The Pennock Knockdown: Navigating the E-Commerce Landscape with Adam Klausner of Symbiome

Watch or Listen to Episode 13 of The Pennock Knockdown.

On Apple, Spotify and YouTube.

Discover the latest trends and strategies in skincare and e-commerce with industry expert Adam Klausner.

In the fast-evolving world of e-commerce, staying ahead requires strategic thinking, innovative product development, and savvy marketing. In a recent episode of the Pennock Knockdown podcast, hosts Nikki and Adam Klausner delved into these topics with a focus on the skincare sector. Here's a breakdown of the key insights shared by Adam Klausner, president and COO of the microbiome R&D company, Symbiome.

Skincare Trends to Watch in 2025

Adam Klausner highlights an exciting shift in the skincare industry, where products formulated with advanced ingredients, like stem cell condition media, are gaining traction. He noted that while vitamin C and retinol have been staples, the use of adipocyte stem cell condition media in serums, such as Symbiome’s best-selling product, “The Answer,” is quickly becoming a trend. This innovative ingredient is touted for its ability to increase cellular turnover, imparting a youthful appearance. While there were ethical concerns in the past, consumer acceptance is growing, and Adam believes this could be the next big thing in skincare.

The Longevity Connection

The discussion also touched on the growing interest in longevity and its intersection with skincare. With figures like Brian Johnson bringing attention to longevity science, Symbiome is exploring potential partnerships in this space. Adam sees synergy between their scientific research and the pursuits of those interested in anti-aging and longevity.

Evolving Business Strategies in Skincare

Reflecting on his experience with the brand Artis, Adam points out the shifting landscape for e-commerce businesses. Ten years ago, the market had fewer barriers to entry, with less competition for digital ad space. Today, generating revenue online is more challenging due to increased competition and changing algorithms. The focus has moved from simply having a good product and timing to requiring an intense emphasis on bottom line metrics, such as contribution margin, to ensure long-term viability.

A Shift Toward Brick and Mortar

As digital channels become saturated, Symbiome has made a strategic shift toward brick-and-mortar retail and business-to-business (B2B) partnerships. Adam emphasizes the value of collaborations with med spas and retailers like Saks and Macy’s, which allow them to bypass the high customer acquisition costs associated with direct-to-consumer sales. This evolution in strategy enables a more sustainable business model, with Adam underscoring the importance of metrics and profitability in these decisions.

The Role of Education and Customer Retention

For emerging brands, one of the key takeaways is the importance of customer education and retention. Adam shares that Symbiome invests heavily in educating both potential and existing customers about their unique product formulations. By focusing on email marketing and educational content, they maintain customer loyalty and reinforce the brand’s value proposition, which is critical in an industry where consumers are inundated with choices.

Harnessing AI and Technology

Innovation is not limited to products at Symbiome. The company is increasingly relying on artificial intelligence (AI) for creative processes, especially for product photography and marketing assets. Adam explains how AI technology can significantly reduce costs and improve efficiency, offering a modern solution to the expensive traditional methods.

Choosing the Right Partners

An essential aspect of any business venture is forming the right partnerships. Adam advises new entrepreneurs to carefully select their partners, whether they are investors or agencies. A strong alignment in goals and the ability of partners to bring value beyond mere capital is crucial for success.

Conclusion: Staying Dynamic in a Changing World

As Adam Klausner’s insights demonstrate, the world of e-commerce and skincare is constantly evolving. From the emergence of novel ingredients to shifts in retail strategies and the integration of cutting-edge technologies like AI, businesses must remain dynamic and adaptable. By focusing on profitability, leveraging strategic partnerships, and embracing innovation, companies like Symbiome are poised to navigate and thrive in this competitive landscape.