and hydrating moisturser online at Yamco Skincare directly or at Oz Beauty & Hair or at Glam Raider.

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Rebecca Wilkinson


Say hello to Bondi Beauty's Beauty Columnist. Rebecca is a pescatarian, who may yet become vegan. She loves all things beauty, health & travel with a weakness for coffee. If she's not answering her mobile - it's probably because she's trying out the latest beauty craze like ice baths or rubbing smashed avo on her face. We know, what a waste of smashed avo. Reach out to her with your beauty questions.

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