From Columbus Circle To Nationwide: How A Manhattan Skincare Brand Survived The Closure Of Its Retail Locations

"When we started this company, the goal was never to be the biggest skincare brand on the market. It was to create natural products that genuinely work and to treat every customer the way we would want to be treated," said Nadia Doh, Founder of Sweetwater Labs.

Sweetwater Labs began as a brick-and-mortar operation in Manhattan, with retail locations at the Turnstyle Underground Market near Columbus Circle and The Oculus at the World Trade Center. Both locations closed during the pandemic, prompting a transition that has come to define the brand's current shape: a nationwide e-commerce operation built around customer service, product efficacy, and a 100% satisfaction guarantee.

Founded by Nadia Doh after a decade of apothecary research into natural ingredient formulations, the brand sells 100% natural skincare products including serums, face oils, masks, glycolic face washes, treatment products, and body care. All formulations are made without synthetic fragrances, harsh preservatives, or chemical actives. The brand was built in response to Doh's own repeated allergic reactions to conventional skincare products, which led her to spend ten years studying natural ingredients before launching her first product.

The transition from physical retail to e-commerce has not weakened the brand's customer relationships. Sweetwater Labs reports that a significant portion of revenue comes from repeat customers, some of whom have purchased consistently for six years or more. Anna F, a six-year customer, describes the experience this way: "I really have not enough words to recommend them! They're also the nicest people ever, showering me with small gifts, always giving me more than what I pay for. I don't know them personally, I think it's just their standard treatment for clients! Anytime I had issues with the postal service or other things they were always super fast, kind, and efficient to solve the problem."

Paula B, another repeat customer, notes the experience of opening larger orders: "Larger purchases they give you a lil something extra so it feels like Christmas every order I receive!" The free samples included with every order and the surprise gifts with larger purchases have become a signature element of the post-retail customer experience.

The brand offers free shipping anywhere in the United States with no minimum order requirement and a zero-hassle return policy backed by a 100% satisfaction guarantee. A portion of monthly revenue continues to be donated to charitable causes.

Sweetwater Labs has been featured in Oprah's Gift Issue, Vogue, Vanity Fair, Harper's Bazaar, Elle, People, and Women's Health. The company was recently awarded the Google Top Quality Store badge, a designation given to businesses that meet Google Merchant Center's highest benchmarks for customer review scores, return policies, shipping reliability, and overall shopping experience.

All Sweetwater Labs products are 100% natural, cruelty-free, vegan (with the exception of goat's milk soaps), and non-GMO.

CONTACT: sweetwaterlabsnyc.com

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