Hey Sellouts,

I’m officially suffering from whiplash from all the talk of a TikTok ban.

You’ve already heard enough about that headache so let’s dive into something far more inspiring.

This year, I’ve challenged myself to bring you case studies of successful brands you’ve never heard of and what they’re doing that you can adapt to your own business.

When I stumbled upon the Canadian startup Lala Hijabs, I knew I had to share their story with you.

They’re a breakout hit in the community they serve, and they’ve done it by going as niche as niche can get.

Who are Lala Hijabs?

Lala Hijabs started in a small bedroom during the pandemic with a core goal: create unique, high-quality hijabs for Muslim women in North America.

While many brands would have tried to appeal to a broader audience, they decided to go all-in on a specific market that was underrepresented within ecommerce.

The brand delivered on this goal and it has paid off.

Sana and Will (the founders) went from hand-dyeing hijabs in their basement to running a full-scale warehouse operation, all in just four years.

How did they do it? They recognized that focusing on a smaller, underserved community can lead to bigger returns than trying to be all things to all people. 

Purpose-Driven Products

What really sets Lala Hijabs apart is their laser focus on why women need hijabs, not just that they need them.

They’re not just cranking out head coverings for the masses; they’re solving specific problems and meeting real needs.

This is where most retail brands succeed.

Magic Spoon doesn’t just create cereal, they create high-protein alternatives for health-conscious adults who still love the nostalgic taste of childhood cereals.

Nomatic doesn’t just create backpacks, they create bags that are engineered for people who are always on the move.

The purpose-driven design of Lala Hijabs speaks directly to their audience, enough that 60% of their sales now come directly from TikTok, where customers proudly show off their hijabs and recommend them to others.

When you understand your customer’s core needs and build for those needs, word travels faster than any ad campaign could hope to.

The Power of Exclusionary Marketing

Selling hijabs is inherently exclusionary.

“Hijabs” isn’t the most “inclusive” product in a North American market.

If you think about it, selling hijabs excludes men, most ethnicities, and even a large portion of Muslim women who don’t wear them.

And yet, by focusing on that specific subset of a subset of a subset, Lala Hijabs grew faster than many broader “headscarf” or “fashion” brands ever could.

There’s power in talking directly to the people who really want what you’re selling.

• Word-of-Mouth Magnet: Women who wear hijabs almost certainly know others who do, and that referrals loop is gold for ecommerce businesses.

• Underserved Communities: Minority or niche groups are often overlooked by big retail players. That means cheaper ads, less competition, and an audience thrilled that someone finally cares enough to meet their needs.

Lala Hijabs Keys to Standing Out

Embrace Your Strangeness

First off, we always talk about finding your gap. If you want to follow in the footsteps of Lala Hijabs, that means find an audience whose needs you understand.

Don't be afraid to embrace the things that make you different or even weird!

And, please, don't just step into a community you don't understand. If Lala Hijabs had been created by me, it wouldn't have succeeded no matter how much my marketing budget was.

Speak Their Language

Lala Hijabs doesn't just sell products; they create content that resonates with their community's daily experiences.

They didn't shy away from the word "hijab" and they didn't try to generalize their business.

Whatever is authentically true to your niche audience, that is where you need to focus… no matter who it might alienate or exclude.

Grow Within Your Lane

Instead of broadening their appeal, successful niche businesses often go deeper. Lala Hijabs expanded from tie-dye designs to multiple fabric types and even dresses, but always staying true to their core customer's needs.

There will be a time in the future when this brand can expand their audience and product lines further. Start narrow and get wider as your audience, reputation, and resources grow.

The Bottom Line

In a world where everyone's fighting for attention, the best strategy is to whisper to the right people rather than shout to everyone.

The next time someone tells you your target market is too small, remember: in digital marketing, specific beats broad every time. 

Businesses don't succeed on how many people could buy a product. They succeed on how many people do buy a product.

Until next week, keep selling out.

Luke

P.S. Did this newsletter change how you think about targeting? Hit reply and let me know – I read every response.

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