The August 2021 Beauty Launches You Need to Know About fashionmagazine.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from fashionmagazine.com Daily Mail and Mail on Sunday newspapers.
Next Generation D-to-C Beauty Brand Founders Talk Shop
Women s Wear Daily (WWD) 3/13/2021 Jennifer Weil
The dust hasn’t yet settled from the coronavirus pandemic, but some best practices are emerging from successful direct-to-consumer beauty brands.
Mented Cosmetics flourished last year, despite trading in makeup the beauty category hardest hit during the health crisis.
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“We feel fortunate Mented actually was able to thrive in 2020 for a couple of reasons,” said KJ Miller, chief executive officer and cofounder of the brand. One was that Mented is digitally native, so when other brands found themselves pivoting hard to e-commerce, Mented was already poised for additional traffic.