Expert Dialogue
Why AI May Be Beauty’s Great Equalizer
After the golden age of glossy magazines, social media leveled the playing field in beauty, fueling the rise of brands like NYX, Anastasia Beverly Hills and Morphe. To bypass rigid retail gatekeepers, direct-to-consumer distribution once again...
As Emilie Heathe Shuts Down, Its Founder Lays Out 6 Tough Realities Of Building An Indie Brand
Even as Emily Heath Rudman was winding down luxury clean makeup and nail brand Emilie Heathe, she held out hope for a last-minute savior in the form of an investor, a strategic buyer or a burst of virality that...
Laura Geller, Raw Sugar And Avène’s Retail Roadmaps For Brand Endurance
In today’s beauty industry, where consumer loyalty is splintering, trends disappear in a scroll and digital innovation is rapidly reshaping how shoppers discover and evaluate products, business longevity depends on transcending hype cycles...
The Strategies That Took LaserAway To 200 Clinics With Zero Closures
Founded in 2005 by brothers Scott, Brock and Todd Heckmann with physician Roy Winston, and focused on nonsurgical laser and injectable treatments, LaserAway has become the country’s largest aesthetics chain, reaching more than 200 locations...
Want To Scale A Beauty Brand? Understand The Backend
Scaling isn’t just about another shelf at a big retailer or seizing upon viral momentum. For beauty brands, it brings operational complexity that can implode the business if it isn’t handled deftly.
Don’t Make These Costly Rebrand Mistakes: Lessons From A Founder Closing Her Brand
When Raeka Morar launched South Asian-inspired skincare brand Raeka Beauty in 2017 with peel-off turmeric masks, Sephora distribution was her goal. She says, “I would always go there and imagine us being there one day.” Morar’s...
