AMAKA Studio

SaaS Content Strategist

Lisa Steingold

I've always been obsessed with behavior change and unlocking human potential! This is my personal contribution to the world as I write on all things resilience and performance in a constantly changing world.

Books authored include 
- "Cut the Crap: The Power of Brand Authencticy" 
- "El Amor de Lisa"
- "Change for Good""

I also spent 2 years creating, producing and hosting "Velo Dulce" - a podcast featuring the world's leading women in their respective fields to yield 'the secret' behind high performance.

I've been privileged to speak on the subject of human behaviour and wellness
- Key Note speaker at GIBS Women in Leadership Conference 2013
- Presenter at the GIBS Accelerate Programme for high performance individuals 2013 & 2014 
- Chosen speaker for 2013 Innovation Summit 
- Speaker for 2014 Association of Change Management Professionals Conference 2014 
- Deloitte Women's Day Key Note Speaker 2012

Wellness expert, resilience specialist and writer

Whale (usewhale.io)

Whale (SaaS) is an online knowledge-sharing and training software solution that replaces outdated learning methods, enabling teams to unlock their next level of growth. 

My role is designing a strategy that attracts, delights, and inspires our audience. This involves partnership marketing, digital and content, including social media, email communications, our podcast, thought leadership, and sales-specific content.

Key Results
Successful partnerships with Hubspot, EOS and G2.
25% of all leads generated from organic content
Organic traffic increased 1900% over 3 years
26% average email open rate with 5.9% click-through rate
Creation of the Unlocking Growth podcast featured on Spotify's top 30% of business podcasts
Increased Google Authority from 14 to 51
Gated content and webinars to drive MQL's

We're excited to continue to deliver value content to the world's entrepreneurs and Google thinks we're doing something right as we saw our Google authority ranking double in just one year.

I am grateful to work with the best.

Head of Content Marketing

10x for Brands

I've always been passionate about growing world-changing brands and I founded 10x4 Brands to translate the vision of entrepreneurs into reality through authentic brand narratives combined with growth hacking tools.
10x4 Brands was my growth agency where I utilized a specific framework to help grow brands. My work included strategy, marketing campaigns, paid marketing, social media marketing and growth campaigns. 
Clients have included
BIA Cycling
Novus Global
Teams & Beyond
ASSECO
LaForma
Curtains2Fit
Discovery Limited

Chief Growth Officer

METACO 

A globally connected consultancy, Metaco is the recognised leader in Systemic Leadership Team solutions in Africa with a strong track record for delivering transformational results across a range of industries and contexts.

My responsibility includes
● Development of the growth strategy with integrated brand and digital strategy
● Google, LinkedIn and Facebook campaigns to deliver content and generate leads with development of CPA on digital channels.
● Development and management of events to press, partners and potential clients
● Development of corporate identity in line with strategy requirements
● Alignment of stakeholders from Comair and external agencies to ensure brand and business consistency in communications
● Writing and publishing of relevant articles in the media
● Development of Metrics and Reporting dashboard to ensure delivery of relevant metrics including revenue, traffic, proposals and ROAS for both Google and LinkedIn campaigns
● Mentorship of junior team members

Head Of Marketing

ChewyMoon

ChewyMoon is an eCommerce brand powering a future generation of super heroes through convenient healthy nutrition for kids.

With a belief that nutrition is fundamental to powering healthy happy growing humans and that producing great products that kids love instils healthy eating habits early on, ChewyMoon is giving more traditional kids food brands a run for their money. 

As Marketing Director, my role was to deliver on the brand mission, ensure growth and ensure LTV.

Marketing Director

Popimedia

Global Ad-tech platform and Facebook Marketing Partner #BuildingBusinessOnSocial

Using their proprietary platform, meedee8, Popimedia offers brands maximised and scalable social media exposure through targeted campaigns that offer campaign management, lead generation and reporting through Facebook, Instagram and the Facebook Audience network.

