039 – Marcia Kilgore of Beauty Pie – Like a Kid in a Beauty Store

Beauty Pie

Beauty subscription service with world’s best luxury skincare and makeup at straight-off-the-production line prices…

Marcia Kilgore, Founder of Beauty Pie (a beauty membership program) joins host Julie Fredrickson and guest host Annie McRoskey (‎Social Media & Marketing Coordinator for Trendalytics) on location at NRF Big Show 2018. MouthMedia Network is powered by Sennheiser. Sponsored by Kabbage.

In this episode:

  • Kilgore’s background as a three time beauty entrepreneur and one time footwear entrepreneur
  • The origin of the name and concept of Beauty Pie, and offering of original products, and as a buyer’s club for beauty addicts
  • Neuroplasticity, epigenetics
  • How Kilgore is directly involved with the formulating of the skin products
  • The secret is most cosmetics from perhaps fifteen factories, and most brands are not making their own products
  • The beauty industry is about selling a dream, and as well that women wont be smart enough to know the markups – but of course women are smart enough
  • How inexpensive great products can be to make, and why beauty editors might be bamboozled
  • Buying beauty products should be fun and why that matters
  • How and why Kilgore and Beauty Pie started with color cosmetics and moved to skin care, and the genesis of an idea with “what would the Netflix of cosmetics be like?”
  • The way beauty Pie started with makeup and how it came from playful copywriting
  • Why the Beauty Pie business model works
  • The value of Hyaluronic Acid that holds 1,000 times its weight in water
  • Are new ingredients better or are we reinventing just because of desire?
  • How Kilgore is balancing accessibility without all the marketing team, and writing her own marketing and social media copy for the brand

038 – Virginia Bonofiglio of FIT – An Education in Beauty

Virginia Bonofiglio

Learning a changing beauty industry with Virginia Bonofiglio …

Virginia BonofiglioVirginia Bonofiglio, Assistant Professor and Associate Chairperson of the Department, Cosmetics and Fragrance Marketing at Fashion Institute of Technology (FIT), joins Karen Moon and Abby Wallach [Episode 25]  in the MouthMedia Network studio powered by Sennheiser.

In this episode:

  • How Bonofiglio entered the beauty industry by accident like many people, working for a Swiss fragrance company because she spoke French, helping as a technician who could understand the French perfumer
  • Bonofligio reflects on that time as a very experimental time, built on small innovative companies
  • How she learned about the sense of smell, and how we can define what we smell, the memories it brings to mind, emotions, and how it is based on organic chemistry
  • How the fragrance industry is one of the most regulated industries, and how some things are no longer in use such as nitro musks, and materials from animals
  • The challenge is how you make things smell great utilizing mostly all the new potential ingredients and technology
  • How the fragrance engineering began with the Egyptians, with a fragrance smoke meant to speak with gods, gain confidence with people
  • Middle top and bottom based on evaporation rate and what hits the nose first, and how companies can now create fragrances that are more linear in nature
  • The fragrance process begins with the brief, consisting of cost structure, where the company want to sell it, what it should smell like — the perfumer reads it and works with people in the company to get a feel of what client wants, potentially taking years while perfumers no longer have luxury of time
  • Living with a scented life, and how Bonofiglio is seeing in the classroom the desire to be authentic, real and individualistic
  • What Madelaines (cookies) have to do with Proust and the fragrance industry
  • Challenging but exciting industry disruption in product development, new materials, with traditional materials being eliminated
  • How traditional marketing is over, the digital world rules
  • The consumer lives in a mobile world, and the role of influencers with enormous followings in the beauty industry
  • The consumer wants to know how and why and when products works, so beauty companies need to be more transparent
  • Students need to understand speed to market, social media, and how to be visualizing products like fragrances
  • Sustainability and social corporate responsibility is paramount in current education
  • Educating companies, and how FIT is trying to be one step ahead of them
  • Bio-hacking, and personalization of skin care and fragrance products
  • How skin is the body’s largest organ, and we need to take care of it because it takes care of the rest of the body
  • The need to look at psychographics far more than demographics
  • Everyone looks at heritage products
  • Bonofiglio’s most scentful memory, and how the most popular scent was patchouli oil with a woody musky smell, how she found a plant at the farmer’s market, grew it in the window, now has full grown bush in house that brings her back in the 60’s
  • Reverse mentorship, and one of her takeaways from students that shaped thinking was learning to text
  • The beauty industry’s understanding and addressing the needs of diversity the way it has

037 – Janet Gurwitch of Castanea Partners – Winning at Beauty, Business and Baseball

Janet Gurwitch

Building a successful beauty brand (or any brand)…

Janet GurwitchJanet Gurwitch, Operating Partner of Castanea Partners (a Boston-based middle-market, consumer-focused private equity firm), joins Karen Moon and Regina Gwynn in New York at the MouthMedia Network studios powered by Sennheiser.

