Kourtney Kardashian’s wellness brand is tapping into a booming market by listening to real feedback. Here’s why every brand should be doing the same.

Two years ago, we made the difficult decision to cut five inches off our hair. Our once-vibrant locks had grown thin and lifeless, the victim of San Diego’s harsh water. We chalked it up to bad luck—until conversations with friends revealed a larger truth: we weren’t alone. In fact, 40% of women under 30 are grappling with thinning hair. So, when we stumbled across Lemme Grow, a hair supplement promising fuller, healthier hair in just 12 weeks, we were intrigued—yet skeptical. And the more we dug into Lemme's approach, the more we realized this wasn’t just another celebrity-backed product. It’s a blueprint for innovation that every brand, big or small, can learn from.

The Surge of Hair Wellness

The hair wellness industry is now a $3.2 billion market in the U.S. alone, with no signs of slowing down. Yet, as with many booming sectors, the market’s true potential lies not just in the products themselves, but in understanding consumer needs. As hair thinning becomes an increasingly common issue—especially among younger women—the demand for effective solutions has surged. More than half of women will experience hair thinning during their lifetime.

The effects of hair thinning go beyond aesthetics. As Nutrafol discovered, 39% of women said they no longer felt like themselves, and 32% reported feeling less feminine due to thinning hair. What’s more, a staggering 46% of women who’ve experienced hair thinning reported feeling sad, while 43% felt embarrassed and 42% were scared.

Lemme has leaned into these insights, building products that go beyond aesthetics to address the emotional and psychological toll of hair thinning. The brand is creating a dialogue about an often-overlooked issue, positioning itself as both a solution and a source of empowerment. It’s not just about growing hair—it’s about restoring confidence and helping customers feel like themselves again.

What Sets Lemme Apart

When Kourtney Kardashian launched Lemme, it was easy to be skeptical. The wellness industry is littered with celebrity brands that generate buzz but fail to deliver, relying more on star power than substance. But in less than two years, Lemme has defied expectations, carving out a unique niche and gaining serious traction in an increasingly crowded market.

The idea for Lemme began during Kourtney’s personal wellness journey. A self-proclaimed health enthusiast, she wanted to create products she genuinely used and trusted. While Lemme hasn’t disclosed revenue figures, industry insiders estimate that the brand has already surpassed $20 million in annual sales. Its bestsellers like Lemme Chill and Lemme Matcha consistently sell out online, and the company’s products now occupy premium shelf space at national retailers like Target. The Lemme Chill gummy alone reportedly moved over 500,000 units in its first year—a remarkable feat for a relatively new brand.

So, what’s the secret behind its success? Unlike many celebrity-backed products that rely solely on star power, Lemme listens—and it’s paying off in a big way. The brand uses both informal methods like Instagram polls and formal research, including clinical studies and blind tests, ensuring their products reflect genuine consumer needs. For instance, Lemme Grow was developed after hundreds of followers shared their struggles with hair thinning and frustration with existing solutions. This open line of communication is not just customer engagement; it’s product innovation.

What Other Brands Can Learn

Here’s a thought: if Kourtney Kardashian can do it, why can’t other brands? Lemme’s model offers a valuable lesson for every brand: in today’s consumer landscape, success lies in engaging with your customers in real-time. As experts in the retail and wellness sectors, we’ve seen firsthand how brands that listen—not guess—are the ones that thrive.

Here’s how you can replicate Lemme’s approach:

1. Engage Directly with Your Audience: Start with simple questions! For example, we used social media polls and short surveys to gauge what customers wanted most in their wellness journeys. Tools like Instagram Stories or Typeform are perfect for this.

2. Combine In-Depth and Quick Feedback: Mix short polls with deeper feedback. We’ve worked with retailers who combined customer interviews with quick online surveys to uncover the pain points in their loyalty programs. Begin with a free tool like Google Forms, and then progress to detailed options like Hotjar or Lookback for real-time user behavior insights.

3. Track What Customers Do, Not Just What They Say: Observing behavior is just as important as asking for opinions. We’ve implemented reporting for boutique stores to understand how customers navigate their sites, revealing hidden bottlenecks and popular products. Tools like Google Analytics and social listening platforms like Sprout Social can uncover similar trends.

4. Use Feedback to Make Your Product Better: Customer feedback isn’t just for creating new products—it can also help you refine existing ones. For a fashion brand, we used customer insights to adjust product lineups based on what people wanted more of. You can run A/B tests with tools like Optimizely or Google Optimize to see which changes resonate best.

The Bigger Picture

While our journey with Lemme Grow is still ongoing, the lesson here is clear: the future of brand success lies in listening, not guessing. Lemme’s commitment to refining its product based on real customer feedback is a model that can be replicated across industries. Brands that prioritize customer engagement and continuously adapt to their audience’s needs will be the ones to succeed in the long term.

Real, unfiltered feedback is the key to creating products that resonate, build loyalty, and ultimately, drive growth. By staying attuned to your customers’ needs and acting on them, you can foster deeper connections and create more meaningful products.

Just ask Lemme.

Want to know the power of listening to your customer? Check out our latest podcast episode, where we talk about using their feedback to grow your business.