Whether they are entrepreneurs, businesswomen or creatives, women play a pivotal role in shaping the fashion and beauty landscape. In our series “Words of Women,” EnVi highlights the achievements, goals and journey to success of women contributing to the industry. In the latest installment, EnVi spotlights Soyoung Kang, Chief Marketing Officer (CMO) of skincare and beauty brand eos.

With a background in architecture, finance and marketing, Soyoung is credited for championing out-of-the-box marketing strategies and disruptive campaigns such as the award-winning “Bless Your F*ing Cooch.” Under her leadership, eos — previously recognized for one star product — transformed into a multi-category brand, well-loved among Millennials and Generation Z. Soyoung’s work has earned her titles such as CMO to Watch (Business Insider) and 2023 Forbes Entrepreneurial CMO 50. Here on, the executive talks about her career journey, Asian American Pacific Islander (AAPI) representation and the role beauty plays in progressing culture. 

EnVi: Tell us about your current role at eos and how you kickstarted your career. 

Soyoung Kang: I’ve been at eos now for a little over five years. It’s been about five and a half years that have been not only my first ever CMO gig, but eos’ first-ever CMO role, which has been really exciting. Today, I oversee all of the end-to-end marketing, product and innovation, and e-commerce and digital [operations], which is a wonderful, broad, meaty scope for me, especially as somebody who doesn’t come from a traditional marketing background. 

The earlier part of my career was actually more in the world. I was a management consultant, I worked in strategy, and I worked in financial institutions. All the things that I did not personally feel passionate about, were all the things I did for the first 10 years of my career. 

How did you transition into the beauty industry?

I was fortunate enough that one of my clients in my last consultant role was L Brands, which owns Bath & Body Works, Victoria’s Secret, and apparel brands. I moved over to the client side and spent way longer than I thought I would. I was there for 14 years. I spent a little bit of time working in the corporate center. I worked at Victoria’s Secret as a retail merchant overseeing specific areas within beauty.

The biggest part of it was that I spent almost 10 years at Bath & Body Works. I ultimately led all of the personal care fragrance and body care, which is the largest division within Bath & Body Works, overseeing brand development and merchandising. It was an amazing role, but 10 years is a long time spent in one place, and certainly in a large company. 

How has the experience been at eos so far?

I had this opportunity to join a smaller organization and build-slash-rebuild something from the ground up, which is what was exciting to me about this role. I had never done a lot of the traditional marketing things. [It has] been such an incredible learning experience for me in the last five years to continue to grow and develop because even though I am 25-plus years into my career, I still want to learn new things. And I still want to try new things and discover and challenge myself. That’s what was exciting about this opportunity.

How has eos embraced and celebrated diverse beauty in the AAPI community?

When I first came to eos — I’ll talk about the high level where we were as a brand, which was when I first came into eos — we had been out in the marketplace with a single product, the egg-shaped lip balm. So we needed to figure out how we were going to reinvigorate the next phase of growth. Our history has always been rooted in product innovation and disruption; launching something that was surprising and nobody had ever seen anything like that.

On the marketing side of things, we were always disruptors. We launched with the original influencers and celebrities. If you remember, we were working with Kim Kardashian and people [who were popular] back in the era when social media was first on the rise. By the time I joined eos, that playbook needed to evolve and change because the whole landscape of influencer marketing, creator marketing, and what it means to storytell as a marketer is very different than what it was 12 or 13 years ago. 

Big part of that was embracing two things that are at an intersection. Number one, more authentic storytelling with more authentic creators. And number two, diversity and representation in order to reach incremental audiences. The intersection of those two things is where we’ve been seeing some really exciting stuff. Specifically, diverse and inclusive creator marketing strategies have been an exciting place for eos. 

How do you ensure this diversity?

