Scaling Emerging Beauty
The Scaling Emerging Beauty podcast offers actionable insights and strategies to scale beauty brands from $0 to $20M, focusing on growth through retail opportunities. Join host Monique Benoit, a former merchant at Target and Anthropologie, as she talks with founders, retailers, and other experts to offer relevant tactics for brands in the trenches, and valuable content for the industry enthusiast.
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E 810: Trademark Essentials for Emerging Brands with Lauren Bercuson of Storylock Legal
07/01/2025
E 810: Trademark Essentials for Emerging Brands with Lauren Bercuson of Storylock Legal
Summary Trademark protection isn’t just for big brands — it’s essential for emerging founders too. In this episode of Scaling Emerging Beauty, Monique sits down with Lauren Bercuson, founder of Storylock Legal, to break down the basics of trademarks, common mistakes founders make, and how protecting your brand early can save you major time and money later. Lauren shares her experience helping CPG and beauty founders secure their brand names, logos, and even colors, while explaining the risks of skipping this crucial step. Whether you’re launching your first product or prepping for retail expansion, this conversation will make you rethink how you protect your brand’s future. We’ll dive into: ✅ Why trademarking is a must, not a “nice to have” ✅ The most common trademark mistakes emerging brands make ✅ What to know about using your personal name as a brand name ✅ The basics of trademarking logos, slogans, and even colors ✅ How to spot potential trademark infringement early ✅ What to know about international trademark protection ✅ When to prioritize trademarking additional brand elements (like logos and packaging) If you’re serious about scaling your brand and building long-term value, this is a must-listen episode! Links: 📌 Connect with on LinkedIn 📌 Check out Storylock Legal: https://www.storylocklegal.com/ 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 809: Scaling Smarter: DTC Profitability and Website Simplicity with Ben Sharf of Platter
06/24/2025
E 809: Scaling Smarter: DTC Profitability and Website Simplicity with Ben Sharf of Platter
Summary Direct-to-consumer (DTC) brands have more tools than ever — but scaling profitably online? That’s still a huge challenge. In this episode of Scaling Emerging Beauty, Monique sits down with Ben Sharf, founder of Platter, to talk about why profitability and simplicity are the new superpowers for growing your DTC business. Ben shares insights from building Platter, a tech-enabled service that’s simplified Shopify storefronts for brands like Everyman Jack and Mrs. Meyer's. He breaks down what early-stage brands often miss when it comes to building effective e-commerce sites — and how fixing a few basic elements can dramatically improve your conversion rate, AOV, and operating margins. We’ll dive into: ✅ Why profitability must be a priority from Day 1 in today’s market ✅ How to simplify your Shopify storefront for more sales (and fewer expenses) ✅ What emerging brands get wrong about conversion and AOV strategies ✅ When you should hire help vs. DIY your website ✅ How small tweaks to your checkout experience can boost revenue ✅ Why a good website is critical even for retail-first brands ✅ Real case studies showing how simplifying saved brands hundreds of thousands If you’re looking to build a profitable brand that wins online and at retail, this conversation is packed with actionable strategies! Links: 📌 Connect with on LinkedIn 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 808: What Your Price Says About Your Brand
06/17/2025
E 808: What Your Price Says About Your Brand
Your price is part of your story. In the final part of the pricing series, we explore how pricing ties into your brand’s perception, positioning, and customer expectations. Your packaging, claims, and storytelling all need to back up your price — especially if you're playing in premium or prestige spaces. In this episode, you’ll learn: How price communicates brand value before anyone tries your product Examples of what different price points say about your brand Why consumers feel your price before they rationalize it Tips to align your packaging, claims, and price with your brand identity 💡 A strong brand needs a strong pricing strategy — one that feels right to your customer. Links: 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 807: How Adam Callinan Built an 8-Figure Brand Without a Big Team — and Why Profitability is the New Superpower
06/10/2025
E 807: How Adam Callinan Built an 8-Figure Brand Without a Big Team — and Why Profitability is the New Superpower
