Everything You’ve Wondered About Influencer Marketing Plus Big Beauty Influencer Fails of 2022 With Sonia Elyss, Founder Of Round Twelve Marketing Agency

For so many women, their hair is linked to the way they feel about themselves, their beauty, their femininity, and their vitality. According to a 2015 study in the https://www.jaad.org/article/S0190-9622(15)01878-2/fulltext (Journal of American Academy of Dermatology), hair loss affects approximately 40% of women by age 50, and Camille Barreto is part of that statistic. She started experiencing hair loss in her early 20s and the treatment options available at the time didn’t provide the coverage she was looking for. After experimenting with different medications, artificial hair pieces, sprays, dyes, and eyeshadows, Camille launched ME Cosmetics, a cosmetic solution to different kinds of hair loss, hair thinning, and small balding spots.    Camille describes her journey with androgenetic alopecia, also known as female pattern hair loss, and the way the condition has affected her mental health. She came up with her signature Can’t Stop Me Know Scalp Foundation to provide an elegant, personalized product for people experiencing hair loss. As she puts it, the proof is in the pudding. In the seven months that she’s been in business, ME Cosmetics has maintained a 1% return rate and has been nominated for Best Breakthrough Beauty Startup Award at the 2022 Glossy Beauty Awards. Join us as we discuss what went into launching her brand and her vision for the future of hair loss cosmetic solutions.  In this episode, Camille and I dive into: The different types of hair loss and how they present themselves in men and women  Camille’s experience with medications like Minoxidil (aka Rogaine) and Spironolactone (aka Aldactone) How Camillie came up with the idea for scalp foundation  Effective marketing strategies for a product in an innovative or young category ME Cosmetics brand ambassadorships and wholesale partnerships in the works  Camille’s number one piece of advice for women experiencing hair loss RESOURCES & PRODUCTS MENTIONED https://www.vogue.com/article/shedding-light-on-shedding-how-i-navigated-female-hair-loss (Shedding Light on Shedding: How I Navigated Female Hair Loss by Kristin Auble for Vogue Magazine)  https://skimlinks.com/ (Skimlinks)  https://podcasts.apple.com/us/podcast/natch-beaut/id1223715132?l=en (Natch Beaut podcast) https://podcasts.apple.com/us/podcast/gloss-angeles/id1472211163?l=en (Gloss Angeles podcast) https://podcasts.apple.com/us/podcast/fat-mascara/id1087614779?l=en (Fat Mascara podcast) https://www.instagram.com/carolinehirons/?hl=en (@carolinehirons)     https://mecosmetics.com/products/cant-stop-me-now-ultimate-coverage-scalp-foundation (Me Cosmetics Scalp Foundation)  https://iliabeauty.com/products/after-midnight (ILIA mascara) https://supergoop.com/products/everyday-sunscreen (Supergoop PLAY sunscreen) https://milkmakeup.com/collections/face/products/lip-cheek (Milk cream blush) https://iliabeauty.com/products/balos-st3 (ILIA Super Serum Skin Tint) https://www.itcosmetics.com/makeup/face-makeup/under-eye-concealer/bye-bye-under-eye-anti-aging-concealer/ITC_0005.html (IT Cosmetics Bye Bye Under Eye concealer)      https://www.makeupbymario.com/products/ultra-suede-%E2%84%A2-lipstick?variant=39448382701633 (Makeup by Mario lipstick) https://iliabeauty.com/products/wanderlust (ILIA lip tint)   FOLLOW CAMILLE Instagram: https://www.instagram.com/mecosmeticsusa/?hl=en (@mecosmeticsusa)  Website: http://mecosmetics.com (https://mecosmetics.com)   FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

