In the first Getmore, Rebuy, and Shopify webinar in Mexico, we brought together two founders who are building brands with a clear and strategic focus: Mau from Skindion and Ramón from Nook & Scent . Throughout this conversation, we explored the roots that have defined their projects and how their previous experiences directly influence how they scale their brands today.
Mau: from illusionism to purpose-driven marketing
Mau opened the conversation by talking about a little-known aspect of his life: his training in the art of magic. Since the age of 13, he has dedicated himself to perfecting illusion techniques; with cards, coins, rings, and more.
Far from being a mere curiosity, this training helped him understand the mechanisms behind perception and attention. In his words:
Marketing is nothing more than the art of influencing and capturing attention in order to convey a narrative.
This perspective has allowed him to bring his skills to the world of e-commerce and apply psychological principles to content development, campaign optimization, and brand storytelling.
During the event, Mau shared that he even amassed over a million followers on his magic channel, which gave him a practical understanding of how to capture and maintain attention in digital media. That knowledge became the foundation upon which he built Skindion, a brand that not only sells skincare products but also creates educational and emotionally engaging content for its audience.
Ramón: building from analysis
For his part, Ramón shared how, from the very first moment he conceived Nook & Scent, his approach was deeply analytical. Before thinking about products or branding, Ramón dedicated himself to thoroughly studying the market: he understood the niche, validated his pricing hypotheses, and focused on establishing a solid foundation of profitability and differentiation.
From his first approach to Getmore two years ago, Ramón made it clear that it wasn't about "launching just another brand," but about creating something with a clear value proposition. The result has been a brand with a meticulously crafted aesthetic, but also with a structured business logic: a rare but powerful combination in the world of e-commerce.
What does work to grow a brand
In this second part of the webinar, the conversation revolved around two key factors for scaling a brand: the right product and the right price . Both concepts, although they may seem simple, require analysis and in-depth market knowledge.
Product with validated demand
Mauricio was clear: it's not about reinventing the wheel, but about identifying large, high-demand markets where the product is already validated. From there, it's about improving something that already works. Of course, there's room for innovation, but in most cases, trying to launch something completely new involves a much greater risk.
This approach is especially useful for new or exploratory brands. Identifying what's already selling well and offering an improved version can be a shortcut to initial traction.
How to find the right price
The second major topic was pricing . How do you know if you're selling at the right price? Ramón shared a simple but powerful strategy: observe the prices of successful brands in your category and try to position yourself slightly below them.
This analysis doesn't require sophisticated tools. Simply review similar stores, study their average transaction value, and find a competitive edge that remains profitable. According to Mau, you don't need a PhD in finance to do it, just common sense and some research.
Once your brand gains some traction, you can adjust the price upwards based on what the market is willing to pay. But in the beginning, being in the right range can make the difference between selling and not selling .
Continuous validation and simple testing
They both agreed that the approach should be iterative. Once you have a competitive price range (for example, between $500 and $1,800 pesos), you can experiment within that range to see what resonates best with the market. This type of continuous validation allows you to learn without risking everything from the start.
In-house or external marketing?
One of the most powerful messages at the close of the webinar was clear and direct: you cannot completely delegate the growth of your brand if you do not understand how digital marketing works .
Mauricio shared an honest perspective on the importance of at least one partner—ideally the founder or founders—having a deep understanding of marketing. It's not about becoming an expert overnight, but rather about investing time in observing, absorbing, connecting the dots, and developing sound judgment.
At first, nothing about marketing makes sense. Then you start to see patterns, ideas that connect… and suddenly everything starts to take shape like a map.
That map, full of traces of previous learning (articles, videos, newsletters, courses), becomes your best compass.
Ramón complemented this view by pointing out that one of the most common mistakes is thinking that marketing can be solved by hiring an agency or someone external to "do everything." In reality, if you, as the founder, lack clarity on how to build growth, it will be very difficult to demand good results or stay on the right track.
The team agreed that sustained growth comes from connecting strategic knowledge with daily operations. Having good data, understanding what your customers are looking for, testing hypotheses, listening to feedback… and not being afraid to repeat what works.
One of the most relevant concepts was this: “do what already works… more often.” Many brands make the mistake of always looking for “the new thing,” when in reality what scales the most is improving what is already proven: improving the content that already converts, automating what already works, and amplifying what already sells.
The webinar's closing session wasn't just a review of tactics, but an invitation to professionalize the operation and mindset behind e-commerce in Mexico. Having a valuable product isn't enough: you need structure, sound judgment, and consistency for your brand to grow and thrive.