Is it possible to build a multi-million-dollar brand without investors — or even a full-time team? Adam Callinan, founder of Bottlekeeper and now CEO of Pentane, proves it can be done. In this episode of Scaling Emerging Beauty, Monique sits down with Adam to discuss how he scaled Bottlekeeper to over $8M in annual revenue without taking on outside funding or massive headcount. Adam shares the systems he built to keep the business profitable, lessons from Shark Tank, and why today’s founders need to obsess over cash flow and omnichannel growth. We’ll dive into: ✅ How to scale your brand while keeping fixed costs low ✅ Why he said no to early retail expansion — and why that decision paid off ✅ The story behind Bottlekeeper’s viral Facebook video moment ✅ Lessons from negotiating a million-dollar deal on Shark Tank ✅ Why profitability is simply a math problem founders must solve ✅ How founders today must think differently to scale ✅ How Adam’s new company Pentane helps brands boost profitability through smarter finance and marketing systems If you’re building a brand today and want real-world strategies for profitable growth — this episode is a must-listen! Links: 📌 Connect with on LinkedIn 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 806: COGs & Margins - The Math Behind Profitable Pricing
06/03/2025
E 806: COGs & Margins - The Math Behind Profitable Pricing
You can't scale your brand if you don’t understand your numbers. In part three of the pricing series, we’re talking all about COGS (Cost of Goods Sold) and margin — what they are, why they matter, and how to reverse-engineer your retail price to protect your profits. This is the financial foundation you must have before stepping into retail. In this episode, you’ll learn: What’s included in your true COGS (hint: it's more than ingredients) How to calculate margin and why it’s non-negotiable for growth What “retail math” looks like in real scenarios Why margin protects your business through retailer asks and promos 🧮 Get your calculator and take notes — your future margins will thank you. Links: 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 805: Building a $10M+ Brand from Scratch with Brooks Powell of Cheers
05/27/2025
E 805: Building a $10M+ Brand from Scratch with Brooks Powell of Cheers
What if you could launch your brand, scale it to 8 figures in revenue, and land 32,000 retail doors — all without a traditional background in business? In this episode of Scaling Emerging Beauty, Monique sits down with Brooks Powell, Founder and CEO of Cheers, a category-creating brand in the after-alcohol wellness space. Brooks shares how he turned a neuroscience research paper into a multimillion-dollar brand starting straight out of college, with no formal business training. We cover everything from Cheers' explosive Shark Tank moment, surviving the iOS privacy changes that wrecked digital marketing, and strategically expanding into major retailers like Walmart, Walgreens, and Wegmans. We’ll dive into: ✅ The surprising science behind Cheers and how it started ✅ How Cheers scaled fast with a small, scrappy team ✅ Lessons from Shark Tank — even without a deal ✅ How to navigate pricing architecture across retail channels ✅ Why hiring for attitude and problem-solving beats hiring for experience ✅ How Cheers adapted when Facebook and Instagram ads changed overnight ✅ Brooks’ advice for early-stage founders: go bigger, faster, and learn as you go If you’re building a consumer brand and dreaming of major growth, this episode is packed with hard-earned lessons you won’t want to miss! Links: 📌 Connect with 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 804: Why Your Price Might Change Depending on the Retailer
05/20/2025
E 804: Why Your Price Might Change Depending on the Retailer
Pricing doesn’t exist in a vacuum — it shifts based on where you’re selling. In part two of the pricing series, we explore how your price needs to align with your retailer’s expectations. From mass to specialty to club stores, we’ll talk strategy, margins, and what happens when your price doesn’t match the store environment. In this episode, you’ll learn: How pricing varies across mass, drug, natural, and specialty retailers Why retail channel strategy matters for pricing Retail margin expectations and how they affect your bottom line When (and if) it makes sense to vary your price across retailers 💬 Pricing is a partnership between your brand, your customer, and your retailer. Let's break it down. Links: 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 803: How to Fund Your Beauty Brand Growth Without Giving Up Equity — with Marshall Lebovits
05/13/2025
E 803: How to Fund Your Beauty Brand Growth Without Giving Up Equity — with Marshall Lebovits
Finding the right funding is one of the biggest challenges for emerging beauty brands today. In this episode of Scaling Emerging Beauty, Monique is joined by Marshall Lebovits, a financing expert with 35+ years of lending experience. Marshall breaks down how early-stage brands can use asset-based funding to scale without giving up ownership — and what you need to know before taking on this type of loan. They discuss real talk about what founders often miss when seeking funding, what financial documents you must have ready, and how to avoid costly mistakes when cash flow gets tight. What you’ll learn: ✅ What asset-based funding is (and how it differs from VC or revenue-based loans) ✅ The pros and cons of asset-based funding for beauty and CPG brands ✅ Key financial systems and documents you need before applying ✅ What lenders look for — and what could disqualify you ✅ How to protect yourself and find the best funding partner for your business ✅ Why understanding your cash cycle is critical for success If you're an emerging beauty founder thinking about how to finance your next stage of growth — this is an essential episode to tune into! Links: 📌 Connect with 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 802: How to Price Your Product to Compete in Your Category
