BWX Tomorrow is an initiative dedicated to investing in the future growth of BWX and its brands, accelerating the global natural beauty movement, and strengthening consumer connections through innovation. As BWX’s Chief Marketing and Innovation Officer, Allison Smith leads this initiative and shares insights into its vision and progress.
What is BWX Tomorrow and Its Purpose?
BWX Tomorrow is an incubator model designed to invest in early-stage businesses and startups within skincare or adjacent categories in the natural segment. The initiative partners with business owners and founders, not only by providing capital for growth but also by leveraging BWX’s expertise and resources to enhance their success.
“Our goal is to bring best-in-class skills to these small but unique businesses and help them achieve profitable growth,” Allison explains. By tapping into our global distribution network, improving manufacturing efficiencies, and offering strategic marketing guidance, we help these startups scale faster and more effectively.
In return, BWX also gains valuable insights from these businesses, whether through ingredient-led innovations, technological breakthroughs, or fresh approaches to customer engagement. However, Allison emphasizes that despite BWX’s involvement, the original essence of these businesses remains intact, without the bureaucracy typically associated with large corporations.
Investment Criteria
While BWX does not rule out full-scale acquisitions, BWX Tomorrow primarily operates as an incubator, preferring to take minority ownership stakes (between 20% and 49%). This approach allows founders to maintain control, ensuring that their vision and decision-making remain central to the business, while benefiting from BWX’s support.
“Our core focus is on driving the natural wellness revolution, and any company we invest in must align with this philosophy,” Allison explains. BWX’s core categories include skin, beauty, and lifestyle, but investments also extend into adjacent areas that align with natural wellness trends.
For example, natural ingestibles complement BWX’s existing offerings, while advancements in digital beauty technology, such as a smartphone app for virtual make-up and skincare testing, are also potential investment areas—especially as hygiene-conscious consumers move away from physical testers in stores.
Why Choose BWX Over Traditional Lenders?
For early-stage businesses seeking investment, partnering with BWX offers distinct advantages over traditional financing options. Unlike conventional lenders who provide only capital, BWX brings strategic expertise as a fully integrated developer, manufacturer, innovator, marketer, and distributor.
“Our house of leading natural brands gives us exposure to multiple categories—skin, hair, body, cosmetics, and lifestyle—and deep connections with consumers worldwide,” Allison says. This means BWX can offer global distribution, manufacturing efficiencies, and powerful marketing support, helping brands scale much faster than they could alone.
“We don’t just invest where we see financial potential,” she adds. “We only invest where we know we can genuinely add value. We treasure innovation, support founder-led entrepreneurship, and, most importantly, we’re fun to work with!”
Market Trends and Investment Opportunities
The current market environment, shaped by COVID-19, has created new opportunities for innovative investments. The pandemic has forced companies to rethink their business models, adapt quickly, and innovate at unprecedented speeds.
Consumers are now more focused on wellness, sustainability, and environmental impact, driving demand for natural products and mindful consumption. BWX is well-positioned to invest in brands that cater to these emerging trends, such as clean beauty, sustainable packaging, and toxin-free home products.
“People are increasingly conscious of what they put on their bodies, what they ingest, and how they reduce toxins in their homes,” Allison explains. “This shift plays perfectly into our investment strategy and presents huge growth opportunities.”
BWX Tomorrow’s First Investment: Vitable
BWX Tomorrow has made its first investment in Vitable, a personalized, subscription-based vitamin company.
“Vitable offers a short quiz-based approach to recommend supplements tailored to individual health goals, lifestyle, and diet,” Allison explains. All products are manufactured in Australia, ensuring high efficacy and safety, and are delivered straight to customers’ homes.
With over 10,000 Australians already benefiting from personalized daily supplement packs, Vitable is a prime example of the power of personalisation—a consumer trend that is only continuing to accelerate.
How Founders Can Get Involved
For entrepreneurs and business owners interested in partnering with BWX Tomorrow, further details can be found at bwxltd.com. BWX is actively seeking innovative brands that align with its mission of driving the natural wellness revolution and shaping the future of the beauty and wellness industry.