We can get a lot of information about what’s going on internally based on what’s happening externally, and no one knows that better than today’s guest, Allie Egan. Allie is the Founder and CEO of Veracity, a science-backed, whole-health approach to skincare. When she was trying to start a family with her husband and not having success, she uncovered that she had an underlying hormonal issue that ended up being the root cause of both her infertility and dry, flaky skin. Her Hashimoto's diagnosis inspired her to dig deeper and learn more about the connection between skin conditions and hormone health.  Since then, Allie has built a team of all-female experts who have not only developed diagnostic technology, but also formulated personalized skincare. Veracity goes beyond the skin barrier and has a group of holistic health specialists who provide diet, supplements, and lifestyle recommendations. She and her team have managed to combine sustainable packaging, clinically-backed skincare, and a luxurious aesthetic一something very few wellness bands have achieved. We discuss how the Veracity health test works, Allie’s commitment to empathetic marketing and communications, and why it’s time to reframe the narrative around hormones.  In this episode, Allie and I dive into: The vision behind Veracity and how that’s grown since the company launched  The two major hormones that contribute to skin changes   Why ‘skin types’ are BS  The company mission to be 100% plastic-free  Key ingredients that Veracity doesn’t include in their skincare formulations that many other clean beauty brands do  How Veracity is building a new version of trust with customers  Allie’s approach to SMS communications and how she finds the balance between nudging vs. badgering  Reducing the shame and stigma around hormones  What you can expect when you do the Veracity at-home saliva test  RESOURCES & PRODUCTS MENTIONED https://briogeohair.com/ (Briogeo Hair)  https://veracityselfcare.com/en/skincare/blemish-calming-cleanser (Veracity Blemish Calming Cleanser) https://veracityselfcare.com/en/skincare/advanced-hydration-cleanser (Veracity Advanced Hydration Cleanser)  https://veracityselfcare.com/en/skincare/bioevolve-serum (Veracity BioEvolve Serum)  SPECIAL OFFER Use code THINGOFBEAUTY20 for 20% off your order at https://veracityselfcare.com/en (veracityselfcare.com).    FOLLOW ALLIE  Allie’s Instagram: https://www.instagram.com/allie_b_egan/?hl=en (@allie_b_egan) Veracity Instagram: https://www.instagram.com/veracityselfcare/?hl=en (@veracityselfcare) FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

Shopping for beauty and wellness products that align with your values can be challenging when there are unreliable regulations on marketing. A cleanser can say it’s ‘clean’ and ‘natural,’ but when you look at the ingredient list, it’s filled with chemicals that you don’t even know how to pronounce. That’s where today’s guest, Lisa Fennessey, Founder of This Organic Girl, comes in. Since 2015, Lisa has been educating her followers about the products that they’re putting on their skin and helping them become more informed consumers. We talk about the different standards that are out there and what it means to actually be cruelty-free, clean, or non-toxic. We take a look at what separates standards- like the famed Credo Clean Standard™-and certifications- like COSMOS and other leading beauty certification bodies. We also touch on her top tips for reading and understanding labels, debunk myths about ‘reef safe’ sunscreens, and some of Lisa’s favorite brands in clean beauty.  In this episode, Lisa and I dive into: What got Lisa interested in clean beauty and body products, and what inspired her to launch her blog  The difference between self-regulated standards and third-party certifications  Why Lisa considers the COSMOS certification to be the gold standard  The big sunscreen recall of 2021 and how benzene, a known carcinogen, ended up in popular sunscreens despite their ingredient list stating otherwise Why it’s so hard for smaller beauty brands to get on shelves  Trends in packaging, including refillable makeup products RESOURCES & PRODUCTS MENTIONED https://lovesunbody.com/ (Love Sun Body)  https://mayachia.com/ (Maya Chia) https://osmiaorganics.com/ (Osmia Organics)  https://www.livebotanical.com/ (Live Botanical)  https://joshrosebrook.com/ (Josh Rosebrook)  https://www.beauty-heroes.com/ (Beauty Heros Subscription Box )  https://www.sahajan.com/collections/skincare/products/sahajan-golden-milk-cleanser (Sahajan Cleanser)  https://yina.co/products/essential-mist?_pos=1&_sid=648e67053&_ss=r (YINA Mist)  https://yina.co/products/divine-bio-cellulose-mask?_pos=1&_sid=f888a37b1&_ss=r (YINA Sheet Mask)  FOLLOW LISA  Website: https://thisorganicgirl.com/about/ (thisorganicgirl.com) Instagram: https://www.instagram.com/thisorganicgirl/?hl=en (@thisorganicgirl) https://thisorganicgirl.com/beauty-certifications-infographic/ (Download the Beauty Certification Guide) FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

