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The winner of the Spectacular Growth Company category is N Cosmetics and its new brand Catch a Tiger – a market surprise with impressive momentum. We talk to Krzysztof Domalewski, co-owner of the company, about strategy, ideas, and what's next.
Where did the idea come from to launch a new brand, even though you already had Eeny Meeny in your portfolio?
Each of our current and future brands has distinct features that place it within a specific target group. Expanding our brand portfolio allows us to cover a broader segment of the market. Additionally, skincare for young, acne-prone skin was often treated as an afterthought by other brands – usually a single product line rather than a full-fledged concept. We saw a promising niche that, with the right positioning, could prove highly profitable.
It makes sense – a brand focused on Gen Z and maybe even Gen Alpha...
We wanted to create a brand tailored for the modern retail channel, which has a massive share of sales among Gen Z and Alpha consumers. Until recently, standard beauty products in Poland’s largest drugstore chain were scattered across various shelves, but products targeting younger customers were displayed together – a big advantage for new brands working on brand recognition. That combination helped shape what Catch a Tiger has become.
In your opinion, what are the key distinguishing features of Catch a Tiger?
Catch a Tiger stands for something – it’s about embracing the challenges of caring for problematic skin, taking small steps in the right direction, and avoiding shortcuts. From that philosophy, our products were born – gentle, yet improving skin condition day by day. The brand also embraces humor and self-awareness – one of our most viral reels was an April Fool’s joke about a cream for "cat paws." From a market standpoint, CAT offers excellent quality at an accessible price, thanks to cost-effective packaging and scale.
Why did the brand gain traction so quickly?
We addressed a real market need. Within six weeks of launch, three major retail chains – including the largest – reached out to us. Just six months after debuting, we were on shelves at Rossmann, which is a remarkable achievement. Our portfolio isn't extensive, but sell-out performance is strong, which encourages ongoing partnerships with modern retail and ensures fast, stable growth.
Did your previous experience help when developing this new brand, or was it a completely new story?
It definitely helped. Launching a brand is an exciting journey, but it needs to be done wisely – starting with a clear strategy and aligning with distribution channels. Without solid analysis, consumer insight, and market knowledge, success would be unlikely. It's also important to note that each of our brands operates independently – they may share resources, but they have different managers and strategies.
How did you use social media to build brand awareness?
We may not have tens of thousands of followers, but our social media presence shows exceptional engagement. The brand lives online and has formed a vibrant community around what we call internally “the Tiger.” We enjoy sparking dialogue and sharing educational content – one great example is last year’s anniversary campaign, “Accept Skincare, Nurture Acceptance.” It reflects our approach to meaningful and engaging communication.
The biggest success so far, despite the brand being quite new to the market?
Definitely the serum developed in collaboration with Albicja, creator of the profile "W krainie składów." It was a fantastic partnership on every level – human, product, marketing, and sales. That doesn’t mean all future products will be influencer collaborations, but with Albicja we hope to create several more standout skincare solutions.
Plans for the upcoming year?
We’ll introduce a few new products (in a sensible number), enter two new product categories, and launch a major e-commerce partnership. We’re not revealing the details just yet, but we’re excited to continue writing this story.
JURY’S VERDICT:
Catch a Tiger is a brand built on precise market analysis and intentional positioning. Though launched by experienced company N Cosmetics, the brand operates independently with its own strategy and identity. It speaks the language of its young target audience, addresses relevant themes like self-acceptance, and focuses on building community rather than just selling products.
Its fast entry into major drugstore chains proves the strength of its offer and the trust it earned from retail partners. Social media efforts are authentic and well-executed – the “Tiger” community is highly engaged and interactive.
Catch a Tiger is an inspiring example of dynamic growth, backed by values, quality, and sharp business instincts. It’s a brand that reshapes how young consumers approach skincare – with authenticity, consistency, and impact.
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