Entrepreneur Rachael Wilde has an eye for content marketing. The company she co-founded in 2020, tbh Skincare, has long been producing viral social media content to promote its range of science-backed skincare products.
For the brand’s iconic, whip-smart content, Wilde is all about bringing the fun – like when she dressed up as Barbie in the streets of Sydney.
And while putting yourself forward to be the face of your own brand on social media can be daunting, it’s not something that phases Wilde.
“When dealing with online virality, it’s all about focusing on what you can control: the message you put out, how you show up, what you say. You can’t control how people react or respond, ,” Wilde says.
“It’s freeing to let go of that expectation.”
At 28, Wilde has spent four years building tbh Skincare to become what it is today – a profitable business that’s bringing a fresh approach to skincare with young people at its heart. Last year, the tbh skincare brand merged with another startup, Boost Lab, to come under the banner of York St Brands, where Wilde is now Co-Founder and Chief Marketing Officer.
She’s been named in Forbes’ 30 under 30 list and has big ambitions for the future.
Speaking to Women’s Agenda, Wilde says one of her core principles as an entrepreneur is excellence in execution.
“It’s easy to come up with a great strategy, wrap it up in a polished deck, and talk about thinking creatively. But execution—that’s a whole different game,” she says. “A strategy stays hypothetical until it’s broken down into concrete steps and acted on. Focusing on this keeps me committed to small, consistent progress every day.”
She also swears by the “80:20 rule”, which suggests 20 percent of action drives 80 per cent of outcomes.
“As a founder, you’re always juggling countless responsibilities, with demands pulling you in every direction. Knowing where to focus—what will drive the majority of results—keeps you from spreading yourself too thin.”
At York St Brands, Wilde says the company is driven by more than just achieving results. The company places a lot of emphasis on how the team works together, recognising that it’s their behaviour that will ultimately drive outcomes.
“These values keep us aligned and focused on the kind of culture we want to build at YSB. They remind us that success is about more than just reaching a target; it’s about how we work, learn, and grow together,” she says.
Leading with active listening & vulnerability
As a business leader, Wilde’s concerned with ensuring she shows up as an active listener and with a level of vulnerability we don’t often see from leading entrepreneurs.
“Two of the most powerful things a leader can say to their team are, ‘What do you need from me?’ or ‘How can I help right now?’ coupled with, ‘I got it wrong’ or ‘I made a mistake’,” she says.
“Creating that sense of trust and safety fosters an environment where teams can perform at their best.”
As for what has Wilde’s attention at the moment, expansion into international markets has her thrilled.
“Entering a new market brings back that exhilarating startup feeling—where everything’s unknown, a little scary, and full of potential,” Wilde says.
“I’m excited to see how we can take what we’ve learned in Australia over the last four years and fast-track our growth in new territories.”
Looking into the next 12 months, Wilde is focused on ensuring her business can keep “innovating in how we surprise, delight, engage and entertain” customers.
“We’re just scratching the surface, and I’m excited to see how much more we can do to elevate the experience.”
Thanks to our partner CommBank. CommBank supports women in business and the community across all industries and sectors through its Women in Focus team. For more information head to WomeninFocus.com.au.