Scaling Emerging Beauty

Summary In this episode of Scaling Emerging Beauty, I sit down with Anthony Standifer—co-founder of MSeed Group and a 25-year beauty industry veteran. We get into the real talk around what it takes to scale from direct-to-consumer to retail—and how to stay profitable while doing it. We discuss: - How to stand out in crowded beauty categories through niche positioning - Why building emotional conne...

Summary In this episode of Scaling Emerging Beauty, I'm joined by Matt Putra, fractional CFO and founder of Eightx, a financial advisory firm helping CPG and beauty brands scale responsibly. If you've ever felt unsure about forecasting cash flow, managing inventory costs, or figuring out how to fund retail growth—this is your episode. Matt shares his proven frameworks for financial planning, with...

In this episode of Scaling Emerging Beauty, I'm joined by Sarah Gallagher—founder of e-commerce agency Gamma Waves and a marketing strategist behind powerhouse brands like Supergoop. Sarah has helped both emerging and established brands scale through digital optimization, brand storytelling, and smart consumer engagement strategies. We explore: ✅ What makes a beauty brand story stick—and why clar...

Trademark protection isn't just for big brands — it's essential for emerging founders too. In this episode of Scaling Emerging Beauty, Monique sits down with Lauren Bercuson, founder of Storylock Legal, to break down the basics of trademarks, common mistakes founders make, and how protecting your brand early can save you major time and money later. Lauren shares her experience helping CPG and beau...

Direct-to-consumer (DTC) brands have more tools than ever — but scaling profitably online? That's still a huge challenge. In this episode of Scaling Emerging Beauty, Monique sits down with Ben Sharf, founder of Platter, to talk about why profitability and simplicity are the new superpowers for growing your DTC business. Ben shares insights from building Platter, a tech-enabled service that's simpl...

Your price is part of your story. In the final part of the pricing series, we explore how pricing ties into your brand's perception, positioning, and customer expectations. Your packaging, claims, and storytelling all need to back up your price — especially if you're playing in premium or prestige spaces. In this episode, you'll learn: How price communicates brand value before anyone tries your pr...

Is it possible to build a multi-million-dollar brand without investors — or even a full-time team? Adam Callinan, founder of Bottlekeeper and now CEO of Pentane, proves it can be done. In this episode of Scaling Emerging Beauty, Monique sits down with Adam to discuss how he scaled Bottlekeeper to over $8M in annual revenue without taking on outside funding or massive headcount. Adam shares the sys...

You can't scale your brand if you don't understand your numbers. In part three of the pricing series, we're talking all about COGS (Cost of Goods Sold) and margin — what they are, why they matter, and how to reverse-engineer your retail price to protect your profits. This is the financial foundation you must have before stepping into retail. In this episode, you'll learn: What's included in your t...

What if you could launch your brand, scale it to 8 figures in revenue, and land 32,000 retail doors — all without a traditional background in business? In this episode of Scaling Emerging Beauty, Monique sits down with Brooks Powell, Founder and CEO of Cheers, a category-creating brand in the after-alcohol wellness space. Brooks shares how he turned a neuroscience research paper into a multimillio...

Pricing doesn't exist in a vacuum — it shifts based on where you're selling. In part two of the pricing series, we explore how your price needs to align with your retailer's expectations. From mass to specialty to club stores, we'll talk strategy, margins, and what happens when your price doesn't match the store environment. In this episode, you'll learn: How pricing varies across mass, drug, natu...

Finding the right funding is one of the biggest challenges for emerging beauty brands today. In this episode of Scaling Emerging Beauty, Monique is joined by Marshall Lebovits, a financing expert with 35+ years of lending experience. Marshall breaks down how early-stage brands can use asset-based funding to scale without giving up ownership — and what you need to know before taking on this type of...

Pricing isn't just a number — it's a strategy. In part one of this four-part pricing series, we're diving into how to set a competitive price that makes sense in your category and against your competitors. Whether you're launching your first product or reassessing your retail strategy, this episode will help you understand where you fit and how to price to  stand out , not blend in. In this episod...

