Profile Image of Dr. Liia RamachandraProfile Image of Dr. Liia Ramachandra

Dr. Liia Ramachandra

Skincare scale

Dr. Liia RamachandraDr. Liia Ramachandra


The skincare and cosmetics industry can be a difficult space to navigate, especially for those with specific allergies or medical conditions. Dr. Liia Ramachandra, founder of EpiLynx, understood this challenge all too well. As someone with a gluten allergy, she struggled to find beauty products that wouldn't trigger a reaction. That's why she and her husband created EpiLynx, a company that offers skincare and makeup free of toxic chemicals, gluten, nuts, dairy, and 14 common allergens.


Dr. Liia's background is in pharmaceuticals and healthcare, not marketing or social media. She knew she needed a strategy to stand out online and reach more potential customers. Hook Point was able to help.


One of the main challenges EpiLynx faced was standing out in the crowded skincare and cosmetics industry. Dr. Liia was also concerned about making a significant financial investment and time commitment to grow her business.


Hook Point worked with Dr. Liia to develop a growth strategy that included optimized email marketing, a personalized "skin type" quiz to generate leads, and an advertising blueprint to make EpiLynx top of mind for cosmetic buyers. The strategy sessions were immensely helpful, and the introductions to media and development partners benefitted EpiLynx. Those introductions led to new vendors and agreements that further boosted their business.


Through the services of Hook Point, EpiLynx experienced substantial growth. The strategy sessions, messaging help, and connections made have been incredibly useful. The brainstorming sessions and introductions led to new partnerships that have expanded Dr. Liia’s business.


Thanks to the partnership with Hook Point, in combination with high-quality medically clean products, EpiLynx has created a committed fan base of customers. From Vegan Volume Mega Mascara to Gluten-Free, Hypoallergenic, Vegan Matte Lipstick, EpiLynx has cruelty-free, verified products for any skin type.

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