The Art of the Brand How Backlash Turned Into a Billion-Dollar Brand Play ft. Isabella Chams
Jan 13, 2026
Isabella Chams, the founder of Belah Beauty, shares her journey of launching a Colombian beauty brand amid backlash and controversy. She discusses the importance of world-building and community in creating a brand that resonates. Isabella emphasizes how criticism over pricing unexpectedly boosted her brand's visibility. Delving into her unique approach, she highlights sensory experiences, customer connection, and the strategic use of pop-up events to create demand. With ambitions for expansion, Isabella redefines traditional marketing through authenticity and passionate engagement.
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Two Years Of Relentless Product Craft
- Isabella and Ricky spent two years perfecting every product detail before launching Bella Beauty.
- They traveled to top labs and iterated formulas until Isabella felt each product was flawless.
Positioning In An Underserved Market
- Bella Beauty filled a prestige gap in Colombia between cheap drugstore and expensive European brands.
- Positioning as a Colombian-made luxury created strong local relevance and demand.
Launch With World-Building First
- Build theatrical launches with storytelling and sensory cues to create anticipation.
- Follow the world-building with clear product benefits and ingredient explanations.