As Head of Marketing at Popimedia, my role included the brand and marketing strategy leveraging PR, sales collateral, cross channel digital campaigns, events, thought leadership (in the form of downloads, blogs and mailers), product and partner marketing to deliver of client acquisition and retention across a range of territories. This included all communication and measurement platforms including the website, MailChimp, Google Analytics, Google Data Studio and our own CRM system. As an essential part of brand I was additionally responsible for internal culture.

I was fortunate to oversee the marketing department including two direct reports and a number of agencies including the PR agency, web and social.

In my time with Popimedia I founded the CMO2020, Ad-tech Academy and SHiFT initiatives which were indicative of brand thinking and acted as PR and lead generation platforms.

The team at Popimedia were incredible and it was a blessed two years that I was able to spend with them.

Head Of Marketing, EMEA

Vega School

Responsibilities included
Development of marketing plans including objectives, brand positioning, channels, SWOT, calendar and budget in line with business and brand objectives
Spearheading market research to ensure that marketing decisions are aligned with the market and support the business objectives
Monitoring of field information and trends in and trends in the markets, customers, prices, channels and competition
Preparation of competitor pricing analysis reports
Identification of value enhancing opportunities for the brand
Employee and internal communications initiatives
Agency management to ensure delivery of tactical projects; PR agency, digital agency and ATL agency
Development of copy for all marketing material including the website, presentations and sales collateral for the student relationship team
Promotional planning (ATL & BTL) and development of promotional items (including collateral) and creative concepts. This included website, collateral for student relationship centers, presentations, school expos and external events presentations
Partnership marketing including maintaining inclusion at various awards including The Loeries and other prominent South African awards
Direction of marketing and recruitment team and processes to support the marketing function
Budget preparation and management to ensure ROI of marketing spend and achievement of weekly targets including preparation of weekly sales reports
Analysis of the business, evaluation of competitive challenges and identifies opportunities for growth
Management of marketing staff to ensure that the marketing function delivered on objectives at events 
Served on national marketing committee across other company brands within the master group
Presentations to Exco and (internal and external) stakeholders
Monitoring of field information and market trends
Reporting including sales reports, digital analytics and budgets into Exco

National marketing manager

Zodiac Pool Deutschland GmbH

•	Strategic brand plan incorporating market analysis, brand proposition, promotions plan, budget & time plan.  
•	Promotional planning incl. ATL & BTL (packaging, POS, CRM, direct marketing, relationship marketing) project implementation.
•	Corporate social investment program. 
•	Communications with external agencies (ATL, BTL, activation and media)  and internal business units e.g. sales. 
•	Trade marketing including implementation of loyalty program, trade road show and joint advertising.
•	Competitor analysis & tracking
•	Product packaging and new product launches.
•	New product development with R&D
•	Pricing analysis & and margin management.

Brand Manager

Growth obsessed • Strategic Thinker • People Focused • Girl on Wheels • Collaborator • Results-Driven  • Learner for life • Investor in people & brands • Reslience

What else?
I've authored three books, 
I'm the podcast host of 3 podcasts
I once wrote for Oprah Magazine, 
And I spend my weekends on 2 wheels 🏍️

Lisa Steingold 🇿🇦 🇪🇸

David Olusegun

Hi 👋🏿

I’m David. I’m driven by faith and committed to purpose. My work is simple: build and invest in consumer brands that make lives better and leave a positive legacy.

For over a decade, I’ve worked across CPG, entertainment, and media with global players.

I'm also privileged to advise founders and corporations on building products that truly serve people and I speak on faith, entrepreneurship and brand leadership with a focus on real-world impact and integrity.

Honoured to be recognised by Powerful Media, Music Week, KPMG Entrepreneur of the Year, HSBC x Black Business Week Top Entrepreneur and the UK’s Top 100 African Business Leaders, but the mission stays the same: help brands serve people, do good with excellence and integrity and honour God.

