Rooibos cosmetics

When the pandemic hit, Matt Newman, like many hairstylists, found himself at home unoccupied. Eventually, though, he took his expertise to TikTok — and today, he has 2.4 million followers on the platform and another 1.2 million on Instagram. Regularly working with brands like Tresemmé, he's known for both his tutorials and his takes on viral trends and hacks. But what he is most proud of in his four years of content creation is simply teaching people how to do their hair, he said. "The thing people tell me when I meet my internet friends in real life, is, 'You taught me how to blowdry my hair.' That's my biggest accomplishment — and it's not always my most viral content, but it's my most meaningful content. It's empowering to know how to fall in love with your own hair in your bathroom, with the stuff you already own." On this week’s episode of the Glossy Beauty Podcast, Newman discusses the value of educational content, the power of creating with brand partnership opportunities in mind and the reason he's not creating tons of TikTok Shop-forward content.

Sarah Potempa, celebrity hairstylist and co-founder of The Beachwaver, is a live-selling expert. It all started in 2012 when she launched her first product, the original Beachwaver rotating curling iron, live on QVC. “It was wild because they said, ‘Don't get too excited — you might get four or five shows in your first year.’ … And then I was on QVC over 50 times my first year,” she told Glossy.  She thrived in the medium and was able to reach a growing number of consumers looking for an easier way to create beachy waves at home. She sold out frequently, became a viewer favorite and was asked to return time after time.  Unlike traditional curling irons and waving wands, The Beachwaver allows the user to clamp the end of a section of hair in place before pressing a button to wrap the section of hair around the electric iron. This avoids an unintended arm workout and the likelihood of burnt fingers, both common with the then-popular waving wands. Although she was already a well-known celebrity hairstylist and a regular in beauty publications for her styling advice, Potempa’s ability to connect with viewers while live-selling forever shifted the trajectory of her career.  Potempa has since launched more than 100 SKUs — including a variety of hot tools, hair care and accessories — and has sold more than 2 million Beachwaver irons, which retail for $99 and up. Her line is available at Ulta Beauty, Walmart, Target, Anthropologie and Dillards, among other retailers. Today, she uses the skills she learned on QVC to be a leader in social media-based live-selling, often going live for hours at a time on TikTok, Amazon, Beachwaver’s own DTC site and anywhere else experimenting with the medium. This has translated to massive success on TikTok: As of October of 2024, she’s sold more than 1.1 million units on TikTokShop, making her one of the most prolific sellers on the platform.  Beachwaver is an independently held family business co-founded with Potepa’s two sisters, Erin and Emily, and her extended family regularly appears in the company’s many TikTok content franchises, which she calls “shows”. Her team and family stream from Beachwaver’s Illinois warehouse and offices, and this month she opened a second office and content studio in New York City.  Potempa joins the Glossy Beauty Podcast to discuss the nuances of live-selling and the benefits of an in-house content studio.

Claudia Sulewski's career started at age 11, when she launched her YouTube channel with a video about applying her mom's blue eyeshadow. Today, the channel has 2.46 million followers. On Instagram, Sulewski also has 2 million followers, and she has yet another 1.1 million on TikTok. Last year, she translated her success as a creator into the launch of her brand, Cyklar, which she bootstrapped and debuted with one product, a body cream. In March of this year, Cyklar received investment from The Center, the brand incubator and investment firm that runs Phlur, Make, Prequel and Saltair — it sold Naturium to E.l.f. Beauty in August 2023. Now, Cyklar is relaunching with a wider product range, including four body washes and four body lotions, which will be sold direct-to-consumer. On this week’s episode of the Glossy Beauty Podcast, Sulewski discusses self-funding the brand to get it off the ground, deciding to take on investment and emphasizing fragrance in the brand's second iteration.

