In this episode of How They Scaled It, host Courtney sits down with Corina Pfeffer, co-founder and COO of Pipa Skin Care—a vibrant, fast-growing brand redefining skincare for tweens. If you’ve seen tweens raving about the colorful unboxing experience or noticed Pipa trending on TikTok and even appearing in British Vogue, this is the story behind the brand that made it happen.
The Origin Story: Three Venezuelan Friends and One Big Idea
Pipa was born from a deeply personal place. Corina and her two co-founders, Kristina and Clara, are all childhood friends from Venezuela who reconnected years later in the U.S. The spark? Kristina, an obstetrician and mom of a tween, noticed her daughter and her friends getting curious about skincare—but the products they wanted weren’t safe for their young skin.
That concern evolved into an idea: create skincare products that are medically safe, dermatologist-approved, and still cool enough for kids to want to use. With Clara bringing deep startup and growth marketing expertise from her time at Meta, and Corina’s background in web design and logistics, the team had the perfect blend of strategy, science, and storytelling.
Building a Brand That Tweens (and Parents) Love
From the start, the founders knew they wanted to create something more than just skincare. They wanted an experience. That meant unboxing moments filled with joy, thoughtful packaging, and handwritten notes—a customer journey that would delight tweens and reassure parents.
The name “Pipa” itself carries sentimental value. It originated as a nickname for Kristina’s daughter and also happened to be the nickname Corina’s daughter gave herself—a serendipitous connection that made the name feel meant to be.
When it came to branding, the team leaned into their secret advantage: they live with their target audience. By paying close attention to what their own kids thought was “cool,” the Pipa team crafted a look and feel that resonated powerfully. Their attention to detail, from color schemes to product names, gave Pipa a distinctive visual identity that stands out in a crowded market.
Growing Without Growing Too Fast
A key theme in Pipa’s journey is intentional growth. Having learned from a previous startup failure, Corina emphasized the importance of growing slowly and learning every part of the business firsthand. For months, the co-founders handled everything from shipping to customer service themselves, carefully documenting processes and solving problems holistically.
This hands-on approach gave them a deeper understanding of their business and allowed them to maintain high standards as they began outsourcing tasks.
No Ads, No Problem: How Organic Growth Fueled a Viral Moment
Despite having a Meta growth expert on the team, Pipa’s success to date has been almost entirely organic. Instead of launching paid ads, they focused on influencer gifting and building a real community.
They identified tween and teen micro-influencers who aligned with the brand and sent them thoughtfully curated PR bundles. Many of these influencers posted about Pipa, creating a cascade of organic content and word-of-mouth buzz. Soon, tweens across the U.S. (and beyond) were adding Pipa to their holiday wish lists.
The unboxing experience played a crucial role here, too. From luxe packaging to surprise stickers, every detail encouraged kids to share their excitement online, effectively turning each shipment into a social media moment.
Scaling Smart: Lessons in Inventory, Expansion, and International Demand
Even with skyrocketing demand, the Pipa team remains focused on scaling with care. They’ve faced growing pains—like running out of stock at key moments—but they’re learning from each challenge and using data to better forecast demand.
International interest has also increased, with customers from the UK, Canada, and Australia looking to order. For now, Pipa ships internationally from the U.S. while keeping a close eye on which markets might merit local distribution in the future.
Retail is also on the horizon. After gaining traction online and earning coverage from outlets like Beauty Independent, Pipa is exploring strategic retail partnerships to reach customers wherever they shop.
What’s Next for Pipa? More Products, Deeper Relationships, and Smart Scaling
Pipa isn’t just resting on its viral success. The brand is expanding its product line with thoughtful new launches, including a mineral sunscreen that took over a year to perfect. They’re committed to only releasing products that meet their high standards for safety, fun, and effectiveness.
And while the three founders still handle everything from customer service to email marketing, they’re now planning to build a team and scale operations without compromising the personal touch that made Pipa beloved in the first place.
Want to hear the full conversation?
Listen to Episode 14 of How They Scaled It on Spotify: https://open.spotify.com/episode/1KFM9OJUia8UEDdQhOYToQ
If you’re a DTC founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about Pipa Skin Care, visit Pipastics.com.
