The Skinny Confidential Him & Her Show How To Build A Disruptive Brand: Mimi Evarts On Creative Strategy, Brand Evolution, & Crafting A Timeless Aesthetic
Jul 24, 2025
Mimi Evarts, Director of Branding at The Skinny Confidential, shares her journey from blog origins to a thriving product line. She discusses the balance between embracing trends and cultivating a timeless brand identity. Tune in for insights on personalized marketing strategies and the importance of understanding your audience. Mimi also spills secrets on running a successful photoshoot and adapting in a fast-paced business environment, while offering a glimpse into working alongside her sister, Lauryn. Humor and authenticity light up their conversation!
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Early Beginnings With Blogging
- Mimi started helping Lauryn with early blog tasks like cleaning up food content and staging shots.
- This involvement grew gradually, beginning from when Mimi had no car and Lauryn would drive her to work.
Brand Evolves With Audience
- The Skinny Confidential brand evolved from a very pink, feminine blog to a brand with a more masculine edge.
- This change reflected both Lauryn's personal growth and that of the audience.
Create Timeless Brand Aesthetic
- Avoid pigeonholing your brand too narrowly around trends like a single color or style.
- Focus on creating something timeless and appropriate for long-term growth.