Beauty and the Brand

In this episode of Beauty and the Brand, host Aggie Burnett sits down with Dominique Gagnon—brand builder and award-winning innovator and growth strategist, Dominique helped found category-creating health & wellness brands like DEINDE, Caldera + Lab, and isbel&co. Dominique shares her insider perspective on what it takes to secure funding in today’s beauty and wellness landscape. From understanding the critical role of Sephora contracts and retail distribution in valuations to demystifying metrics like CAC to LTV, Dominique reveals how founders can prepare for Series A and beyond. She also dives into the “dating game” of venture capital, highlighting why investor relationships must start before you need cash. For entrepreneurs weighing bootstrapping vs. VC funding, this conversation unpacks the trade-offs, common mistakes, and alternative financing paths. Whether you’re building a lifestyle business or chasing a high-stakes exit, Dominique offers practical, results-driven advice to help founders refine their growth strategy and position their brand for long-term successChapters:00:00:00 - Welcome to Beauty and the Brand Podcast00:01:06 - Meet Dominique00:02:14 - Bootstrapping vs. Venture Capital00:03:10 - How Retail Presence Impacts Funding and Acquisition00:04:09 - Why Investors Prioritize Retail: The Pathway to Exit00:07:52 - Identifying the Main Players in Beauty Investment00:09:30 - The Difference Between Family Funds and Traditional VCs00:11:03 - Key Advice: Why Finding Investors is Like Dating00:13:53 - Explaining "Lead Round" vs. "Follow Round" Investors00:15:00 - The Average Timeframe for Closing a Funding Round00:15:59 - The Best and Worst Times of Year to Fundraise00:17:00 - Key Metrics Investors Look for in a Bootstrapped Brand00:20:15 - How the Founder's Story and Commitment Influence Investment00:22:16 - The Biggest Pitching Mistake: Brand Story vs. Business Metrics00:23:30 - How to Determine How Much Capital to Raise00:26:32 - The Minimum Sales Needed to Attract Venture Capital00:26:58 - What Happens if a Retail Deal Falls Through Post-Investment00:28:32 - Investor Expectations: The 18-Month Runway00:30:16 - Common Strategies of Successfully Exited Brands (Medik8, Rhode, Aesop)00:34:10 - Case Study: Tatcha's Path to Success and the QVC Strategy00:35:39 - Alternative Financing Options Beyond Traditional VC00:37:43 - Start Networking with Investors from Day One00:38:10 - Where to Find and Work with Dominique OnlineLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on

In this episode of Beauty and the Brand, host Aggie Burnett sits down with Olivia Sanchez, founder of Sudz Cauldron, to unpack how a self-funded Latina entrepreneur transformed her haircare business by leaning into her “why,” optimizing SEO, and choosing the right marketing channel. Olivia reveals how she stopped mirroring other brands, built retail partnerships, and found that email marketing—not Instagram likes—was her real conversion driver. From navigating Squarespace to Shopify, setting up UTM links, and balancing blog content with social media, Olivia shares the raw challenges and big wins behind growing a cult-status brand that celebrates curls, sustainability, and authenticity.Chapters:00:00:00: Welcome to the Beauty and the Brand podcast.00:01:24: Meet Olivia.00:02:56: Early struggles: mirroring other brands and lacking a clear foundation.00:05:55: Choosing a marketing focus: SEO vs. Instagram.00:07:29: Explanation of the marketing funnel for new brands.00:09:33: SEO framed as a "set it and move on" strategy.00:11:37: A strategy for turning blog posts into social content.00:12:40: The market shift from volume content to quality and trust.00:16:17: Using UTM links to track the source of every sale.00:19:25: Different content preferences for email vs. Instagram audiences.00:22:00: Course outcome: a defined customer, brand 'why,' and revamped website.00:25:22: Linking a strong brand 'why' to SEO authority (E-A-T).00:26:50: Business results: more retail partners and better email conversions.00:29:34: Details of best-selling shampoo and conditioner bars.00:31:45: Product sustainability: one bar equals three liquid bottles.00:32:59: How to Connect with OliviaLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramSuds Cauldron’s WebsiteSudz Cauldron on InstagramOlivia on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

