@esma: Creating an Authentic Brand from the Ground Up

Kyle Russel
2 min readNov 23, 2020

Mental health is a hot topic today when it comes to the longevity of creating and expanding on the culture of destigmatizing it. Many brands do not touch the topic of mental health as it is something that they see as ‘not fashionable.’ Yet, there is one brand that has been able to create a new image and put some light on the idea of mental health. By doing so, they are able to mesh a brand and a good message in one.

CryBaby was started by a woman named Esma, (@esma) who wanted to create a brand that lets women know that it’s ok not to be perfect. Just by simply being a strong, independent women, they can accomplish a lot of amazing things in their lives. By keeping with this message, she is able to reach an organic audience that is loyal to the brand that she has created.

Unlike the traditional method of simply posting the same basic post that most brands do that shows someone wearing their brand, Esma decided to instead use discussion posts. Cry Baby actually acres about their customers personal needs and in fact does weekly rant posts in order to engage and talk with her followers. By engaging with a customer’s mental health, Esma has built up a recurring customer that actually believes in the brand and believes in the message that it’s sending.

This organic approach has actually caught the attention of a lot of celebrities. Ariana Grande, Chanel Jefferies, Alissa Violet, and more have all bought from Cry Baby. This organic growth, celebrity endorsements, and a strong community have allowed Cry Baby to grow to a multi-million-dollar business. This shows that sometimes, straying from the ‘norm’ or traditional way to grow will actually be more beneficial for your brand.

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Kyle Russel

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