05/06/2025
E 802: How to Price Your Product to Compete in Your Category
Pricing isn't just a number — it's a strategy. In part one of this four-part pricing series, we're diving into how to set a competitive price that makes sense in your category and against your competitors. Whether you're launching your first product or reassessing your retail strategy, this episode will help you understand where you fit and how to price to stand out, not blend in. In this episode, you’ll learn: What to research when evaluating your product category How pricing tiers vary across mass, masstige, and prestige Why benchmarking against direct competitors matters Tips to avoid being priced too high or too low 🎧 Tune in and start pricing with purpose! Links: 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 801: Rebranding with Sustainability and Purpose: Ethique Beauty’s Story
04/29/2025
E 801: Rebranding with Sustainability and Purpose: Ethique Beauty’s Story
In this episode, Monique sits down with Erica Cocilova, CMO of Ethique, to discuss how mission-driven beauty brands can scale without compromising their core values. Erica shares lessons from her career at powerhouse brands like Dove, Happy Baby, and Briogeo, and dives deep into Ethique’s recent rebrand journey. You'll hear real talk on sustainability, retail expansion with Ulta Beauty, smart funding strategies, and why finding the right team is crucial for long-term success. If you’re an emerging founder looking for tactical advice on growing a values-based beauty brand, this one’s for you. What you'll learn: Why sustainability and commercial success can go hand in hand The importance of focusing your brand story How to approach retail expansion strategically How to find financial partners that align with your mission Why sampling is a non-negotiable strategy for growth The two must-have hires for scaling an emerging brand 🎧 Listen now and learn how to build a brand that stays true to its purpose — and grows big! Links: 📌 Connect with 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 711: Scaling The Honey Pot Company: Retail Strategy, Sales Growth & Fundraising
03/18/2025
E 711: Scaling The Honey Pot Company: Retail Strategy, Sales Growth & Fundraising
In this episode of Scaling Emerging Beauty, I sit down with Kelly Bottenfield, co-founder and sales leader at The Honey Pot Company. Kelly has over 25 years of experience in the CPG industry, starting her career at Whole Foods before transitioning to sales and brand-building. She played a pivotal role in scaling The Honey Pot Company from a small, bootstrapped startup to a household name in mass retail. We dive into: ✅ How a strategic focus on mass retail fueled The Honey Pot’s rapid growth ✅ The role of brokers in a brand’s sales strategy and how to choose the right partners ✅ Key lessons in fundraising and securing investors that align with your brand’s vision ✅ Managing explosive demand, especially during moments of unexpected virality ✅ Why prioritizing operations before sales is critical for long-term success Kelly shares invaluable insights on navigating retail, building a resilient sales function, and balancing the realities of entrepreneurship with mental well-being. If you’re an early-stage beauty founder, this episode is packed with strategies to help you scale smarter. Listen now on Apple Podcasts, Spotify, or your favorite podcast platform! Links: Kelly Bottenfield – Scaling Emerging Beauty & Monique Benoit – 🔗 🔗 🔗 🔗 Subscribe to the Scaling Emerging Beauty Podcast for expert tips on growing your beauty brand!
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E 710: How In-Store Events & Field Sales Teams Drive Beauty Brand Growth
03/11/2025
E 710: How In-Store Events & Field Sales Teams Drive Beauty Brand Growth
In this episode of the Scaling Emerging Beauty Podcast, I sit down with Dwight Allen O’Neal and Karess Rosemé, the co-founders of Rose Neal Collective, a boutique agency dedicated to enhancing the beauty experience for BIPOC consumers and emerging brands. We dive into the critical role of in-store events, field sales teams, and trade marketing in building brand awareness and driving retail success. We cover: - How in-store events create memorable experiences that convert shoppers into loyal customers - The importance of field sales teams in ensuring brand education, visibility, and advocacy at retail - Strategies for measuring the ROI of in-store activations and event-driven sales - Why trade marketing is a game-changer for emerging beauty brands - How brands can leverage retail partnerships to scale successfully If you’re a beauty entrepreneur, CPG founder, or retail professional, this episode is packed with actionable insights to help you scale smarter and faster. 🎧 Listen now on Apple Podcasts, Spotify, or your favorite podcast platform! Links: Rose Neal Collective – Dwight Allen O’Neal on LinkedIn – Karess Rosemé on LinkedIn – Scaling Emerging Beauty & Monique Benoit – 🔗 🔗 🔗 🔗 Subscribe to the Scaling Emerging Beauty Podcast for expert tips on growing your beauty brand!
