Beyond Beauty by Dillie Hosted by Anne Laughlin and Jacobo Lumbreras

Show Notes:

In this episode of the Beyond Beauty podcast, host interviews Lindsey Kracum, VP of Brand and Marketing at Versed, who brings over 17 years of experience in the beauty industry. Lindsey shares her career journey, from her initial interest in marketing during college to her significant roles in brand management, product innovation, and market expansion at companies like Neutrogena and Welli. She discusses the importance of adapting brand strategies to growth and goals, Versed's commitment to clean skincare, and the necessity of meeting consumer demands for efficacy and simplicity. The episode also touches on the impact of digital marketing and social media on the beauty industry, with Lindsey reflecting on the evolution of influencer marketing and the importance of staying true to brand origins while navigating market changes.



About Lindsey:

Lindsey Kracum’s 17+ year career spans both Fortune 100 and startup brands beloved by consumers.

Lindsey joined Versed in April 2023 as VP of Brand & Marketing, overseeing brand strategy, product development and innovation, internal and external communications, community efforts, and strategic business planning for the dermatologist-backed, community-approved, easy-to-use brand that delivers uncomplicated skincare for undeniable results.

Before joining Versed, Lindsey spent three and half years at Welly Health. Before that, Lindsey spent seven years at Neutrogena leading both go-to-market and global new product innovation across multiple categories.

While at Neutrogena, she helmed the launch of the Hydro Boost platform, which is now a $200MM+ platform, as well as guided the global sun care five-year innovation pipeline, identifying critical gaps in the portfolio and building new platforms to address unmet consumer needs.

To connect with her, visit: versedskin.com



Timestamps:

Lindsey's Career Journey (00:00:01)

Lindsey's introduction and career overview in the beauty industry.

Early Career in Marketing (00:02:14)

Lindsey's college internships, focus on brand management, and transition to beauty industry.

Navigating Career Transitions (00:03:23)

Lindsey's transition from advertising agency to beauty industry, pivotal moments, and decision to pursue an MBA.

Transition to Neutrogena (00:05:12)

Lindsey's move to Neutrogena, involvement in product concept, and global innovation focus.

Career Shift to Welli and Versed (00:06:09)

Lindsey's move to Welli, involvement in scaling the brand, and transition to Versed.

Brand Growth Pyramid (00:08:11)

Lindsey's insights on brand growth pyramid and her experiences in different aspects of brand growth.

Evolving Brand Positioning (00:10:48)

Lindsey's focus on evolving Versed's brand positioning and product innovation.

Navigating the Clean Beauty Market (00:12:36)

Discussion on staying unique in the saturated clean beauty market and consumer education.

Product Differentiation and Efficacy (00:13:18)

Lindsey's focus on efficacy and uncomplicated skincare aligned with consumer needs.

Shift in Digital Marketing Landscape (00:16:28)

Lindsey's observations on the evolution of digital marketing, influencer marketing, and community building.

AI in marketing and skincare (00:20:42)

The impact of AI in marketing and personalized skincare diagnosis, using AI to provide personalized skincare recommendations.

Personalized skincare and emerging technology (00:22:01)

The use of AI technology to scan and diagnose skin conditions, empowering consumers with personalized skincare recommendations.

Career advice and networking (00:23:30)

Importance of networking, seeking mentorship, and the significance of volunteering for special projects in career development.

Taking risks in product innovation (00:29:07)

The importance of taking calculated risks and intentional innovation in product development, pushing boundaries for commercial viability and future consumer needs.

Show Notes:

In this episode of the Beyond Beauty Podcast, Alison Lee Powell, a marketing strategist with a rich background in the beauty industry, discusses her career and personal life. She talks about her start at Estée Lauder, the evolution of marketing with digital media, and the challenges faced by different-sized beauty brands. Alison also opens up about her fertility journey, the balance between motherhood and career, and the importance of self-care. She encourages listeners to prioritize their well-being and reassures them that talent will lead to opportunities. Alison invites listeners to connect with her through various means, showing a preference for phone calls.



About Alison:

Alison Lee Powell is a seasoned marketing strategist and innovator with a proven track record of driving growth and success for leading brands in the beauty, healthcare, and startup sectors. With over a decade of executive experience, Alison has led transformative initiatives at companies like L'Oréal, Estée Lauder, Revlon, Milk Makeup, and Allergan Aesthetics, spanning from global market expansion to product innovation and strategic partnerships.

She is passionate about leveraging her expertise to support growth-stage businesses by developing cohesive brand narratives, optimizing customer acquisition strategies, and fostering meaningful collaborations, ultimately empowering these ventures to scale efficiently and establish strong market positions.