When Becky Williams first launched her skincare brand, mil USOS, she marketed broadly to “active people.” The result? Silence. Everything changed after joining C2C. By focusing entirely on her own community—jiu-jitsu athletes with sensitive skin—Becky found the clarity she needed. Each time she narrowed her focus, her conversions doubled, and then doubled again. Within just 60 days of committing to this new positioning, mil USOS reached a six-figure annual run rate.In this episode of Beauty and the Brand, host Aggie Burnett and Becky unpack the lessons behind this transformation: how niching down can turn insecurity into strength, why polarizing opinions help build movements, and what it takes to pivot from “crickets at launch” to a brand that truly resonates. If you’re a beauty founder debating whether to go broader or narrower with your positioning, this conversation reveals why specificity is the ultimate growth strategy.Chapters:00:00:00 - Welcome to the Beauty and the Brand podcast.00:01:08 - Meet Becky Williams, founder of mil USOS.00:01:25 - Becky's Background: The story of a Jujitsu Purple Belt creating skincare for athletes.00:02:29 - Origin Story: How a traumatic domestic violence experience led Becky to Jujitsu.00:04:45 - The Power of Jujitsu: How the martial art builds confidence and eliminates panic.00:06:01 - A Proud Moment: Becky's return to training after a two-year hiatus and rediscovering her skill.00:07:33 - The Problem: Common skin issues for Jujitsu athletes, including infections like staph and ringworm.00:09:54 - The "Aha!" Moment: Combining a desire for economic independence with a passion for skincare ingredients.00:11:25 - Identifying a Market Gap: Calling out the low-quality "Jujitsu bro" soaps dominating the space.00:13:54 - Crafting the Formula: Becky explains her choice of high-end, sustainable, and effective ingredients.00:16:55 - The Science of the Balm: Detailing the powerful antimicrobial extracts used in the products.00:18:50 - The Initial Launch: Launching to "crickets" and the stress of not seeing results.00:20:36 - Seeking Help: How a lack of sales led Becky to join the C2C coaching program.00:21:58 - The First Pivot: Realizing the "skincare for active people" brand identity was too broad.00:24:31 - The Turning Point: Overcoming fear and imposter syndrome to niche down exclusively to Jujitsu.00:26:50 - The Impact of Niching: Achieving six-figure annual numbers within 60 days of committing to the Jujitsu community.00:27:51 - Hyper-Niching for Success: Targeting Jujitsu athletes with sensitive skin, which doubled conversion rates.00:32:36 - Overcoming Imposter Syndrome: Discussing the feeling of not being a black belt in the sport.00:34:35 - Turning a Weakness into a Strength: Using her "perpetual purple belt" status to be more relatable.00:40:41 - Who is C2C For?: Advice for founders who are teachable and willing to work on foundational brand strategy.00:44:14 - Dream Sponsorship: Why she wants to sponsor a high-end male athlete.00:45:32 - What's Next for Mil Usos: Announcing new products, including belt-rank-themed lip balms.00:46:55 - Future Brand Plans: Expanding into haircare and hosting branded Jujitsu seminars.00:48:06 - Where to Find Becky OnlineLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap:

In this episode of The Beauty and the Brand Podcast, licensed aesthetician and founder Leah Hacker shares how she built Hayven by Leah, a clean beauty brand designed for sensitive skin and busy women. Working just 10 hours a week while raising two young children, Leah has grown her business with a conversion rate of 1.95%, an average order value between $64–$70, and an email list with over 50% open rates. Together with Aggie, she unpacks how survey insights revealed that word-of-mouth referrals and Facebook traffic drive her brand’s growth, and they brainstorm practical strategies like referral campaigns, quarterly promotions, and creative activation events to scale Hayven further. Listeners will walk away inspired by Leah’s scrappy, authentic approach to building a beauty brand from the ground up — proving that even with limited time, founders can create meaningful traction by focusing on the right marketing levers.Chapters:00:00:00 - Kicking Off: Meet Leah and Her Brand Journey00:01:45 - From Confused Messaging to a Crystal-Clear Website00:02:30 - Juggling Mom Life and Building a Brand00:03:27 - What a 1.95% Conversion Rate Really Means00:04:25 - Turning Email Into a Revenue Machine00:05:34 - The Referral Program Hiding in Plain Sight00:09:11 - Stop Random Sales: Plan These Instead00:16:49 - The Power of Word-of-Mouth—Done Right00:21:01 - The Real Cost Behind Gifting Campaigns00:21:27 - Why Warm Leads > Cold Traffic (Always)00:22:47 - The Lead Gen Strategy You Can Start Tomorrow00:23:01 - Easy Ways to Promote Campaigns with Email + Social00:24:01 - This Teacher Appreciation Idea Is Pure Gold00:26:27 - Instagram or Facebook? The Answer May Surprise You00:31:23 - Quarterly Activations: Map Your Momentum00:33:46 - Free Consults + Freebies That Actually Convert00:37:19 - Final Action Plan for Busy FoundersLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramHayven by Leah – Clean Beauty for Sensitive SkinHayven by Leah on Instagram: @hayvenbyleahThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