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E 709: Why a Hero Product Could Be Essential for Your Beauty Brand’s Success
03/04/2025
E 709: Why a Hero Product Could Be Essential for Your Beauty Brand’s Success
In this episode of Scaling Emerging Beauty, host Monique Benoit explores the power of a hero product and why it’s a game changer for early-stage beauty brands. Looking at brands like Fenty Beauty, Olaplex, Dyson, and K-18, Monique breaks down how a standout product can create brand recognition, build customer loyalty, and simplify operations. A hero product isn’t just about strong sales—it can define your brand’s identity and streamline inventory, manufacturing, and marketing efforts. Monique highlights how Fenty Beauty’s Pro Filt’r Foundation and Olaplex No. 3 transformed their brands into household names. She also discusses financial benefits, explaining how focusing on a single product can improve cash flow and reduce dead stock. She shares real-world insights, including her experience as a retail buyer when The Honey Pot Company launched with just four SKUs at Target. She also explains how Drunk Elephant and Glossier used hero products to drive growth—while warning against the risks of changing formulas without consumer buy-in. If you’re a beauty entrepreneur, CPG founder, or retail professional, this episode is filled with actionable insights to help you scale your brand smarter and faster. Listen now on Apple Podcasts, Spotify, or your favorite podcast platform! Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 708: Scaling Your Beauty Brand: Demand Planning, Retail Strategy & Smart Operations
02/25/2025
E 708: Scaling Your Beauty Brand: Demand Planning, Retail Strategy & Smart Operations
In this episode, I sit down with Ashley Gilbert, a beauty industry expert who has worked behind the scenes at powerhouse brands like Glossier and The Lip Bar. Ashley takes us through the operational side of beauty, sharing how brands successfully scale—from warehouse moves to demand planning to ensuring products are retail-ready. We break down: - The role of operations in beauty brand growth - How demand planning shapes product innovation and inventory decisions - The difference between DTC vs. retail-first strategies - The importance of custom vs. stock packaging—and when it's worth the investment - How brands can use collaborations and limited editions to build loyalty and drive sales Ashley shares a wealth of insights on how beauty brands can navigate the complexities of launching, scaling, and optimizing their business. If you’re a beauty entrepreneur, CPG founder, or retail professional, this episode is packed with tactical strategies to help you scale smarter and more profitably. 🎧 Listen now on Apple Podcasts, Spotify, or your favorite podcast platform! Links: 📌 Connect with Ashley Gilbert on 🔗 🔗 🔗 🔗 🚀 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 707: How to Scale a Beauty Brand in Retail: Insider Tips from Ray Richardson
02/18/2025
E 707: How to Scale a Beauty Brand in Retail: Insider Tips from Ray Richardson
Summary Ready to take your beauty brand from startup to retail success? In this episode of Scaling Emerging Beauty, host Monique Benoit sits down with retail expert Ray Richardson, a veteran with nearly 20 years of experience in sales, retail management, and advising. Ray has worked with top brands like WILL Perform by PBC with Serena Williams and understands the key challenges and strategies for scaling a brand in retail. Many beauty founders can launch a brand, but few successfully scale it at major retailers. This episode breaks down the critical steps to retail expansion, including: ✔ How to land retail partnerships—even without celebrity backing ✔ The best strategies to pitch your brand and gain visibility with retailers ✔ Why product innovation is key to long-term success in beauty and wellness ✔ The biggest mistakes early-stage brands make when expanding distribution ✔ How to balance sales, margins, and retailer expectations to stay profitable ✔ The latest retail trends impacting beauty brands in 2025 If you’re a beauty entrepreneur, CPG founder, or retail professional, this episode is packed with insider knowledge to help you scale smarter and faster. Listen now on Apple Podcasts, Spotify, or your favorite podcast platform! Links Ray Richardson on Scaling Emerging Beauty & Monique 📌 Subscribe to Scaling Emerging Beauty for expert tips on growing your beauty brand!
