THE BLOG

When I launched my beauty brand, I thought custom packaging was the gold standard but I didn't have the money to invest in it. The truth? You don’t have to start there.

Here’s why:

• Custom packag...

Some founders are mission-driven. They’re inspired by a personal story, a gap they experienced in the market, or a cause they deeply care about. Maybe something happened to them that made them want to...

When I started Erin’s Faces, I had been a makeup artist in New York City for 11 years. I had worked for other brands, but I had never built my own. I had never manufactured anything. I didn’t have a b...

Feeling the summer slump? 😩 Don’t worry – I’ve got you.

In the beauty industry, we usually see a dip in sales during the summer. I remember staring at our numbers in July and August, wondering what w...

I had a coaching session this week with my client Claire, who’s been dreaming about launching her beauty brand for years. She’s a stay-at-home mom whose kids will both be in school full-time this fall...

For the first five years of my business, I did it all. I made every product in my kitchen in Queens. I labeled every jar. I packed every order. Just me alone listening to show tunes.

Eventually, my d...

I love a good market - 

The energy, the people, the joy of watching someone light up when they try your product for the first time — it’s magic. But if you’re putting all your energy into markets and...

For eight years, I ran my business, Erin’s Faces, out of my home.
Not just me — a whole team, orders coming in and out, meetings — all crammed into a house that just wasn’t built for it.

By the end of...

Anna asked me a question recently that I know a lot of you are feeling too:

“I’m discouraged because I don’t get a lot of engagement on my posts. Should I keep going or change what I’m doing?”

H...

If you’re a beauty founder, there’s a decent chance you’ve sourced components or finished goods from China at some point. Maybe it’s your jars, droppers, glass bottles, or a perfectly formulated produ...

We're about to hit market season! Markets can be such a powerful way to grow your customer base, test new products, and connect with your community in real time. But to really make the most of the exp...

Spring isn’t just for clearing out closets—it’s the perfect time to freshen up your e-commerce website so it’s easier to navigate, more engaging, and primed for conversions. Winter subsides, the sun c...