In this episode of Beauty and the Brand, award-winning product developer and founder of The Ingredientist, Holly Moore, shares what she would create if handed $5 million to launch her dream beauty brand. Known for her “ingredient nerd” roots and a career shaping some of the industry’s most innovative launches, Holly reveals how she’d blend science-backed claims, category-defining textures, and sustainable actives into a future-proof product pipeline. She explains why founder-led vision is essential, how to avoid fear-based marketing, and why hormones are “the language the skin speaks” when developing formulas. Whether you’re a beauty founder building your first hero product or refining a multi-year pipeline, Holly’s candid, values-driven approach will inspire you to think beyond trends and set the standard in beauty innovation.Chapters:00:00:00 - Kicking Off: The Realities of Product Development00:01:29 - Meet Holly Moore: Beauty’s Award-Winning Formulation Powerhouse00:02:24 - From Childhood Curiosity to Full-On Ingredient Nerd00:03:53 - Blending Science, Ethics, and Skin Health00:06:43 - Clean vs. Synthetic: The Truth in the Gray00:11:26 - Crafting a Product Pipeline That Wins00:21:03 - Why Your Product Brief Can Make or Break You00:27:37 - Private Label or Custom Formulation? The Smart Choice00:38:58 - Green Chemistry and What’s Next for Beauty00:40:55 - My $5 Million Dream Beauty Brand00:43:47 - Where to Connect and Collaborate with Me00:44:27 - Wrapping Up: Final Founder InsightsLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramThe Ingredientist – Official WebsiteInstagram – @the_ingredientistLinkedIn – Holly Moore, M.P.H.Email – Hello@theingredientist.comThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What does it really take to grow a beauty brand from the ground up into a $20M+ global powerhouse? In this episode, Aggie Burnett sits down with Kathryn Paves—co-founder of Areum Ventures, brand strategist, multi-time founder, and the driving force behind TOCCA’s meteoric growth—to unpack the raw truths behind building mission-driven consumer brands. Kathryn shares how she scaled a scrappy startup into a globally recognized beauty icon, the pinch-me moment of seeing her work in Sephora and 40+ freestanding stores across Japan, and the intentional decisions that shaped TOCCA’s long-term success. From strategic fundraising that took another brand from $1.5M to $10M, to helping early-stage founders clarify whether they want a $5M lifestyle business or a sellable powerhouse, this episode is a goldmine of clarity and insight. Expect tactical gems on brand architecture, emotional storytelling, and why beauty is truly a category of its own.Chapters:00:00:00 - Cold Email to Sephora: The Bold Pitch at 2500:01:16 - Meet Kathryn Paves: Brand Builder & Risk Taker00:02:03 - Turning Nerve into Opportunity: The TOCCA Story00:03:21 - From Clothing to Beauty: TOCCA’s Transformation00:12:48 - New Chapters: Stepping Into Chloe + Isabel00:17:04 - Beauty is a Beast: Industry Realities00:19:31 - Building Brands Like Architecture00:23:50 - Margins, SKUs, and Smart Growth00:24:38 - Launching With Intention, Not Just Hype00:25:48 - Marketing for Longevity, Not Just Launch Day00:29:48 - Raising Capital Without Losing Control00:30:54 - Red Flags in Investor Conversations00:40:19 - Visionaries vs. Operators: Who Drives Growth?00:45:24 - Kathryn Today: What’s Next and Final ThoughtsLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramWebsite – Brand ArchitectEmail: kathryn@brand-architect.comInstagram – @thestyleskinnyKathryn on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

Jennifer Ritter, Founder of JSRANDCOINC pulls back the curtain on what it really takes to develop standout products and scale a beauty brand built for longevity—not just virality. From clean reformulations that became best sellers to the nine must-have elements before pitching a major retailer like Sephora, Jennifer shares hard-earned insights that blend strategic storytelling, airtight operations, and results-driven product development. You’ll learn why over-indexing on TikTok trends can backfire, what makes a true hero SKU, and how indie founders can create systems that layer, convert, and grow. If you’re navigating early-stage product ideation, brand turnarounds, or preparing for retail expansion, this conversation is your blueprint for building beauty products that actually sell.Chapters:00:00:00 - Meet Jennifer Ritter: Brand Architect Behind Beauty’s Breakout Products00:01:41 - From Estée Lauder to Indie Powerhouse: Jennifer’s Industry Origin Story00:02:18 - Launching JSRANDCOINC: Where Brand Visions Become Reality00:05:59 - What Is a Turnaround Brand—and Why It Matters00:09:18 - The Costly Mistakes Beauty Brands Keep Making00:14:17 - Trend vs. Timeless: Building for Longevity00:17:39 - How Smart Brands Evolve with the Market00:25:01 - Designing Products That Speak to Real People00:28:19 - Innovation Is Everywhere—If You Know Where to Look00:28:59 - From Street Culture to Shelf Appeal: Tracking Trends00:30:01 - Why a Strong Brand Story Beats a Viral Formula00:30:41 - The Secret to a Sellable Product Line00:31:11 - Marketing That Connects—Without the