Alison is a New Yorker at heart who now resides in Los Angeles with her husband and son. Alison is a passionate advocate for women's empowerment, mentoring and promoting women's health and fertility initiatives. Balancing her role as mom, executive, and wife, Alison embraces the next chapter of her life with enthusiasm, aiming to make a positive impact both personally and professionally. Her journey reflects resilience, compassion, and a deep commitment to supporting women's growth and well-being.



Timestamps:

Joining Estée Lauder (00:04:48)

Alison shares her journey of landing a job at Estée Lauder and her passion for working in the beauty industry.

Impact of Digital Marketing (00:12:38)

Alison reflects on the shift in the beauty industry due to the rise of digital and social media marketing.

In-Person Shopping Experience (00:19:29)

Alison emphasizes the continued importance of in-person shopping and the community aspect in beauty retail.

The retail partner leverage (00:21:27)

Discussion on leveraging retail partnerships and customer loyalty in the beauty industry.

Competing in the industry (00:21:53)

Comparison of heritage brands, startup brands, and indie brands in the beauty industry.

Legacy brands and learning (00:22:36)

The advantages of working at legacy brands and the valuable lessons learned from them.

Success of indie brands (00:24:51)

The unique strategies and success factors of indie brands in the beauty industry.

Career journey and upskilling (00:26:03)

Navigating career progression and upskilling in the beauty industry, especially in entrepreneurial roles.

Balancing career and motherhood (00:27:18)

Challenges and advice for balancing a career in the fast-paced beauty industry while being a mother.

Prioritizing personal fulfillment (00:35:06)

Balancing external validation with personal fulfillment and the importance of self-care and relationships.

Building a career and setting boundaries (00:39:04)

The importance of career impact, setting boundaries, and being a role model for children.

Taking control of destiny (00:41:19)

The significance of being in control of one's destiny and modeling behavior for loved ones.

Navigating life's challenges (00:42:05)

Accepting life's ups and downs and navigating challenges with resilience and adaptability.

Empowerment and Taking Control (00:43:39)

The host and Alison talk about breaking constructs, feeling empowered, and taking control of one's life.

Show Notes:

In this episode of the Beyond Beauty Podcast, host interviews Kimberly Shenk, co-founder and CEO of Novi. They discuss Kimberly's background, including her time in the Air Force and her studies at MIT, which led to her co-founding Novi, a company focused on clean beauty and product transparency. They delve into the complexities of the clean beauty industry, the role of data science, and Novi's partnerships with retailers like Sephora and Ulta. Kimberly emphasizes the importance of passion and belief in entrepreneurship, the challenges of scaling a business, and the significance of delegation. The conversation also explores the potential of AI in the beauty industry, from consumer personalization to formulation assistance and data management. Finally, they touch on the intersection of B2B and B2C marketing and the potential for cross-industry learning.

About Kimberly:

Kimberly Shenk is the co-founder and CEO of Novi, a company helping consumer brands develop clean, transparent consumer products.

Novi was developed out of pain points she experienced first hand as the co-founder of NakedPoppy, an online clean beauty company. She formerly served as Head of Product/Data Science for Domino Data Lab, Eventbrite and Sports Authority, and as a Data Scientist and Officer in the United States Air Force. Kimberly holds an MS from MIT and a BS from the U.S. Air Force Academy.

To connect with her, visit: noviconnect.com

Timestamps:

Kimberly's Background and Journey (00:00:52)

Kimberly's career journey from the U.S. Air Force to founding Novi, emphasizing her passion for data science and clean beauty.

Starting Novi (00:03:44)

The pain points experienced while co-founding a clean beauty company led to the inception of Novi, aiming to democratize information for brands.

Educating Brands on Clean Ingredients (00:05:47)

Helping brands understand the nuances of clean ingredients, including the sourcing and production processes, to make informed decisions.

Connecting Brands with Suppliers (00:09:30)

Novi's role in connecting brands with responsible suppliers and manufacturers to facilitate informed decision-making in product formulation.

Seal Verification and Data Approach (00:12:18)

The role of Novi as a verification engine for clean seals, emphasizing the importance of a data-driven approach in defining clean and non-toxic products.

Continuous Learning and Expansion (00:15:34)

The continuous evolution of understanding clean ingredients and the potential expansion of Novi into wellness, supplements, and other verticals.

Entrepreneurship and Mentorship (00:19:38)

Discussion on the challenges and advice for entrepreneurs, including the importance of passion and finding alignment with skills.

Scaling a Business (00:22:26)

Challenges and strategies in scaling a business, including delegating, hiring, and surrounding oneself with diverse expertise.

AI Technology in Beauty Industry (00:25:32)

Exploration of the impact of AI in the beauty industry, including consumer-facing applications, formulation, and data structuring.

Personal and Professional Growth (00:30:21)

Reflection on personal and professional goals, including the intention to reintegrate trail running into a busy lifestyle.

