26-27 May 2025

Session Information

3-Jun, 09:40 - 10:15

Making it: Scaling an independent beauty and wellness brand

Naturally Good Summit

Independent beauty, personal care and wellness brands have flourished during the past decade. The golden age of ecommerce allowed independent founder-led labels to share unique products and experiences directly to their audiences, and forge connected communities on and offline. Today many are still making their mark and growing from DTC into the physical retail space, but competition is stiff and scaling is more complex than ever. Consumers are savvy, spoilt for choice between dupes and celebrity labels, and reaching them is becoming more expensive every year. So where is the battle for scale fought? What's key to a successful retail pitch? And how do you prioritise as a  multi-tasking founder with limited funds and a small or non existent team? Effie Asafu-Adjaye is the founder of Beautiful Sparks and has worked with some of the biggest names globally in beauty. She’ll reveal some of the strategies from her work with LMVH, Bobbie Brown, Jurlique and more, sharing insider tips and her counsel to help independents tap into their superpowers and win.

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