Lilac St. is a fast-growing consumer brand that sells eyelash extension products via DTC and Amazon. Alicia Zeng founded the brand. And like many brands during the pandemic, Lilac St. was born out of Alicia's apartment in San Francisco.
With salon closures due to safety reasons in 2020, Alicia was motivated to bring high-quality extensions to customers who – like her – wanted to maintain some of their pre-COVID self-care and beauty routines.
So, she and her husband started selling and shipping products from her living room. And it didn't take long for them to grow quickly, either.
In the first year, they 10x'd their revenue. Since then, the business has grown a steady 4x in year two, and they plan to double that this year.
And they've done it all without fundraising.
"We didn't want to raise venture dollars because we felt like it would force us in a direction we weren't ready to commit to," explains Alicia. "We wanted the freedom to do things our way. So, we've focused on profitability from day one."
In the early days, Alicia spent far more time than she’d hoped, pulling analytics from random dashboards and tools like Shopify, Google, and Recharge (before they turned to Loop) to make sense of their sudden growth. As a founder with endless fires to put out, it was draining Alicia’s time.
Alicia had a problem.
It was less about the time-suck and more about keeping pace with the company's growth. As Lilac St.'s needs became more complex, they needed solutions to help them get granular while simultaneously consolidating large swaths of data into an authoritative source.
They needed all their tools to talk to each other.
“When you’re a young company, the numbers just need to be directional so that you know you're “generally” headed the right way. But as our business needs became more sophisticated, we knew we needed a platform that could provide us with detailed analytics and reporting.”
Since each platform uses different terminology and time slices, obtaining comprehensive insights without spending untold hours “jerry-rigging” a system that would work in the short term was challenging.
Lilac St. needed something comprehensive, streamlined, and authoritative.