When And Why Brands Decide To Add Products

In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 15 founders and executives: How have you gone about building your product portfolio from launch onward?

Thoughtfully Magazine’s Brandie Gilliam On Inspiration, Inclusiveness And What’s In Store For Her Publication

Brandie Gilliam’s grueling go-to-market plan for a new wellness-focused print publication was quickly scrapped when Whole Foods came calling. After four whirlwind months, Thoughtfully Magazine was on the grocer’s magazine racks nationwide in January 2015. Three years later,...

New To Augmented Reality? Experiment And Have Fun

Sure, augmented reality is snazzy and cool, but that doesn’t make it a fit for every beauty endeavor. When Benefit Cosmetics’ digital marketing manager Emily Dybwad was devising an augmented reality offering, she realized it had to be...

Ebb & Flow Brings A Chill, Boho Vibe To The Bright And Instagrammable Riley Rose

To those dubious about the power of crystals, Ebb & Flow’s success might make you reconsider your view. “My attraction to it was completely involuntary. I was at an art festival, and we went into the crystals...

How To Develop A Cult Brand: Be Human

What does it mean to be a cult brand? In the social media era, it often boils down to cultivating loyal customers who like and share the brand’s products in a way that feels organic. Generating the requisite...