Influencer marketing is one of the most profitable, yet challenging branches of the beauty and wellness industry. I’m joined by consumer marketing strategist Sonia Elyss to discuss how she spearheaded this movement and found her niche in the beauty and skincare space. She’s the founder of Round Twelve with a client list that boasts names like Aureum by Cass Dimicco, RéVive, Bed Head by TIGI,  Kiehl’s, Clarins, and IT Cosmetics. She breaks down the differences between content creators and influencers, highlights what makes a good influencer marketing strategy, and shares what she considers to be the biggest ambassador program flops so far this year. We also discuss the challenges of tracking ROI and make our predictions for what the future of influencer marketing might look like.  In this episode, Sonia and I dive into: What got Sonia interested in working in the influencer space  Why it’s become difficult to convince followers to purchase  The benefits of hiring an consultant with a niche Details of the content considerations that a lot of brands overlook  What really happened at Revolve Fest this year  The downfall of the Farmacy Skincare ambassador program  FOLLOW SONIA  Website: https://www.soniaelyss.com/ (soniaelyss.com)  Instagram: https://www.instagram.com/sonia.elyss/ (@sonia.elyss)  Podcast: https://podcasts.apple.com/us/podcast/brand-meet-creator/id1609505183 (Brand Meet Creator)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

There are so few brands who are genuinely dedicated to both clean beauty and product efficacy, but the formulators at Graydon Skincare have nailed it. I’m joined by Graydon Moffat, the founder of the namesake beauty brand, to learn more about her mission to provide affordable and sustainable luxury skincare. Above all, she believes that everyday should be a good skin day, and the use of upcycled ingredients make that possible. Graydon shares how she was first introduced to superfood skincare in LA in the 90s, what inspired her to start making her own formulations, and the bootstrap nature of launching her own line. She highlights some of her favorite ingredients, like broccoli seed oil and moringa, and walks us through her natural skincare routine. In this episode, Graydon and I dive into: Graydon’s varied career path and what lead her to natural skincare  The early days of experimenting with skin smoothies  Challenges with sustainable packaging, especially as a smaller brand  The importance of making honest efficacy claims  Where she recommends people start if they’re interested in her brand  How she’s supporting https://oceanlegacy.ca/ (Ocean Legacy )and reducing plastic pollution   RESOURCES & PRODUCTS MENTIONED https://graydonskincare.com/products/fullmoon-serum?_pos=9&_sid=20e0a87dd&_ss=r&variant=8669570072612 (Gradydon Fullmoon Serum)  https://graydonskincare.com/products/moon-boost-serum?_pos=3&_sid=5fa70175f&_ss=r (Graydon Moon Boost Serum)  https://graydonskincare.com/products/face-glow?_pos=1&_sid=191aee6c0&_ss=r (Graydon Face Glow) https://www.bathorium.com/ (Bathorium)  https://elatebeauty.com/ (Elate Cosmetics)  https://www.sahajan.com/ (Sahajan)  https://provinceapothecary.com/ (Province Apothecary)  https://www.mysappho.com/ (Sappho)   FOLLOW GRAYDON Website: https://graydonskincare.com/ (graydonskincare.com)  Instagram: https://www.instagram.com/graydonskincare/ (@graydonskincare)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