Conclusion and Future Outlook (00:32:02)

Wrap-up and invitation to connect with Novi, acknowledging the company's impact on the beauty industry and beyond.



This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Show Notes:

In this episode of the Beyond Beauty podcast, host interviews Serena Advani, founder of Seadrop, a skincare brand that innovates with tablet-form cleansers. Serena discusses her journey from a consumer passionate about beauty to creating a sustainable, waterless skincare product inspired by traditional Indian skincare practices. With a background in cognitive neuroscience and experience in beauty diligence and global brand strategy, Serena aims to address sustainability and product quality issues in the beauty industry. The episode delves into the challenges of starting a brand, the decision-making behind product development, and the importance of heritage in Serena's entrepreneurial path.

About Serena:

Serena Advani is the founder of Seadrop, the brand reinventing skincare as tablets instead of liquids. Her debut product is a first-of-its-kind, crushable, “just-add-water” skincare tablet that activates into a hydrating facial cleanser upon use with the tap water you already have at home. While traditional liquid cleanser is ~90% water and stored in single-use plastic, Seadrop's waterless cleanser comes in zero-waste, refillable packaging for skincare that’s cleaner for both the planet and your skin. Serena holds degrees in cognitive neuroscience and operations (with a focus on neuromarketing) from Penn, along with an MBA from Wharton (where she served as a President of the Wharton Beauty Club). She previously worked on beauty due diligences at McKinsey and in global brand strategy at Estee Lauder Companies (Bobbi Brown), and she has recently been named a 2023 Most Influential ESG Leader by Women’s Wear Daily.

To connect with her, visit: seadropskincare.com

Timestamps:

Introducing Serena Advani (00:00:54)

Serena Advani's background, her brand Seadrop, and its innovative skincare tablet product are discussed.

Serena's journey into the beauty industry (00:02:08)

Serena shares her personal journey into the beauty industry, transitioning from consulting to beauty diligence and Estée Lauder.

The birth of Seadrop (00:04:14)

Serena discusses the inspiration behind Seadrop, the concept of waterless skincare, and the decision to start her own brand.

Launching the first product (00:07:19)

Serena explains the decision-making process behind launching the first product, focusing on consumer preferences and sustainable packaging.

Unexpected connections (00:13:25)

Serena's connection to her namesake, a beauty salon in Mumbai, and the intertwining paths within the beauty industry.

Mentorship and entrepreneurship (00:15:12)

Serena discusses the importance of mentorship, customer feedback, and the scrappy mindset in entrepreneurship.

Valuable advice (00:18:36)

Serena shares the advice she values, emphasizing the importance of addressing small tasks promptly and trusting one's instincts.

The energy of advice (00:18:48)

Discussion on the abundance of advice for entrepreneurs and the importance of discerning which advice to follow.

Neuromarketing and its role (00:19:37)

Exploration of the intersection of neuroscience and marketing, and its impact on marketing strategy and consumer behavior.

Mindfulness in skincare (00:20:40)

The incorporation of mindfulness and sensorial experiences in skincare products, influenced by the speaker's background in neuroscience and meditation.

Travel-friendly skincare (00:23:55)

The convenience and practicality of waterless skincare tablets for travel, addressing liquid restrictions and maintaining skincare routines while traveling.

Marketing strategies (00:26:12)

Approaches to reaching consumers, including influencer partnerships, collaborations, and plans for future paid advertising.

Mission-driven entrepreneurship (00:28:46)

The speaker's passion for the mission of waterless skincare and sustainability, driving her entrepreneurial journey and decision-making.

Show Notes:

In this episode of the Beyond Beauty Podcast, host and guest Olivia Cefalu delve into Olivia's journey and expertise in the beauty industry. Olivia, a digital marketing professional and freelance beauty editor, shares her early passion for beauty and how she strategically built her career through internships and roles at various companies. She discusses the importance of niche expertise, the impact of technology and AI on the industry, and the value of networking and collaboration. Olivia also highlights her love for poetry and her aspiration to write creatively, emphasizing the significance of personal creative outlets separate from professional life. The episode touches on the dynamic nature of the beauty industry and the need to stay relevant amidst rapid changes.

About Olivia:
Olivia is a digital marketing professional in the beauty industry as well as a freelance beauty editor based in Brooklyn, New York. Olivia got her start in beauty writing while she was still in college. She has always had a passion for beauty writing, the business of beauty, and print media (specifically magazines). During college, she interned at an international marketing agency working on accounts like lululemon, Harry Winston, Bally, Hot Wheels, and more.
With this experience she scored beauty internships at Tata Harper Skincare and Very Good Light; eventually landing her a full time job upon graduation. Now, she works at professional skincare brand Image Skincare where she manages paid advertising strategy and execution. She throws her creativity into freelance work outside of her full time role as an editor at publications like Well + Good, Byrdie, InStyle, Mane Addicts and more. She covers stories about new beauty launches, wellness trends and will always have a recommendation for whatever your skincare or makeup collection needs. Her friends would describe her brain as a 'beauty brand encyclopedia', always referencing marketing campaigns and A+ product launches.