Fluff00:32:04 - What Buyers Want to Hear in a Pitch00:33:29 - Want Sephora? Here’s What They’ll Ask First00:39:32 - Building a Beauty Brand from Scratch (Without Guesswork)00:42:43 - How Vendor Relationships Can Make or Break Your Launch00:44:28 - Owning Your Formula: What Founders Need to Know00:48:01 - Final Favorites: What Jennifer’s Loving Right NowLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramJennifer Ritter on LinkedInWebsiteThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What happens when a nurse anesthetist turns personal tragedy into a $6M clean beauty movement? In this powerful episode, Trina Felber, founder of Primal Life Organics, shares how a miscarriage sparked her mission to reimagine beauty through the lens of paleo principles—and how she went from formulating olive oil blends in her kitchen to building a 7-figure brand. You’ll hear how a niche rebrand into paleo skincare helped her dominate Google search, why education-first marketing became her biggest growth lever, and what she learned after selling 45% of her company. Trina opens up about the importance of staying aligned to your mission, even when the pressure to scale feels overwhelming. If you’ve ever wondered how to turn personal pain into purposeful growth—or how to build a clean beauty brand that breaks through the noise—this episode is packed with wisdom you won’t want to miss.Chapters:00:00:00 - From Personal Tragedy to Business Triumph00:01:06 - Meet Trina Felber: Nurse Turned Beauty Pioneer00:02:07 - A Miscarriage That Sparked a Mission00:05:35 - Olive Oil and the First Breakthrough00:10:21 - Reinventing Herself as Primal Life Organics00:13:51 - How Paleo Skincare Became Her Superpower00:16:54 - Turning Confused Customers into Raving Fans00:19:11 - The Cavity That Changed Everything00:20:42 - What Weston A. Price Taught Her About Teeth00:21:13 - Creating a Tooth Powder Empire00:22:28 - Lessons from the Frontlines of Foundership00:23:03 - Scaling Smart: Profit Without Outside Pressure00:24:29 - Winning Early with Story-Driven Marketing00:26:44 - Retail Dreams, Funding Realities00:30:53 - The Big Decision: Selling Part of the Brand00:33:42 - What Came Next (and What She'd Change)00:34:44 - Vision, Values, and Building Again00:37:49 - 800 Chemicals a Day?!00:41:15 - Where to Learn More from Trina00:41:59 - One Last Truth for FoundersLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramTrina’s WebsiteTrina on InstagramTrina on LinkedInEmail: help@trinafelber.comThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:a...

What happens when “clean beauty” isn’t enough? In this episode, Aggie sits down with Anna Gecheva, founder of Miss Organics, to unpack how a single positioning shift turned a generic brand into a clear standout — tripling their conversion rate from 2% to 6%. Anna shares how listening to her audience through a simple survey, testing a bold “Clean doesn’t always mean safe” message, and running a $10/day Meta ad test unlocked overnight sales and new growth. If you’re tired of blending in, this story will show you exactly how to claim your own blue ocean and scale smarter.Chapters:00:00:00 - Welcome to Beauty and the Brand00:00:52 - Meet Anna: The Force Behind Miss Organics00:01:47 - From Corporate Finance to Clean Beauty00:02:25 - Why “Clean” Isn’t a Differentiator Anymore00:04:02 - The Survey That Changed Everything00:04:55 - One Message, One Test, Triple Conversions00:14:42 - $10 Ads, Bold Hooks, Big Results00:26:10 - The Truth About Skincare Quizzes and Misleading Ads00:27:23 - Before & After: The Visuals That Sell00:28:21 - Precision Targeting: Where the Real ROI Lives00:29:43 - Retargeting 101: What Actually Works00:31:00 - Simplifying Your Campaigns Without Losing Impact00:34:12 - Daily Habits That Drive Sales00:35:43 - Sending Traffic to the Right Product Pages00:43:02 - Why Conversion Rate is Your Brand’s Pulse00:44:54 - Final Thoughts, Takeaways & Where to Find AnnaLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramMiss Organics Website Miss Organics Instagram (Brand)Instagram (Anna Gecheva)Anna on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What if I told you that selling fewer units could actually make you more money?In this episode of Beauty and the Brand, I’m joined by Danielle Monogue—former corporate retail exec and now founder of The RetailOI—who helps Indie Beauty Brands like yours get crystal clear on inventory strategy, margins, and retail readiness. And trust me, she drops some serious truth bombs.Danielle breaks down a real pricing scenario where one shift led to 5x profit—yep, with fewer units sold. We also get into the messy side of inventory planning, hidden costs in your packaging decisions, scrappy forecasting tips, and what big retailers expect that most founders don’t realize until it’s too late.If you’ve been chasing more sales but feeling the squeeze in your cash flow, this episode is going to flip the script. Let’s talk about making your inventory work smarter, not harder.Chapters:00:00:00 - The Truth About Sales vs. Profit00:02:26 - Inventory Mistakes That Could Kill Your Margins00:05:50 - Run Lean, Scale Smart: Inventory Hacks That Work00:10:46 - Beating Tariffs & Rethinking Your Supply Chain00:15:04 - Forecast Like a Pro (Even Without Data)00:23:46 - Ready for Retail? What Founders Need to Know00:29:09 - Tools That Make Inventory Less Painful00:34:10 - Final Takeaways That Could Save You ThousandsLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramTheRetailOI WebsiteDanielle Monogue on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