In this episode, Monique sits down with Erica Cocilova, CMO of Ethique, to discuss how mission-driven beauty brands can scale without compromising their core values. Erica shares lessons from her career at powerhouse brands like Dove, Happy Baby, and Briogeo, and dives deep into Ethique's recent rebrand journey. You'll hear real talk on sustainability, retail expansion with Ulta Beauty, smart fund...

In this episode of Scaling Emerging Beauty, I sit down with Kelly Bottenfield, co-founder and sales leader at The Honey Pot Company. Kelly has over 25 years of experience in the CPG industry, starting her career at Whole Foods before transitioning to sales and brand-building. She played a pivotal role in scaling The Honey Pot Company from a small, bootstrapped startup to a household name in mass r...

In this episode of the Scaling Emerging Beauty Podcast, I sit down with Dwight Allen O'Neal and Karess Rosemé, the co-founders of Rose Neal Collective, a boutique agency dedicated to enhancing the beauty experience for BIPOC consumers and emerging brands. We dive into the critical role of in-store events, field sales teams, and trade marketing in building brand awareness and driving retail success...

In this episode of Scaling Emerging Beauty, host Monique Benoit explores the power of a hero product and why it's a game changer for early-stage beauty brands. Looking at brands like Fenty Beauty, Olaplex, Dyson, and K-18, Monique breaks down how a standout product can create brand recognition, build customer loyalty, and simplify operations. A hero product isn't just about strong sales—it can def...

In this episode, I sit down with  Ashley Gilbert , a beauty industry expert who has worked behind the scenes at powerhouse brands like Glossier and The Lip Bar . Ashley takes us through the operational side of beauty, sharing how brands successfully scale—from warehouse moves to demand planning to ensuring products are retail-ready. We break down: - The role of operations in beauty brand growth -...

Summary Ready to take your beauty brand from startup to retail success? In this episode of Scaling Emerging Beauty , host Monique Benoit sits down with retail expert Ray Richardson , a veteran with nearly 20 years of experience in sales, retail management, and advising. Ray has worked with top brands like WILL Perform by PBC with Serena Williams and understands the key challenges and strategies fo...

Summary Starting a beauty brand in 2025 is easier than ever—thanks to social media, influencer platforms, and white-label manufacturing. But scaling that brand into a retail powerhouse? That's where the real challenge begins. In this solo episode, I break down why the barriers to entry have never been lower, yet the hurdles to scaling have never been higher. From funding and logistics to retail co...

Summary In this episode, Dr. Tiina Meder shares her unique journey from studying cardiology, becoming a dermatologist and ultimately a skincare brand founder and entrepreneur. She discusses her motivations for creating her brand, the challenges of navigating global markets, and the importance of product development and consumer needs. In this engaging conversation, Dr. Tiina Meder shares insights...

Summary   In this episode, Monique Benoit, explores the delicate balance between confidence and humility that every beauty founder needs to master. Confidence helps you stay true to your vision, while humility allows you to learn, grow, and adapt. Monique shares actionable insights from her experience working with major beauty brands, including lessons from representing brands and curating product...

Summary In this episode of the Scaling Emerging Beauty podcast, Monique Benoit speaks with Nick and Dave, co-founders of Geologie, about their journey in launching and scaling their skincare brand. They discuss the challenges of starting a beauty brand, the importance of having a solid team, and the need for a good manufacturing partner.  The conversation also touches on product development, findi...

Summary In this episode, Janell Stephens, CEO and founder of Camille Rose, shares her inspiring journey of creating a textured hair and beauty brand from her kitchen to major retailers like Target. She discusses the challenges and triumphs of entrepreneurship, the importance of mindset, and the lessons learned along the way. Janell emphasizes the significance of taking one's time in business, trus...

Summary   In this conversation, Senait Tzegai, a health and beauty buyer at Pop Shelf, shares her insights on the beauty industry, focusing on the assessment of new brands, the importance of brand stories, and the role of independent brands in retail. She emphasizes the need for brands to understand their purpose in light of the competition, the significance of community engagement, and the trends...

Summary   Keren Davy, a fractional CMO, shares her marketing philosophy rooted in integrity, empathy, and intention. She emphasizes the importance of understanding the target audience and crafting marketing strategies that resonate with them. Keren advises brands to start with an internal and external focus, balancing their unique offerings with consumer needs. She suggests low-cost, high-impact m...