Timestamps:
The beginning of Olivia's career (00:01:05)
Olivia's passion for beauty, internships, and entry into the beauty industry.
Olivia's early interest in beauty (00:02:29)
Olivia's childhood inspiration and college experiences shaping her career choice.
Olivia's career progression (00:04:01)
Olivia's internships, skill development, and transitioning into full-time roles.
Navigating early career challenges (00:05:16)
Olivia's accelerated career, age perception, and professional experiences during the pandemic.
Balancing work and personal life (00:14:30)
Discussion on burnout, personal dreams, and maintaining work-life balance.
Reflections on burnout and personal growth (00:18:19)
Olivia's experience with burnout, self-awareness, and finding happiness in her career.
Longevity in Career (00:19:32)
Discussion on how to maintain a long-lasting career in a dynamic world, influenced by technology and industry trends.
Navigating DTC and Marketing Conferences (00:21:19)
Insight into the ever-changing direct-to-consumer industry and the value of attending marketing conferences for networking and learning.
Impact of AI and Accessible Resources (00:25:24)
The accessibility of resources for freelancers and marketers, as well as the impact of AI tools in the industry.
Challenges and Opportunities in Entrepreneurship (00:28:38)
Exploration of the potential of AI tools in advertising and the discussion on the future of entrepreneurship and the beauty industry.
Personalizing Beauty and Creative Outlets (00:31:47)
The personal nature of beauty products and the exploration of creative outlets, such as poetry writing, as a personal endeavor.
Waiting in the Stands (00:33:39)
Reflection on personal creative pursuits and the importance of having hobbies and interests unrelated to one's career.
Closing Remarks and Contact Information (00:36:41)
Final thoughts, gratitude, and contact information for the guest speaker.

Show Notes:

In this podcast episode, the host interviews Charlie Razook, the founder of Jackfir, a clean men's skincare brand. Charlie discusses his personal journey, starting the company after a leukemia diagnosis in 2018, which highlighted the dangers of environmental toxins. He talks about breaking into the male skincare market, emphasizing the need for clean, accessible products. Charlie also covers product selection, customer acquisition, retail expansion, and community building. The brand's focus is on men's health and wellness, with plans for future growth. Products are available at Jackfir.com, Amazon, Beauty Heroes, Fellow Barber, and various boutiques.



About Charlie:

Charlie Razook is the founder of certified-clean men’s skincare brand Jackfir. He started the company after a leukemia diagnosis in 2018 that woke him up to the toxins in our lives that are making us sick. He could not find a non-toxic swap for his personal care items, so he decided to make his own. Before Jackfir, Charlie was the first employee at Solid & Striped, the swimwear brand, where he helped build the company alongside the founder.

Charlie is passionate about raising awareness around men’s mental and physical health and often writes on the topic. He is an advocate for The Leukemia & Lymphoma Society and lobbies on Capitol Hill for cancer patient rights.

To connect with him, visit: jackfir.com



Timestamps:

The impact of environmental toxins (00:01:31)

Charlie discusses the impact of environmental toxins on the body and the wake-up call of his leukemia diagnosis.

Breaking into the male skincare market (00:02:26)

Charlie explains the challenges and strategies involved in breaking into the male skincare market.

Product selection and customer acquisition (00:04:22)

Charlie discusses the selection of initial products and the differences in men's skincare routines.

Retail expansion and community building (00:07:12)

Charlie talks about retail expansion, customer acquisition, and community building efforts.

Gifting and subscription models (00:09:16)

The impact of gifting on customer acquisition and the use of subscription models for product retention.

Preparing for retail expansion (00:12:03)

Charlie discusses the preparations and challenges involved in moving from a primarily DTC model to retail expansion.

Nurturing a community and brand ethos (00:15:38)

The importance of nurturing a community and building a brand ethos around men's health and skincare.

Future growth strategies (00:20:00)

Charlie outlines plans for new products, partnerships, and growth strategies for the company.

Finding Jackfir (00:20:43)

Discussion on where to find information about Jackfir and where to purchase the product.

Product Availability (00:20:49)

Information on where to purchase Jackfir products, including online and retail locations.

Brand Recognition and Design (00:21:11)

Compliments on the branding and colors of Jackfir products, with a mention of trying the product.

Quality and Experience (00:21:24)

Emphasis on the quality of the product and the positive experience customers can expect.



This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands.

https://dilliecreative.com/