Smart Beauty

por Viola Levy

Moda y belleza Negocios

Temporada 2

Building beauty empires – global brand strategy with Anna Vale

In this episode of Smart Beauty, host Viola speaks with Anna Vale, a powerhouse independent consultant specialising in scaling indie beauty brands through strategic marketing leadership. With more than two decades of experience spanning executive roles across the US, UK, and Middle East, Anna shares her expertise on navigating the complex beauty landscape. Based in New York, Anna has collaborated with an impressive roster of brands including Youth To The People, Crown Affair, Provence Beauty, Estée Lauder, Tom Ford Beauty, Charlotte Tilbury, and many others. As a consultant who specialises in brands within the Sephora and Ulta ecosystem, she offers unique insights into retail partnerships that drive growth. The conversation explores the challenges indie beauty brands face when scaling, from building the right team capabilities to strategic budget allocation. Anna discusses how brands can balance viral marketing moments with sustainable long-term growth, and shares her perspective on what retailers truly look for when taking on new brands. Other topics include: The critical differences between global markets and how strategy must adapt Why pricing strategy matters when planning for scale How legacy brands can maintain relevance while honouring their heritage The impact of celebrity-founded brands on the retail landscape The rise of social commerce and other emerging industry trends Anna's role as a fractional CMO and how brands can leverage this model Whether you're a beauty entrepreneur looking to scale, a marketing professional in the industry, or simply fascinated by the business of beauty, this episode offers valuable strategic insights from one of the industry's most respected thought leaders. annavale.com Want to work with us? Get in touch: hello@smartbeautycreative.com

Wild Source founder Kate Kaye on creating a "meditation-infused" skincare brand

In this episode, we sit down with Kate Kaye, founder of Wild Source - a holistic skincare brand born at her kitchen table that now graces the shelves of Liberty London. Based in Bristol, Kate shares her entrepreneurial journey from creating beauty products at age eight to building a brand that fuses skincare with spiritual wellness. She candidly discusses the challenges of launching without prior business experience, the realities of breaking into luxury retail, and how motherhood deepened her connection to beauty rituals as self-care moments. Kate offers insights on maintaining brand authenticity, the importance of creating sensory experiences in skincare, and why sometimes the best business strategy is simply to start before you feel ready. Whether you're an aspiring founder or skincare enthusiast, Kate's practical wisdom on perseverance, manifesting goals, and creating meaningful customer connections provides valuable perspective on building a purpose-driven beauty brand. wildsource.co.uk

"If I spend money on branding, when will I see a return on my investment?"

In this special "bottle episode" of the Smart Beauty Podcast, host Viola Levy answers the question on every beauty entrepreneur's mind: "If I spend money on branding, when will I actually see a return?" Cutting through the fluff, Viola breaks down exactly how branding investments pay off across three key timeframes: immediate positioning benefits, mid-term pricing power, and long-term customer loyalty. Using real-world examples from beauty brands like Glossier, La Mer, and Fenty Beauty, she provides a practical roadmap for identifying when your branding investment is working and how to measure its impact on your bottom line. Perfect for beauty business owners who need to justify every penny spent and want to understand the concrete timeline for seeing tangible results from their branding investment. If you'd like to learn more about Smart Beauty and how we can help position your brand for long-term growth, book a discovery call: https://smartbeautycreative.as.me/discovery-call

Agnes Cazin on The Buzz of Beauty Festival and elevating Black entrepreneurs

In this episode, we sit down with beauty mogul Agnes Cazin, the visionary force behind branding and communications agency Haiti73 she is about to launch the inaugural Buzz of Beauty Festival “for the girls who shop at Selfridges and get their hair done in Peckham” which takes place at London's Africa Centre, Saturday 29th-Sunday 30th March 2025. With a career spanning global beauty giants like L’Oréal, Unilever, ORS, Puig, and Cantu, Agnes has dedicated herself to bridging the gap between Black consumers and the beauty industry. We discuss her journey from producing fashion shows and music videos in London’s creative scene to launching an event that supports and champions Black beauty entrepreneurs. Agnes shares the inspiration behind Buzz of Beauty, the challenges of navigating the industry and the vital need for education in brand-building. If you’re a beauty founder or passionate about the industry, this episode is packed with invaluable insights. Tickets for The Buzz of Beauty Festival can be purchased here. @buzz_of_beauty_festival hello@smartbeautycreative.com

How to get your brand into top retailers – insider tips from Francesca Cherruault

