Dirty Lemon is a wellness and beauty brand, experiential retailer and technology authority fomenting trends with the tap of a finger. Over 90% of its orders are processed via text and the company churns out product releases monthly.
With Coca-Cola’s backing, it has become a direct-to-consumer brand that is rewriting the direct-to-consumer playbook that growing digital brands have relied upon for the past 15 years. It’s all the more surprising, then, when you learn that its small retail shop — called Drug Store — has no cashier or salespeople, and customers order six-packs of its elixirs by texting their credit card numbers to a special number.
The pay-by-text ordering system is already a big hook for the brand, with more than 100,000 customers and half of them ordering at least one case of their beverages each month. It’s an unusual model for a traditional store, but one that Dirty Lemon is resetting to keep up with its rapid growth, according to the New York Times.
For Dirty Lemon, the reset is all about enhancing the customer experience. That includes expanding the company’s physical footprint beyond its Manhattan flagship to more high-traffic areas that are already seeing its ad budget.
In addition to +CBD, Dirty Lemon’s lineup includes an activated charcoal elixir, ginseng elixir and sleep tonic with calming magnesium, hydrating rose water and anti-inflammatory botanicals, among others. It also features a drink infused with retinol that hydrates your skin and eyes, boosts collagen production and helps with cell regeneration.