DSN: Expanding into a big retailer often comes with challenges. What were some of the biggest hurdles you faced during this expansion process, and how did you overcome them?
MB: Our biggest challenge was preparing for this on an inventory level. We implemented new inventory management systems and worked hard to streamline our operations processes to ensure we could service our new retailer, while also ensuring the launch wouldn’t impact our other retailers. It’s kept all of my teams very busy over the past year, and I’m extremely proud of all of our hard work.
DSN: For customers who may be new to your brand, what should they expect when they explore your products within CVS?
MB: Our products are vegan, cruelty-free, highly pigmented, easy to use and for women of all complexions. I would love for CVS customers being introduced to us the first time to explore our broad range of best selling lip shades. We have thousands of reviews from our customers that have found their love of finding their perfect nude, or their perfect red, so I encourage everyone to try it! I know we have something for you!
DSN: In what ways will your brand continue to prioritize sustainability and ethical practices as it reaches a larger customer base through this retailer?
MB: We will continue to be honest and transparent about our safe, high quality formulas at an affordable price! We believe high quality shouldn’t come at a high cost. We aim to provide accessibility at every level for every customer.
DSN: What are your plans for engaging with the community and maintaining the brand’s connection with your existing loyal customers after this expansion?
MB: I think the most powerful thing that we can do to engage with consumers is let them in on the journey. Our customers have always been really proud of us. They remember watching me make lipsticks in my kitchen, they’ve seen us face public rejection and they’ve seen us grow in retail. We’ve always let them in on the journey and that’s not going to change. I shared the first time I walked into a CVS store and saw our endcap, and we’ll continue showing some sneak peeks of how we prepared for it because we know we couldn’t do it without them.
DSN: With this expansion, what are your goals for the future of your brand, both in terms of product development and outreach?
MB: With this expansion, we are hoping to increase our retail sales significantly this year. We are all about segmentation and making sure we are where our customer is. This launch is a semi-permanent endcap from September until the end of December, and after that four-month test with our best sellers, we’ll determine which CVS stores we should launch in. I always think it’s better to start small and grow, so we can continue to drive the accessibility of nontoxic, inclusive makeup.