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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The NPD Group's Larissa Jensen: 'Brands are now reacting to consumer demand'

The NPD Group's Larissa Jensen: 'Brands are now reacting to consumer demand'

The role of the analyst in any industry is to monitor how that industry is evolving and track the movement of some of its most major players. Larissa Jensen's industry of focus is beauty, and she has ...

2 Touko 201935min

Erno Laszlo's Charles Denton: 'If you want to succeed, you need to embrace risks'

Erno Laszlo's Charles Denton: 'If you want to succeed, you need to embrace risks'

When Charles Denton took over Erno Laszlo in 2011, the massive legacy brand was flailing. Now, eight years into his role of chairman and CEO, Denton has big plans for the brand, including new efforts ...

25 Huhti 201940min

Briogeo's Nancy Twine: 'The challenge of working with retailers is we don't get customer data'

Briogeo's Nancy Twine: 'The challenge of working with retailers is we don't get customer data'

After a seven-year career at Goldman Sachs, Nancy Twine decided to try to make a company out of the curly-hair products she'd made for herself for years. So she presented her products at a trade show,...

18 Huhti 201934min

Beautycon's Moj Mahdara: 'Experiential retail and e-commerce is how we scale'

Beautycon's Moj Mahdara: 'Experiential retail and e-commerce is how we scale'

When Moj Mahdara took the role as Beautycon CEO, she wasn't particularly interested in beauty. To this day, she doesn't wear makeup herself. What she was attracted to was the unique community and fand...

11 Huhti 201932min

Hum Nutrition's Walter Faulstroh: Launching as a DTC brand allows you to educate the customer

Hum Nutrition's Walter Faulstroh: Launching as a DTC brand allows you to educate the customer

Before starting Hum Nutrition, Walter Faulstroh was a beauty junky with some frustrating skin problems. He had always had a passion for skin care, but no matter what he did, he couldn't seem to get ri...

3 Huhti 201931min

Tengram Capital Partners' Rich Gersten: 'Clean' and 'natural' are no longer differentiators

Tengram Capital Partners' Rich Gersten: 'Clean' and 'natural' are no longer differentiators

In the last few years, there has been a boom of investments in the world of beauty. Brands like Glossier continue to receive massive rounds of funding, and join the elite club of beauty brands that ha...

28 Maalis 201935min

SoulCycle's Melanie Whelan: We're finding more ways to engage with our customer

SoulCycle's Melanie Whelan: We're finding more ways to engage with our customer

When you look at Melanie Whelan's career path, it doesn't exactly point to SoulCycle. Prior to landing at Equinox and SoulCycle, Whelan held positions at Starwood Hotels and Resorts and Virgin USA. Fo...

21 Maalis 201933min

Bloomingdale's Stacie Borteck: We're evolving to meet the needs of the modern beauty consumer

Bloomingdale's Stacie Borteck: We're evolving to meet the needs of the modern beauty consumer

It is no secret that with the rise of direct-to-consumer companies and e-commerce shopping, legacy retailers are struggling to maintain massive flagship stores and retail footprints. While some retail...

14 Maalis 201933min

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