GNTL Grows Sales 140% on a Single Hero Product
We've used Daash to benchmark our success and project our future business based on real numbers, not just theoretical made-up data.
Case Study: GNTL x Daash
GNTL launched direct-to-consumer with a contrarian idea: in a beauty industry built around more products, more steps, and constant newness, consumers might actually want less.
To build the brand around one multifunctional hero product, the team needed to get every decision right—from benefits and ingredients to claims, pricing, and positioning. GNTL needed to distinguish product attributes that translated into real demand from those that merely generated attention.
The Result: How GNTL Grew DTC Sales 140%
“We’ve used Daash to benchmark our success and project our future business based on real numbers, not just theoretical made-up data.” — Sydney Dake, Founder & CEO, GNTL
Using Daash, GNTL analyzed the ingredients, benefits, claims, and positioning driving category sales. The data reinforced demand for gentle cleansing without stripping or drying skin and helped inform choices such as aloe and glycerin.
The result was Skin Wash: a $38, six-in-one formula designed to work as a face wash, makeup remover, body wash, hand soap, shaving gel, and bubble bath. It became the foundation of GNTL’s growth. DTC sales increased 140% from 2024 to 2025 through organic growth, while the brand achieved a 30% repurchase rate.
After expanding into Credo Beauty, GNTL grew sales another 102%, and Skin Wash reached #2 in Body Wash at Credo. Today, the team continues to use Daash to validate positioning, pricing, and future product opportunities—growing intentionally without abandoning its “fewer, better things” philosophy.
