3 min read

How MASAMI is fuelling the clean beauty movement with Syncio

Published on

13 November 2024

With the clean beauty market projected to reach $39 billion by 2033, small indie brands still struggle to compete with larger players to attract values-driven consumers. MASAMI, a US-based premium haircare brand, is meeting this challenge by harnessing the unique power of Mekabu—a nutrient-rich Japanese seaweed—and building impactful partnerships to bring its sustainable products to a wider audience.

MASAMI was co-founded by Lynn Power, a former advertising CEO, who left her career in 2018 to create a brand reflecting her passion for creativity and clean beauty. Teaming up with James, a product developer who had spent over a decade perfecting haircare formulas, Lynn launched MASAMI at New York Fashion Week in February 2020. 

With Syncio, MASAMI has been able to scale partnerships that are central to its success, allowing the brand to efficiently expand its reach and customer base.

Building values-based partnerships for growth

For Lynn, partnerships have been instrumental in MASAMI’s growth, especially given the challenges of launching just a month before the COVID-19 lockdowns. Partnerships have become a central marketing strategy, helping MASAMI reach new audiences who align with its values.

Partnerships have been HUGE for us. Given we launched a month before the NYC COVID lockdown, we couldn’t get into salons or retail. So, we started forming partnerships with other clean beauty brands to grow our social media following and email list.” - Lynn Power

The success of these partnerships even inspired Lynn to launch the Conscious Beauty Collective, a platform that empowers 30+ indie beauty and wellness brands to grow through mutual support and collective impact.

Syncio’s seamless syncing capability ensures that MASAMI’s products and stock levels are always consistent across multiple partnerships, which has been critical for maintaining the brand’s reputation and strengthening trust with new and existing partners.

Leveraging Syncio Marketplace as a sales channel

Syncio Marketplace has become a invaluable growth channel for MASAMI, connecting the brand with retail stores—and their audiences—that share its commitment to clean beauty.

We've had several marketplaces reach out and add our products to their stores through Syncio Marketplace. Now, a large portion of our business is through dropshipping, which works out great for us (and the partner).” - Lynn Power

In fact, one of MASAMI’s top-performing partners was discovered through Syncio Marketplace—a connection that may not have happened otherwise.

“One of our top partners right now is NÉLO Life, a membership-based platform that curates experiences. We found them on the Syncio Marketplace. They wouldn’t have been on our radar otherwise, and now they’re one of our top partners.” - Lynn Power

Join the movement: Partner with MASAMI

MASAMI is actively seeking partnerships with marketplaces, retailers, and stores that prioritize sustainability. 

We love partnering with stores that support and value small, indie businesses. We also like values-based businesses who understand the importance of clean formulas, vegan, cruelty free and fair trade brands.” - Lynn Power

If you’re interested in partnering with MASAMI, here’s how to get started:

  1. Install the Syncio app from the Shopify App Store
  2. Create a Syncio Marketplace profile
  3. Send a connection request to Conscious Beauty Collective

Looking ahead: Curated collections and collaborative growth

As a self-funded brand, MASAMI is focused on sustainable, gradual growth through strategic partnerships and dropshipping collaborations. Lynn plans to further expand MASAMI’s reach by developing new partnerships and offering curated collections of Conscious Beauty Collective brands.

With Syncio, we would love to showcase MASAMI and Conscious Beauty Collective brands as a collection that can be ‘dropped in’ for retailers looking to offer a full range of clean, skincare, haircare, bodycare, fragrance, and more.” - Lynn Power

Syncio has enabled MASAMI to grow efficiently and sustainably, empowering Lynn and her team to focus on their mission: bringing the natural power of Mekabu to a wider audience and redefining what clean beauty can achieve through collaboration.