ENROLL NOW - Image: Redheaded white woman smiling, wearing a denim shirt, in front of photos of beauty products. Text: Erin's Faces products have been featured in Real Simple, Magnolia Journal, Marie Claire, Cosmopolitan, the Cut - Beauty Brand Roadmap: Go from feeling stuck & overwhelmed with your business to being inspired & focused, with a roadmap for how to build your brand, grow your customer base, & increase your sales. Learn from Erin Williams, founder of the indie beauty brand, Erin's Faces
Sounds Nice. But currently...You don’t know how to expand your clientele past family & friends You’re competing with celebrity beauty brands You don’t have a ton of followers on Instagram or TikTok. I can help you.
with the beauty brand growth roadmap consistent, recurring revenue is as easy as 1,2,3 - #1: Build your brand: start working for yourself - today. OR clarify why you started your brand in the first place. #2 Expand your audience: your products are going to make people's lives better - let's share it with a bigger crowd. #3 Increase Your Revenue: create financial independence by selling more product than you ever have.
"Erin GETS IT!!! Meeting and working with Erin has been a breath of fresh air. She is insightful and has the right experience in this industry to impact any new or experienced beauty founder in a meaningful way. Erin is no gatekeeper which makes working with her extremely valuable.” Anne Lawoyin, Anne's Apothecary Founder. IMAGE: black woman smiling
the Beauty Brand Growth Roadmap is perfect for you if you are:
A Beauty Specialist (makeup artists, estheticians, fragrance, etc) who already has a brand, or wants to start one, and sharing your products will help more people, increase your income, and give you more freedom over your time;
A market pro (maker's and farmer's markets) who would love your event clients to purchase from you online too (not just when they see you in person!), to diversify your revenue streams and expand your business;
A spa/salon owner (hair, nail, brow, tanning, treatment, etc) who has been selling other people's brands to your clients for years, but you know you could make your own line - you just don't know how to do it.
You're in the right place! Join the waitlist
By the end of the beauty brand growth roadmap you will have:
1 - Nailed down your mission statement which will help you with decision making whether you're a solopreneur or have a team.
2 - Decided on products that represent your passion that are sustainably chosen for your budget paired with your vision for the products you want to bring to market.
3 - Crafted a beautiful website that converts with compelling imagery, clear and easy to navigate menus and product pages, that turns web surfers into clients.
4 - Expertly planned your entire year out with firm goals and timelines, clear communication for partners/staff, and a lack of panic as things won't sneak up on you.
5 - Developed numerous ways to grow your audience even if you're a new brand, have a teensy budget or haven't sold anything in your life.
6 - Created marketing that is unique to you using intention instead of pushy sales techniques to truly serve your clients and share what's so incredibly special about your line.
Module 1: Centering: Take a behind-the-scenes tour of the Erin’s Faces office & production to see how we set everything up for success. Create (or refine) concepts that will become, or clarify, the backbone of your business in terms of intention, branding, mission statement & values. Learn key steps to successful goal setting. Engage with money & mindset discussions. Image: white redheaded woman in white shirt and jeans, smiling, leaning on table in large room surrounded by beauty products on shelves
Module 2: Product Deep Dive: Determine your ideal customer & what you’re offering them. Learn key benefits of various paths of production - DIY, private label, contract manufacturing (with pros/cons). Decide on which packaging route is best for you, stock vs. custom, & know why. Nail down labeling regulations for cosmetics (makeup/skincare/haircare/etc), soaps & candles. Image: 2 white women and 1 black woman are making beauty products and smiling and laughing
Module 3: Online Sales Channels and Logistics: Create a functional & beautiful website that converts shoppers into buyers. Learn photography tips & tricks for dynamic photos you can take yourself. Walk through shipping an order with the Erin’s Faces team to see our process start-to-finish. Deep dive into sales channels - online & in-person. Image: redheaded white woman smiling, sitting on coach holding laptop in her hands
Module 4: Business and Planning: Learn instrumental business set up tips, including those unique to the beauty industry. Go through actual Production Earnings from Erin’s Faces to show when/how costs went up/down depending on sales. Learn how to forecast your sales so you can prevent out-of-stock issues. Map out your year & break down to-do’s weekly & daily. IMAGE: black woman with glasses and redheaded white woman looking at spreadsheets
Module 5 - Sales & marketing - Determine product pricing so you make money instead of lose it. Build your audience, either from scratch or adding to your existing clients, with numerous suggestions that create loyal customers. Learn how to sell with integrity, without feeling pushy. Create social media posts, ads & emails that engage followers & reflect your values. IMAGE: two white women, one in a chair, the other about to apply makeup, both smiling

