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.

Episoder(381)

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...

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Uma Oils' Shrankhla Holecek: 'It took convincing to launch our wellness products'

Uma Oils' Shrankhla Holecek: 'It took convincing to launch our wellness products'

If you're starting your day with lemon water or a turmeric latte, or practicing meditative breathing, you're practicing Ayurveda. Although the concept of Ayurveda is relatively new to most Americans, ...

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RMS Beauty's Rose-Marie Swift: 'There is no next phase for RMS Beauty'

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For over three decades, Rose-Marie Swift was one of the most sought-after editorial makeup artists in the world. But then, her health started to change. Once she started to dig into the industry, and ...

28 Feb 201939min

Glow Recipe's Sarah Lee and Christine Chang: 'We've expanded past being defined as a K-beauty brand'

Glow Recipe's Sarah Lee and Christine Chang: 'We've expanded past being defined as a K-beauty brand'

When Sarah Lee and Christine Chang joined forces to start Glow Recipe in 2014, they wanted to find their own way to introduce the US consumer to Korean beauty. Now, fast-forward five years, Glow Recip...

21 Feb 201930min

True Botanicals' Hillary Peterson: 'To change any industry, you need to create something people want'

True Botanicals' Hillary Peterson: 'To change any industry, you need to create something people want'

If you asked her 10 years ago, Hillary Peterson would tell you she was not all that interested in beauty. With a background in marketing, and an interest in beauty that didn't extend much further than...

14 Feb 201928min

Lola's Alex Friedman: 'Nobody is talking about these categories because there's so much stigma'

Lola's Alex Friedman: 'Nobody is talking about these categories because there's so much stigma'

Before Alex Friedman decided to dive into the world of feminine hygiene and sexual wellness, she was a businesswoman and a mom with a problem to solve. Everywhere she looked, people were talking about...

7 Feb 201924min

Wander Beauty co-founder Divya Gugnani: 'We are entirely informed by our client'

Wander Beauty co-founder Divya Gugnani: 'We are entirely informed by our client'

Divya Gugnani was motivated to launch Wander Beauty when she realized there were no beauty brands speaking directly to her -- a woman who loves beauty and maintains a fast-paced lifestyle. Now, three ...

31 Jan 201937min

Flamingo's Allie Melnick: 'We can really be a resource, not just for great products, but also for great education'

Flamingo's Allie Melnick: 'We can really be a resource, not just for great products, but also for great education'

Flamingo, a DTC company focused on women's grooming needs, was the first brand to emerge out of Harry's Labs, in October of 2018. Since Harry's launched in 2013, it's seen a lot of success with female...

24 Jan 201924min

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