How personal frustration became a billion-dollar brand strategy

Picture this: You're racing through a crowded airport when your suitcase suddenly bursts open, sending your belongings flying across the terminal. For most of us, this would be nothing more than an embarrassing travel nightmare. For Jen Rubio, it became the spark that ignited a billion-dollar business empire.

From that broken luggage moment in 2015 to building Away into one of the fastest-growing travel brands in history, Jen's story isn't just about entrepreneurial success, it's a masterclass in community-first marketing, solving real problems, and making functional products feel aspirational. Sound familiar? If you're building a beauty brand focused on authentic community connections, Jen's approach offers a blueprint worth studying.

The problem that started everything

In early 2015, Jen Rubio was traveling back from Switzerland when her suitcase broke at Zurich Airport, leaving her scrambling to hold her belongings together with duct tape. When she tried to replace it, she discovered a frustrating gap in the market: luggage was either cheap and poorly made, or high-quality but ridiculously overpriced.

"There wasn't a luggage brand that was iconic but accessible, and that made a high-quality product that didn't cost more than the trip you were planning to take it on," Jen recalls.

This wasn't just a business opportunity, it was a deeply personal pain point that Jen knew millions of travellers shared. The genius wasn't in recognizing the problem (anyone could see the luggage industry needed disruption). The genius was in understanding that solving this problem could build something much bigger than a product company.

The community-first foundation

Before Away even had a product, Jen and co-founder Steph Korey understood that their success would come from community, not just commerce. Drawing from her experience as head of social media at Warby Parker, Jen knew that modern consumers don't just buy products, they buy into stories, communities, and movements.

The pre-launch strategy: Instead of quietly developing their luggage and launching traditionally, Away created anticipation through storytelling. They published "The Places We Return To," a coffee table book featuring interviews with 40 creative personalities known for their influence. This wasn't just marketing, it was community building. They were saying, "We're not just selling luggage; we're celebrating the people who inspire us to travel."

This strategy generated $450,000 in pre-orders before they had a single suitcase ready to ship. But more importantly, it attracted customers who saw themselves as part of something bigger, a community of thoughtful travellers who valued good design and authentic experiences.

Making functional products feel aspirational

One of Jen's greatest strengths has been her ability to take mundane, functional products and make them feel exciting and aspirational. Luggage, by definition, is utilitarian. But Away transformed it into a lifestyle statement.

The design philosophy: Away didn't just make better luggage, they made luggage that told a story. The sleek polycarbonate design, the built-in USB ports, the thoughtful interior organization, every feature was designed to solve real problems while looking Instagram-worthy. When Vogue called it "The Perfect Carry-On" and people started referring to it as "the little black dress of luggage," Jen knew they'd succeeded.

For beauty entrepreneurs: This approach directly applies to beauty brands. Customers don't just want skincare that works, they want skincare that makes them feel like the kind of person who invests in quality, who values self-care, who belongs to a community of people with similar values. The product performance is table stakes; the aspirational positioning creates the emotional connection.

Understanding your customer deeply

Jen's background in social media and branding taught her that successful businesses don't just understand what customers buy, they understand who customers want to become. Away's research revealed that their target customers weren't just looking for luggage; they were looking for products that reflected their identity as sophisticated, design-conscious travellers.

The consumer insight: "What made Jen stand out is that she understood that travel isn't a point-to-point transaction," says investor Eurie Kim. "It's about the entire experience and how people want to feel during that experience."

This insight shaped everything from product design to marketing messaging. Away didn't sell luggage, they sold the feeling of being a savvy, prepared traveler who made smart choices about the tools they used.

The beauty parallel: Beauty customers make similar emotional connections. They're not just buying skincare, they're buying into the identity of being someone who takes excellent care of themselves. They're not just purchasing makeup, they're investing in the confidence to express themselves authentically.

The power of authentic storytelling

One of the reasons Away resonated so strongly with customers was Jen's commitment to authentic storytelling. The brand's content didn't feel like marketing, it felt like genuine conversations with friends about travel, design, and the experiences that shape us.

Beyond product features: While competitors focused on technical specifications, Away created content that celebrated the emotional aspects of travel. They featured customer stories, travel guides written by local experts, and behind-the-scenes looks at product development. This approach built genuine emotional connections rather than just product awareness.

Community amplification: Jen understood that the best brand advocates aren't paid influencers, they're genuine customers who feel emotionally connected to what you're building. Away's social media strategy focused on amplifying real customer stories rather than creating artificial brand moments.

Lessons in crisis leadership

Jen's leadership has been tested through significant challenges, including workplace culture issues, leadership transitions, and the pandemic's devastating impact on travel. Her response to these crises offers valuable lessons for any entrepreneur building a community-focused brand.

Taking responsibility: When Away faced criticism about its workplace culture, Jen didn't deflect or make excuses. She acknowledged the problems, took concrete steps to address them, and used the experience to become a more thoughtful leader.

Adapting without losing identity: When the pandemic brought travel to a virtual standstill, Away could have panicked or pivoted completely. Instead, Jen focused on maintaining the community connections that had made the brand special while adapting to new realities. The brand continued creating valuable content for their community even when travel wasn't possible.

Leading by example: When Jen became CEO in 2021 while eight months pregnant, she made a conscious decision to model the work-life integration she wanted to see at Away. "It's important to change the perception that starting or having a family has any impact on a women's ambition," she explains.

The community-first business model

What makes Jen's approach so relevant for beauty entrepreneurs is how she built Away as a community-first business from day one. This wasn't a marketing tactic, it was a fundamental business strategy.

Customers as co-creators: Away regularly involves customers in product development decisions, from color choices to new product categories. This approach makes customers feel genuinely invested in the brand's success rather than just consumers of its products.

Shared values: The Away community isn't just about loving good design, it's about sharing values around thoughtful consumption, quality over quantity, and supporting businesses that align with your worldview.

Beyond transactions: Away's most successful initiatives have been those that provide value to the community regardless of whether people make purchases. Their travel guides, packing tips, and destination content serve the community first, with commerce as a natural extension.

What beauty brands can learn

Jen's approach to building Away offers several key lessons for beauty entrepreneurs:

Start with community, not product: Before you perfect your formulation, understand the community you want to serve and the values that unite them.

Solve real problems beautifully: Don't just make products that work. Make products that solve problems in ways that feel thoughtful and inspiring.

Make functional feel aspirational: Help customers see your products as extensions of their identity, not just items they use.

Build authentic relationships: Focus on creating genuine connections with customers rather than just driving transactions.

Lead with values: Be clear about what your brand stands for beyond just product benefits.

The future of community-driven commerce

Away's success proves that in today's market, the brands that win aren't just those with the best products, they're those that make customers feel most understood and valued. Jen's approach shows that when you deeply understand your customer's aspirations and build authentic community around shared values, you can transform entire categories.

For beauty entrepreneurs, this represents both a challenge and an opportunity. The challenge is that community-building requires genuine commitment and authentic engagement, it can't be faked or automated. The opportunity is that when done right, community-first brands create competitive advantages that are nearly impossible to replicate.

The bottom line: Jen Rubio didn't just build a luggage company, she built a movement around thoughtful travel and quality design. Her success came from understanding that customers don't just want better products; they want to belong to communities that reflect their values and aspirations.

As you build your beauty brand, ask yourself: What community are you building? What values unite your customers? How can you make functional products feel aspirational? The answers to these questions won't just influence your marketing, they'll shape the foundation of everything you build.

When you deeply understand your customer and authentically serve their needs, you don't just create a business, you transform entire categories. Just ask Jen Rubio.

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