The Short Version:

The course includes more than 60+ videos on a password-protected site, plus 125+ page workbook and downloads. Once the course begins, we release one module per week and you go at your own pace/on your own timing. For each of the five modules in the course, you'll watch multiple video lessons, which are broken down into smaller concepts, and you can revisit them as needed. You'll be able to submit questions to the weekly Q&A with Erin on the module that week or whatever you may need some help with.  Plus you get Lifetime Access so you can return to videos at a later date on demand. 

5 stars - “As an experienced business owner herself, Erin makes for a fantastic business coach. She delves deep into branding, positioning, and offerings, analyzing and making recommendations down to the last detail. Erin offers not only to walk with you on the journey, but to guide you with her expertise.” Salima Nadira, Airboxr - PHOTO of Asian woman smiling
Images on tablet, laptop, phone of the Beauty Brand Growth Roadmap, white redheaded woman smiling and chatting, lists and modules. TEXT: Join the waitlist for exclusive discounts: Lifetime access to teh course, step by step training videos, guides, checklists and more, 5 modules
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"Erin comes with intuitive insights and creative solutions that helped me think outside the box. Her understanding of the industry is vast, covering everything from product lines to service-based businesses. Erin's nurturing approach and keen attention to detail make her the go-to expert for anyone looking to elevate their beauty business. I highly recommend her to both emerging and established entrepreneurs - she’s a game-changer.” Tamar Vezirain, Gotham Glow Founder & CEO - image of Armenian woman with dark hair in bun
Learn from Beauty Brand Founder, Erin Williams BUSINESS COACH, INSTRUCTOR, BEAUTY ENTREPRENEUR & MAKEUP ARTIST As the founder who grew and sold the conscious beauty brand, Erin’s Faces, Erin Williams draws on over 25 years in the beauty industry to create a space that empowers founders to dream big, take practical steps forward, and grow without burning out. Erin began her career as a makeup artist in NYC, working behind beauty counters and backstage at Fashion Week, ad campaigns, and red carpets. In 2011, she launched Erin’s Faces, hand-mixing her first moisturizers in her Queens kitchen and sharing them with friends and family. The brand grew into a nationally recognized, PETA-Certified indie beauty line, employing a dedicated team and donating a portion of every sale to philanthropy. In 2025, Erin sold Erin’s Faces after 14 years of steady growth to focus on Erin Williams Creative, where she now helps other founders build and scale thriving brands. Today, she’s a sought-after business coach and consultant on small business, leadership, and team development. IMAGE of redheaded woman smiling in an office in a floral dress
Join the Waitlist - are you ready to: e in charge of your life - what you’re doing & when you’re doing it? Know how to speak passionately to your customer in an impactful way that makes them feel seen? Grow your client base so you can go to the next level? Feel confident that you’re doing what you’re supposed to be doing with your life? MAGES: piggybank with $100 bill next to red wallet, young medium skintoned woman sitting on floor with laptop in her lap with arms up in victory

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TEXT:: I found success building a beauty brand...but at a cost. Failed product launches, dishonest vendors, expensive experiments that didn’t have a return... lots of inner turmoil and stress, and no real idea how to get where I wanted to go. I felt incredibly alone and wished there was someone saying “hey, do this!” and “don’t do that.” But there wasn’t. So after 14 years of building Erin’s Faces into a profitable, nationally recognized beauty brand (and ultimately selling it in 2025), I decided to become that person for other founders. I believe in you. There’s a dream inside of you — I know there is because I had it too when the seed was planted that became Erin’s Faces. Selling your product, hearing how much it means to people, being your own boss — it’s all possible, and you don’t have to do it alone. I truly believe you can grow your business. It takes a ton of work and it isn’t easy, but a flourishing brand with your name on the door is absolutely possible. And it can bring financial freedom and a life designed the way you want it, all while sharing products you love with people who love them back. You can do it. IMAGE: redheaded white woman smiling next to a door that reads "Erin's Faces"