Lisa Cain’s Post

As I look over the Fenty Empire, I think there are a few lessons to be learned from Rihanna's strategic branding approach! Here are my general thoughts: 1) Rihanna built the Fenty brand specifically around Inclusivity. Rihanna didn’t just launch a beauty line; she launched a revolution. Fenty Beauty filled a huge gap in the market by catering to all skin tones, building a brand rooted in inclusivity and trust, she did the same with her lingerie line that catered to all body types, and she’s keeping to her brand pillars through an inclusive hair care line that caters to all hair care types. The trust she’s developed in the Fenty brand is the cornerstone of Fenty’s success and a key takeaway for us all. 2) Rihanna leveraged her goodwill in areas adjacent to where she initially built brand trust. With Fenty Beauty’s success, Rihanna expanded into fashion with Fenty clothing and Savage X Fenty lingerie, then skincare, fragrance and now into haircare with Fenty Hair. This seamless transition showcases the power of a solid, inclusive brand foundation and demonstrates how much easier it is to maneuver when you focus on building a strong reputation in one area first. 3)Rihanna understands the power of anchoring her Trademarks. As a trademark attorney, I can't stress enough the brilliance of using "Fenty" as an anchor trademark. Here’s why this is so effective: 1. Consistency Across Industries: The Fenty name means efficacy, quality and inclusivity, no matter the product. 2. Ease of Trademarking: A strong, unique name like Fenty is easier to protect across categories because no one else has it. It also gives her brand protection in areas not yet ventured into through legal principles like the natural zone of expansion. 3. Market Recognition: Consistent branding enhances recognition and trust. 4. Enhanced Brand Loyalty: A versatile name builds loyalty. Fenty fans are eager to try new products because they trust her previous products. 5. Strategic Flexibility: An anchor trademark allows for easy expansion into new markets without having to rebrand, further capitalizing on the goodwill of the name. Rihanna’s Fenty journey is a blueprint for success, but the biggest takeaway is this: Build a strong, inclusive brand foundation and choose a name that can grow with you. Ask yourself: Is your brand name versatile enough to expand into new industries? Does it carry the trust and values needed to attract consumers in different markets? The Fenty story is a powerful reminder of the importance of strategic branding and inclusivity. Leverage these principles to create a brand that opens doors and builds lasting loyalty across industries. #BrandStrategy #Trademark #trademarkattorney #InclusiveBranding #Fenty #Rihanna #BusinessGrowth #MarketExpansion #thebrandattorney

The Met Gala, a highly anticipated celebrity event, is happening tonight in New York City. Celebrities spend months planning their outfits, skincare routines, and beauty treatments to make a statement on the red carpet. So, what can we learn from this event? The key to achieving stunning looks is planning. Planning your wardrobe is essential whether you are speaking on stage, having branding photoshoots, or attending conferences. It saves you time, money, and stress and helps you look your best. Planning ahead not only gives you the luxury of choice when it comes to dresses, but it also allows you to make any necessary alterations without the pressure of time. Moreover, it's important to avoid starting a new skincare routine right before your big event, as this could lead to unexpected reactions. By preparing months in advance, you can secure appointments for beauty treatments and hair color changes at your preferred time, ensuring you're fully prepared and stress-free on the day of your event. So, here's the most important step you can take today. Review your calendar of social or work events that require you to dress up. Note the attire required for the event and check if you have the outfit in your wardrobe. Also note the beauty appointments you must make and the outfit or outfits you need for the occasion. Finally, review your accessories to ensure nothing needs to be prepared. All this planning takes time, so you must plan at least 30 to 90 days in advance. This will give you enough time to finish everything without rushing and with calm energy to help you look and stay beautiful. All of these elements are connected, and by planning ahead, you can prevent meltdowns and ensure you look amazing and beautiful. If all of this feels overwhelming, don't worry. I can help you make plans, find the right outfits, and look amazing for your event. DM me, and let's schedule a chat to discuss how I can help you.

