Keyword Optimization Advice in Need!

Hi Friends,

I recently just took over a brand's website operation. I have noticed that they have done minimum SEO. I want to get the SEO going for them this year. However, their brand name contains the word blackhead, which is identical to the blackhead that means clogged hair follicle. We are competing with a keyword that has a massive search. When doing google ads, we can't even use the brand name blackhead. They've tried to add the words like shop or studio after it, but it's not working too well.

I'm wondering if there's a way to still build up the Keyword search without changing the brand name. Thank you for all the advice in advance!