Reach My Team👇🏾

📧 Speaking & Commercial: adam@howtobeiconic.co
📧 Press Enquiries: press@howtobeiconic.co

Co-Founder & Co-CEO

CCV is a venture builder that partners with purpose-driven creators to launch global CPG brands. We are a creative-led team with strong end-to-end commercial expertise that provides the complete infrastructure to launch, build and scale these pioneering brands.

Our goal is to give our clients the opportunity to build something bigger than their personal brand, receive ownership rather than just another endorsement deal and leverage their following into a long-term future through building impactful businesses.

Our operating model is to work together with the creator as a co-founding team and enable them with the right infrastructure, tools, support, and capital. We love working with creators to change the world, one brand at a time. We believe it’s time we build businesses that shift the power paradigm to the hands of the creators. It’s what gets us up in the morning, it’s in our DNA and we are irretrievably obsessed with collective success by working with CCV you’ll be working with vested partners committed to global success!

I build brands, grow businesses, and navigate the world of CPG, but none of it matters without God. 

To my fellow Christians here, hear me clearly: we are nothing without God.
Preach the Word. Even if you don’t want your platform only to be faith-based, let your life preach. 

Let your character, your choices, and your conversations point people to Christ.

Talk to people about Him. Love people like Him. That’s our primary assignment.

“Preach the word; be prepared in season and out of season; correct, rebuke and encourage. With great patience and careful instruction.” – 2 Timothy 4:2

Building and Investing Purpose-Driven Consumer Brands | Angel Investor | Keynote Speaker

When God leads, your efforts are strengthened, and your path becomes clearer.

“Commit to the Lord whatever you do, and your plans will succeed”— Proverbs 16:3

So many of us have felt lost, searching for purpose, direction, clarity. Life can get confusing, heavy and overwhelming. 

But the good news is that there IS a way.

Jesus is the way, the truth and the life, and in Him we find the peace and direction we’ve been longing for. (John 14:6)

I read the Boots UK 2025 beauty data and a few things really stood out…

1. Science is winning. Full stop.

People are buying results.

No7 Beauty Company Renew now sells every 10 seconds. The Ordinary, La Roche-Posay Laboratoire Dermatologique… same pattern. The consumer has become a scientist

2. “Glow” has left the face and taken over the whole body.

Searches for glycolic acid jumped 64%. Even body scrubs now come with AHA/BHA. Skin health is now part of people's lifestyle.

3. K-beauty didn’t trend. It took over.

One K-beauty product sold every 15 seconds at Boots. Beauty of Joseon leading the charge. Korean haircare next.

4. TikTok is now the global beauty supply chain.

Boots added 400+ social-first brands because that’s where the attention is. Sky High Mascara, E.L.F. BEAUTY Power Grip Primer… all born online before they hit shelves.

5. Inside-out beauty is here to stay.

- Collagen searches up 227%.
- Electrolytes up 755%.
- Gut health up 70%.

People want energy, clarity, digestion, skin all connected. Beauty is now internal work.

6. Adaptogens are moving from niche to normal.

- Ashwagandha searches up 722%.
- Lion’s Mane in gummies, drinks, serums.

Consumers want calm, focus, balance and they’re shopping for it everywhere.

7. Fragrance is becoming identity.

Nostalgia, mood-setting, Y2K scents. Boots even opened a fragrance-only store. People aren’t buying perfume; they’re buying a feeling.

Beauty is more holistic and about consumers feeling good physically, emotionally and mentally.

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African Culture Is Exploding and It’s Creating One of the Biggest Untapped Food & Beverage Opportunities

I’ve been saying this privately for years, but it’s finally becoming mainstream news: African culture isn’t “coming.” It’s here! 

In 2023, Burna Boy sold out the London Stadium the first African artist in history to do so. That same night, Beyoncé was performing across town. Two icons. Two stadiums. One message: Africa is no longer on the periphery of culture. 

