Earned: Unlocking the Power of the Creator Economy

In Episode 49 of Earned, Conor sits down with Shai Eisenman, founder and CEO of the affordable, Gen Z-tailored skincare brand Bubble. We start by discussing the challenges of launching and scaling a business during the pandemic, and hear why Shai was inspired to disrupt the outdated mass skincare market and create a brand catering to today's teens. Shai then explains how every decision the brand makes is rooted in research, and how Bubble invited over 10,000 teens and Gen Zers to provide insight and feedback about their product and shopping preferences. We explore how the brand's mission to educate Gen Z consumers—without pushing products—inspired the creation of Bubble's "Skin School," and helped foster more genuine connection among its community. We then take a step back to discuss Shai's background, learning why she decided to attend university at 15 and graduate at 18, and how playing chess professionally was a hugely formative experience that contributed to her business savvy. Next, Shai reveals how she learned that every assumption she had about Gen Z was wrong, and why it became her top priority to listen to these young consumers and understand their unique needs in order to create the best possible brand for them. To close the show, we hear why Bubble entered a retail partnership with Walmart while still nurturing its community through DTC.

In Episode 48 of Earned, Conor sits down with Daniel Landver, CEO of influencer-brand incubator Digital Brand Products (DBP). To start the episode, Daniel shares which creator brand launches he's most excited about, and reveals that DBP's 50 brands at market are expected to achieve $250 million in retail sales this year. Daniel then breaks down what separates a $50 million brand from a $1 million brand, and provides a closer look into how DBP works with creators on brand operations, licensing, and partnerships. Next, we learn why the growing (yet largely unrecognized) power of the creator economy inspired Daniel to start DBP in 2015 as a division of influencer management company Digital Brand Architects. From there, we discuss how COVID-19 impacted the future of brand-retailer partnerships, and Daniel emphasizes the importance of an omnichannel approach. To close the show, Daniel shares the advice he gives creators who are considering launching their own brands, and reveals whether he thinks we've hit a saturation point with creator and celebrity brands.

In Ep. 47 of Earned, Conor sits down with Ju Rhyu, co-founder and CEO of Hero Cosmetics, an acne-focused skincare brand that achieved $100 million in revenue last year. We start the episode by learning how running Hero Cosmetics today differs from when Ju launched the brand four years ago, and Ju shares why she says no to a lot more opportunities that come her way. We then hear why Hero Cosmetics launched on Amazon with only one SKU, and how Ju went on to build a successful business on the platform. Next, we take a step back to explore Ju's career journey: from earning her MBA at Columbia, to her time working at Kraft, Samsung, and American Express, to starting Hero Cosmetics. We discuss how Hero Cosmetics focuses heavily on earned media, including building relationships with publications and influencers to drive brand awareness. To close the show, Ju shares the "game-changing" advice she received that fueled her extremely intentional product development and distribution strategies.

In Episode 46 of Earned, we sit down with a true industry leader: JuE Wong, CEO of Olaplex, a top-ranking haircare brand valued at $15 billion. We start the episode with JuE sharing her general leadership philosophies, as well as how her leadership style has evolved since her first executive role. We then explore the investments that JuE made when she joined Olaplex in January of 2020 that helped accelerate the brand's growth, before hearing how the company maintained its culture after quadrupling in size over the following two years. Next, JuE emphasizes the importance of omnichannel synergy between retail, professional, and DTC, and we learn how Olaplex supported its professional hairstylist community during the COVID shutdowns. Switching gears, we hear why JuE, who grew up in Singapore, wanted to move to the US, before JuE opens up about how the passing of her husband made her a more empathetic leader. To close the show, JuE shares how she wants to use her professional influence in the industry for good.

In Episode 45 of Earned, Conor sits down with April Gargiulo, founder and CEO of nutrient-powered luxury skincare brand Vintner's Daughter. We start the episode by learning why April, whose family owns the renowned Gargiulo Vineyards in Napa Valley, California, applies the same principles of quality and craftsmanship principles at the heart of winemaking to Vintner's Daughter, as evidenced by the brand's limited product range. April reveals how her disappointment in product quality from "luxury" skincare brands led her to create Vintner's Daughter, and explains why she follows her own skincare playbook. We also discuss how April creates a healthy work-life balance, as she shares how her goals are not to build a "scale-and-sale" company, but a brand that positively impacts consumers' skin and lives. Next, we learn about Vintner's Daughter's years-long proprietary product development process, then close the show with April's philosophies for driving organic word-of-mouth brand awareness.