Ever wonder why some brands thrive for years while others disappear overnight? It’s never just about looking pretty — it’s about what’s underneath the surface. Aggie Burnett sits down with brand strategist Rachel Roberts Mattox — the strategist behind standout indie names like Captain Blankenship and Ranavat. They break down why pretty packaging won’t save you if your brand has no layers of meaning. Rachel shares how to craft uncopyable brand DNA, when a rebrand is worth the risk, how to build a hero product that keeps customers loyal, and how to stay culturally relevant when trends shift overnight. If you’re an indie beauty founder ready to position your brand to win, this is your blueprint.Chapters:00:00:00 - Welcome to Beauty and the Brand: Where Real Brands Are Built00:01:02 - Meet Rachel Roberts Mattox: The Brand DNA Powerhouse00:02:22 - Why Brand Strategy Beats Pretty Packaging00:04:17 - Rebranding Traps That Cost Founders Thousands00:06:40 - Crafting Brand Identity with Layers of Meaning00:12:57 - Inside Votary’s Success: Story Meets Strategy00:20:58 - How Captain Blankenship Revitalized Without Losing Its Soul00:27:37 - Staying Culturally Relevant When Trends Shift00:36:17 - Indie Brands Getting It Right Right Now00:42:21 - Rachel’s Go-To Products & Final Brand WisdomLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramRachelRobertsMattox.comInstagram: @RachelRobertsMattox Rachel Roberts Mattox on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What if the secret to growing your beauty brand wasn’t more hours or money—but knowing exactly where to focus? This founder figured it out, and it changed everything. In this episode of Beauty and the Brand, host Aggie Burnett gets tactical with Leah Hacker, the founder of Hayven by Leah—a clean beauty brand crafted for sensitive skin and busy women. With just 10 hours a week, Leah has built a brand her customers rave about, with a 1.95% website conversion rate and a deeply loyal following. Together, she and Aggie dig into how to activate word-of-mouth referrals, structure list-building campaigns that are actually doable, and map out quarterly promotions that build momentum—without relying on constant discounts. This is the episode for any founder ready to grow smarter, not harder.Chapters:00:00:00 - Kicking Off: Meet Leah and Her Brand Journey00:01:45 - From Confused Messaging to a Crystal-Clear Website00:02:30 - Juggling Mom Life and Building a Brand00:03:27 - What a 1.95% Conversion Rate Really Means00:04:25 - Turning Email Into a Revenue Machine00:05:34 - The Referral Program Hiding in Plain Sight00:09:11 - Stop Random Sales: Plan These Instead00:16:49 - The Power of Word-of-Mouth—Done Right00:21:01 - The Real Cost Behind Gifting Campaigns00:21:27 - Why Warm Leads > Cold Traffic (Always)00:22:47 - The Lead Gen Strategy You Can Start Tomorrow00:23:01 - Easy Ways to Promote Campaigns with Email + Social00:24:01 - This Teacher Appreciation Idea Is Pure Gold00:26:27 - Instagram or Facebook? The Answer May Surprise You00:31:23 - Quarterly Activations: Map Your Momentum00:33:46 - Free Consults + Freebies That Actually Convert00:37:19 - Final Action Plan for Busy FoundersLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramHayven by Leah – Clean Beauty for Sensitive SkinHayven by Leah on Instagram: @hayvenbyleahThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

Aggie sits down with beauty entrepreneur and makeup artist Jenepher Reynolds, the founder of Jenn of Arch. From her 12-year-old self erasing eyebrows off Vogue covers to building a brand rooted in artistry and authenticity, Jenepher opens up about her evolution—one shaped by deep self-doubt, career pivots, and powerful mentorship. They talk about the lessons learned from being on set, the nuances of working with lighting and texture, and how a single opportunity changed everything. You’ll walk away inspired to own your voice, trust your instincts, and take bold, imperfect action—even when fear shows up at the door.Chapters:00:00:00 - Battling Self-Doubt and Stepping Into Her Power00:00:31 - Meet the Brow Boss Behind Jenn of Arch00:01:18 - A 12-Year-Old Vogue Addict with a Brow Pencil Obsession00:03:19 - The Unexpected Leap from Fashion to Makeup Mastery00:06:33 - First Sets, First Mistakes, and Lessons You Can’t Google00:10:49 - Finding Her Signature Style and Reading the Face