First, they team up with Chipotle for a burrito-inspired makeup kit. Then, they drop a denim-infused line with AE Jeans. Then, a coffee-fueled collab with Dunkin'. Each one sends shockwaves through social media, generating an incalculable amount of buzz, shares, and jaw-dropping reactions. But while the buzz nay be incalculable, the results over the past 5 years are not (as shared by their CMO Kory Marchisotto): - Top-performing stock out of 1615 companies - Over +1500% stock price increase - 20 consecutive quarters of net sales growth - Significantly outperformed the category >14x - More than doubled their market share - Only one of the top five mass cosmetics brands to grow share in 2024 They don’t just focus on their owned content, they do stuff that gets them talked about by everyone else. That's the magic of E.L.F. BEAUTY's strategy. They're not just pushing products. They're sparking conversations. They're creating cultural moments that get people excited, intrigued, and eager to share. They know that the key to winning on social media isn't just creating great content, but creating great reasons for others to create content about them. In E.L.F Beauty’s case, that involves unexpected and incredibly on trend brand collabs. So what do you do when you’ve seemingly mastered the art of the buzzworthy collab? Do you retreat into the success of safety? Or do you go after the one brand that seemingly does the social-centric game better than you? The answer to that question is a mind-melting partnership with Liquid Death, complete with a coffin-shaped makeup kit and a metal-inspired look that according to everyone on social media, is to die for. It's once again a powerful reminder that in today's social media-driven world, it's not just about what you post. It's about what gets people posting about you. It's a strategy that requires guts, creativity, and a willingness to take risks. But as E.L.F. Beauty's skyrocketing success shows, it pays off big time. So, here's the challenge for every brand out there: What's your Liquid Death coffin kit? What's your Chipotle burrito eye shadow? What can you do not just to post but to get people posting about you? Figure that out, stop taking things so seriously, and you might find yourself with E.L.F. Beauty's killer results. Or you can take the long, boring and expensive performance marketing route. It's totally up to you.

Founded back in 1972 by makeup artist Ilana Harkavi, IL MAKIAGE was a professional #makeup brand with proprietary formulations that was used for decades by some of the most renowned celebrities and professional makeup artists. Yet, it was a kind of secret jewel used only by the few. Fast forward in 2013, the two visionary founders of what today is ODDITY bought the brand and meticulously prepared a relaunch in 2018 with the help of L Catterton. This time the brand rather than following the industry’s ‘discover offline’ and ‘replenish online’ strategy, invested in technology that would help people shop better online. The company did break the industry mold via innovating both i) at product level (e.g. via Revela acquisition in Apr 23 and the establishment of Oddity Labs), and ii) at digital strategy level via perfecting the clients experience (e.g. via their PowerMatch algorithm or acquisitions such as Voyage81 in Aug 21). The strategy did work and il Makiage fast grew to about $260M by 2021 extending its range of products to skincare (now about 20% of the brand). Then in 2022 they introduced a new brand, SpoiledChild™, with client custom formulation for skincare and haircare. Oddity closed CY22 at $324M +45% YoY (+33% without spoiledchild) and CY23 even better at $509M +57% YoY (+23% without spoiledchild). Looking at quarterly Net Sales it seems that the group has a seasonal path with the first semester performing higher than the second one. This seasonality gives the impression that SGA%NS moves in the opposite direction with a ramp up of these in the second half, but in absolute dollar value the highest investment quarter is JFM followed by AMJ. COGS%NS has improved over time, but its impact on Adj EBITDA margin is limited. In fact, this last has a trend specular to the SGA%NS one, and has been improving over time from a 6.2% in JFM22 to a spectacular 32.3% in AMJ24. Also, in terms of cash management and other balance sheet measures the group performances are spectacular. In Jan 22 the group got an investment of $130M (EV $1.5bn) and in Jul 23 they prepared for the #IPO (EV $2.3Bn). Now in 2025 the group is planning the launch of two new brands, one focused on medical care skin and body care (e.g. acne treatment) and the other one still to be announced. These launches will leverage the incredible clients’ database of more than 50M individuals. All bright, and we do expect a continued fast growth for the company. Yet, a minor watch out on the latest performances. As underlined, the first half of the year is what drives the full year performances. In 2024 we have witnessed another great first half but comparing YoY peaks we notice and slowing down in the growth. Hence, will the introduction of two new brands defocus/divert too much resources from the Makiage and SpoiledChild despite the separate management teams (as we might be witnessing in this very moment)? Or is this a normal flattening of the grow curve for the two existing brands?

