The Art of the Brand How Backlash Turned Into a Billion-Dollar Brand Play ft. Isabella Chams
Jan 13, 2026
Isabella Chams, the founder of Belah Beauty, shares her journey of launching a Colombian beauty brand amid backlash and controversy. She discusses the importance of world-building and community in creating a brand that resonates. Isabella emphasizes how criticism over pricing unexpectedly boosted her brand's visibility. Delving into her unique approach, she highlights sensory experiences, customer connection, and the strategic use of pop-up events to create demand. With ambitions for expansion, Isabella redefines traditional marketing through authenticity and passionate engagement.
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Launch With World-Building First
- Build theatrical launches with storytelling and sensory cues to create anticipation.
- Follow the world-building with clear product benefits and ingredient explanations.
Make Pop‑Ups Generous And Inclusive
- Treat physical activations like theatrical experiences and reward attendees generously.
- Ensure everyone who queues gets a positive, memorable experience to build community advocacy.
Community Feels Like Membership
- Bella Beauty's community feels like membership rather than fandom, creating deep brand rituals and identity.
- This cultural belonging outperforms traditional PR for long-term engagement.