Lulu Organics Founder Linda “Lulu” Aldredge On Why Beauty Entrepreneurs Should Have A Big Vision For Their Business

Like the boobs on the packaging of her brand’s signature talc-free dry shampoo, Lulu Organics founder Linda “Lulu” Aldredge is hard to turn away from. In a beauty industry that’s steeped in marketing, she’s mesmerizingly anti-spin. She...

Founder Dr. Shannon Klingman Plans To Keep Lume Weird Post-Harry’s Acquisition

Sometimes an acquisition leads to the dilution or outright erasure of the acquired brand’s DNA. Shannon Klingman, the OB-GYN founder of Lume, wants consumers not to worry about that happening to the direct-to-consumer all-over deodorant...

Adit Retailer Spotlight: Why Melanin Grace Founder Marti Moore Prefers The Term “Mindful” To “Clean”

After nearly 15 years as a marketing executive at big retailers like Macy’s and Hudson’s Bay, Marti Moore felt called to do something completely different: create an indie digital beauty marketplace with brands by and for...

Paula’s Choice Founder Paula Begoun On Being Controversial, Selling At The Right Time, Clean Beauty And Cosmetic Procedures

When Unilever revealed in June last year that it was buying Paula’s Choice from private equity firm TA Associates for a reported $2 billion, several people were caught off guard. Specifically, the heavily male direct-to-consumer booster contingent...

Wonder Valley’s Alison Carroll On Letting Go Of Strict Expectations And The Joy Of Packaging Material Limitations

At some point in the short history of cool direct-to-consumer brands remaking consumer categories, entrepreneurs turned their sights to olive oil. There are sustainable chic olive oil brands like Onsuri, Brightland and Citizens of Soil, CBD-tinged players such...

DIBS Beauty CEO And Co-Founder Jeff Lee Intends To Build An Influencer Brand That Lasts

After a period of considerable celebrity and influencer brand proliferation, there’s understandably consumer fatigue. A headline in a recent The New York Times article by beauty writer Rachel Strugatz aptly summed up the feeling when it pleaded...