Case Study: How BK Beauty Carves Its Niche In The Makeup Brush Market The global makeup brush market, a burgeoning industry expected to reach $2.2 billion by 2025, is fiercely competitive. Amidst a diverse landscape of high-end and budget-friendly options, BK Beauty stands out with its strategic approach and luxurious offerings. https://lnkd.in/gXMaVUsm

It's time for the 🟢 brat and 🌸 demure edition of internet lingo explained! 💚 Coined by singer-songwriter Charli XCX, being brat means being unashamed and unapologetic. It's being a little messy, feeling a lot of feelings, skirting on the precipice of an emotional breakdown, but partying through. Brat is blunt and honest; brat takes up space. Brat thrives at the centre of attention; brat has fun! Brat is a strappy white tank with no bra and denim jorts. Brat has no time for acai smoothies and reformer Pilates, because brat is a rebel who loves her watermelon lime vape. If brat were a colour, brat would be slime green. As confirmed by Charlie XCX, Kamala Harris is brat. In June, brands piled onto the brat bandwagon. The Harris campaign embraced ‘Kamala is brat’, creating TikTok videos which juxtaposed Harris’ speeches with Charli XCX performances. Brands also embraced ‘brat summer’, releasing brat-themed starter packs for makeup, accessories, and athleisure. But in August, brat summer turned into demure fall… 💖 ‘Very demure’ was coined by TikToker Jools LeBron, whose video “Look how I do my makeup - very demure, very mindful” sparked a viral trend. But being demure doesn’t mean being a shrinking violet, it means being mindful of your surroundings and considerate of other people. If you wait patiently to disembark a plane - that’s very demure, very mindful. If you’re staying at an Airbnb, making yourself a little instant ramen in the microwave is very cutesy, very considerate. If you’re renting a Turo, returning it to your host with a little extra fuel is very sweetsy, very nice. In contrast, wearing clown makeup to work is not very demure. Cooking seafood boil in your Airbnb would not be very mindful, not cutesy. Ultimately, the essence of 'demureity' is having impeccable vibes, uplifting others, and having respect for our shared space. Brands have also been quick to jump on this trend. United Airlines scored over 250k likes when they commented on one of Jools’ videos, “not standing immediately when the plane lands is so demure”, while makeup brand Patrick Ta scored over 1 million views on a makeup video collaboration featuring Jools. Are you in your brat or demure era? Comment a brand, and I'll reply how I think they can jump on one of these trends, in a way that's fun but also drives business outcomes... #brat #demure #verydemureverymindful #TikTok #trends

Serena Williams just launched a makeup brand for people living an active lifestyle. Serena Williams is known as one of the greatest athletes of all time. Although she didn’t struggle to destroy her opponents, there was one thing she did struggle with on the court: make-up. Throughout her career, she was always searching for makeup that looked good after hours on the court. But there’s only so much you can do because you move and sweat a lot, and you wipe everything away. And then you win and get a close-up of your hot, sweaty face. Definitely not your best look. That’s why Williams felt there is a need for a makeup brand you could move in. Introducing WYN BEAUTY by Serena Williams (pronounced as Win), a new brand of clean, high-performing, skin-loving makeup designed for life, not just a photo finish The brand was founded through a joint venture partnership with the Good Glamm Group, known for its disruptive tech-enabled portfolio of leading beauty and personal care brands across global markets. Here is why I like the launch of Wyn a lot: 🎯 The brand is solving a real problem. 🐐 As one of the greatest athletes of all time, Williams used to experience this problem daily. That’s why she can speak authentically about it to her 17M followers. 🕙 Timing. Williams retired at the end of 2022 and now has the time to give Wyn her all. 🎾 Market. More women turn to active dates. Padel, pickleball, golf, you name it. The need for a makeup brand that can resist sweat is increasing. Do you think Williams’ Wyn can compete against other celebrity-founded beauty brands like Rare Beauty, Fenty, and more? 