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E 706: Key Differences in Scaling vs. Starting a Brand
02/11/2025
E 706: Key Differences in Scaling vs. Starting a Brand
Summary Starting a beauty brand in 2025 is easier than ever—thanks to social media, influencer platforms, and white-label manufacturing. But scaling that brand into a retail powerhouse? That’s where the real challenge begins. In this solo episode, I break down why the barriers to entry have never been lower, yet the hurdles to scaling have never been higher. From funding and logistics to retail competition and differentiation, I explore what it really takes to grow a brand from a small business into a national or global player. Episode Highlights Episode 303: Building a Team Episode 304: Effective Marketing Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 705: How a Cardiologist Created a Global SkinCare Brand
02/04/2025
E 705: How a Cardiologist Created a Global SkinCare Brand
Summary In this episode, Dr. Tiina Meder shares her unique journey from studying cardiology, becoming a dermatologist and ultimately a skincare brand founder and entrepreneur. She discusses her motivations for creating her brand, the challenges of navigating global markets, and the importance of product development and consumer needs. In this engaging conversation, Dr. Tiina Meder shares insights into running a family-owned skincare business, emphasizing the importance of cultural understanding in product development and localization. She discusses the significance of core values, particularly product safety, and the impact of aging on beauty standards. Dr. Meder also reflects on her entrepreneurial journey, offering valuable lessons for early-stage brands. Links Dr. Tiina Meder Instagram: LinkedIn: Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 704: Balancing Confidence and Humility as an Entrepreneur
01/28/2025
E 704: Balancing Confidence and Humility as an Entrepreneur
Summary In this episode, Monique Benoit, explores the delicate balance between confidence and humility that every beauty founder needs to master. Confidence helps you stay true to your vision, while humility allows you to learn, grow, and adapt. Monique shares actionable insights from her experience working with major beauty brands, including lessons from representing brands and curating product as a buyer. Discover how to define your "why," stay grounded in your mission, and filter advice to align with your brand’s goals. Whether you’re pitching to a retailer, navigating feedback, or charting the next steps in your journey, this episode is packed with tips to help you embrace your vision while staying open to growth. Key Takeaways: The importance of knowing your vision and owning your unique value. How to filter advice to align with your brand’s goals. Practical tips to balance confidence with humility as you scale. Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 703: Building a Brand with Consistency, Trial, and Error featuring the Founders of Geologie
01/21/2025
E 703: Building a Brand with Consistency, Trial, and Error featuring the Founders of Geologie
Summary In this episode of the Scaling Emerging Beauty podcast, Monique Benoit speaks with Nick and Dave, co-founders of Geologie, about their journey in launching and scaling their skincare brand. They discuss the challenges of starting a beauty brand, the importance of having a solid team, and the need for a good manufacturing partner. The conversation also touches on product development, finding product-market fit, and the significance of understanding strengths and weaknesses in a co-founder relationship. In this conversation, Nick and Dave discuss their journey in building a skincare brand, emphasizing the importance of branding, packaging, and understanding their target audience. They share insights on the significance of feedback and iteration in product development, the challenges of expanding into brick-and-mortar retail, and the role of Amazon in their growth strategy. The discussion also covers the development of effective product lines for retail, the science behind product effectiveness, and the necessity of understanding distribution channels. They conclude by reflecting on the entrepreneurial journey and the importance of integrating various sales strategies. Links Nick, Dave, & Geologie Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 702: A Founder’s Story on Scaling - Mindset Matters, Enjoy the Journey
01/14/2025
E 702: A Founder’s Story on Scaling - Mindset Matters, Enjoy the Journey
Summary In this episode, Janell Stephens, CEO and founder of Camille Rose, shares her inspiring journey of creating a textured hair and beauty brand from her kitchen to major retailers like Target. She discusses the challenges and triumphs of entrepreneurship, the importance of mindset, and the lessons learned along the way. Janell emphasizes the significance of taking one's time in business, trusting others, and enjoying the journey of building a brand. Links Janell Stephens & Camille Rose Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 701: A Merchant’s Perspective on Independent Brands & Scaling at Retail
01/07/2025
E 701: A Merchant’s Perspective on Independent Brands & Scaling at Retail