Like Art00:19:46 - Makeup as an Art Form, Not Just Application00:20:05 - Building a Studio That Felt Like Home for Clients and Creatives00:21:10 - Why She Created Custom Products (Even When It Wasn’t Easy)00:22:30 - When the Inner Critic Is Louder Than the Applause00:24:48 - The Game-Changing Tool for Perfect Brows—No Guesswork Required00:33:50 - Pro Makeup Tricks Every Mature Skin Needs to Know00:38:19 - What’s Next for Jenn of Arch: New Drops, Big Dreams00:39:09 - Final Words of Wisdom for Beauty Brand Founders EverywhereLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramJenepher Reynolds on LinkedInWebsiteThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What if I told you that selling fewer units could actually make you more money?In this episode of Beauty and the Brand, I’m joined by Danielle Monogue—former corporate retail exec and now founder of The RetailOI—who helps Indie Beauty Brands like yours get crystal clear on inventory strategy, margins, and retail readiness. And trust me, she drops some serious truth bombs.Danielle breaks down a real pricing scenario where one shift led to 5x profit—yep, with fewer units sold. We also get into the messy side of inventory planning, hidden costs in your packaging decisions, scrappy forecasting tips, and what big retailers expect that most founders don’t realize until it’s too late.If you’ve been chasing more sales but feeling the squeeze in your cash flow, this episode is going to flip the script. Let’s talk about making your inventory work smarter, not harder.Chapters:00:00:00 - The Truth About Sales vs. Profit00:02:26 - Inventory Mistakes That Could Kill Your Margins00:05:50 - Run Lean, Scale Smart: Inventory Hacks That Work00:10:46 - Beating Tariffs & Rethinking Your Supply Chain00:15:04 - Forecast Like a Pro (Even Without Data)00:23:46 - Ready for Retail? What Founders Need to Know00:29:09 - Tools That Make Inventory Less Painful00:34:10 - Final Takeaways That Could Save You ThousandsLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramTheRetailOI WebsiteDanielle Monogue on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

If you've ever felt overwhelmed by PR—unsure where to start, convinced you need connections or a hefty budget—this episode will flip that belief on its head. PR strategist and host of the Small Business PR Podcast, Gloria Chou, joins Aggie Burnett to unpack the CPR method, a proven pitching framework that has helped beauty and wellness founders land features in Forbes, Oprah’s Favorite Things, Vogue, and more—all without pay-to-play schemes or traditional gatekeepers.Gloria shares exactly how to craft irresistible, relevant PR pitches, how to break into holiday gift guides, and which four free tools will instantly level up your media outreach game. This is the ultimate guide for beauty brand founders who want to build credibility, generate organic traffic, and become the go-to name in their niche—starting now.Chapters:00:00:00 - The DIY PR Revolution Begins00:00:55 - Gloria Chou’s No-Fluff Founder Journey00:01:35 - Why Traditional PR is Broken00:02:48 - The Secret Sauce of Earned Media00:04:42 - Crafting Pitches That Actually Land00:10:23 - Finding Your Perfect Media Match00:12:00 - Tools That Make You a PR Powerhouse00:16:29 - Start Before You’re Ready00:17:03 - How Editors Really Work Behind the Scenes00:17:57 - Follow-Up Like a Pro00:20:06 - Choosing Outlets That Move the Needle00:22:57 - Cracking the Gift Guide Game00:27:27 - What’s Next for PR in 2025?00:28:38 - From Scratch to Spotlight: Building Your PR Momentum00:30:16 - Gloria’s Go-To Beauty Faves00:31:52 - Free Tools & Pitching Resources to Keep GoingLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramWebsiteGloria on Instagram: @gloriachouprGloria on LinkedInDM “beauty” to Gloria on Instagram for a pitching bonus made just for beauty foundersThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What if you didn’t have to choose between scaling a wildly successful eCommerce brand and living life on your terms? In this episode, Aggie Burnett sits down with Marissa Rodriguez—former COO turned 8-figure eCommerce growth strategist—who’s helped founders generate over $100 million in online revenue while working remotely from Greece. Marissa shares her playbook for building “boring businesses” that are anything but—ones grounded in performance, clarity, and a freedom-first mindset. You’ll learn the 3 clicks that actually drive revenue, how to avoid the “go viral” trap, and why being a generalist might be your most powerful founder trait. If you’ve ever felt scattered, undercapitalized, or uncertain about your next growth step—this one’s for you.Chapters:00:00:00 - Intro: Scaling Without Burnout—The “Boring” Business Advantage00:01:01 - Meet Marissa: From Corporate Executive to $100M Ecom Mentor00:01:39 - The Wake-Up Call: When Comfort Crashed and Freedom Called00:03:35 - Greece, Guts & Growth: Why I Left Everything Behind00:06:08 - Time Zones & Traction: The Global Edge You’re Not Using00:07:56 - Proof It Works: How My Clients Earned 8 Figures Online00:15:15 - Revenue That Lasts: My 3-Click Framework for Predictable Sales00:20:57 - DTC Brands, Listen Up: Why Your Growth Strategy Feels Scattered00:28:07 - The Meta Misunderstanding: What You’re Getting Wrong About Paid Ads00:29:26 - Funnels Aren’t Dead—You’re Just Not Using Them Right00:30:17 - Growth Is a System: Why Ecosystem Thinking Wins00:37:22 - Nobody Wins Alone: The Hidden Power of Mentors & Strategic Allies00:44:14 - AI in Ecom: What Founders Should Actually Be Paying Attention To00:49:50 - How to Increase AOV Without Getting Gimmicky00:51:14 - Founders, Track This: The Metrics That Matter Most00:52:34 - Want to Work Together? Mentorship, Resources & What’s Next00:53:59 - Wrap Up: Your Brand, Your Terms, Your TimelineLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramThrough Experience® WebsiteMarissa Rodriguez on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this...

Aggie sits down with Dorota Wallace, founder of Berry Blonde Spa, to explore how she transformed an $800 rented room into one of Manhattan’s most trusted luxury anti-aging spas—with zero outside funding and no paid ads. Dorota opens up about the failures that fueled her future, the mindset shifts that freed her from being a slave to her schedule, and her unapologetically intentional approach to client care and treatment selection. From her 75% conversion rate using Groupon (yes, really!) to why she believes nurses are the future of the spa industry, Dorota delivers a masterclass in scaling with integrity, grit, and genuine connection. If you’re a beauty brand founder looking to break into the spa market—or craving a reminder that doing business your way can work—this one’s for you.Chapters:00:00:00 - Betting on Herself & Starting from Scratch00:01:02 - Meet Dorota Wallace: From Nursing to NYC Spa Royalty00:02:06 - Corporate Burnout to Spa Breakthrough00:04:01 - What a Failed Partnership Taught Her About Business00:08:34 - Groupon Goldmine: How She Converted 75% of Clients00:12:45 - Building a Spa That Feels Like a Five-Star Hotel00:20:12 - Her No-Fluff Approach to Skincare Protocols00:21:42 - The Real ROI of Relationship-First Business00:23:33 - How to Turn First-Time Clients Into Lifelong Fans00:27:04 - From Burned Out to CEO: Her Biggest Mindset Shift00:31:36 - Trendspotting & Why She Won’t Sell Just Anything00:39:19 - Real Talk: What It Takes to Thrive in the Spa Industry00:40:51 - What’s Next for Berry Blonde Spa?Links and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramBerry Blonde Spa WebsiteDorota Wallace on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What happens when a former punk band manager turned salon owner decides to rewrite the rules of salon retail? You get Gloria Edge—founder of SITCH Haircare and Edge Academy. In this episode, Gloria shares how she scaled her salon from two to twelve chairs during a recession, why clean beauty often falls short for pros, and how she and her husband Anthony spent over a decade developing a haircare and styling line that hairdressers actually trust. Her brand journey took a major leap during her time in the Conventional to Cult Status (C2C) Accelerator, where she refined her brand positioning, built a community-led launch plan, and aligned her mission with her market. With no final packaging, no product shots, and no paid ads, Gloria generated powerful momentum by simply sharing her journey offline—with stylists, students, and salons. The result? Two sold-out production runs of a haircare line that the community had already claimed as their own. If you’re looking to build not just a product, but a movement—this conversation is your blueprint.Chapters:00:00:00 - Why Consistency Still Wins in 202500:00:53 - Welcome to Beauty and the Brand00:00:57 - Meet Gloria Edge: Punk Bands, Salons & Disruption00:02:03 - From Behind the Chair to Building a Brand00:03:50 - Spotting the Broken Gaps in Salon Retail00:05:08 - Growing a Salon in a Recession (And Thriving)00:06:21 - How Personalized Picks Create Raving Clients00:08:04 - The Pre-Launch Playbook That Sparked a Sellout00:10:04 - Launching a Refillable Line Without a Single Ad00:15:50 - Turning Grassroots Hype Into Lasting Momentum00:23:32 - Scaling Through Connection, Not Campaigns00:26:41 - When 50 Salons Isn’t Enough00:27:57 - The Relationship-First Approach to Brand Growth00:28:27 - Giving Hairdressers the Tools to Thrive00:30:03 - Bootcamps That Actually Move the Needle00:32:26 - The Email Tweak That Boosted Conversions00:35:02 - Becoming a B Corp (And Why It Matters)00:41:09 - Real Talk: Why Community is Everything00:49:25 - What’s Next for SITCH and Edge Academy00:51:47 - Final Words on Building With HeartLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramSITCH Haircare WebsiteEdge Academy WebsiteGloaria on LinkedIn: Gloria EdgeThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on a...

