The Glossy Beauty Podcast

Long gone are the days of popping pimples in secret or attempting DIY acne solutions, like toothpaste or liquid Advil, as an influx of acne-positivity brands have entered the market. In turn, the stigma surrounding acne is slowly being erased.Peace Out Skincare, a brand dedicated to acne and aging products, launched in 2017 “to market effective products that deliver on the promises,” said Enrico Frezza, Peace Out Skincare founder and CEO, on the latest Glossy Beauty Podcast. Frezza struggled with acne as both a teenager and adult. As a beauty outsider (Frezza's background is in cybersecurity), he hoped to “build a strong, accurate, positive community where people can talk openly about the mental struggles of acne and educate one another.”Notably, among the brand’s repertoire are the Peace Out Acne Dots. Despite the small size of the patches, the acne healing dots contain a complex ingredient profile of salicylic acid, retinol, aloe vera and calcium. Nowadays they're considered as much an acne treatment as a fashion statement. Peace Out has also released products that address wrinkles, dark spots and puffy eyes, as well as topical products like its acne and retinol serums. And while the brand started as a Sephora exclusive, Peace Out looks forward to its partnership with Kohl’s through the retailer's shop-in-shop to reach the everyday customer through its “affordable pricing,” he said. Peace Out products start at $5 and range up to $34. Additionally, the brand found success on its DTC website, as online shopping became the new normal as a result of the pandemic.Apart from the success found on its website, Peace Out's digital presence has manifested into an acne docuseries, "Acne Champs." The brand can also be found on Facebook, with a focus on anti-aging, as well as TikTok, where the brand reaches its Gen-Z audience through acne education and fun videos, he said. “Instagram is a balance between the two,” targeting the millennial consumer.

You may know her best as an actress, but Tracee Ellis Ross’ efforts to highlight diversity, equity and inclusion do not stop in Hollywood. In 2019, Ross launched her line of natural hair products, Pattern Beauty, to fill a void she witnessed in beauty and culture at large.“My journey in hair care started with my own personal journey,” said Ross, who spent 10 years fine-tuning her vision to embrace the “authentic” beauty of Black hair. “The mission of the brand is to meet the needs of the curly, coily and tight texture community.” The peak of the Black Lives Matter movement in 2020 was when “people started to understand that diversity and inclusion need to be anti-racist,” which is why “equity” is the key to implementing change within the beauty industry, she said. “That’s one of the spaces that I have worked on with Ulta Beauty, in holding them accountable and creating measurable goals." Ulta Beauty has been Pattern's exclusive retail partner for the last two years.As Ross heads into the eighth and final season of the ABC show “Black-ish,” her journey with Pattern is far from over. “If you can't keep growing, if you can't keep expanding the narrative and expanding the dialogue with your customer, [the brand is] not going to grow,” she said. Dialogues with customers showed the need for larger sizes of hero products, for example, which resulted in the release of Jumbettes, or Pattern’s styling cream and curl gel in jumbo-size bottles. Down the line, Ross hopes to expand Pattern into other beauty categories. She is currently looking to widen Pattern's reach at retail.  “One of my original goals and visions for the company [was] that it be accessible to everybody,” she said. Pattern Beauty is currently available at PatternBeauty.com, at brick-and-mortar and online at Ulta Beauty, and at Ulta Beauty shop-in-shops at Target. The brand is set to release in Sephora this fall. "My goal is to change the industry, so that all of us have choices," said Ross.  

