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The team behind beauty brand tbh skincare panicked when one of Australia’s most popular influencers accidentally leaked their new product online, but the mistake worked in their favour.
Indy Clinton showed off the Australian brand’s yet-to-be-launched No Scrubs Jelly Cleanser to her 1.8 million followers in a TikTok video that had fans spinning.
tbh co-founder Rachel Wilde was forced to scrap all pre-laid marketing plans and release the $32.95 cleanser days before the official launch as skincare lovers were eager to get their hands on the new purchase.
Since the rushed launch just nine days ago, customers are purchasing a gelatin cleanser every minute, making it the biggest skincare launch to date.
No Scrubs Jelly Cleanser is designed to remove dirt, pollutants, grime and stubborn makeup from your skin, leaving it soft, hydrated and clean.
Australian brand tbh skincare had to bring forward the launch of its new cleanser after influencer Indy Clinton (left) accidentally leaked it online days before the official launch.
It features a unique formula that starts as gelatin and then turns into a silky cleansing milk when combined with water and applied to the skin.
The $32.95 No Scrubs Jelly Cleanser is designed to remove dirt, pollutants, grime, and stubborn makeup from your skin, leaving it soft, hydrated, and clean.
Indy, who won Australian TikTok Creator of the Year 2023, posted a video of her typical morning and showed her washing her face with the cleanser.
‘Oh, this is really cool. I just got it in the mail, it’s for skin care, there are no exfoliants,” she said as she rubbed the cleanser between her fingers.
The clip quickly racked up 1.6 million views and many noticed the error.
‘Where is that facelift from?’ one viewer asked and another laughed: “It’s not like you accidentally expose the new skincare.”
“The way the cleaner hasn’t been released yet lol,” a third commented.
After the video surfaced, tbh skincare confessed the launch of the cleanser on TikTok with a funny video of one of the employees FaceTiming Wilde on a Sunday to break the news.
There’s no bad blood between tbh skincare and Indy, who said he feels bad about the mistake, but applauded Wilde and his team for handling it like “legends.”
Wilde said she and her team had been sending the cleaner to people, including Indy, to test it two weeks before its official launch.
After the video surfaced, tbh skincare fessed up to the launch of the cleanser on TikTok with a funny video of one of the employees FaceTiming Wilde on a Sunday to break the news.
Wilde added that it took her and her team an entire year to perfect the cleaner, as they wanted to make sure the final version was “perfect.”
‘Seeing Indy Clinton leak our product was really crazy. “At first I was really excited that she loved our product so much and used it, but when people started tagging us, we realized we had to move up the launch,” she said.
‘Since launch, we have been inundated with people wanting to get their hands on the product; We’ve sped up production so we don’t sell out and we keep it available online and in-store at Priceline. I personally visited a few stores and noticed that it is currently selling quickly in stores.’
Wilde added that it took her and her team an entire year to perfect the cleaner, as they wanted to make sure the final version was “perfect.”
“We wanted to make sure we had the perfect product: a makeup remover that transforms from gelatin to milk, as the first step in your PM routine!” she said.
“Watching Indy use the new jelly cleanser to remove his makeup was a pinch-me moment for me.”