The Grocer just reported a major surge in British shoppers looking for West African foods.

For me someone who grew up in South London surrounded by jollof pots, suya smoke, puff-puff after church, none of this is surprising. The biggest untapped opportunity in UK consumer goods right now is African food & beverage.

The Pattern Is Clear: Every Global Cuisine Breaks Through the Same Way
Culture → Curiosity → Street Food → Restaurants → CPG → Category Leader

Korea did it. Japan did it. Mexico did it. The Middle East did it.
Now it’s West Africa’s turn. The difference this time?

The cultural wave is faster, the diaspora is younger, and the gap between cultural relevance and supermarket presence is the widest I’ve ever seen.

A Huge, Underserved Market Hiding in Plain Sight

The UK’s African community is not small:
✅ 1.5 million Black African people
✅ 250k mixed Black African
✅ Together, similar in size to the British Indian population

And the wider market is curious:
✅ 65% of Brits say they’d try West African food
✅ 57% have never had the opportunity

The demand is there. As someone who builds CPG brands, I see this gap every day:

✅ High cultural momentum
✅ High consumer curiosity
✅ Low shelf presence
✅ No dominant brands

This combination does not come around often. When it does, it creates category-defining winners.

The Signals Are Everywhere, the Industry Is Waking Up

1. The Grocer Confirms Rising Interest in African Frozen Foods
2. UK Retailers Expanding African SKUs
3. Michelin Stars Leading the Way
4. Festivals, Street Food & Gen Z
5. Diaspora Convenience Demand

This is the “Itsu moment” for African cuisine. Add the demographic reality, by 2050, 1 in 10 children globally will be African and you start to see how big this really is.

This isn’t a wave. African culture is global culture. When culture moves, consumer behaviour follows. When behaviour shifts, categories transform.

And the runway ahead is long, wide, and wide open.

li_at

JSESSIONID

Talks about #creators, #cpgbrands, #leadership, #creatoreconomy, and #entrepreneurship

The Grocer

Kehinde Falade

Joseph’s story has always fascinated me. 

Every time I read it, I discover something new about resilience, integrity, and leadership. 

Here are a few leadership lessons from Joseph that have stuck with me.

Lessons from Joseph

To make it in life, you actually need two things:

Delusion and audacity.

📌 Delusion: that inner belief that you’re meant for more, even if nothing in your life currently proves it.

📌 Audacity: the guts to act on that belief. To apply, to ask, to build, to enter rooms you technically have no business being in.

Most people stay realistic. That’s why they stay stuck.

The ones who change their life always sound a little insane at first.

Think about it: Airbnb started as two guys renting out an air mattress in their living room. 

The idea sounded ridiculous, but now it’s a global hospitality giant.

So if your dream feels delusional… good.

Now back it with action.

Over the past few years, Marks and Spencer has quietly delivered one of the strongest turnarounds in British retail.

M&S reported a pre-tax profits of £875.5 million a 22.2% jump, the best result in over 15 years. 

Food sales rose 8.7% to hit £9.0 billion and Fashion, Home & Beauty also grew, sales up 3.5% to £4.2 billion.

So what’s working when many peers still seem stuck in rewrites of their identity?

They leaned into fundamentals: quality food, reliable clothing & home staples. 

Rather than chasing trends or hype, they focused on core value goods people actually use and trust.

They regained trust: after years of repositioning and missteps, M&S seems to have re-earned consumer loyalty. 

Their food arm once derided as “posh sandwiches” is now central to the turnaround.

Disciplined management & clear strategy: consistent top-line growth, margin focus and investment in quality and operations have created a resilient foundation for recovery, even before accounting for external shocks.

Given the turbulence in consumer sentiment, inflation, and high-street fashion, M&S’s success feels especially remarkable: it shows what’s possible when you prioritise value, consistency and trust over flash.

Unilever’s latest move says more about the future of CPG than most people realise.