“VICs are the driving force of the luxury business,” Sukeena Rao, co-founder of London-based personal shopping firm Luminaire, told Glossy. “They count for a large percentage of global sales with pretty much every brand.” VICs, or "very important customers," is shorthand in the luxury market for a growing subset of high-end, wealthy shoppers that are “very low key, very off the radar [and] not known to the public,” Rao told Glossy. It’s part of what she calls a shifting market where, 15-20 years ago, the luxury shopper was mostly well-known celebrities or very wealthy public figures. Whereas now, luxury shopping has become more curated and discreet. To wit: The internet calls this "quiet luxury."  “It’s not always about wearing [a luxury piece] on a red carpet or being shown to the public,” Rao said. “It's done in a much more stealth way.”  This changing luxury customer also has changing needs. Whereas a high-profile individual or celebrity may not need an introduction to a luxury brand or referral to an in-demand makeup artist or hairstylist, today’s VIC is looking for access to top lifestyle, beauty, wellness, fitness and health brands and experts, as well as the fashion, jewelry and accessory markets.  On today’s episode of the Glossy Beauty Podcast, Rao shares the ins and outs of this growing demographic, which she reaches through her London-based personal shopping firm, Luminaire.  “We have a waitlist right now. … [We’re] very selective about new clients, because we never want to under-deliver,” she says. “We do keep people waiting until we really have the capacity to look after them.”  Rao launched Luminaire in 2022 with co-founder Harriet Quick, a former fashion features director at British Vogue. While billed as personal shopping, the company is more nuanced than that. For around $57,307 (£45,000) per year, clients receive high-touch appointments with Luminaire’s stylists, personalized mood boards, unlimited sourcing and gift procurement, as well as brokerage of just about anything one can desire, from apartments to cars.  Meanwhile, entry-level membership starts at $6,367 (£5,000) per year and includes recommendations, mood boards, unlimited sourcing, fashion edits and basic access to luxury wardrobe and gift procurement and planning.  However, Rao told Glossy that beauty, wellness and health products and services are the fastest-growing requests from clients, whether that is a haircut with a celeb stylist, an appointment with a holistic doctor, a masterclass with a renowned makeup artist or a private shopping experience. “If you really drill down on the data, you will see that, for us, beauty and wellness — alongside jewelry, which is a hugely growing category — is leading,” Rao said.  Rao discusses these topics, as well as her predictions for the future of the luxury industry, in today’s episode.

With the fragrance industry expected to generate $59.9 billion in 2024, both new and heritage brands are strategizing to differentiate in the growing market. For some, the result is offering niche scents, and for others, it's leveraging communities. For 8-year-old DedCool, a genderless, planet-first and functional approach is what sets it apart, said founder Carina Chaz. Since launching DedCool in 2016 with a self-investment of $10,000, Chaz has made her brand one to watch. In August 2022, Dedcool expanded to Sephora stores and its e-commerce channels and introduced three new product categories, including air fresheners, candles and laundry detergent. The latter, Chaz told Glossy, now drives 30% of the business. "The fragrance category has expanded so much, and Deadpool was never meant to be a true fragrance brand. We want to speak to fragrance in ways that our competitors aren't speaking to fragrance," Chaz said on the latest episode of the Glossy Beauty Podcast. Also on the podcast, Chaz shares how she grew DedCool in its early stages and how she has created a brand that appeals to people in different life stages.

Shontay Lundy is on a mission to disrupt the sun-care space.  She is the founder of Black Girl Sunscreen, a sunscreen brand she launched in 2016 as an alternative to the many sunscreen formulas that leave a white cast on skin, a problem that’s particularly noticeable on medium and dark complexions. The line was an instant hit and she quickly gained wide distribution at Target, CVS, Ulta Beauty, Walgreens, and Walmart, among other retailers. The brand also sells direct-to-consumer and on Amazon. In 2019, Lundy launched a children’s line called BGS Kids, which features its own branding and social marketing channels, and just this month, a men’s line called BGS Mens. The latter also has its own branding, to match the matte finish and more masculine scent.  All of the brands' products range in price from $10-$23 and are formulated to melt seamlessly into all complexions, whether the formula uses a chemical, mineral or hybrid UV filter. They also feature hydrating ingredients like jojoba oil and shea butter, which deliver a dewy, hydrated finish in some formulas.  But beyond products, Lundy is on a mission to educate Black consumers about the value of sunscreen, in hopes of debunking the myth that people with dark complexions don’t need sunscreen. As we know, the deadliest form of skin cancer, called melanoma, impacts people of all skin tones and ethnic backgrounds.  Lundy spoke about managing the line’s omnichannel distribution on the Glossy Beauty Podcast. She shares that being in the biggest retailers in the country comes with its own unique set of difficulties. What’s more, Black Girl Sunscreen's success means that resources must be allocated for battling counterfeiters on marketplace sites. She also discusses the brand’s robust out-of-home marketing strategy, which includes billboards celebrating its many campaigns.

