How DOMMA Achieved 350% Growth by Empowering Menopausal Women

Introduction

When Cristina Martínez and Mireia Roca noticed a gap in menopause care, they decided to address it head-on. Since launching DOMMA in Barcelona in 2020, the brand has grown rapidly by pairing natural nutraceutical products with a subscription model and a strong online community. Within three years, DOMMA reached more than 1,000 active subscribers, 6,000 total customers, and built a community of over 100,000 women seeking support during menopause.

The Origin Story

The idea struck when Cristina herself encountered early menopause symptoms and found little straightforward advice or holistic solutions. She and Mireia, former coworkers at a tech startup, decided to form a wellness brand that would treat menopause openly and naturally. They named the venture DOMMA, inspired by the Latin word domina, meaning powerful woman. From day one their focus was on real benefits: scientifically tested ingredients, genuine reviews, and clear educational content.

Community Building Strategy

Rather than launching with ads, they invested in content. Blog articles, expert interviews, and live sessions helped them connect with women facing hot flashes, mood shifts, and sleep challenges. Audience engagement grew quickly. Women shared personal stories and recommended products. Through regular newsletters and an active Facebook group, the brand turned curious readers into loyal subscribers. This built trust quick, turning readers into customers and community participants.

Platform and Tech Setup

Cristina built the website using WordPress and WooCommerce without a large technical team. Subscriptions were handled by WooCommerce Subscriptions, allowing flexible billing and plan management. They integrated Google for WooCommerce to sync products to Google Merchant Center automatically. Payment providers included Stripe and PayPal, while Klaviyo managed email campaigns. Customer feedback flowed through Trustpilot Reviews, and pages were custom-designed with Elementor Pro. This stack let them maintain the store with minimal developer support and reinvest savings into marketing.

Marketing and Growth Tactics

In 2022, DOMMA started testing paid ads on Google Search and Meta. They crafted campaigns to introduce a modern menopause brand and focused initial budget on discovery ads. In early 2023, they activated Google Performance Max campaigns directly within their WooCommerce dashboard. The multi-channel approach placed their products in Shopping, Search, YouTube, Gmail, Maps, Display, and Discover. Without manual adjustments, performance improved: site traffic jumped 79% and conversion value shot up 139% year over year.

Results and Impact

By December 2023, DOMMA had achieved a remarkable 350% increase in revenue compared to the previous year. Subscriber counts surpassed 1,000 active plans, and overall community membership exceeded 100,000 women. The brand reinvested in scientific research backed by a €950K funding round, and expanded into pharmacies across Spain. Their approach proved that a lean, content-driven, subscription business could scale quickly with the right combination of technology and targeted marketing.

Looking Ahead

Today, DOMMA continues to refine its strategy, exploring personalized subscription offers and multi-language support for European markets. Their YouTube channel and podcast share expert interviews and Q&A sessions on menopause. The team plans to optimize the user experience further and tap into new channels to keep growth momentum going. Above all, they remain focused on one goal: helping midlife women feel stronger and supported.

Key Lessons Learned

A few observations stand out from DOMMA’s journey: focusing on a clear audience need before product launch builds organic traction; adopting a subscription model creates predictable monthly revenue; integrating marketing tools like Performance Max drives efficient customer acquisition; and maintaining an active educational community improves retention. This blend of product quality and ongoing engagement fueled word-of-mouth referrals and high loyalty.