While many industries took hits during the pandemic, Covid-19 set the stage for brands within the wellness industry, like Uncle Bud’s CBD, to grow.Customers “were coming to us not necessarily because of hemp and CBD, but because they wanted hand sanitizer. “From just buying hand sanitizer now we’ve gained a longtime customer,” said Bruno Schiavi, Uncle Bud's CEO, on the Glossy Beauty Podcast this week.Schiavi co-founded Uncle Bud’s in 2018 with Garrett Greller, a sufferer of arthritis since he was 14. “I wanted [Greller] to be the pillar of the brand,” said Schiavi, who added that his co-founder is “at the forefront of every campaign” along with mega ambassadors including basketball player Magic Johnson and actress Jane Fonda.“We wanted Uncle Bud’s to be a brand for the people,” from 15 to 99 years old, said Schiavi. “We have everything for everybody, again, from pain relief to sun care to anti-aging, to pet products, [to] personal wellness,” ranging from $2.50 to $46.99 retail, he added. Before launching the brand’s DTC site in January 2020, Schiavi ensured that Uncle Bud’s CBD was “linked to big national retailers” like Walmart and The Vitamin Shoppe. This was largely for awareness, but also to combat the still challenging digital landscape that exists for hemp and CBD brands. As for the future, Schiavi hopes to expand Uncle Bud’s reach even further as he looks to increase penetration in China and launch in Australia.“We have a strong plan for the next two to three years in terms of making sure that we grow our DTC business, making sure that we grow with the customers, and also expand with new customers," ” said Schiavi.

Although growing up in an “organic lifestyle” meant eating “turkey and sprouts” at school instead of tater tots, Jessica Richards, founder of Shen Beauty, benefitted from that "granola" upbringing in Southern California, she said on the Glossy Beauty Podcast. It allowed her to narrow in on her future niche of clean beauty.“It was 100% the mission and the proposition of Shen from day one to import products that were not sold in the U.S. -- that my friends, family, everybody always wanted -- and to focus on and only sell organic and natural [products],” said Richards. She opened Shen Beauty in Brooklyn in 2010, when the borough was still a beauty desert of sorts.Although Sephora is now filled with a mix of both heritage and indie beauty brands, at the time, consumers were more focused on “brand recognition and buying from marketing” in magazines, Richards said. To appeal to the brand-focused consumer audience at the time, she brought Bobbi Brown products into the store, which “made people more confident and OK with shopping brands that they had never heard of before.”Simultaneously, “[customers] also wanted the heavy payoff of the pigments that mainly come from non-clean beauty brands," said Richards. "That was the catalyst for me in realizing that people want organic, natural, clean -- whatever you call it. But they [also] want results.” Moving forward, while Richards doesn’t have an interest in opening up any more store locations in New York, she does plan to open brick-and-mortar in California and to launch a “full site rebuild” next year. Regardless of whether customers shop on the East Coast, the West Coast or online, Richards plans to maintain a focus on “showcasing products and giving the consumer the understanding of what it will do to their skin and how it will help them."“[It’s] an interesting thing to see a woman feel better about themselves after buying products," said Richards.

Like many of the hopeful young adults before him, Sean Garrette, an esthetician and influencer, moved to New York with his sights set on a career in fashion. But when his dreams to be a fashion editor or stylist didn’t work out, he leaned into the beauty space, which he found to be “more inclusive."“You didn't have to be super-skinny or super-rich to fit into the beauty space. It was all about your creativity, your knowledge and your skill,” said Garrette on this week’s episode of the Glossy Beauty Podcast.Since then, Garrette has amassed 158,000 cumulative followers across Instagram and Twitter, an esthetician license, and partnerships with some of the top skin-care brands like Paula’s Choice and Fenty -- the latter branched into the skin-care world in June 2020. His journey to becoming an esthetician, and later a ‘skinfluencer’, was fueled by his need to fill a “void” that he saw within the skin-care industry.“There weren’t many people talking about skin care that was specifically focused on treating Black skin and skin of color,” said Garrette, who began to work as an esthetician in a spa in 2016 before quitting three years later to start his own business.Garrette began to build his social media presence by posting facials and clients' before-and-afters, and contributing to the skin-care conversation online. In the “Last 3-4 years, skin care has taken over the conversation,” said Garrette. He attributed the success of his business, in part, to social media and hopes to tap back into the tangible aspect of his business with spa pop-ups in the near future. Regardless of where his career takes him, whether that be on social media or in the spa, “My focus and passion will always be treating black skin and treating people of color,” said Garrette. “We're still marginalized in the health and beauty spaces.”

