Soft Services co-founders Rebecca Zhou and Annie Kreighbaum on what's changed since 'DTC 1.0'

Soft Services co-founders Rebecca Zhou and Annie Kreighbaum on what's changed since 'DTC 1.0'

After meeting while working at Glossier, Rebecca Zhou and Annie Kreighbaum went their own ways in the DTC world. But in 2019, they decided to get back into beauty. Nearly a year ago, they launched their body-care startup, Soft Services, which offers products addressing skin issues such as body acne and keratosis pilaris in chic packages you’d want to display on your counter instead of hiding it in your medicine cabinet. Investors have taken notice: The brand has already raised $3 million in seed funding. The idea was inspired by Kreighbaum’s beauty editorial years at Into the Gloss, where she learned that articles about common skin issues were incredibly popular, yet products offering solutions to them were hard to come by. Rather than joining the bandwagon of Gen Z-focused brands, Soft Services calls its approach “elastic branding,” when it comes to its target demographics -- and it’s not leaving out millennials. On the most recent episode of the Glossy Beauty Podcast, Zhou and Kreighbaum discuss the need to remember millennial consumers, their approach to fundraising and the reason they don’t take a “purist” approach to DTC.

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Episoder(403)

Why Allure Best of Beauty is 'the only seal that matters' and how to get your product on it

Why Allure Best of Beauty is 'the only seal that matters' and how to get your product on it

What does it take to win Allure’s Best of Beauty awards? In today’s episode of the Glossy Beauty Podcast, Allure editor-in-chief Jessica Cruel sits down with host Lexy Lebsack to unpack the ins and o...

17 Sep 40min

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 ...

10 Sep 25min

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

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

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 Sep 28min

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

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

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 Aug 36min

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

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

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 Aug 32min

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

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

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 Aug 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 Aug 36min

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

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

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 Jul 31min

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