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How Milani Cosmetics Tapped Sports to Vault into Beauty’s Big Leagues
For the disruptor brand, high-wattage marketing collaborations with female athletes and influencers proved a case study in engaging shoppers and gaining market share.
How Camille Rose Became the No. 1 Black Woman-Owned Brand for Textured Hair
Founder Janell Stephens won over retailers from Target to Ulta without compromising the quality of her ingredients or her formulas.
How Popband Rebuilt It's Beauty and Self-Care Brand
When competitors copied her hair tie innovation, Louisa Booth shifted her business model to self-care. Her new brand, Popmask, is now in 35,000 retail doors from CVS to Nordstrom.
Kiehl’s Executive on How Partnering With Amazon Keeps the 173-Year-Old Company Fresh
General Manager John Reed on being the latest premium brand to embrace the online giant — which is edging toward becoming the nation’s top beauty seller —to woo new customers.
PuffCuff Founder on Winning Over Big Retailers With Hair-Raising Innovation That Fills an Unmet Need
Ceata E. Lash’s transition from relaxed to natural hair sparked the creation of a hair clamp for textured locks. She’s sold more than 760,000 since 2013, cracking Sally Beauty to Walmart.com.
SheaMoisture’s Playbook for Being a Purpose-Driven Brand
Since its founding as a tiny brand sold on the streets of Harlem, the beauty and personal care brand has been a case study in how to meaningfully give back while building its brand.
How Instagram Helped Natural Deodorant Startup Curie Land on Walmart Shelves
Frustrated with the chemicals in many deodorants, Founder Sarah Moret saw an opportunity to create another option. Walmart’s buyers agreed, adding her brand to more than 4,000 of its stores.
Bluemercury Curates Beauty Assortments to Win Customers
Head of Merchandising and Spa Tracy Kline on how the Macy’s-owned beauty retailer distinguishes itself from the ever-expanding pack of beauty purveyors.
CEO of 30-Year-Old Beauty Brand on Keeping Things Fresh
Since joining Jane Iredale in 2019, CEO Chris Payne has discovered how to balance the professional clean beauty brand’s roots with direct-to-consumer growth.
How A Beauty Entrepreneur Took Her Brand from Swap Meets to Urban Outfitters
Competing in the $57 billion U.S. beauty industry against titans who have big advertising budgets is tough. Yet Hernandez did just that with Beauty Creations, poised to surpass $60 million in sales.