Registration Opens

Opening Remarks

Authenticity Meets Modernization: The Art of the Brand Relaunch

For any brand, evolution is essential to maintaining relevancy — but how far is too far, when it comes to pushing the boundaries of the brand’s DNA? In this session, mega-influencer turned brand founder and creative director Chriselle Lim will discuss how she’s modernizing fragrance brand Phlur based on her own passions and sensibilities, and why that’s working to acquire an all-new shopper base while also retaining original brand fans.

How Ogee Builds Customer Loyalty with a Personalized SMS Strategy

Join Ogee and Attentive for a discussion on how Ogee builds customer loyalty through a personalized SMS strategy. Discover how Ogee leverages SMS and Attentive’s platform to increase revenue, improve engagement, and create curated shopping experiences for its customers. Gain insights into the segmentation strategies, omni-channel approach, and use of AI that doubled their subscriber base and increased SMS revenue by 183%.

How to Lead the Cultural Conversation

With today’s cultural pace, it can be hard to keep abreast of it, let alone define it. But for nearly 40 years now, MAC Cosmetics has done just that. Through a mix of generating makeup trends, supporting LGBTQIA+ rights, and experimenting with the latest technologies, the heritage brand has made an indelible mark. Learn from Aïda Moudachirou-Rébois, Senior Vice President, Global Chief Marketing Officer for MAC Cosmetics, on where the brand looks to advance its story, how the team creates “now-stalgia,” and what it means for a brand to be a citizen of the world.

The Struggle is (Still) Real: How to actually measure the value of influencer marketing

While a lot has changed with social media and branded content over the years, one big challenge remains: measuring the ROI of creator marketing. Influencer impacts each step of a buyer’s journey, but the many paths to purchase make attribution messy. In this session, learn how MagicLinks’ VP of Strategic Partnerships Jen Piña breaks down metrics at each step of the funnel, to uncover the real value of influencer initiatives.

Growing Successfully at Sephora

Expanding into brick-and-mortar retail as a consumer brand is often regarded as the first step on a long journey rather than its completion. In the case of Adwoa Beauty, the indie textured hair care brand has successfully cultivated its Sephora relationship and in-store presence. As the company grows its marketing and internal operations, balancing priorities and objectives is central to its ongoing success. Learn from Julian Addo, founder and CEO of Adwoa Beauty, how her brand has maintained momentum on and off store shelves, what comes next for brand growth, and best practices as an indie founder.

Networking Break

Challenge Board and Sandbox Presentations

Brands only.

Join us for a breakout session where we will create a challenge board and have an open and candid discussion about the industry.

VIP Welcome Reception

By invitation only.

8-Minute Meetings

By invitation only

The 8-minute business meetings connect VIP beauty executives with innovative technology platforms and media companies. They are designed to help your team build valuable new relationships and ultimately, close business deals.

Cocktail Reception

Dinner with Strangers

Join fellow attendees for dinner to wrap up day one of the summit. Costs are at your own expense.

After Hours Hangout

Meet fellow attendees for a cocktail to close out day 1. Costs are at your own expense.

Morning Yoga Sponsored by Klaviyo

Breakfast & Registration Re-Opens

Working Groups

We’ll split into two breakout groups to discuss challenges and solutions in more detail. Choose from the following:

Making smart marketing investments – this group will discuss paid vs organic social, community-focused events, and more.

Meeting customers where they are – this group will discuss distribution, selling on Amazon, and more.

Glossy Glam Break

Join us for the Glossy Glam Break, where esteemed beauty brands will pamper attendees with a delightful array of product giveaways and services. Take a moment to network and connect with fellow attendees in a fun, beauty-filled atmosphere. Participating brands include: Tata Harper, adwoa, Le Mini Macron, Scentbird, Saks Fifth Avenue, Teleties, Skindanavia and more.

