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Scaling Ecommerce Without the Chaos, with Cooki Haircare
Can ecommerce still be simple? And can it still scale?
In today’s episode, we sit down with Jaimee Vilela, Managing Director of Cooki Haircare, to explore what happens when a business is built deliberately, around focus, product quality, and lifestyle, rather than constant expansion.
Cooki Haircare is a solid shampoo and conditioner brand Jaimee and her husband Lucas acquired as a “business in a box”, originally doing just four sales a day. Fast forward, and the brand is now generating over $3 million in annual revenue, powered by a lean team, a tight channel mix, and an unusually deep connection with its customers.
With over 6,000 five-star reviews, customer feedback shapes everything from creative strategy to product positioning. Jaimee shares how deeply emotional haircare can be, especially for customers dealing with menopause, hair thinning, or post-chemo regrowth, and how that emotional resonance fuels advocacy.
Today’s conversation is a masterclass in restraint, and why sometimes, doing less is what unlocks growth.
When people finally find something that works, they don’t stay quiet about it.
Today, we’re discussing…
- Scaling ecommerce profitably with a lean, lifestyle-first setup
- Why focus on one channel can outperform spreading across many
- Using customer reviews as a growth engine, not just social proof
- Building a niche brand through product obsession and clarity
- How deep customer understanding drives conversion, bundles and retention
Chapters
2:43 – Why Buy A Tiny E‑Com Brand
5:20 – Product Fit And Solid Shampoo Benefits
9:05 – What We Look For When Acquiring
12:00 – Emotional Pain Points Drive Demand
18:00 – The Two‑Channel Play: Meta And Klaviyo
25:10 – When Meta Breaks And How To Recover
27:13 – Resurrecting Ads And Site Conversion Wins
32:18 – Bundles, AOV, And Repeat Purchases
36:10 – Priorities: Retail, D2C, And US Expansion
Join us!
Come behind the scenes with Add To Cart Community: Join our crew of ecommerce operators chasing growth, sharing wins, and staying sharp with deep dives, live events and no-BS inspiration.
