The Business

Wild and Woman is a Southern California–based perfumery brand creating artisanal fragrances.

Founded by Umbelina Cantu in Newport Beach, the brand is built around ethically sourced, cruelty-free ingredients and a minimalist, portable roll-on format.

Target Audience:
Eco-conscious women aged 25–45 who value individuality, craftsmanship, and mindful beauty.

Path to Growth:
With a strong direct-to-consumer model, Wild and Woman has focused on building close customer relationships while maintaining its artisanal identity. Now, with the support of Candid Founders, the brand is evolving into a wholesale-ready company poised to inspire boutiques worldwide.

The Challenge

Despite their exceptional product line and powerful brand story, Wild and Woman faced three primary challenges:

1. Limited Online Presence – The brand had minimal visibility outside of its website and select boutiques, limiting discoverability.
2. Wholesale Growth Opportunity – Without established distributor partnerships, there was untapped potential for expansion into wholesale and B2B marketplaces.
3. Customer Education – The unique benefits of oil-based perfumes (longer-lasting, eco-friendly, skin-nourishing) required clear and compelling communication to differentiate from alcohol-based competitors.
4. Utilising beautiful visuals - with a keen eye and design sensibility from Umbelina's formal education, Wild & Woman was swimming in photography. So we found ourselves asking, how can we utilise this in a way true to the brand & Faire.

The Strategy

Position the brand for wholesale growth while staying true to its product quality, brand maturity and great story. Our strategy focused on:

Brand Positioning & Storytelling

• Crafted a compelling Faire storefront narrative anchored in the founder’s origin story: how Amber perfume went from a Laguna Beach boutique experiment to a nationwide boutique sensation.
• Refined brand messaging to emphasize empowerment, sustainability, inclusivity, and artisanal craftsmanship.
• Incorporated playful-yet-sophisticated messaging such as “So good, your boyfriend will wear it” to capture attention while broadening the appeal.
• Developed founder-led storytelling assets (photos, quotes, and brand philosophy) to humanize the brand for wholesale buyers.
• Implemented a tagline-driven approach: “Smell like you. Cause when you feel good, you look good.”

Marketplace Optimization

• Designed and relaunched Wild and Woman’s Faire storefront with optimized imagery, copy, and product placement.
• Conducted keyword research to ensure discoverability within Faire’s search ecosystem.
• Developed product descriptions that balanced poetic storytelling with buyer clarity, e.g., highlighting notes, carriers (MCT oil), and usage instructions.
• Integrated sustainability and cruelty-free commitments into every product description to align with ethical boutique buyer priorities.
• Optimized Faire’s shipping incentives, leveraging free shipping and low minimum order quantities to encourage trial orders.

Product Merchandising & Presentation

• Curated the hero product lineup (Jane, Amber, Malia, Naomi, Dylan) with clear differentiation of each scent persona.
• Developed cross-selling strategies (e.g., pairing Jane and Amber as a “signature duo” based on customer reviews).
• Created wholesale-specific bundles to increase average order values.
• Highlighted refillability and eco-conscious packaging to further stand out from alcohol-based competitors.

Growth & Expansion Strategy

• Held weekly performance review sessions with the Wild and Woman team, presenting actionable insights on traffic, engagement, conversion, and order trends.
• Optimized pricing structures to remain competitive while sustaining healthy margins.
• Implemented Faire promotions to boost order velocity.
• Guided email outreach and cold wholesale prospecting aligned with Faire availability.
• Positioned Wild and Woman for boutique partnerships by creating ready-to-use retailer education materials.

Retailer Acquisition & Relationship Building

• Strategically targeted Faire’s community of independent boutiques aligned with Wild and Woman’s ethos (eco-conscious, artisanal, women-led shops).
• Provided guidance on building long-term wholesale relationships through samples, tester bottles, and personalized outreach.

Education Through Content & Communication

• Educated buyers on the unique benefits of oil-based perfumes: long-lasting wear, eco-friendliness, skin nourishment, and refillability.
• Developed FAQ-style resources within Faire to proactively address buyer questions (e.g., rollerball function, scent potency, carrier oil benefits).
• Highlighted strong customer reviews from direct-to-consumer channels to build trust for wholesale buyers.

Brand Expansion Beyond Faire

• Advised on future retail partnerships to expand reach beyond Faire’s ecosystem.
• Suggested enhancements to brand storytelling across other platforms (email, website, packaging copy).