In Episode 44 of Earned, Conor sits down with Somer Tejwani, VP of Global Marketing at powerhouse beauty brand Too Faced. We start by discussing Somer's long tenure at Too Faced, and hear how the brand's great products—and savvy influencer strategy—played major roles in Too Faced's $1.4B acquisition by Estée Lauder in 2016. We then dive into Too Faced's influencer marketing playbook, as Somer shares the brand's authentic approach to influencer collaborations. Switching gears to leadership philosophies, Somer explains why she prioritizes being tuned-in and involved with her team. We also explore Too Faced's approach to TikTok, and hear how the platform has sparked renewed interest in the brand's legacy products. Finally, we close the show with Too Faced's top three influencer marketing strategies, and learn how the brand's tactics for engaging influencers have evolved over time.

In Episode 43 of Earned, Conor sits down with industry legend Janet Gurwitch—founder and former CEO of Laura Mercier Cosmetics, and operating partner at Advent International. Additionally, Janet has invested in many popular brands, and currently serves on the board of directors for Olaplex, Drybar, and the Houston Astros. We start the episode by discussing Advent's acquisition of Laura Mercier (along with BareMinerals and Buxom), as Janet shares the unique experience of reacquiring her own brand. We then take a step back to explore Janet's extensive career in retail, learning how she worked her way up to Executive Vice President of Neiman Marcus, as well as how the then-unprecedented success of indie beauty brand Bobbi Brown inspired her to create Laura Mercier Cosmetics. Next, Janet reveals the qualities she looks for when investing in a brand, and the approach she takes when serving on a brand's board of directors. We then unpack the factors that contributed to Olaplex's success, and learn how Janet got involved with the Houston Astros. To close the show, Janet gives advice to aspiring entrepreneurs.

In Episode 42 of Earned, Conor sits down with Robert Zajac, the SVP of Global Brand Marketing & Experience for Hollister, Gilly Hicks, and Social Tourist, with previous experience leading marketing teams at ESPN and Nike. We start the episode by discussing how Robert joined Hollister at the start of the pandemic, and learn how the brand pivoted to digital practically overnight. Robert explains how Hollister's Gen Z focus lent itself well to the shift, sharing how his obsession with consumer insights helps the brand stay up-to-date with the generation's rapidly evolving interests. We then switch gears and dive into the power of storytelling, and Robert reveals key techniques for crafting a compelling story from his time at ESPN. Next, we jump into Robert's career at Nike, and explore the factors contributing to the brand's longevity, before Robert unpacks the unique challenges and opportunities that come with marketing a celebrity-focused brand. We close the show by hearing about the story behind Social Tourist, the Gen Z brand created with TikTok hall-of-famers Charli and Dixie D'Amelio.

In our first episode of 2022, Conor sits down with Liah Yoo. A powerhouse YouTuber, Liah is the founder and CEO of KraveBeauty, the sustainable beauty brand dedicated to demystifying skincare. We start the episode by hearing where Liah's interest in beauty came from, and learn why she decided to launch her own YouTube channel in 2011. Liah shares her "trial and error" strategies for expanding her YouTube audience to over one million subscribers, before discussing how she built KraveBeauty's community by prioritizing stakeholders over shareholders. We then dive into why Liah initially set out to create KraveBeauty, and explore the brand's mission-driven ethos. To close the show, Liah opens up about some difficult lessons she learned personally and professionally in 2021, and outlines her goals for the new year.

In our 40th episode of Earned, Conor sits down with Aïda Moudachirou-Rébois, SVP, Global CMO of MAC Cosmetics. We start by discussing the current "makeup rebound," and Aïda shares why she believes the vertical is picking up steam. We then dive into MAC's community of 13,000 professional makeup artists, and learn how the brand leverages their field insight to inform product development. Aïda speaks to her personal connection to MAC, and emphasizes how inclusivity has been at the forefront of the brand since its inception. We also hear why Aïda prioritized listening and observation when first joining MAC, and explore the brand's dedication to innovation and building out its digital framework. Finally, Aïda offers a few takeaways from her impressive career journey, and we close the show by diving into MAC's focus on earned media and commitment to "harnessing the power of community to transform society."