They’re exploring the sale of Marmite, Colman’s and Bovril, a ~£200m food portfolio, as they shift more aggressively into beauty, personal care and wellness.

Here’s what this really signals:

1. The numbers dictate the strategy.

Beauty operates at 2–3x the gross margins of packaged food, with stronger repeat rates and lower supply-chain drag.

When you model it out, the capital efficiency gap is massive. Unilever is simply reallocating resources to the categories with the best LTV/CAC, the strongest pricing power, and the most elastic demand curves.

2. Brand matters more than shelf space.

Food is increasingly commoditised. Retailers decide your fate.

In beauty, brand equity is the moat. You can build margin through formulation, IP, community, and positioning, not just volume.

3. Category focus beats sprawling empires.

The old FMCG model was: “own everything.” The new model is: “build where you have edge.”

Unilever knows their global R&D, talent, and marketing engine generates outsized returns in beauty.

4. This is part of a bigger industry correction.

We’re entering a decade where conglomerates will prune low-margin assets and double down on high-margin verticals.

Expect more divestments, more rollups, and more buying opportunities for challenger operators who know how to execute.

The lesson for founders? Focus where the economics reward excellence.

Double down on categories where great brand building still moves the needle.

My 2025 Linkedin wrapped.

What surprised me most this year was realising that when I talked about God, those posts did 10x better than anything about business. 

Not because they were polished, but because they were honest. Sundays always landed deeper, September felt alive, and May was quiet and the only real difference was me. 

I stopped trying to sound impressive and started saying what I actually believe. It reminded me that people can feel when you’re performing versus when you’re being real. 

I’m carrying that lesson forward: less optimisation, more truth.

So often, we live with the illusion that someone or some big event will come and fix all our problems for us. 

But the truth is, life doesn’t wait, and no one is coming to save you. 

The good news? When you take the reins yourself, you can achieve everything you’ve prayed for.

No one’s coming to save you!!

Africa’s Startup Ecosystem Just Hit a Three-Year High, and It’s Only Getting Started

African startups raised $2.65 billion between January and October 2025, marking the strongest three-year run for venture capital on the continent. 

October alone contributed over $442 million, proving that the momentum isn’t slowing down anytime soon.

This isn’t just about numbers, it’s about what they represent. 
📍Fintechs scaling across borders. 
📍Renewable energy startups solving real infrastructure gaps. 
📍Digital platforms reaching millions of young, ambitious consumers.
📍 E-mobility ventures raising record rounds.

Nigeria continues to lead the charge. Moniepoint Group raised $90 million, and Spiro pulled in $100 million in e-mobility, the largest in its sector. 

Across the continent, startups are quietly building companies that could scale globally, and the opportunity is enormous.

What people outside the ecosystem often underestimate is this: Africa’s growth is measurable, visible, and accelerating.

When you combine:
 ‼️ A young, hungry population
 ‼️ Rapid digital adoption
 ‼️ Underserved markets the size of entire countries
 ‼️ Increasing investor interest
 ‼️ Strong diaspora networks pumping skills and capital back in

…you get an environment where smart capital doesn’t just grow, it compounds.

In 2026, if you’re thinking long-term, Africa is one of the few places where the fundamentals and the future are pointing in the same direction.

I’m thankful to Dr. Raphael Sofoluke, UK Black Business Week | UK Black Business Show, Jamelia Donaldson, Treasure Tress for this amazing gift! 

It means a lot to be acknowledged, especially as a Black man in business and it’s an honour to be recognised alongside so many great men who continue to inspire me. 

Moments like this remind me why we keep going… even on the days when the work feels heavy.

Appreciate you all. ❤️

The Beauty-Health Revolution: 2026 Belongs to Science-First, Culture-Rich Brands

In my Boots UK commentary, I said the next era of beauty would be defined by two things: science you can trust and culture you can feel.

