Jen Yu and Alex Penfold are the Co-founders of Jaxon Lane, an award-winning California-based skincare brand. After Alex became dissatisfied with existing men’s skincare products and began using Jen’s products instead, the husband and wife team founded Jaxon Lane to offer high-performing skincare for men. Jen is also the Business Enablement Lead of Google’s food division.

In a market saturated with countless choices and fleeting trends, standing out with genuinely superior products could be the difference between temporary success and establishing a legacy brand. How can brands achieve this competitive edge?

Husband-and-wife duo Jen Yu and Alex Penfold recognized a gap in the skincare market. They began designing effective products using Korean manufacturing techniques and a strategic brand personality. Differentiating your brand and products in a crowded market often requires launching an initial standout product to gain attention and drive consumer interest. Your first product should serve as a baseline for future products that can address unmet needs and connect customers to your brand.

Join Samir Balwani in today’s Ecom Experiences episode as he interviews Jen Yu and Alex Penfold, the Co-founders of Jaxon Lane, about building an innovative and disruptive skincare brand. Together, they talk about the risks and rewards of a long-term growth strategy, how to maintain sales momentum with seasonal products, and the brand’s quick trajectory.