Beth Bender is the President and Creative Director of Beth Bender Beauty, and a true pioneer in the beauty industry. In 2003, she revolutionized eye makeup by creating the world’s first eyeliner and eye makeup stencils; tools designed to help anyone, no matter their skill level, achieve professional looks with ease. With over 20 patents for her designs, Beth has not only changed how people approach makeup but has also built a legacy of innovation and accessibility. Her products have been featured in top magazines and used by celebrities, and she continues to push boundaries through SkinLure and her newest venture, Sainte Labs. Beth’s story is about creativity, resilience, and making beauty effortless for everyone.

What you will learn in this podcast:

• How Beth validated a real problem and prototyped the first stencil from an eyebrow guide.

• Protecting innovation: building a moat with 20+ patents and handling copycats.

• Scaling without stores: leveraging Amazon, viral moments (Today Show, influencers), and social proof.

• Creativity vs. business: separating formulation time from pricing, marketing, and channel strategy.

• Launch tactics that work now: hero products (Sainte Labs neck cream), before/afters, TikTok Live/QVC, and word-of-mouth.

• Founder mindset: resilience through crises, trusting your gut, avoiding bad partners, and playing the long game.

Connect with Beth Here https://acalltothrive.com/how-to-turn-a-beauty-idea-into-a-global-brand