COMPLEX CULTURE
A COMMUNITY BIRTHS A BRAND
WHEN THE SUBSCRIPTION MODEL GIANT IPSY DECIDED TO LAUNCH ITS OWN IN-HOUSE BEAUTY BRAND, I STEPPED IN TO ASSIST THE TEAM WITH STRUCTURE AND STRATEGY
Beauty For All (BFA) is home to the largest beauty subscription brands in the world: IPSY, BoxyCharm, and brand incubator Madeby Collective. Together, the brands boast 4.3 million subscribers and earned $1 billion in revenue for 2020. Building on the strengths of the vast IPSY community, I applied creative-first management tactics and directed the development of a brand culture focused on simple beauty solutions for the time-pressed modern woman. Complex Culture launched with a premium set of vegan, cruelty-free makeup brushes and continues its strategic growth.
MY ROLE
BRAND MARKETING STRATEGY
COMMUNICATIONS
INFLUENCER STRATEGY
PARTNERSHIPS
LAUNCH
CONTENT CREATION