Gillian Nelson on Bringing Sunny In Denbigh to Amazon - With Focus, Discipline, and Community at the Core

When Amazon approached Gillian Nelson at Essence Fest, it marked a pivotal moment for the CEO and Founder of Sunny In Denbigh. Known for building a clean beauty brand rooted in ingredient integrity, education, and solutions for chronic hair and skin conditions, Nelson had already cultivated a loyal community through intentional direct-to-consumer storytelling.

Stepping into a global marketplace like Amazon wasn’t about scaling fast, it was about scaling wisely. Rather than expanding her full assortment, Nelson made the strategic decision to launch with two hero styling products, choosing clarity and discipline over volume.

In this conversation, she shares how exclusivity became a growth strategy, what Amazon revealed about the power of community-driven demand, and how she’s preserving cultural grounding and product performance while entering one of the world’s largest retail ecosystems.

When Amazon approached you at Essence Fest, what internal shifts did you have to make as a founder to move from direct-to-consumer storytelling into a global marketplace like Amazon?

Gillian: We didn’t need to make major internal shifts. From the beginning, Sunny In Denbigh has operated as a small, highly focused team capable of handling large opportunities with intention. The biggest adjustment was strategic restraint.

Rather than bringing our full assortment to Amazon, we made a deliberate decision to focus on two hero styling products. Narrowing the offering allowed us to stay aligned with our values, remain operationally sound, and introduce the brand to Amazon customers in a clear, focused way.

Amazon shoppers behave differently than boutique or website customers. What surprised you most about how people discover and interact with Sunny In Denbigh on Amazon?

Gillian: What surprised us most was the level of support from our existing community. Even in these early stages, customers who already trusted the brand showed up for us on Amazon. That support felt like a collective win — proof that the relationship we’ve built with our community extends beyond any single platform.

You chose to make the Sunflower Essential Collection an Amazon exclusive. What made exclusivity feel like the right move at this stage of your brand’s growth?

Gillian: Focus has always been central to our growth strategy. We didn’t want to overwhelm a new customer base or dilute the brand’s message. Education is a core pillar of Sunny In Denbigh, and with just two products, we’re able to clearly communicate use cases, ingredients, and benefits.

Exclusivity allowed us to introduce the brand thoughtfully — prioritizing understanding over volume and building trust before expansion.

How did launching on Amazon change the way you think about demand, inventory planning, and long-term sustainability as a small but fast-growing brand?

Gillian: Launching on Amazon reinforced the importance of bandwidth and discipline. It’s a massive opportunity, but success requires patience and learning. We spent extensive time meeting with our Amazon team, asking questions, and studying how the platform works.

Rather than rushing, we approached Amazon as a long-term partnership — focusing on learning what truly drives sustainable success on the platform and building a strong foundation before scaling.

Clean beauty can sometimes get lost in crowded Amazon categories. What strategies did you use to make sure your brand’s purpose and ingredient integrity translated clearly?

Gillian: Our brand page became one of the most important tools. We focused on clearly communicating what matters most to us — ingredient integrity, purpose, and performance — both on the brand page and within each product detail page.

Clarity was key. We wanted customers to immediately understand who we are, what we do well, and why our products exist.

Amazon reviews can make or break consumer trust. How do you emotionally and strategically approach customer feedback in such a public space?

Gillian: We start with our original community. Their support and honest feedback help establish credibility and trust. Strategically, we also focus heavily on detailed product descriptions and clear use cases.

We want the right customer purchasing the right product — especially for something as specific as curl care. Matching expectations is essential, and clarity reduces confusion while strengthening trust.

As a brand built on solving chronic hair and skin conditions, how do you balance Amazon’s fast-shopping culture with the education your products require?

Gillian: We believe today’s consumers are highly informed and curious. Many shoppers research beyond Amazon — visiting our website, social platforms, and search engines.

We support that behavior by offering extensive tutorials, testimonials, and educational content across all platforms, ensuring customers have the information they need to make confident, informed decisions.

What behind-the-scenes challenges did you face aligning Amazon compliance, logistics, and exclusivity while launching a new collection?

Gillian: The biggest challenge was discipline. It’s easy to overextend when faced with a major opportunity. We had to resist the urge to launch a large assortment and instead stay focused on what made sense for our team and customers.

Patience was essential. We approached Amazon as a new channel to be nurtured — not rushed — allowing the brand to grow responsibly within the platform.

What advice would you give to clean beauty founders who feel “not big enough” or “not ready” for Amazon?

Gillian: You’ll know when the time is right. Start small, stay curious, and don’t be afraid to ask questions — even the ones that feel obvious. Lean on your Amazon team and allow them to guide you through the process. Preparation and humility go a long way.

How do you ensure a first-time Amazon shopper still feels the care, intention, and cultural grounding behind your formulations?

Gillian: Quality is everything. Beyond packaging and visuals, customers ultimately want products that solve real problems. You can’t fake performance. When a product delivers results, it builds trust — and trust builds long-term relationships.

What has Amazon taught you about the power of community-driven demand?

Gillian: It reinforced that everything starts with community. Consistently showing up for the people who support you creates trust that can’t be manufactured.

If the founder is the driver, the community is the navigator — offering direction, feedback, and momentum. That relationship requires trust on both sides, and when it’s strong, it can carry a brand into new spaces with confidence.

Visit Amazon store here: https://www.amazon.com/stores/SunnyInDenbigh/page/E7AF4865-07E5-4668-B4C1-132C3F36BAD2?lp_asin=B0FXQSTQGR&ref_=ast_bln