Although QVC may have set the blueprint for modern-day livestream shopping, which was accelerated by the pandemic, the televised home shopping network was not exempt from the challenges of the past year. “[QVC] still had its own complexities for the way that we thought about the business, the way that our associates were engaged and [the way that our] team members were engaged in connecting with customers,” said Brian Beitler, CMO of QVC U.S.A and HSN. QVC was also tasked with adapting to changes in customer preferences, as the demand for categories outside of the beauty and wellness spaces increased. “We saw those categories that were built around creating a sanctuary at home take off,” said Beitler.“That included everything from [investing in] home decor to bringing your gym inside your home, so that you could take care of your body and your health, to evolving even your beauty routines and rituals."In conjunction with evolving alongside consumers, Beitler said that the unique experience that QVC provides its customers is also crucial for its success.“People [were] looking to be able to get the kind of experience and education that they might have been getting in a retail experience,” said Beitler. “We're set up very much from a video commerce perspective to give you some of that social experience that happens in the store."And while QVC and HSN may be “the original innovator[s] in this space,” there is still room for the network to grow, especially as competition ensues between different livestream shopping platforms, said Beitler.“We've been working over the last several years to innovate our storytelling in these spaces and to access more of the places that we tell these stories,” said Beitler. Since launching on Roku in 2013, QVC has recently expanded its accessibility to devices like Amazon Fire TV and Comcast Flex.

Despite taking a self-proclaimed non-traditional career path, Julian Reis, founder and CEO of beauty incubator SuperOrdinary, credits his initial experience in the conventional finance industry as the catalyst to understanding the potential of the e-commerce beauty market. “E-commerce 1.0 was just beginning,” said Reis, who, while working in finance in Singapore in 2013, successfully facilitated the growth of laser-facial company Skin Laundry. But that was not the end of his innovation within the beauty market in China. “I noticed that a lot of the luxury store counters -- many of the big shops like Lane Crawford -- were being dominated by Chinese tourists. [They were] buying lots of product and bringing it back to China,” said Reis, who made it his mission to “solve this problem in a much more efficient manner.” While Reis was aware of the many marketing agencies and “trade partners” present in China, “No one was bringing all this together under one roof to provide a full service,” said Reis of distribution, marketing and influencer relationships.Reis has begun to fill this gap with SuperOrdinary, which has brought buzz-worthy U.S. brands like Farmacy and Drunk Elephant into China via TMall. The company hit $90 million in revenue alone this past year, but Reis asserts that there is still room for growth. SuperOrdinary comes into play in this area by serving as an “extension of the brands’ arms, eyes, [and] ears,” said Reis. “What we did is focus on each and every brand that we work with to make sure we understand the DNA of the brand and to see whether it would translate in the local market.”Now, Reis is taking that same expertise and applying it to another mega-market and platform: the U.S. and Amazon.

From pouring over Revlon magazine ads as a young girl to becoming the first female CEO of the company in 2018, Debra Perelman personifies the “emotional connection” consumers have with beauty.“A big focus of mine has always been, ‘How do you utilize these iconic brands and products in order to really leverage this emotional connection that we can have with the consumer?'” said Perelman on the Glossy Beauty Podcast. For Perelman, this emotional connection is rooted in her own mainstay products, like Revlon’s Super Lustrous lipstick, which she used as a teen, and her grandmother’s perfume.By maintaining the aspect of heritage while also adapting to changes in the beauty industry and the world, in general, “We’re able to create beauty innovations to inspire confidence and ignite joy in the consumer,” Perelman said. While Revlon has maintained a focus on personal beauty and confidence throughout the brand’s history, the emergence of Covid pushed to the forefront of the beauty industry the ideas of “[making] sure that people are staying safe” and “[giving] back to the communities around us,” she said.Perelman facilitated Revlon’s adaptation to the pandemic by not only transforming some of the company's production lines to make hand sanitizers and donating to underserved communities but also navigating the management of employees who were managing Covid in their personal lives.The pandemic also accelerated the desire for digitization within Revlon. “I was focused on making quick decisions, in terms of further accelerating our digital transformation,” said Perelman. To achieve this, Perelman “focused on moving from a siloed organization to a much more collaborative organization,” with small “pods”, or teams, centered on e-commerce, product development and marketing. In addition, Perelman emphasized her mission to transform Revlon's oldest, most iconic beauty brands, Revlon and Elizabeth Arden. The focus: diversity, inclusion, and sustainability -- not only for consumers, but also for Revlon employees behind the scenes.“For Revlon, the future is just so bright,” said Perelman, who hopes to “leave [the company] in a way that's a bit more positive than when I started.”