In 2021, Harper’s BAZAAR asked “should we dismantle the cult of clean beauty?” Today, I’m joined by Melissa Lenberg, founder and CEO of Citrine Natural Beauty Bar and one of the original clean beauty trailblazers. Melissa’s Phoenix-based boutique carries the latest and best in luxury clean beauty products. Citrine was one of the original boutiques to cultivate a social media presence and as clean beauty continues to be the center of debate throughout the beauty industry, Melissa shares how she's created such an amazing container of loyal followers within the niche. It’s all about high standards for her! We chat about what brands and products she’s currently loving, where she sees the future of this clean beauty movement, and the intersection of wellness and beauty. Melissa also shares how her personal health struggles (and the struggles of others) makes clean beauty a no-brainer in today's ever-expanding beauty market.  In this episode, Melissa and I dive into: Connecting with your beauty routine  The origin story of Citrine Natural Beauty Bar Reducing your exposure to toxins via the products that you put on your skin  What people should be looking out for in today’s toxin-free beauty landscape  Where people should start if they want to learn more about clean beauty  The long-term goals and vision for Citrine Natural Beauty Bar RESOURCES & PRODUCTS MENTIONED https://www.citrinenaturalskin.com/store/brands/tata%20harper (Tata Harper)  https://www.citrinenaturalskin.com/store/brands/agent%20nateur (Agent Nateur)  https://www.citrinenaturalskin.com/store/brands/fitglow (Fitglow)  https://www.citrinenaturalskin.com/store/brands/jane%20iredale (Jane Iredale)  https://www.citrinenaturalskin.com/store/brands/rms (RMS Beauty)  https://www.citrinenaturalskin.com/store/brands/ilia (ILIA)  https://www.citrinenaturalskin.com/store/brands/kosas (Kosas)  https://www.citrinenaturalskin.com/store/brands/ATHR%20beauty (ATHR Beauty)  https://www.citrinenaturalskin.com/store/the-holitrinity-Full-Size-Gift-Box-Set/dp/PRODUCT-8e0ad2dd-e372-4f61-923d-c53c3162205e-20210126-0003325901729 (Agent Nateur Holi(Trinity) ) https://www.citrinenaturalskin.com/store/Cream-III/dp/PRODUCT-8e0ad2dd-e372-4f61-923d-c53c3162205e-20210406-0036071572812 (Ayuna Cream III)   https://www.citrinenaturalskin.com/store/Essence/dp/PRODUCT-8e0ad2dd-e372-4f61-923d-c53c3162205e-20190226-2250034282214 (Ayuna Essence)  FOLLOW MELISSA Website: https://www.citrinenaturalskin.com/ (citrinenaturalskin.com) Instagram: https://www.instagram.com/citrinebeautyaz/ (@citrinebeautyaz) YouTube: https://www.youtube.com/channel/UCvOEcI3k0VDKGTRBi4ySejg (Citrine Natural Beauty Bar) Melissa’s Instagram: https://www.instagram.com/melissacitrine/ (@melissacitrine)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

It seems like everyone with a blue checkmark next to their name is coming out with some sort of beauty line. There are some celebs that really nail it, *Hi Rihanna* but a lot of them don’t have any business being on the shelves at Sephora. I’m doing a deep dive on three of social media’s most talked about celebrity beauty brands and breaking down: what I liked, what could be improved, and what just needs to stop. My thoughts on Scarlett Johansson’s The Outset, Rosie Huntington-Whiteley’s Rose Inc, and GXVE by Gwen Stefani. I also briefly explain the strategy behind incentivized reviews, trendy marketing tactics around ingredients, and where I think a lot of celebrities have gone wrong in the formulation process. The main reason to tune in? This notorious celeb beauty brand hater shares a few celebrity beauty products that are an absolute must-have in my makeup bag.  In this episode, I dive into: Why the industry finds celebrity beauty brands so annoying Celebrity beauty brands that do make sense and why I love them Initial thoughts on The Outset, GXVE by Gwen Stefani, and Rose Inc.  Celebrity beauty products that impressed me (Rosie, you angel!) The psychology behind incentivized reviews from an actual marketer, and why sending someone a free product in exchange for a review misleads customers RECOMMENDED RESOURCES & PRODUCTS https://www.roseinc.com/products/skin-enhance-luminous-tinted-serum (Rose Inc Skin Enhance Luminous Tinted Serum) https://www.roseinc.com/products/blush-divine (Rose Inc Blush Devine Radiant Lip & Cheek Color) https://fentybeauty.com/ (Fenty Beauty) https://patternbeauty.com/ (Pattern Beauty) https://www.victoriabeckhambeauty.com/ (Victoria Beckham Beauty)      FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

Jenny Strebe is the co-founder of AIIR Professional and one of the original hair influencers. AIIR takes haircare, spirituality, and wellness to a whole new level by highlighting consciousness, integrity, and well-being through the use of pulverized precious gemstones and clean ingredients. We talk all about her humble beginnings as a hairstylist, how she branched out into the social media influencer space, and why she eventually left that world to launch a brand that was more energetically aligned with who she is. Jenny explains the pros and cons of being a self-funded brand and her vision for expanding the brand. We also discuss details about the formulation of AIIR’s sulfate-free, paraben-free, gluten-free products and how crystals center the brand (and maybe you too)! In this episode, Jenny and I dive into: The unglamourous side of beauty influencing  How she came up with the idea behind AIIR  Obtainable spirituality and wellness rituals  How crystal healing informs her process and products An *actual* hairstylists perspective on sulfates in hair products  Corporate responsibility for sourcing crystals and other ingredients  Catering to diverse textures and hair types  Bonus Insider Scoop: Manifesting dream collabs and new products dropping at AIIR RESOURCES & PRODUCTS MENTIONED https://aiirprofessional.com/products/texture-mousse?_pos=4&_sid=8c3a00325&_ss=r (AIIR Texture Mousse)  https://aiirprofessional.com/products/dry-texturizing-spray?_pos=1&_sid=64ee41f0f&_ss=r (AIIR Dry Texturizing Spray)  FOLLOW JENNY  Instagram: https://www.instagram.com/theconfessionsofahairstylist/ (@theconfessionsofahairstylist)  Website: https://theconfessionsofahairstylist.com/ (theconfessionsofahairstylist.com)  Shop AIIR: https://aiirprofessional.com/ (aiirprofessional.com)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