In this episode:

  • Gurwitch reveals some strategies in successful brand building and investing – one must “drink the Kool-Aid”, look for differentiated product, get along with the entrepreneurs, and believe together in the ability to build a large global business
  • How Gurwitch has never had brands not successful, but has of course had periods when they not successful, usually logistics issues, an inability to get the product out
  • Success stories of, and Gurwitch’s involvement with, Tatcha, Dollar Shave Club, DrybarJanet Gurwitch
  • How Castanea is helping brands get access to logistic resources, and how they bring a lot along with money
  • How the changes in the landscape of the beauty industry are changing how Castanea chooses to invest
  • Understanding a brand, each with a distinctive voice and brand DNA, new ideas, the importance of brands having a point of difference that resonates with a great products, and are well marketed (with a great illustration of the story of Drybar)
  • The stories of Dollar Shave Club (with a matching subscription with product), and First Aid Beauty (opening price point at Sephora to fill a white space)
  • Making the Laura Mercier brand a success, the story in building that brand
  • Gurwitch’s dream to be first woman CEO of Neiman Marcus, and making it to EVP and then leaving to pursue her own brand
  • Meeting Bobbi Brown, and how Gurwitch couldn’t get over how beauty industry was changing, so she tossed aside a wonderful corporate life , found Laura Mercier, licensed her name, and built a brand around the flawless face, great foundations, techniques, primers, and the moment of the ask for Mercier to lend her name on a brand Gurwitch owned
  • The importance of being willing to find the right group of people, and take risks
  • Why Gurwitch accepted Neiman Marcus group to invest in her company, how it impacted the sales
  • How Gurwitch undervalued packaging and learned later the major importance and impact of the right packaging
  • Young companies vs. small companies
  • What has made beauty more accessible
  • Being from the South
  • Winning the World Series with the Houston Astros (as a member of the Board), and going from being the worst team in baseball to winning the World Series, as a great example of rebuilding a brand

036 – Julie Mathers of Flora and Fauna – Green, Kind, and Selling Life

Flora and Fauna

Eco-friendly and vegan products from Australia…

Flora and FaunaJulie Mathers, Founder and CEO of Flora and Fauna, Australia’s largest cruelty free & vegan shop with exclusive eco friendly products, joins Pavan Bahl, Marc Raco, and guest host and Kelly Stickel (CEO of Remodista) at Shoptalk Europe in Copenhagen. Powered by Sennheiser.

Mathers reveals how her company offers all natural and vegan products, from skin care to fashion, and how essentially they “sell life”, Flora and Fauna’s 3.5k SKUs with many brands, and its private label brand Green and Kind

In this episode:

Flora and Fauna

  • Flora and Fauna is vegan and cruelty free, with a goal to change the way people shop
  • Vegan and cruelty free can be polarizing Flora and Fauna is subtle about it, so it is important to get customers in the door before focusing on that.
  • Brands are turning more and more to eco-friendly, how is affecting them, not being able to produce enough products as soon as consumers are educated, and how a full generation is thinking about this
  • Requirements to be a brand on Flora and Fauna – vegan products, cruelty free down to fiber levels
  • Considering packaging supplies
  • Is Flora and Fauna in a position as a thought leader, and could they offer certifications
  • Flora and FaunaFlora and Fauna’s business is from 80% Australians and New Zealanders, which for them is big market, due to marketing efforts
  • A huge move—consumers can now request less packaging, as something that makes social and financial sense to the company
  • Handwritten notes as part of entire relationship with consumer base
  • How the warehouse is hub of the business, meetings are in the warehouse which is the touchpoint of the business, the warehouse is light and bright, located in the outback with beautiful view (plus, a chocolate tasting, and having fun)Flora and Fauna
  • How the handwritten notes started, people are wanting to receive a box of delight, and Mathers wanted deliveries to be memorable
  • International growth is future of the company, a priority for 2018, and focusing on English speaking countries
  • Flora and Fauna has signed up with delivery provider who can deliver pretty much next day, even overseas, and how Flora and Fauna wants to partner with same customer service rigor as them
  • Rising above the noise of companies in the same space
  • People are not searching for products as much as problem
  • The role of social media in marketing, and targeted micro-influencers
  • An ecofriendly Wheel of Grid Destiny spins for Off the Grid Questions, covering the inspiration for being social conscious in the world, how Mathers turned vegetarian at 16 years old, when she was building solar cookers in Spain, being surrounded by and rescuing animals, and selfless and mindful superpowers. Plus, an invite to share thoughts on focusing on positive change…