Gillian Gorman Round may have spent her career in big beauty, from L'Oréal to Gucci Group to most recently Revlon, but she couldn't turn down the opportunity to become CEO at Kjaer Weis, even in the middle of a pandemic. Like her former boss Revlon CEO Debbie Perelman, Gorman Round is one of the few female CEOs in the beauty industry today. She joined the organic and refillable makeup brand in December 2020.Many of Kjaer Weis' points of differentiation are catching on industry-wide, namely its organic formulas, high performance, and sustainable and refillable practices. As such, Gorman Round believes the brand awareness opportunity is ripe for the taking. This is especially true since founder and makeup artist Kirsten Kjaer Weis has been perfecting that proposition for 11 years. It helps that Waldencast, which recently announced its better-for-you SPAC, recently took a majority stake in the brand."Kirsten, when she founded the brand a decade ago, was the very first creator to be able to develop certified organic, high-performance, refillable, sustainable products. Now we see a decent amount of activity within that space...but [in] certified organic, which is our principal and our philosophy, we really stand alone, " said Gorman Round on this week's episode of the Glossy Beauty Podcast.Throughout the pandemic, Kjaer Weis was able to own that point of view digitally and with retail partners. To date, its DTC business, which is up 300% for the year, accounts for 50% of the business. Sales in the wholesale segment, which makes up the remaining 50%, doubled year-over-year."It's not that we are shifting 50% of our business to DTC because our wholesale business isn't performing," she said. "A rising tide lifts all boats."

If the idea of Walmart as a beauty hub seems new, then the expansion of the nation’s leading grocer’s beauty e-commerce business by Musab Balbale may be equally disruptive.Balbale, the merchandising vp of omnichannel beauty at Walmart, has worked within consumer retail for the past 20 years and most recently has transitioned from wellness to the beauty space. This transition, which he said is “exciting” began when he had the chance to spearhead the beauty and health e-commerce businesses for Walmart in 2016. “[Beauty] combines considered purchases -- those that are infrequent higher price points [alongside] daily regimen purchases. And [the consumer] is also looking to be inspired,” said Balbale on this week's episode of the Glossy Beauty Podcast.Within the last year, Walmart's beauty team has “nearly doubled" the number of new brands coming into the beauty aisle by “[evolving] our stores to work in a new way to accelerate the freshness of our assortment on our shelves and to make it easier for the customer,” said Balbale. The ingenuity of products on Walmart’s shelves isn't the only measure that the team has taken to increase customer engagement. They have also begun to step into the popular worlds of TikTok and livestream shopping, hosting their first live shopping event through TikTok in March.According to Balbale, Walmart’s involvement with TikTok has to do with its new customer base: Gen Z. “This was the first live selling event on TikTok,” said Balbale. “We were striking the balance between showcasing products that you care about and talking about it in an authentic and genuine way, while also making it a selling event.” He said the ultimate goal was to “create energy in the industry.”Along with their identity as “digital natives,” Balbale admits that Gen Z is “leading us to be more focused on inclusivity and equality,” a core value that the omnichannel beauty team has capitalized on through their selection of mission-driven beauty products.The current political climate, with calls from the public for racial and environmental justice, has become “articulated in the beauty shelves” in the past 12 months, according to Balbale.Walmart beauty’s new partnership with Uoma by Sharon C, a Black-owned, sustainable beauty brand from Sharom Chuter that is inspired by Gen Z, exemplifies the team’s push to “change how we engage the beauty community” through “diversity," as well as “inclusivity, accessibility [and] sustainability,” said Balbale.Uoma by Sharon “has pushed the boundaries on sustainability” by including vegan, eco-friendly and cruelty-free products within the line. Both the omnichannel beauty team and Chuter shared the desire to “bring these values that we all care more about now than we did pre-Covid and make them more accessible, both in terms of price point and physical reach to consumers.”Also during the pandemic, Balbale said the beauty team translated to beauty products the “simplicity and convenience” of grocery pick-up. “We were conscious about making sure that the beauty products she was already purchasing were in front of her [and] easy for her to reorder,” said Balbale.