But in his attempt to make the product as natural and sustainable as possible, Mousavi also had a few hard lessons to learn. When he wanted to switch from having the face masks in plastic tubes to tubes made of sugar cane, a huge production error occurred that almost cost him his company.
Mudmasky almost didn't make it. "I stood on the edge of the abyss because officially, the risk lies with Mudmasky. Both the filling factory and the tube factory had covered themselves. I should have tested the order beforehand. Luckily, both factories helped me pay for the loss. If that hadn't happened, I would have gone bankrupt.""I could have had Mudmasky produced in China for little money," says Mousavi. But this is not what is important to him.
"Since the collaboration, which started in 2016, the number of subscribers to the beauty boxes has increased," said Mousavi. He also works with around 120 influencers who promote his products online. In 2017,"This made us become very well-known on social media — and I didn't even have to pay for that!"
Until now, Mousavi has focused mainly on American and British markets. "Consumers there are more willing to try out a new product." Dutch customers appear to be loyal once they change their minds. "At the moment, the largest number of repeat purchases comes from the Netherlands."However, growth can also come with some disappointments. In the case of Mudmasky, this came in the form of ending the collaboration with Diamond.