Summary In this conversation, Senait Tzegai, a health and beauty buyer at Pop Shelf, shares her insights on the beauty industry, focusing on the assessment of new brands, the importance of brand stories, and the role of independent brands in retail. She emphasizes the need for brands to understand their purpose in light of the competition, the significance of community engagement, and the trends in multicultural hair care. Tzegai also emphasizes the challenges of scaling in retail and the importance of production capabilities for success. Links Senait Tzegai Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 611: Marketing with Empathy, Integrity, & Intention
12/10/2024
E 611: Marketing with Empathy, Integrity, & Intention
Summary Keren Davy, a fractional CMO, shares her marketing philosophy rooted in integrity, empathy, and intention. She emphasizes the importance of understanding the target audience and crafting marketing strategies that resonate with them. Keren advises brands to start with an internal and external focus, balancing their unique offerings with consumer needs. She suggests low-cost, high-impact marketing efforts such as cross-promotions and collaborations. Keren also highlights the significance of storytelling in connecting with consumers on a deeper level. She discusses the role of empathy in marketing and the importance of community and connection. Lastly, Keren provides advice for early-stage brands, including knowing oneself, reinforcing key messages, and seeking external perspectives. Links The Peculiar CMO & Keren Scaling Emerging Beauty & Monique YouTube: Instagram: Facebook: TikTok: X: Website: Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 610: Responsible Networking - Following Up to be Persistent Not Annoying
12/03/2024
E 610: Responsible Networking - Following Up to be Persistent Not Annoying
In this monologue, Monique shares essential strategies for effectively networking with retail buyers. Monique emphasizes the importance of research, personalizing outreach, and mastering follow-up techniques to build strong relationships with retailers. Monique also highlights the significance of in-person networking and the need for a concise pitch to stand out in a competitive environment. Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 609: Selling In & Creating a Strong Pitch Deck for Retailers
11/26/2024
E 609: Selling In & Creating a Strong Pitch Deck for Retailers
Host: Monique Benoit Guest: Vanessa Lee Vanessa Lee, founder of GuestHouse, discusses the importance of sales in scaling emerging beauty brands. She emphasizes the need for a strong pitch deck when approaching retailers, with key elements including strong visuals, concise copy, and data points. Vanessa also highlights the importance of tailoring the pitch deck to specific retailers, using their terminology and addressing their competitors. She advises against making the deck too wordy and emphasizes the need for a concise and visually appealing presentation. Vanessa also discusses the differences between virtual and in-person presentations, suggesting that in-person meetings allow for more storytelling and personal connection. She emphasizes the importance of energy and passion in delivering the brand message. Vanessa also shares insights on differentiation, suggesting that brands should focus on sustainability and addressing current industry concerns as points of differentiation. The conversation explores the importance of differentiation in the beauty industry, including product innovation, tone of voice, packaging, and sustainability. We also discusses the significance of transparency in pricing and sourcing. The conversation delves into the topic of scaling and the importance of demonstrating readiness to retailers. It emphasizes the need to strategically handle pricing and margins in pitch decks, including not disclosing wholesale costs. The conversation concludes with advice on building relationships with retail buyers and the importance of persistence in the face of rejection. Links Hey Guest House & Vanessa Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 608: Strategic Promotions During the Holidays and Beyond
11/19/2024
E 608: Strategic Promotions During the Holidays and Beyond
In this monologue, I discuss the significance of strategic promotions in retail and consumer packaged goods (CPG). Promotions should not just be random discounts. They should align with business goals to drive visibility, revenue, and customer loyalty. Also, keep in mind the importance of analyzing the effectiveness of promotions and keeping track of past promotions to inform future strategies, especially during key holiday seasons. Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 607: The Role of PR Exposure for Emerging Brands
11/12/2024
E 607: The Role of PR Exposure for Emerging Brands
Reena Goodwin, founder and CEO of Facteur PR, discusses the role of public relations (PR) in helping early-stage beauty brands enhance their marketing strategies. PR is the activity of influencing public perception about a brand through various communication channels, such as journalists, influencers, and social media. Good PR can create tension and impact consumer decision-making. It is important for brands to leverage PR exposure by using it as content across different platforms. DIY PR strategies include building relationships with journalists, reading news publications, and hosting interactive media and influencer events. When outsourcing PR, brands should consider factors such as media relationships, results, resources, and personalized experience. Good PR involves focusing on the customer experience, adding value, and avoiding directly mentioning competitors. PR is a long game that requires patience and can pay off in the long run. Links Reena Goodwin Facteur PR Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 606: Identifying Whitespace in Beauty Retail
