From Jen Atkin to Bobbi Brown — the Lessons 8 Repeat Beauty Founders Wish They’d Known Earlier

Web Lead Triptych TK

Jen Atkin

Founder: Ouai, Mane

“Keep the blinders on and just do you — don’t let the internet rush you, and don’t worry about what others in the landscape are doing. When I launched Ouai in 2016, the hair care category had been dominated by men in boardrooms — only a select few women have historically owned this space. But I always loved social media and the concept of creating a digitally native brand, and since launching Mane in 2022, there’s been a collective movement where so many are creating new kinds of beauty companies with their customers. You have to be a brand that has deep-rooted values and constantly reimagines the way your community consumes ideas — and creates content to inspire them.”

Wende Zomnir

Founder: Urban Decay, Caliray

“I’ve learned that the journey of building a brand is never complete, and that I need to make constant micro-adjustments — and sometimes big moves — to stay in the actually dynamic state that is balance. I remember once thinking that if I redid a couple of Urban Decay boxes and changed out a shelf at Sephora, then the brand would be done. Then I realized: The work is never done. As soon as those issues were fixed, new ones arose. Once I accepted that running a beauty business means routinely enacting small shifts to stay in balance with the state of constant change, everything became simpler. And this applies to life, too!”

Nyakio Grieco

Founder: Nyakio Beauty, Relevant: Your Skin Seen

Cofounder: Thirteen Lune

“Redirection is absolute protection of your purpose. I’ve learned to welcome the entrepreneurial pivot, and that creating a space to amplify diverse founders while creating not only a brand but a space to celebrate others on their beauty journey, is my opportunity to align my passion for this industry with my purpose. I’ve learned that beauty is bigger than skin deep; beauty is universal, and a way to connect us all.”

Jaimee Lupton

Founder: Monday Haircare, Osāna, Being

“Being your own target consumer is a superpower, as is trying to get into the mind of your target market is often half the battle. I tell other female beauty founders not to underestimate themselves and their innate knowledge of the beauty industry and brand landscape. Don’t let others — especially those who don’t have that same understanding — cause you to doubt yourself on this.”

Sarah Creal

Founder: Sarah Creal Beauty

Cofounder: Victoria Beckham Beauty

“Choose your partners and your team thoughtfully. Establish the brand mission — including its point of difference and position — clearly, and make sure everyone you bring on understands and supports that vision. You should be surrounding yourself with an A team in every capacity — people who see the big picture, but also are willing and able to roll up their sleeves to get the job done. Product is king, but the saying is true: teamwork makes the dream work.”

Bobbi Brown

Founder: Bobbi Brown Cosmetics, Jones Road Beauty

“Be nimble; react quickly and stay scrappy, no matter how big the business gets. And remember that not everything has to be perfect, so don’t wait. Perfection shouldn’t get in the way of progress — just keep moving forward.”

Sarah Kugelman

Founder: Skyn Iceland, The Pink Factor, All Golden

Cofounder: Gloss.com

“It may sound trite, but it’s all about the people you surround yourself with. I look for super smart individuals who have complimentary skills to my own but are also kind, ethical and always have my back — as I always have theirs. It not only makes for a smoother, more successful journey, but one that is a great deal more fun. If I can create a tight-knit group that’s having fun, that energy goes out into the world and becomes infectious — that’s when you go viral.”

Victoria Jackson

Founder: Victoria Jackson Cosmetics, No Makeup Makeup

“Be brave and stay true. Even though the trends and fads come and go, authenticity stands the test of time when your message is meaningful. So find the product or pursuit that you are passionate about, and stay focused on how and why you want to bring it to the world.”