Mary van Praag doubled Milani Cosmetics annual sales to $250 million in five years. Now she’s ready to double them again. 

Mary van Praag doubled Milani Cosmetics annual sales to $250 million in five years. Now she’s ready to double them again. 

Helmed for the past six years by veteran beauty executive Mary van Praag, 25-year-old mass beauty mainstay Milani Cosmetics is in the midst of meteoric growth. In today’s episode of the Glossy Beauty Podcast, van Praag sits down with host Lexy Lebsack to discuss Milani’s growth engine, including the tactics and retail partnerships she’s betting on to reach $500 million in annual sales in the next three years.

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Jaksot(402)

How Lorne Lucree used a beauty playbook to disrupt the allergy aisle with Wizard Wellness

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CPG disruptors have entered just about every legacy category over the past few years in hopes of capturing bored consumers looking for more interesting everyday products. We’ve seen this play out ac...

3 Syys 28min

Is makeup back? Celeb makeup artist Jamie Greenberg unpacks what’s next

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There’s an interesting tension happening in the beauty industry today around makeup. Last year, consumer beauty publications and industry executives heralded 2026 as the year bold, maximalist makeup...

27 Elo 36min

Why Midi Health is expanding into 'hormone-informed skin care' with Chief Medical Officer Dr. Kathleen Jordan, MD

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Midi Health is betting on topical skin care and body care as it diversifies its telehealth offerings to capture more women. “Women in midlife go through amazing changes with their hormones, … [and] o...

20 Elo 32min

The ‘ins and outs’ of branded events with Bilal Kaiser

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Behind every great in-person beauty or wellness event is an invisible team of insiders that has engineered the gathering for maximum impact. Bilal Kaiser, the founder and principal of Agency Guacamo...

13 Elo 31min

How awards show beauty partnerships between artists, brands and celebs come together, with PRTNRS’ Marissa Alfe and Lauren FitzGerald

How awards show beauty partnerships between artists, brands and celebs come together, with PRTNRS’ Marissa Alfe and Lauren FitzGerald

Have you ever wondered how awards show beauty partnerships come together to create big, splashy red carpet moments that seem to reverberate across social media for weeks or months? Award season partn...

6 Elo 36min

How Ulta Beauty is reaching Gen Zalpha teen boys through first men’s masstige fragrance launch

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Teen boys have become an increasingly important consumer demographic over the past few years thanks, primarily, to their insatiable appetite for fragrance. This includes the accumulation of "fragran...

30 Heinä 31min

Tower 28 spent $200k on an interactive billboard. Was it worth it?

Tower 28 spent $200k on an interactive billboard. Was it worth it?

As competition in the beauty industry heats up, leaders are looking for new ways to stand out. “I've worked in beauty for 24 years now, and I don't think I've ever seen it more competitive than it i...

23 Heinä 26min

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