What if the secret to an iconic beauty brand lies in a Reddit post, a few failed experiments, and a relentless drive to serve a community?In this episode of Beauty and the Brand, Aggie sits down with Austin Beals, co-founder and CEO of Dermazen, a DTC skincare brand born out of a decade-long battle with seborrheic dermatitis. Austin shares how his personal skin struggles led to a breakthrough product, and how that formula—originally posted for free online—sparked a movement and a business now on the cusp of 8-figure growth. You’ll learn how Austin used customer feedback loops, educational marketing, and biofilm-busting skincare science to build a loyal base of raving fans (without big ad budgets or fancy labs). Whether you're DIY-ing your first formula or dreaming of becoming a category leader, this episode is packed with actionable takeaways for founders ready to grow with intention, impact, and innovation.Chapters:00:00:00 - When Ads Actually Work: The Power of Raw, Real Moments00:01:22 - Meet Austin Beals: From Digital Marketer to Dermazen CEO00:02:30 - 10 Years of Flare-Ups: My Battle With Seborrheic Dermatitis00:05:23 - A Kitchen Breakthrough: The Formula That Finally Worked00:18:39 - How a Skin Crisis Sparked the Dermazen Mission00:25:54 - From Free Samples to a Fast-Growing Brand00:32:54 - Why You Need 30+ Versions of the Same Ad00:34:46 - Emails That Convert: Dermazen’s Retention Engine00:35:45 - Trust First, Revenue Follows: Our Customer Philosophy00:37:46 - Vulnerability Converts: What We’ve Learned About Authentic Ads00:43:17 - Speak to Their Pain: Messaging That Builds Movements00:47:45 - Scaling Without Compromise: The Growth Journey00:53:05 - The Product That Took 20 Iterations to Get Right01:02:29 - What’s Next: Partnerships, Products, and Serving More People01:04:59 - Final Words for Founders: Start Messy, Stay FocusedLinks and Resources:5 Days to Growing Our Iconic Beauty Brand Challenge for only 17$WebsiteAustin on LinkedInAggie on LinkedInAB Creative Aggie on InstagramThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge

What does it really take to skyrocket your beauty brand’s wholesale growth in just a few months?In today’s Hot Seat episode, Aggie sits down with Tuna Ziver Yoney, founder of Ziver Organiques, to unpack how he grew his sustainable skincare brand by 260%, landed 70 new retail partners, and transitioned from Etsy side hustle to full-time founder — all in just four months! Tuna gets real about the behind-the-scenes strategies that made it happen: refining his niche, optimizing his wholesale process, and harnessing the power of upcycled ingredients. Plus, you’ll hear Aggie workshop live with Tuna on how to further scale his retailer partnerships for even bigger success. If you’re ready to turn one-time orders into repeat customers (and boost your bottom line!), you won't want to miss this one.Chapters:00:00:00 - A New Chapter: From Finance to Beauty00:01:29 - Welcome to Beauty and the Brand00:01:33 - Meet Tuna: Purpose-Driven Skincare Innovator00:03:15 - How Ziver Organiques Was Born00:05:10 - Breaking Barriers: Challenges That Sparked Innovation00:08:20 - Cracking the Code: Wholesale Growth Secrets00:12:44 - Mastering the Art of Wholesale Accounts00:21:18 - Retailer Relationships That Fuel Brand Expansion00:39:30 - Lessons Learned: Growth, Grit, and Going Full-TimeLinks and Resources:5 Days to Growing Our Iconic Beauty Brand Challenge for only 17$Aggie on LinkedInAB Creative Aggie on InstagramZiver OrganiquesTuna on LinkedInThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge