Maesa's Scott Oshry on why retail isn't dead: 'Newness drives sales'

Maesa's Scott Oshry on why retail isn't dead: 'Newness drives sales'

Scott Oshry didn't get into the beauty industry because of a life-long love of cosmetics or hair care. He, alongside his college friend Sean Brosmith, created the CD storage sleeve in the early 90s, which solved a basic need through design. Still, as he put it on the Glossy Beauty Podcast, that experience of making a suite of successful products informed Oshry's work as partner and CMO of beauty brand incubator Maesa. Though Maesa has been in business for 25 years and helped build private label lines for Target, Zara and H&M, largely in the fragrance category, it has shifted its focus to get companies like Flower Beauty, Hairtage by Mindy McKnight, Kristin Ess and Believe Beauty off the ground. Before starting Flower Beauty with Drew Barrymore, for instance, Oshry recalled the moment when he realized that "instead of building up other people's brands, we should be building up our own." In this way, Maesa went from a hit-maker behind the scenes to one that has just started to flaunt its prowess publicly -- a majority stake from Bain Capital in 2019 certainly helped. "We're a 25-year-old company, so we've constantly been growing," Oshry said. "We grew at about 50% just domestically last year, and we'll grow another 60% domestically this year," he added. In 2020, Maesa expects to reach $310 million in revenue.

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First Aid Beauty founder and CEO Lilli Gordon developing and selling one of the first clean brands

First Aid Beauty founder and CEO Lilli Gordon developing and selling one of the first clean brands

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Kopari Beauty co-founder Gigi Goldman on how coconut oil is the new Windex

Kopari Beauty co-founder Gigi Goldman on how coconut oil is the new Windex

Before co-founding Kopari Beauty with Kiana Cabell, James Brennan and her husband Bryce, Gigi Goldman was already using its star ingredient with abandon. "I don’t know if you’ve seen ‘My Big Fat Greek...

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'Talking to those two extremes is where we come alive:' The Inkey List co-founders Colette Laxton and Mark Curry on their skin care brand

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"We've been in failed startups, we've been in tough times in early days," said The Inkey List co-founder Mark Curry. But Curry credited early business non-starts for the cautious and measured way he a...

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E.l.f. Cosmetics CEO Tarang Amin on the strategies that turned the beauty company around

When E.l.f. Cosmetics went public in 2016 after a majority investment from TPG just two years earlier, it seemed like the sky was the limit for the millennial-minded beauty brand. "E.l.f. has always b...

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Francesco Clark on founding, selling and buying back his skin care company

Francesco Clark on founding, selling and buying back his skin care company

When Francesco Clark started experimenting with skin care formulas, it was to help himself. At 24, a diving accident left him paralyzed from the neck down. That might sound like the beginning of Clark...

6 Feb 202035min

Beautyblender founder and CEO Rea Ann Silva on elevating "a throwaway product"

Beautyblender founder and CEO Rea Ann Silva on elevating "a throwaway product"

As a makeup artist for 25 years, Rea Ann Silva was intimately familiar with the pain points for those in her line of work. She tried to avoid bringing unwieldy airbrush kits on set when she could, and...

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Annie Lawless on making lipstick that's safe enough to eat

Annie Lawless on making lipstick that's safe enough to eat

Annie Lawless is on a mission to make clean makeup as luxurious as its classic counterparts. "As a makeup girl who loves full coverage and wears a full face of makeup every day, I just couldn't find c...

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