what. we did for Filabe

what. led the design and implementation of the go-to market strategy to initially drive sales in Filabe’s home market – Switzerland. Subsequently, what. collected insights and built a launch program to activate additional markets, starting with Germany and followed by Austria. Today, thanks to what. Filabé has a proven method to grow their digital presence and sales internationally, which has a tremendous impact on their financial performance.


Who is Filabe?

Filabé is an innovative cosmetic company that rethinks skincare. Filabé’s unique microfibre cloths are filled with natural active ingredients, which are activated when in contact with water. The tissues are vegan, free from additives, alcohol, and oils. Filabé challenges other cosmetics companies that use outdated technology (cream), which makes the skin dependant on them and loads the skin with additives

  • Filabé effectively solves skin problems and brings balance to your skin

  • All in one solution cleans the skin and transfers active ingredients onto the skin at the same time

  • First complete skincare solution without any additives, 100% active ingredients


Achieving full market potential

  • Filabé was already available Switzerland, but the sales numbers were low in relation to the market potential.


Improve marketing efficiency to scale

Poor efficiency of the media spend (measured by Return on Advertising Spend – ROAS) was also not sustainable and was preventing Filabé from scaling internationally.


Our main target

  • Achieve a sustainable growth of product sales and subscriptions in Switzerland and Germany


How we did it


what. clients say

“what. is the leading growth and development firm. They do more than simply consult. They execute. From the beginning, they believed in us, seeing the potential of our business. It’s thanks to their extensive quality team, and data-driven methods that we’ve made such an impact. We’re growing together through a process of continuous reinvention.”

Markus Lehmann
CEO, Filabe of Switzerland AG