We’re witnessing the biggest behavioural shift since the rise of K-beauty and this time it has nothing to do with glass skin aesthetics or 10-step rituals.

Consumers have become their own skin scientists, armed with TikTok PhDs and a zero-tolerance policy for anything that smells like marketing poetry.

The data is loud:
→ 73% of Gen Z now research ingredients before buying (up from 31% in 2020).

→ Searches for “skin barrier repair” are up 485% YoY.

“Hyperpigmentation treatment” has overtaken “anti-aging” in global search volume.

Here’s what’s actually happening:
1️⃣ DIY Beauty Has Created a £47B Shadow Market

Today’s DIY consumer isn’t melting shea butter in their kitchen.

They’re dissecting INCI lists, comparing molecule sizes, and building routines around mechanisms of action.

TikTok’s #DIYSkincare now sits at 8.4B views, growing 127% annually.

This is what I call the shadow beauty market a parallel industry shaping demand long before brands catch up.

2️⃣ Skin Health Metrics Are Replacing Beauty Standards

We’ve officially shifted from: “How do I look?” to “How healthy is my skin?”

That mindset is reshaping the £430B global beauty market in real time.

Consumers are tracking barrier function, inflammation, pH balance, melanin activity, and microbiome health the same way they track steps or REM sleep.

3️⃣ African Beauty Intelligence Is Going Global Finally

The Western beauty industry is now catching up to what African and diaspora consumers have known forever: Melanin-rich skin behaves differently. It needs different solutions.

Look at the signals:
Shea butter once hidden in “ethnic” aisles is now an £820M global ingredient.

African black soap is growing 180% YoY across Europe.

Hyperpigmentation-focused brands like Topicals (raised £30M) and Epi.Logic (acquired by Unilever) are proving the category’s power.

2026 belongs to brands that are:

✅Science-first
✅Culture-rooted
✅Ingredient-intelligent
✅Problem-solving at a cellular level
✅Built for a consumer who understands their skin better than most founders

If that scares you, good. If it excites you, even better because there’s a clear playbook for the brands that want to win.

To get the full breakdown join my newsletter.
Link in comments ⬇️

2025 is almost over, but it’s never too late, and honestly, never too early, to start changing your life. 🕰️
 
 You don’t have to wait for a New Year’s resolution to decide you deserve better.

Swipe through to see 10 reasons why you need to start working towards a better you today, because the best time to invest in yourself is always now.

Reasons to change your life today.

Purpose is not always about an “aha” moment.

Walmart’s First African Store Is a Clear Signal That Africa Is Becoming the Smart Investor’s Next Big Bet

Walmart just opened its first African store in Roodepoort, South Africa.
 
 80 jobs created. 15 local SMEs onboarded. A dedicated mobile app and an aggressive 60-minute express delivery service (in the immediate local area). 

This challenges South Africa's leading delivery innovators (e.g., Checkers Sixty60).
 
This isn’t just a “big US retailer entering Africa.” It’s a strategic wedge.

Walmart has been in South Africa for years via its majority stake in Massmart.

But the direct brand entry signals a new era:
✅ Full Commitment: Follows Walmart’s 2022 move to buy out all remaining Massmart shares and delist it. They are now fully in control.

✅ The EDLP Weapon: This introduces the core global “Every Day Low Prices” (EDLP) strategy directly into the South African market, leveraging Walmart’s massive global supply chain efficiencies.

✅ A Direct Challenge: It’s a direct market confrontation with local giants like The Shoprite Group of Companies and Pick n Pay.

What this means for Africa:
1️⃣ African consumers are ready for global standards. Convenience, speed, and product assortment are no longer optional; they are table stakes.

 2️⃣ Retail infrastructure is now a competitive battleground. Whoever builds the logistics, last-mile delivery, and payment solutions that scale across African cities will control a massive share of future revenue.