11/05/2024
E 606: Identifying Whitespace in Beauty Retail
Summary In this conversation, I share insights on how brands can identify and leverage white space opportunities in the beauty and retail industry. I draw from my experience as a former retail buyer. I discuss the importance of understanding market gaps, the dynamics of retailer relationships, and the significance of consumer insights. I emphasize the need for brands to recognize what retailers value, such as margins and consumer targeting, and how to effectively shop the retailer to find unique opportunities for product placement and growth. Chapters 0:00 Intro 0:40 Buyer's Responsibilities 2:02 Identifying Whitespace with Consumer Insights 3:35 Launching This is L & The Honeypot Company 6:32 How Aligning with a Buyer Helps Your Brand 9:41 Bringing In a New Consumer 11:51 Hero Cosmetics Spotlight 13:11 Category Observations Lead to Whitespace 14:35 Shop the Retailer Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 605: Key Elements of Brand Identity & Social Media Strategies
10/29/2024
E 605: Key Elements of Brand Identity & Social Media Strategies
Kellie Chen is the co-founder of 8Rue, a boutique branding agency, shares her expertise in brand strategy for emerging beauty brands. She discusses the shift in consumer engagement with brands due to the rise of social media, emphasizing the importance of authenticity and transparency. Kellie also highlights the key elements of brand identity, including audience understanding, mission and story development, and differentiation from competitors. She provides insights into crafting effective social media strategies, such as building a strong funnel and creating engaging content. Additionally, Kellie discusses the benefits of in-house marketing teams and working with agencies, offering advice for emerging brands. Links Kellie Chen Free Resources from 8Rue Inc., Kellie's Agency 8Rue Inc. Marketing Agency Website Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 604 Five Tips to Ensure Your Packaging is Retail Ready
10/22/2024
E 604 Five Tips to Ensure Your Packaging is Retail Ready
Summary In this solo episode, I discuss the critical role of packaging in retail. Packaging is often your first impression at the shelf. I emphasize that even the best products can fail if their packaging does not meet retail standards. I outline key considerations for creating retail-ready packaging, including supply chain logistics, shelf appeal, and the importance of brand visibility. This episode is packed with actionable insights for emerging beauty brands to ensure their packaging stands out on the shelf and resonates with consumers. Links Scaling Emerging Beauty & Monique Remember to leave a review and subscribe for more tactical strategies and tips to grow from $0 to $20M.
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E 603: Learn How Faire Can Help You Scale Your Brand
10/15/2024
E 603: Learn How Faire Can Help You Scale Your Brand
Summary In this episode I sit down with Moni Kupczak Ainslie, founder of Koopslie Consulting, to dive deep into the power of leveraging FAIR, a B2B marketplace, for scaling beauty brands at retail. Moni shares her journey from running a successful fashion business to helping emerging beauty brands stand out in front of independent retailers. Throughout the conversation, they explore how FAIR operates like the "Amazon for retailers," connecting brands with over 700,000 active buyers and providing unprecedented access to independent stores. Moni introduces her "FAIRE 360 Method," a comprehensive approach designed to help brands optimize their presence on the platform. This method covers everything from crafting compelling product listings with strategic keywords to building eye-catching images and engaging narratives tailored to retailers. Monique and Moni discuss the importance of positioning brands with a retailer-first narrative and explain how brands can differentiate themselves on FAIRE by focusing on what matters most to retail buyers. The episode also touches on best practices for maintaining healthy margins on FAIRE, navigating its commission structure, and utilizing marketing tools like email automations and the newly launched promoted listings feature. Moni shares insightful success stories, including how she helped a gluten-free cracker brand increase their FAIR sales by 71.5% in one month by optimizing their profile and marketing efforts. For beauty founders looking to grow their business in the retail space, this episode provides actionable advice on standing out, attracting the right retailers, and making the most of FAIR's platform. Tune in to learn how to make your beauty brand shine in front of independent retail buyers and drive retail success! Links Scaling Emerging Beauty Monique Koopslie Moni's Free Guide - How to Get More Out of Faire:
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