In this episode, we chat with Francesca Cherruault, founder of Filthy Brands, about shaking up the fragrance industry and championing independent brands. From her early days at Escentric Molecules to launching her own distribution agency, Francesca shares insights on how consumer buying habits have evolved, the power of brand storytelling, and what it takes to get a niche fragrance onto the shelves of top retailers. Tune in for a candid and inspiring look behind the scenes of luxury fragrance distribution. filthybrands.com

Addressing colourism in the beauty industry, with Fizah Pasha

In this episode, we sit down with Fizah Pasha, founder of Brulée Beauty, to discuss her journey in tackling colourism within the beauty industry. With over 15 years of experience as a makeup artist, Fizah saw a gap in the market for makeup that truly caters to South Asian and other under-represented skin tones. Reflecting on her own experiences with colourism growing up, she created a brand that goes beyond the traditional beauty standards, offering products designed for, in her words, "golden and in-between" skin tones and encouraging customers to expect more than just having to mix different shades together to find their perfect match. bruleebeauty.com

Azzi Glasser on celebrity scents and conquering #PerfumeTok

In this episode, Viola chats to the renowned Azzi Glasser, who has spent over three decades designing bespoke fragrances for Hollywood's elite. Azzi shares the story of how she first entered the fragrance world, her journey from creating iconic scents for names like Kylie Minogue and Helena Bonham Carter to becoming a sought-after creator for top celebrities. We discuss the powerful role fragrance plays in personal expression, confidence, and how it can truly transform one's mood or character. Azzi also reflects on the evolution of the fragrance industry and her pioneering role in making scents an essential part of storytelling for film and fashion, as well as finding renewed success on Tiktok! Tune in for a fascinating conversation about the art of scent and the way it connects to our sense of self, and discover how Azzi’s creations have shaped the way some of the world’s most famous names express their identities. theperfumersstory.com *** Find out more and book your spot at Smart Beauty's Brand Story Bootcamp below: smartbeautycreative.com/brand-story-bootcamp

Standing on business – sustainably – with Rebecca Jaquest, Founder of Nyita

Today, we’re thrilled to welcome the brilliant Rebecca Jaquest, founder of Nyita, a brand that’s redefining luxury beauty with its unwavering commitment to ethical and sustainable practices. Sustainability is often seen as a non-negotiable in today’s beauty market, but Nyita takes it to a level we rarely encounter. From rethinking extraction methods to developing their patent-pending sunflower wax candle—a sustainable alternative to soy—Rebecca and her team are pushing the boundaries of innovation and environmental responsibility. In this episode, we’ll explore the often-overlooked complexities of natural ingredient extraction and the challenges of staying truly eco-friendly in an industry so deeply tied to petrochemical practices. Together, we’ll uncover Rebecca’s passion and expertise as she shares the journey behind Nyita and the fascinating ancient techniques she’s revived to create products that are both sustainable and unique. nyitacollection.com *** Sign up to Smart Beauty's Brand Story Bootcamp

How to avoid telling the same old story with Viola Levy

In this mini episode of the Smart Beauty Podcast, host Viola Levy tackles a challenge many beauty brands face: crafting a brand story that truly stands out. Viola discusses the pitfalls of relying on overused narratives, like the familiar “I couldn’t find anything on the shelves, so I made my own,” and explores how to dig deeper to create a compelling, emotionally resonant story that captures the hearts of customers, retailers, and investors alike. Drawing on her extensive experience as a beauty editor and branding expert, Viola shares practical insights on how to refine your brand’s narrative, ensuring it makes a lasting impression in today’s saturated market. Plus, discover more about the upcoming Brand Story Boot Camp—a 90-minute interactive workshop designed to help beauty brands hone their story and stand out. If you’re ready to elevate your brand narrative, tune in and take the first step toward creating a story that resonates. ✨ Links Mentioned in the Episode Click here to sign up for the Brand Story Boot Camp on February 26th Visit smartbeautycreative.com for more details Connect with Smart Beauty Creative on Instagram @smartbeautycreative Don’t forget to rate and review Smart Beauty on iTunes and Spotify

Redefining luxury beauty: inclusivity and representation with Deborah Johnson

What does "luxury" really mean in the beauty industry today? In this episode, host Viola Levy sits down with long-time industry friend and beauty PR powerhouse, Deborah Johnson. With over 17 years of experience in the beauty industry, Deborah shares insights into her journey from agency life to running her own consultancy. The conversation dives deep into the evolving role of Black consumers in luxury beauty, the need for inclusivity beyond token gestures, and redefining what "luxury" truly means. Tune in for an engaging discussion on representation, equity, and the future of beauty branding. deborahtjohnson.com @deborah_t_johnson

4 de 7