Lisa Guerrera and Emmy Ketcham, co-founders of Experiment, met in 2019 at an event for the Sephora Accelerate program, which Guerrera participated in with her first business. Together, they soft-launched their skin-care brand in 2020 with a lime-green silicone sheet mask. Since then, the brand has grown to include products including a glycerin-based hydrating serum, a “micro-slugging” oil gel and a lip balm. Its first cleanser will launch in a few weeks. In April, Experiment announced a $3.3 million seed round, led by Greycroft. On this week’s episode of the Glossy Beauty Podcast, the duo discusses how they launched the company with $8,500, why theirs is a brand for the “nerdy, smart girl" and why science ultimately beat out "clean" beauty.

Chloe Green-Vamos, the vp of global innovation strategy at the Estée Lauder Companies, leads the company's global research and development strategy, innovation portfolio insights and analytics, and enterprise innovation planning. She’s also the chief of staff to Estee Lauder Companies’ chief research, product and innovation officer, Carl Haney. Green-Vamos represents a new kind of executive role at a company like Estée Lauder — one that heavily relies upon collecting and understanding all types of new and emerging digital and consumer data, as well as the newest forms of media, technology and social media. On the latest episode of the Glossy Beauty Podcast, Green-Vamos discusses how she betters the company using AI, including a custom AI-powered tool made by Microsoft, and how social listening is driving innovation at ELC. She also breaks down Estée Lauder Companies' reverse mentorship program, which pairs an executive with a Gen-Z or millennial staffer to help the execs better understand new ways young shoppers think about and use technology.

Sarah Creal got her start in beauty while working at a Clinique counter. But it wasn't long before Creal was working in product development and marketing at major brands including Bobbi Brown, Tom Ford and Prada Beauty. In 2018, she co-founded Victoria Beckham Beauty with the former Spice Girl herself — she was CEO of that company until 2022. Then, earlier this summer, she debuted Sarah Creal Beauty, designed for luxury shoppers over 40. Sold direct-to-consumer since its launch, the brand is made up of a tight edit of skin-care and color cosmetics products including a concealer, a brightening and hydrating essence, a lip balm and a priming eye cream. Next, on September 3, it will debut at Sephora. And on the 10th, it will launch a line of lipsticks. On this week's episode of The Glossy Beauty Podcast, Creal discusses her decision to launch a brand, her brand's upcoming lipstick and women's ongoing struggle to raise funds for their own ventures.

Sloane Stephens started playing tennis at 9 years old and quickly climbed the ranks, beating Serena Williams in the 2013 Australian Open at age 19. She is the founder of The Sloane Stephens Foundation, which works to introduce tennis to underserved students — and, as of August 21, she is the founder of Doc & Glo, a body-care line that debuted with two products: the $18 Game-Changing Deodorant and the $22 24/7 Hustle Deodorizing Body Mist. The brand is named after Stephens’ grandparents. Her grandfather was an OB/GYN, while her grandmother "had all these girls' groups and always gave back," Stephens said on the Glossy Beauty Podcast. The brand will retail on its own DTC site, on Amazon and on the Free People Movement website — Free People Movement has sponsored Stephens since the start of 2023. On this week's episode, Stephens discusses her venture into entrepreneurship, the target audience for her brand’s first two products and tennis’s current moment in the cultural spotlight.