Rethink Retail, was live at The Lead 2025 in NYC with our host Liza Amlani and Dr. Alisa Brady, founder of Sweetums, a fast-growing beauty and sexual wellness brand blending intimacy, scent, and science.

A clinical psychologist turned entrepreneur, Dr. Brady shares how customer data, cognitive research, and product innovation are driving Sweetums’ retail expansion.

From flavored intimate wipes to lip balm with a built-in applicator, learn how Sweetums is taking pleasure mainstream, one scented swipe at a time.

You’ll hear:

- How Dr. Brady used psychology and scent science to design her first product

- What the data really says about men, cinnamon buns, and buying behavior

- Why women are the surprise buyers of Sweetums’ men’s line

- How flavored fragrance and function-first packaging are driving connection

- Where Sweetums is winning in retail and what’s next after The Lead 2025 pitch stage

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