Call it indie agility. According to data from Dash Hudson, indie makeup brands are outpacing the total beauty industry in terms of engagement rate and follower growth on TikTok, averaging 4.4 percent by engagement and 25.5 percent by year-to-date follower growth. Beauty overall, by comparison, nets out at 4.1 percent and 7.7 percent by the respective metrics. It’s no surprise that many of the platform’s heaviest hitters — including Kosas, whose following has grown at a rate of nearly 40 percent this year, and Glossier, which has a 10.2 percent average engagement rate second only to Florence by Mills in indie makeup — are among the flurry of brands which are reportedly up for potential sale this year. There are also more nascent indies making a splash on TikTok: Violette_FR, whose founder Violette Serrat often takes to the platform to share French beauty tips — most recently how to “style” a red lip —is seeing rapid follower growth, as is Danessa Myricks Beauty and Patrick Ta Beauty. Hailey Bieber’s Rhode also continues to make waves in the category. More on WWD https://lnkd.in/eeJmHDix

They Laughed When She Said She'd Sell Makeup Online... But Now Rihanna's Fenty Beauty is a Billion Dollar Empire. This could be your story next - only if you feel it, only if you believe , only if you get things done and only if you try once again. Just try. Ever feel like everyone's doubting your startup dream? Like the world is saying, "Just give up, it's not gonna work"? We've all been there. But here's the thing: history is littered with founders who were ridiculed, rejected, and laughed at before they built empires. Take Rihanna's Fenty Beauty. Remember when people scoffed at the idea of a celebrity makeup line, especially one catering to diverse skin tones? Fast forward to today, and Fenty Beauty is a billion-dollar powerhouse, shattering beauty industry norms and rewriting the rules. But Rihanna's not the only one. Here are two lesser-known stories that prove persistence pays off: - Sara Blakely and Spanx: Rejected by countless investors for her idea of "shaping undergarments for women," Sara Blakely kept iterating and eventually landed on a design that revolutionized the industry. Spanx is now a multi-billion dollar brand. - James Dyson and the Bagless Vacuum Cleaner: Dyson's invention was initially mocked by established companies. Yet, his unwavering belief in his product led him to refine his design and eventually dominate the market with his iconic bagless vacuums. He built over 5,000 prototypes of his bagless vacuum cleaner before getting it right. These aren't the only stories.  Let's celebrate some lesser-known warriors: - Blake Mycoskie, TOMS: Initially launched a for-profit shoe company, but upon witnessing poverty in Argentina, pivoted to the One for One model we know today. - Jessica Alba, The Honest Company: Faced criticism for the price point of her natural baby products, but persevered and built a billion-dollar brand. The truth is, every successful founder has a graveyard of failed ideas. But what separates them is their relentless pursuit of their vision. The message is clear: Don't let rejection or doubt define you. - Focus on your WHY. What ignited your passion for this idea? Reconnect with that spark when times get tough. - Embrace iteration. The most successful products rarely emerge fully formed. - Be willing to adapt and improve based on feedback. - Find your tribe. Surround yourself with other hustlers and believers who will support your journey. - Remember, the road to success is paved with setbacks. But for those who keep pushing forward, the rewards can be extraordinary. Who's your favorite entrepreneur who defied the odds? Share their story in the comments and inspire others! Never Give Up Try again, Just Try. Pass on and share these vibes with your startup tribe. Godspeed success to you Hi5 & Cheers Ravi Kikan #startuplife #mentalhealth #leadership #entrepreneurship #startups