Slip
Acne meds thinned her hair. Her dermatologist said sleep on silk. Nobody sold a silk pillowcase as beauty. So she built the category.
A Brisbane advertising executive prescribed acne medication in 2003, woke up six months later with thinning hair and sensitive skin. Her dermatologist told her to start sleeping on silk. She could not find a silk pillowcase sold as a beauty product anywhere on Earth. Fiona Stewart and Justin Dubois launched Slip in Brisbane in 2004 with one product, the Slip Pure Silk Queen pillowcase. The retail price was set at around US$125, unprecedented for a pillowcase. It had 200 celebrity endorsements over the next decade, none of them paid. The category move was the shelf. A pillowcase sold inside Bed Bath and Beyond competed against polyester. The same pillowcase sold inside Sephora competed against serums.
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