 3️⃣ Local entrepreneurship matters more than ever. Walmart isn’t just hiring; it’s partnering with SMEs. That means founders who can scale locally while meeting global standards are suddenly extremely investable.

4️⃣ Data-driven retail will dominate. Global giants are testing what works here; pricing, assortment, and fulfilment. Startups that can provide insights or analytics will be bought or copied quickly.

This is a call to action more than a news: The question isn’t whether global giants will come; it’s who is positioning themselves to capture the value they just validated.
 
 Founders, VCs, Investors: if Walmart is in Africa, you should be too.

He went from working at Starbucks to buying the company and turning it into a $100B Global Brand

In 1981, Howard Schultz joined Starbucks as Director of Retail Operations and Marketing.

It was a small Seattle company that sold only coffee beans. 

A year later, Howard travelled to Italy and fell in love with the espresso bar culture: people gathering, lingering, connecting.

He returned with a bold idea to turn Starbucks into a café experience, not just a bean store.

The original owners laughed. “Americans will never pay $3 for coffee,” they said. They rejected him again and again.

By 1987, Starbucks had six stores and was modestly profitable, but it wasn’t an empire. 

Schultz took a huge personal and financial risk: he left Starbucks, raised money from investors, and bought the company.
 
 He gained full control of the brand, and so he transformed the stores:
📌 Introduced espresso drinks and Italian-style coffee culture.
📌 Created comfortable seating, music, and ambience, turning stores into “third places” between home and work.
📌 Focused on employee benefits and training, building a loyal workforce.
 
⏳ By the early 1990s, Starbucks expanded across the U.S., opening stores in major cities and airports.
⏳ 2000s: Starbucks became an international brand, with thousands of stores worldwide.
⏳ Today: Starbucks is a $100B+ company, the largest coffeehouse chain in the world, and a cultural icon of coffee lifestyle.

The Lesson? Real change comes from questioning the norm. He wasn’t the founder, yet he challenged the status quo, took bold risks, and built something far bigger than anyone imagined.

Growth belongs to those brave enough to see beyond what “has always been done.”

Over the last 12 months, luxury and consumer brands have quietly undergone a leadership cleanse. 

Here’s why...

The Great Brand Reset

Last week, I talked about The Great Brand Reset and why so many boardrooms are replacing their storytellers with operators.

Glossier, Inc. is a perfect example in action.

Since Colin Walsh stepped in as CEO, the brand has been quietly restructuring itself. 
 
For years, Glossier was having novelty launches: merch drops, playful collabs, aesthetic moments. 
 
They perfected the drop model with merch, but these launches often ended up pulling attention away from the brand’s key products. 

Fun, but not commercially meaningful.

Here’s how the reset is playing out:
1️⃣ Focus on What Moves the Business
 The brand is prioritising products and categories that drive real sales, like fragrance and core franchises (Cloud Paint), rather than chasing novelty launches that don’t drive long-term growth.

2️⃣ Not just DTC anymore.
 After years of resisting retail, Glossier, Inc. is now fully in SEPHORA, and it’s working. Retail has become one of their top growth drivers.

3️⃣ Product line rebuild.
 Underperformers are being retired, formulas reworked, and more complexion-first, everyday-wear products are being released. The brand is becoming less aesthetic, more performance-driven.

4️⃣ Less Tumblr, more timeless.
 The iconic “pink bubble” vibe is giving way to something more neutral, elevated, and aimed at building a universal beauty brand with heritage potential.

5️⃣ A steadier, more mature Glossier.
 They’re not trying to be the internet’s cool girl anymore. They’re building a real powerhouse, not just a vibe.

The truth is:
 ✅ Conglomerates aren’t buying colour cosmetics right now.
 ✅ Private equity is buying, and they want profitability, not cultural hype.
 ✅ Glossier still has brand power, but it needs financial clarity to match it.

The takeaway?
This is what a modern brand reset looks like: less noise, stronger margins, and a focus on long-term value, not short-term attention.

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The Battle

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