Editor
Selling a single product in a single store without e-commerce, and without having spent a cent on advertising, is not exactly a standard go-to-market strategy — especially in the ultra-maximalist beauty category.
Yet that’s exactly how fragrance brand Avestan, which started as a passion project under Deciem, launched in 2019. It has since garnered cult status among beauty fanatics, not to mention surging sales.
It’s even proved a…