Niki Manavi of Light YourWay – Beauty Outside and Inside

Niki Manavi

Higher self development, moving from an outdated, ego-based operating system to a heart-intelligent, co-creative state of being, and awakening and activating the infinite potentials that reside within each one of us…

Niki ManaviCan helping people find beauty on the outside provide a way to offer them beauty on the inside? Niki Manavi did just this, working for 10 years as a freelance hair and makeup artist for big time TV shows. She was born with a full consciousness, and began bringing higher consciousness and energies into the media world by impacting from behind the scenes. Manavi shares how she now impacts others as a higher self-development coach and as an instrument of higher consciousness, why food and gut health are Niki Manaviimportant, and how theta healing can heal addictions. Plus, how millennial generations are made up of Indigo Children and Light Warriors. In this special shared episode, Manavi, Founder of Light YourWay (speaker, Higher-Self Development Coach, and an unstoppable LightWarrior who works with leaders, changemakers, and lightworkers around the globe to answer their highest calling), joins Julie Chan of “All Possibilities”podcast in the MouthMedia Network studios powered by Sennheiser.

In this episode:


  • Niki ManaviHow Manavi was feeling like she was dropped off on wrong planet since birth, feeling displaced, rigidity around her, the many stories she was being told that didn’t feel right, like amnesia
  • Our endless dramas and polarities with people operating in ego-driven realities, and for Manavi it felt like so far from truth
  • Having a connection that superseded Manavi’s age, how wisdom is not defined by age but by presence and awareness, and how it didn’t align well with the Greek culture and why she withdrew inward
  • Becoming a hair and makeup person in TV, and
    how one is in close proximity with talent in their energetic sphere, and how getting hair and makeup can make you feel loved
  • How Manavi needed to segue out because the TV setting wasn’t appropriate to deliver the full message, and she started getting universal push to start Light YourWay, and be in a setting people can open up more
  • The fusion of clairaudience, clairsentience, Reiki, being used as medium to bringing higher consciousness through an energetic conduit, streaming higher frequencies to assist someone, with self development, taking essence of a higher self and bridging with development where someone doesn’t just have to switch suddenly between their other self and job, merging into the higher self completely, higher self development, in a tangible and practical manner
  • Higher self vs. ego, how the higher self doesn’t mean better or superior, but means a higher voltage, different frequency, and the fastest way to that level, and the heart is the portal to the sun
  • Feelings are not emotions, emotions are connected with ego and mind, feelings are organic and truth in your heart
  • Waiting for people to give us permission to go there, or do we need validation from external sources or being willing to not be held back by findings or research
  • Reiki, theta energetics, emotional freedom technique
  • How consciousness is upgrading to a fifth dimensional state
  • Indigos are bringing forward higher levels of frequency, different levels of consciousness merging into our world to accelerate human evolution
  • How the universe is gradual and sophisticated, effecting change smoothly and slowly, making it difficult to see it is changing all around us
  • Star seeds, Indigos, beings of light
  • Looking at how more children are being born this way, one in five, and more and more since 2012, more encodings of consciousness, with it all accelerating
  • A shortcut, and how bacteria in the gut and brains connects with receptivity to things when you don’t have good microbes in the gut, the ability to strengthen gut biotics by drinking raw milk, eating yogurts and more — resulting in dispelling lower levels, symptomatologies, not letting anyone derail you because of the support from the universe
  • The end of the world vs. the end of an old consciousness
  • Waking up consciousness in being human
  • How ultimately it is up to you, your choices, and what you think is possible

035 – Petula Skeete – Hashtag BeautyFULL

Petula Skeete

Four-time Emmy Award winning makeup artist and thought leader Petula Skeete on trends, success, being feeling beautiful, and working with Robin Roberts on Good Morning America…

Petula SkeetePetula Skeete, hair and makeup artist and Founder of Uplifting You,  joins hosts Karen Moon and Abby Wallach in the MouthMedia Network studios powered by Sennheiser.

