Second Life Melanie Bender: Founder and CEO of Lore
Nov 24, 2025
Melanie Bender, Founder and CEO of Lore, transitioned from aspiring STEM professional to beauty executive, building brands like Versed and Rhode. She reveals how her background in environmental science and aerospace engineering has shaped her entrepreneurial mindset. Melanie shares her journey to starting Lore, a fragrance brand that invites storytelling through scent. She explores her unique approach to developing fragrances based on feelings and art, and discusses the challenges of entering the fragrance world, emphasizing the importance of passion and creativity in her work.
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From Marketing To Brand Development
- She expanded her role at Click from marketing into brand development because of her product experience.
- That position let her democratize 'clean' skincare for mass retailers like Target.
Therapist Helped Her Distinguish Fear From Excitement
- Melanie called her therapist when offered Rode to parse excitement vs. fear.
- Realizing nervousness was excitement convinced her to take the role.
Operating Others Clarified Her Next Move
- As CEO of Rhode she focused on operational execution for rapid scale and international expansion.
- That role clarified she preferred building her own brand over operating others' visions long-term.