Welcome Back

Democratizing Wellness Through Beauty: Establishing New Access to Self-Care Solutions

Along with the beauty industry at large, “drugstore beauty” is experiencing a makeover. Expanding far beyond one aisle, it now encompasses dermatologist-approved skin care, oral care, tools and even services. What’s more, products are merchandised and associates are trained to cater to all beauty consumers, from novices to TikTok-trained Gen Zers. In this session, Andrea Harrison, vp of merchandising for beauty and personal care at CVS Health, will describe how CVS is facilitating both beauty education and opportunities for product discovery, prioritizing wellness at every step, and raising the bar on the overall beauty shopping experience.

Selling a Science-Led Story

Phrases like “scientifically backed” or “dermatologist-approved” are commonplace in the beauty industry, but new sciences are breaking through and further advancing what is possible for beauty products. Hair care brand K18 has specifically relied on the biotech industry to inform its product development and, ultimately, brand story. Hear from Michelle Miller, svp of marketing at K18, about how the brand leverages biotech in its brand story, what customer education of an advanced science looks like, and how it leads to supercharged growth.

Unlocking Personalized AI Solutions for Beauty and Skincare

Perfect Corp. will share the latest innovations across live AI Skin Analysis and AI Beauty technologies that are helping brands create hyper-personalized omnichannel experiences that drive results. Explore how Generative AI is quickly become a key player in these experiences, and see real-world applications showcasing how brands are doubling down on AI innovation.

Leveraging Community at Every Stage of Growth

Four years ago, a community built Versed. Today, the brand continues to work hand-in-hand with its expanding community, yet it’s modernizing its approach. For example, in the near future, it will launch a next-level ambassador program, plus it’s gearing up to integrate AI into a number of related processes to enable scale. In this session, CEO Kerry Sullivan will discuss how she’s leaning into the brand’s strengths — namely, its passionate community — while also advancing the company to its next phase of growth.

Lunch

360 Workshop

360 Workshop with Zeals

Afternoon Break

8-Minute Meetings

By invitation only

The 8-minute business meetings connect VIP beauty executives with innovative technology platforms and media companies. They are designed to help your team build valuable new relationships and ultimately, close business deals.

Cocktail Reception

Join us for a cocktail to wrap day 2 of the summit.

Dinner with Friends

Meet up with fellow attendees for dinner. Costs are at your own expense.

After Hours Hangout

Wrap up evening 2 with a cocktail. Costs are at your own expense.

Breakfast

Welcome Back

Mastering Product Development: Leveraging Passion and Expertise to Deliver Innovation and Build a Brand

Thanks in large part to social media, consumers are more knowledgeable about beauty products, effective routines and emerging treatments than ever before. But at the same, posts by non-professionals have fueled the spread of misinformation and, subsequently, shed light on the importance of expert-led advice and product development. In this session, Shani Darden, esthetician and founder of Shani Darden Skin Care, will explain what prompted her to launch her brand; why less is more, when it comes to skin care; and how her years of directly working with clients led to the creation of effective, in-demand products and the launch of her own beauty brand.

Building A Brand Through Authentic Customer Communications, with Bala

Now more than ever, personalized meaningful experiences are integral in creating authentic customer relationships. Learn how Bala uses Klaviyo to connect and inspire their community while driving high engagement and revenue through their marketing strategy.

Building a Brand on Innovation and Trust

Strengthening your Influencer Marketing

Influencer marketing is dramatically shifting, and as a result, so are brand strategies. Creating a robust program and testing and learning what works requires equal time, energy and creativity. For IPSY, the recent focus is on building strong creator partnerships that underscore a community narrative for customers rather than a transaction relationship. Hear from Karen Chimal, director of creator partnerships for IPSY, on how IPSY has driven this strategy, best practices for influencer marketers, and how the changing social landscape impacts the influencer economy.

Leveraging a New Kind of Heritage 

Developing a unique selling point can be nearly impossible when new brands launch daily. Latinx brand Ceremonia has managed to do just that while breaking barriers like becoming the first Latinx hair care brand at Sephora. Through innovative product development and engaging with a broad community of Latino customers and beyond Ceremonia shows that amplifying culture builds brand strength. Hear from Babba Rivera, founder and CEO of Ceremonia, about how the brand developed its point of view, how that translates to products and marketing, and what’s next.

Key Takeaways

We’ll wrap the summit by going over the key takeaways from the three days of content.