Core Concepts

Packaging is the first thing customers notice, and it’s the first opportunity brands have to present their products and missions to them. Whether it’s colorful or plain, has simple or complex encasements, packaging is a visual cue that...

Making your mark without an ironclad trademark can be troublesome. It’s better to safeguard your brand name to help fight against copies, lawsuits or worse. Especially in the age of Amazon, trademark power covering words, phrases, slogans,...

When U.S. indie beauty brands begin to gain traction domestically, it’s common for founders to get the itch to go international, often setting their sights on the $91.1 billion European cosmetics and personal care industry. Stretching into...

Fundraising can sometimes feel like a black box. Which investors should I target to invest in my company? How do I get their attention? What type of information do they need from me? A pitch deck is one...

There are more than one billion people active on Facebook and 100 million people active on Instagram. Your brand doesn’t have to touch that many customers to be incredibly successful. Because of the sheer enormity of the social...

For an emerging beauty brand, passing through the pearly gates of Amazon could very well be trickier than passing through the pearly gates of heaven. The e-commerce giant has come down hard on Amazon aspirants with...