Experiment's Lisa Guerrera and Emmy Ketcham on creating a brand for the 'nerdy, smart girl who ends up being cool in adulthood'

Experiment's Lisa Guerrera and Emmy Ketcham on creating a brand for the 'nerdy, smart girl who ends up being cool in adulthood'

Lisa Guerrera and Emmy Ketcham, co-founders of Experiment, met in 2019 at an event for the Sephora Accelerate program, which Guerrera participated in with her first business. Together, they soft-launched their skin-care brand in 2020 with a lime-green silicone sheet mask. Since then, the brand has grown to include products including a glycerin-based hydrating serum, a “micro-slugging” oil gel and a lip balm. Its first cleanser will launch in a few weeks. In April, Experiment announced a $3.3 million seed round, led by Greycroft. On this week’s episode of the Glossy Beauty Podcast, the duo discusses how they launched the company with $8,500, why theirs is a brand for the “nerdy, smart girl" and why science ultimately beat out "clean" beauty.

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Wonderskin CEO Michael Malinsky on turning a viral product into a thriving beauty brand

Wonderskin CEO Michael Malinsky on turning a viral product into a thriving beauty brand

Michael Malinsky’s 6-year-old brand Wonderskin could have easily become a one-hit wonder.  Wonderskin launched in 2020 with a peel-off lip stain that immediately went viral on TikTok for its metallic...

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What's going on at Glossier?

What's going on at Glossier?

As the beauty industry moves past the direct-to-consumer boom of the 2010s, some of its most influential brands are being forced to redefine what success looks like. One of the most closely watched is...

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Why AI-powered wellness chatbots will be 'table stakes' for supplement brands, with Thorne CSO Dr. Nathan Price

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As beauty and wellness industry insiders are well aware, the supplement space has exploded in size and scope over the past decade.  Stiff competition has driven new ways for brands, retailers and adj...

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How fitness brands can leverage partnerships for growth with Pvolve’s Julie Cartwright

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How to turn a no from Ulta into a yes, even if it takes 7 years

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On this week’s episode of the Glossy Beauty Podcast, co-host Sara Spruch-Feiner sits down with Kim van Haaster, founder of Bloomeffects, to discuss the brand’s seven-year journey to Ulta Beauty. Bloo...

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Oura Ring’s Dr. Tanvi Jayaraman on serving women in the AI era with its first female-focused LLM, chatbot

Oura Ring’s Dr. Tanvi Jayaraman on serving women in the AI era with its first female-focused LLM, chatbot

Oura Health, the Finnish wearables company that has sold more than 5 million health tracker rings, is betting on women’s health with the launch of its first-ever proprietary large language model desig...

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Why Evereden is giving equity to teenagers

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As influencer marketing evolves beyond one-off paid posts, brands are finding new ways to build relationships that last and go deeper than a hashtag-sponsored post. On this week’s episode of the Glos...

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How brands are responding to Trump’s tariff reversal, plus the latest on tariff refunds

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There’s a new chapter in President Donald Trump's ongoing tariff rollercoaster.   In April of 2025, President Trump unveiled his reciprocal tariff plan, which stacked new tariffs onto existing duties...

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