In this episode:

  • Why Skeete grew up hearing everything but that she is beautiful and it hurt her, and beauty on the island she was living on was not representative of how she looked
  • #BeautyFULL, how together we are all beautiful, why a hashtag becomes a story of many
  • How with social media everything has to be perfect, the way Skeete uses social media in a very raw manner
  • A day in the life of Skeete, feeling beautiful while making others beautiful, starting at 3:50am, working with Robin Roberts, how she started working with RobertsPetula Skeete
  • Skeet’s past of working with cancer patients and survivors, and a surprise phone call after putting her goals out into the universe
  • Pushing the envelope and trying new things
  • The continued popularity of hair extensions, looking and feeling very natural
  • New innovations in beauty
  • How inspiration comes from the consumer and their lifestyle
  • Why every stylist is a celebrity hairstylist, and everyone is a celebrity for themselves
  • Petula SkeeteWhy hair is like your crown, and when you feel good you have confidence
  • An upcoming event bringing inspiring women together — CROWN (Crisis resilience Ownership Winning Now
  • Getting to know yourself, getting to know all the shapes of your face, and getting to know yourself, as foundations of leading to beauty, and you are beautiful

034 – Desiree Reid – The Move Toward Multicultural

Desiree Reid

Multicultural marketing in the beauty industry…

Desiree ReidReid discusses thinking about the beauty space in a multicultural manner, how skin tones are not attentive to ethnicities, empathizing with customers, and how attention to multicultural concerns in beauty was revolutionary in the early 90s. A quarter century later, we’re still having the same conversation, and brands are still not focusing on that customer.

Desiree Reid, Founder/President of Desiree Reid & Co. (leaders in multicultural marketing, business diversification, organizational management, product development, manufacturing, retail sales partnerships and global brand expansion for today’s market and the marketplace of the future) joins Julie Fredrickson, Regina Gwynn, and Karen Moon in the MouthMedia Network studios powered by Sennheiser.

Rihanna, better communication, and the customer holds the compass

The person (Rihanna), the company backing the person (LVMH), and the distribution channel (they own Sephora), plus the magnitude of the group, and now as a result being able to put pieces in that other brands might not have been able to put together in a lasting way. Brands win by speaking with customer better, not just because they offer better products. The customer dictates where brands should be found, including pricing, politics and messaging, and brands will develop tiers of where they will be. Why brands are scrambling to figure out the Fenty Beauty Effect, and how brands lack empathy with consumers.

Reviews, technology, and deciding what’s beautiful

Desiree ReidHow the beauty industry is growing, the under-tapped opportunity with reviews, shade range, and the need to listen to customers what they wanted then moving to develop. How technology plays a part from product development to consumer interface, and the why the consumer will drive what they think is beautiful. The ability for exposure then you make the decision, and what you take from it. When consumers give that up, it’s a problem. Consumers find ways to use products you didn’t anticipate as a brand. Having an open space for consumers to decide what’s beautiful, and we’re OK.

Trend cycles, a stylish accountant, and resumes

Brands need to give consumers credit that they’ve done years of research to fond what works for them. Having less things in products that people don’t understand, and the cyclic nature of trends leads to more choices. Personal questions in a round of “Hitting the Pan” cover what you learn from relatives in beauty, the fascinating chemistry of beauty, from accounting work to beauty work based on style, access to job openings, why resume writing needs to be improved, and how people want to know you delivered (not helped) so you know how to execute.

033 – Jeana Chung of Knours – Best Beauty Every Day

Jeana Chung

Brands focused on clean beauty, skin care, and K-Beauty…

Jeana ChungJeana Chung, Vice President of Marketing at beauty brands Knours, Missha & A’Pieu, joins Julie Fredrickson, Regina Gwynn, and Karen Moon in the MouthMedia Network studios powered by Sennheiser.

A sister brand, a chatbot, and data

Chung discusses launching with Nordstrom, being leaders in bringing K-Beauty to the US, beauty cream, shining a light on little sister brand A’Pieu, addressing clean beauty with the right product, how it is the right time as women are more conscious of what they are putting on faces, “having your best beauty day every day”, and a first-in-class mobile app that charts every day. Knours’ cool chatbot called “You Know” tracks how you and skin are feeling, putting hormones and mood levels into a skin regimen – “know your skin”. Can data help influence new products, extensions, and thinking about an app and whether previous insights prompted creation of the app. Plus, the most unusual non-snack snack.

K-Beauty, packaging design, and impact of certain ingredients

Jeana ChungWhen K-Beauty stopped being K-Beauty and started being best-in-class for skin care, looking to Asia for innovation, a hyperfocus on packaging which matters to younger consumers. Instagrammable packaging, being inspired by ingredients and traditions from Korean culture, helping women feel great in natural fashion. A need to consider gluten allergies (gluten is used in some emulsifiers), and realities of natural vs. synthetic.

