How Miss A, a $1 beauty retailer, grew into a multimillion-dollar business. 

In 2013, husband-and-wife duo Jean and Kenneth Baik, in their mid-30s based in Texas, USA, trialled an e-commerce store to test their value proposition – the beauty industry is saturated, and there is a potential blue-ocean market – lowest prices in the industry. 

Its marketing and differentiation were $1 cosmetics and beauty tools. People would say – How do you even sell these products for $1?

Now the most valuable asset in the world today is attention. 

Miss A – attention is $1 – the lowest price in the market. 

The business is profitable, has not raised any external capital – and continues to grow faster than its competitors.

Initial products were 

  • makeup, eyelashes, bath bombs, 
  • nail products and beauty tools,  
  • brushes and sponge applicators,

The business has widened its product mix to include 

  •  jewellery, hair accessories, 
  • seasonal items, storage and greeting cards,

The business had an immediate impact. 

  • YouTubers first put the business on the map in 2013. 
  • Tik Tok went mad in 2016.

Demand was strong – their first stores opened in Texas malls in 2016. 

The Stores now carry 5,000 items with new items around 10 to 15 each week – press-on nails and nail stickers as examples. 

  • beauty category makes up around 90% of its online sales and about 60% of its in-store sales, 

In-store shoppers see new products every few weeks -the key to floor traffic is to refresh the shops with the latest trendy products to stay ahead of the industry and deliver the brand promise. 

Now Miss A operates online and has 15 locations throughout Dallas-Fort Worth and Houston, with about 300 employees – it has less than 1% market share. 

Its future strategy is stepping up store openings and plans to have 200 stores open over the next five years. 

How does Miss A keep prices low? The supplier base is 200+ factories internationally—some are with giants like Sephora and L’Oréal.

We now live in a Social Selling economy.

Marketing – social media only – now you can influence and sell more with little advertising spend. Leveraging its community of 325k Instagram followers and 75 million TikTok followers, many of whom make user-generated content, to advertise.

  • Advertised products— like sunglasses, scarves, or bath bombs— are often sold with little to no profit to draw in consumers, while most of its beauty-product margins are higher, around ~50% GP margin.

The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day. 

Currently, it is battling surging inflation. 

  • It’s trying to combat higher manufacturing costs with higher order volumes and using bundles to save customers on packaging costs. 

In response to pricing pressures

  • Miss A has introduced a sell-up range of higher-priced beauty line, AOA Pro, which has a $3–$10 price point.

Now the most valuable asset in the world today is attention.

The best businesses

  • Get more attention first, 
  • Next More engagement, 
  • Influence and Sell More, 



  • paid advertising,  
  • lots of content generation, 
  • and without doing a lot of outreach #socialselling, 

Get our new quick-video case study of how we delivered 500x more attention in under 120 days – with real people. 

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If you have read this far, thank you for your attention. It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it. 

Thanks for reading,