What separates the brands that go viral from the ones that create real, lasting change?
Movements.
Movements don’t just sell products. They tell stories people see themselves in. They challenge outdated norms. They spark conversation, invite community, and build loyalty that runs deeper than a discount code.
And if there’s one brand that proves what it takes to build a true movement—it’s Hugh & Grace.
Step 1: Start with a Mission That Matters
Before you ever design a logo or choose a tagline, you need to answer one core question:
What are you really here to change?
For Hugh & Grace, the mission was deeply personal. Founded by parents who struggled with infertility, they discovered the hidden role hormone-disrupting chemicals (EDCs) play in our everyday lives—from skincare to food to cleaning supplies. Most people had never heard of EDCs. Hugh & Grace set out to change that.
Movements are born from why, not what. Their story wasn’t “we sell clean skincare.” It was “we’re reducing chemical exposure and empowering people to protect and promote their hormone health.”
Step 2: Create a Category—Don’t Just Compete in One
The wellness and clean beauty industries were already crowded. But rather than trying to outdo other brands, Hugh & Grace positioned themselves differently:
They didn’t just market themselves as clean beauty or non-toxic wellness.
They became the first brand built entirely around hormone health.
From the products to the packaging to the community, everything supported this new, movement-level idea: Your hormones matter. Your everyday choices matter. And we’re here to help you promote your hormone health.
Movements require category creation—or at least bold category leadership.
Step 3: Build a Community That Wants to Join the Mission
From the beginning, Hugh & Grace didn’t just talk at people—they invited them in. Their Advocate program wasn’t just a sales structure. It was a rally cry.
They offered:
Education around hormone health
Community calls and wellness events
Incentives tied to mission-driven action
And a network of like-minded people (especially women) passionate about changing the way we live
Movements give people something to believe in and something to belong to. Don’t just grow customers—grow co-creators. Grow passion.
Step 4: Align Every Touchpoint with Your Message
For Hugh & Grace, movement-building didn’t stop at the product level. It was baked into:
Product naming (Triple Boost + Hormone Support, Hydrate + Detox)
Packaging copy (EDC-Free. Hormone-Supportive.)
Email campaigns, live events and education series aligned with top experts in the industry (featuring messages like “Masterclass Series - Whole Body Hormone Health”, “Elevate Your Hormone Health.”)
Nothing was accidental. Everything was aligned to remind you: This isn’t just a product. It’s a platform for change.
Step 5: Play the Long Game
Movements aren’t built overnight. They require consistency, education, passion—and a willingness to push forward even when the category isn’t ready yet.
In just a few years, Hugh & Grace has grown into a leading voice in the hormone health space, with:
Award-winning skincare and wellness products
A national community of Advocates
Coverage in publications like Forbes and Well+Good
A movement that’s only just getting started
Be patient, be bold, and keep showing up with purpose. Movements grow over time—and you never know which moment will be your tipping point.
Final Thought: A Business Sells. A Movement Leads.
If you want to build a movement brand:
Start with a mission people care about
Create a category or redefine one
Build an invitation, not just a product
Align your voice, visuals, and values
And commit to the long-term change
Because when you stop thinking like a brand and start acting like a movement—you give people more than something to buy. You give them something to believe in.