Why tea? We sit down with Allison DeVane founder of Teaspressa, a wellness brand that’s reimagining how we think about tea. Teaspressa offers unique loose leaf teas, sugar cubes, luxe toppings, and elixirs that will turn any coffee addict into a tea lover. Allison shares her journey from DIY tea cart in downtown Phoenix to now revolutionizing the hot (and cold) drink experience. We discuss her experience on Shark Tank, how tea can be a simple upgrade to your wellness ritual, and all the health benefits that can come with making the switch from coffee. Allison also shares her personal morning tea routine and simple ways that she incorporates self care into her daily life.  In this episode, Allison and I dive into: Allison’s vision for Teaspressa  What surprised her the most about her time on Shark Tank  Highlights of how she’s incorporating social responsibility into her brand  Sustainability in the tea industry  Tea rituals in global communities  Benefits of green tea  The story behind Teaspressa sugar cubes  Her current wellness routine  RESOURCES & PRODUCTS MENTIONED https://www.citrinenaturalskin.com/home (Citrine Natural Beauty Bar)  https://www.tataharperskincare.com/regenerating-cleanser-125ml (Tata Harper Cleanser )  https://www.agentnateur.com/products/pearl-and-rose-hyaluronic-essence (Agent Nateur Pearl and Rose Hyaluronic Essence)  https://www.ranavat.com/products/brightening-saffron-serum (Ranavat Saffron Serum) https://fitglowbeauty.com/products/conceal (FitGlow Concealer)  https://iliabeauty.com/products/after-midnight (Ilia Mascara)  https://iliabeauty.com/products/salina-sf5 (Ilia True Skin Serum Foundation)  FOLLOW ALLISON Website: https://teaspressa.com/ (teaspressa.com) Teaspressa: https://www.instagram.com/teaspressa/ (@teaspressa)  Instagram: https://www.instagram.com/llisondevane/ (@llisondevane)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)

I’m coming at you with a solo episode and talking about three major headlines in the beauty industry right now. First off, John Demsey, executive vice president of The Estée Lauder Companies, was recently fired after posting an incredibly racist meme on Instagram. Racism is alive and well in the beauty industry, but what does it mean for buying patterns and brand loyalty? I also talk about L'Oreal’s latest lawsuit, which claims the company is causing American shoppers to overpay for its beauty products by misleading them into thinking they're actually made in France. I round out the episode by discussing The Ordinary’s new marketing campaign for their shampoo with sulfates, and explain why I’m personally anti-sulfate. These new stories have brought up a lot of questions and thoughts that I have about consumer responsibility and the future of beauty marketing, so let’s get into it.  In this episode, I dive into: The range of reactions to John Demsey’s Instagram post and lackluster apology  How L'Oreal’s lawsuit could redefine how people brand beauty products  Sulfates trending in hair care again and why Some background on what sulfates are and how they affect beauty products  Cognitive dissonance in the beauty community  RESOURCES & PRODUCTS MENTIONED https://www.wsj.com/articles/estee-lauder-fires-executive-john-demsey-11646057171 (Estée Lauder Fires Executive John Demsey Over Instagram Post)  https://www.reuters.com/business/retail-consumer/us-lawsuit-claims-loreal-makes-up-products-appear-being-france-2022-02-18/ (U.S. lawsuit claims L'Oreal makes up products to appear being from France)  https://www.beautyindependent.com/sulfates-haircare/ (Should Sulfates Make A Comeback In Haircare?)  FOLLOW IZZY Instagram: https://instagram.com/izzysapien?utm_medium=copy_link (@izzysapien) Website: https://thingofbeautypodcast.com (thingofbeautypodcast.com)