Multiple lines, IQ and EQ, and matchmaking

Jeana ChungCreating two separate lines, how Knours is about sensitive skin lines, and another is for younger and older demographics for different hormone levels and needs, and how the brand is being holistic in three different lines. Balancing and navigating three brands with different DNAs, and the value in having a great team. How a background in law impacts Chung’s day-to-day including analytical skills, her personal favorite beauty product, cleansers, female role models, IQ plus EQ in women, Chung’s matchmaking on the side, and the message to love, to laughter, and to happily ever after.

032 – Hair Care Expert Fabio Scalia – Knowledge Is Great Hair


How brands may be missing the mark in quality hair care advice, the attention our hair and scalp should be receiving…

FabioFabio Scalia, hair care expert and founder of Fabio Scalia Salon, joins Julie Fredrickson, Karen Moon, and Regina Gwynn in the MouthMedia Network studios powered by Sennheiser.

Fabio meets Fabio, why education is crucial, and salons vs. brands

FabioEntrepreneur in wider hair space, meeting the other Fabio, curly vs. straight hair, different kinds of hair and challenges, personalizing and specializing needs for hair, allowing customers to replicate results from their visit, how product is an important aspect, doing the right research, understanding composition of products and how knowledge can give an advantage to customers to do their hair themselves. The importance of homework for hair care professionals, and how smaller cosmetic companies are taking advantage of technology and developing and editing products and getting into in niche markets. The salon as an intermediary for a brand, whether brands brainwash stylists, and how being on pulse of using content marketing helps communicate brand and mission.

Scalp care, trichology, and shampoo use

FabioScalp care, a lack of education in the industry, when Fabio starting to work at 14 in a salon in Italy, getting a license and education and being in seminars all the time. Why hair care professionals must learn, trichology (top knowledge about scalp and hair), the different scalp needs in different races and regions, and how big brands appear to have no interest in those differences. The pros and cons of using clarifying shampoos, how hair health and beauty can be highly linked to how one takes care of one’s scalp, why hair might be oily, and what one can learn from shampoo lather.

An iconic hair style, the politics of hair, and favorite places

Personal questions with a round of Hitting the Pan cover an iconic haircut style that transcends times, cultures and people, the 1950’s, the politics of hair, why Tuscany, the South of France, and New England are so special, and who inspired Fabio. Richard Branson, and going from nothing to a brand Fabio believes in.

031 – Nicole Amorosino of HCT Group – Formulating and Packaging Beauty

Nicole Amorosino of HCT Group

Cutting edge innovation, design and beauty manufacturing with HCT Group…

Nicole AmorosinoNicole Amorosino of HCT Group , Vice President of Product Sales of HCT Group (a turnkey offering which conveniently manages the process from concept to creation, overseeing logistics, formulation, filling, engineering, manufacture, point of sale design and brand launch strategy), joins Julie Fredrickson, Karen Moon, and Regina Gwynn in the MouthMedia Network studios powered by Sennheiser.

A one-stop shop, a library, and lead time

Nicole Amorosino of HCT Group Amorosino discusses HCT as a one-stop shop, how they started with packaging, and grew to formulation, brushes, and a whole gamut of things from a conceptual view of cosmetic brand to a whole market. How designers come up with rendering for brands as to how project will look like, the value of a stock tool to move right into working with factory. Having a library, data available for new brands, how many brands share the same packaging, the value of simplistic colors, extending the shelf life of natural products (and what is actually natural), airless packaging, matching formula and packaging for a coherent whole, lead time considerations, and why luxurious trail mix is the perfect analogy.

Trends, formulation, and new materials

Nicole Amorosino of HCT Group Trend reports, customization, processing, production times cost of goods to get ahead of a new trend, the importance of knowing what you want your brand to be, getting everything together for first results in faster execution as an area of growth due to speed to market. Innovation in formulation, partnering with raw material suppliers, being the first company with new materials that can be used with cosmetics, and exploring how customers can they use that for packaging, and finding formula stability.

Turnkey, QVC, and dancing with Richard Simmons

Being turnkey, and personal questions cover Star Trek by way of the MAC Cosmetics counter, favorite collaboration with Sephora and Alexis Bittar, working with QVC, gemstone history and meanings, and why the beauty industry almost wasn’t her career. Plus, what she’d sell in a 30 min slot on QVC, and dancing with Richard Simmons?