Kooelli Incense
Product Development
Alaina’s journey with Kooelli began with a vision to create an incense brand that embodied her values of mental wellness, sustainability, and mindful living. She wanted her product to be more than just incense; Kooelli would offer a calming ritual for people seeking balance and peace. From the start, Alaina set out to design a brand that was deeply intentional—crafted with natural, vegan, and cruelty-free ingredients that respect both people and the planet.
Year
2023
Creating a Mindful Product
Kooelli’s incense, inspired by traditional Indian and Japanese practices, is hand-rolled with eco-friendly, chemical-free ingredients. Alaina researched extensively to ensure each stick would be safe and soothing, free from parabens, sulfates, and other harmful chemicals. The incense blends were carefully formulated to promote relaxation and mental clarity, aligning with her brand’s mission to foster mindfulness. Alaina also took steps to make Kooelli eco-friendly, with sustainably sourced materials and fully recyclable packaging, appealing to a growing audience that values sustainability in their purchases.
Brand Development and Strategy
As the sole founder, Alaina took charge of building Kooelli’s brand identity—designing everything from the logo and packaging to the color scheme. She envisioned groovy, vibrant aesthetics that would resonate with an earthy, hippie-spirited audience. While she led the initial creation of Kooelli’s website, Alaina brought in a talented web designer and copywriter to further refine the site’s messaging and user experience. By assembling the right team, she ensured Kooelli’s online presence authentically reflected the care and quality behind the product..
Building Partnerships and Expanding Reach
Alaina’s approach to marketing was multi-faceted, combining social media strategy, influencer partnerships, and targeted wholesale outreach. Through Instagram collaborations, she partnered with influencers like Camimi, who used Kooelli incense in retreats, creating exposure and connecting the brand with audiences focused on mindfulness and wellness. This partnership brought significant traction, generating interest and orders from new clients who appreciated Kooelli’s values and aesthetics.
Beyond social media, Alaina personally spearheaded cold outreach to boutique owners, forging relationships that were both thoughtful and intentional. While 10 partnerships were secured through Faire, the majority of Kooelli’s more than 20 boutique partnerships across the U.S. were built through Alaina’s direct efforts. Her data-driven approach to outreach—like offering limited-time discounts to create urgency—helped increase conversion rates by 30% among select boutiques. These achievements highlight her dedication to cultivating meaningful, long-term partnerships that reflect the quality and mission of the Kooelli brand.
Navigating Challenges and Lessons Learned
Alaina faced numerous challenges throughout Kooelli’s development. Sourcing high-quality ingredients while managing costs was a balancing act, and working with international suppliers brought language and logistics hurdles. She also struggled with the timing of her product’s launch and made adjustments in real-time based on customer feedback. Alaina’s flexibility and dedication to continuous improvement were key to overcoming these obstacles. She learned the importance of customer-centric development, regularly conducting user interviews and gathering data to ensure Kooelli’s messaging and product met her audience’s needs.
Quantifiable Successes and Impact
Kooelli’s social media following grew steadily, now reaching over 1,000 followers, thanks to consistent content and influencer-generated interest. While still in its early stages financially, Kooelli has achieved significant brand awareness and loyalty within the wellness and eco-conscious communities. Alaina’s relentless focus on building a brand with a clear purpose has fostered a loyal customer base that values the purity and intention behind Kooelli’s products.
Key Takeaways and Future Vision
Alaina’s journey with Kooelli is a testament to her resilience and adaptability! She learned firsthand the value of data-driven strategies, audience engagement, and strategic partnerships. Alaina’s experience with Kooelli has equipped her with a comprehensive understanding of the product development lifecycle—from concept to market—and a strong foundation in branding, marketing, and customer relationship management. As she moves forward, she’s excited to apply these skills to future projects, bringing the same level of care and commitment to new product innovations.
Through Kooelli, Alaina has created more than a product; she’s crafted a brand experience that supports well-being, mindfulness, and sustainability—a vision she’s proud to carry forward in her career.