About a year and a half into my journey, we established diversity guidelines with all of the representation and talent creators we work with. We wanted to be at least a minimum of 50% diverse across everything that we were doing, and that [includes] Black, African American, Latino, Hispanic, Asian, and Asian American [people]. We have not only met, but we’ve exceeded those goals every year since we established the guidelines. We are proud that we’ve been able to exceed the goals that we set for ourselves across every underrepresented group.

We’ve worked with some amazing AAPI creators from smaller micro creators, who have really passionate and dedicated followings, to mega creators who have the unbelievable ability to reach massive audiences — Bella Porch, for example. More recently, we’re excited to tap beyond creative marketing, in our branded and produced assets, like our commercials on streaming TV. We’ve been able to feature a wide array of diverse talent within that as well. So that we can make sure that we’re shaping representation of the reality of our consumer base, which is very diverse.

You mentioned you work with a lot of creators. Marketing-wise, is there any favorite project or any creator that you’ve worked with?

There are many, to be honest, but there’s probably one that put us on the map. I think it is the most well-known case study. We had a TikTok creator [Carly Joy, @killjoy], a woman who posted about our shave cream, which was not very well known at the time — it was sort of a cult product, but not high on the radar. She posted a very long and hilarious and incredibly profanity-laden and explicit TikTok, where she talked about our shave cream — not sponsored by us or anything, just separately, completely independently. She uses our shave cream to shave her private parts and she said that it was “the secret to how you bless your fucking cooch.” Those were her specific words. 

It was hilarious, and she’s so funny. We basically took her exact words, and we printed them on the product. We launched an entire product collection called “Bless Your F*ing Cooch.” It sold out and it went completely viral. We were able to take that momentum and essentially double our business through the work we did with that creator and with the subsequent campaign that we built around it. 

How was this campaign different from other collaborations with content creators?

[This campaign was] the most well-known, but we’re always looking for opportunities to work with creators and tell the stories that maybe brands aren’t really telling and maybe that they’re shying away from because it’s not conventional branded language. For us, it’s really about authenticity. It’s about saying things that people are saying to each other anyway. This creator wasn’t doing it because she was trying to be provocative. She was literally using her normal language, talking to her normal audience the way that she does, which is authentic, relatable and real. 

As a brand, why wouldn’t we do that too? Let’s talk to people, the way people talk to each other. Let’s use the words that they use when they talk to each other. It has transformed the way that we approach all of our marketing. We’re not afraid to say things the way that people say things, instead of sanitizing them. I think that’s part and parcel of why diverse representation and authentic representation are so important to us as a brand. You want to see people who are relatable people, not people who look like some standard of beauty that you can never attain. 

That’s been a huge part of how we’ve shifted. Maybe 10 years ago when we worked with big celebrity influencers. You know, no one can look like Kim Kardashian. But now, when you look at the work we’re putting out there, we’re working with people who are brilliant and creative and amazing storytellers. But they are real. They have real bodies, they have real faces and real skin and real hair. We just love that. It brings that level of authenticity that resonates with our consumers.

In what other ways does eos contribute to redefining beauty standards and promoting inclusivity? 

I think that the old way of marketing would have said, if you don’t put aspirational imagery out there, people aren’t going to like that. The great thing is we’re no longer in that world. We’re in a world of authenticity and relatability. For example, our latest campaign that we’re running on TikTok, our top-performing partnership, is with a creator who appears on her TikTok with no makeup. [Her] hair is not done, she’s wearing a regular T-shirt. She’s full on her real self, not some made up unattainable beauty standard. And guess what? It’s our top-performing [post] in the entire campaign, which is filled with amazing content. The fact that she’s the top-performing one is because she’s so relatable. And what she’s saying is real. 

By the way, [this] tricks the algorithm because sometimes when you see something in social media, that you recognize as an ad, aren’t you more likely to not want to watch it? Yes. But when you see somebody that looks like a real person who’s talking real talk, you’re more likely to stop and listen. That’s actually been really good for us in terms of performance of the marketing team. 

What’s the importance of representation, especially among AAPI communities?

I think that we are always looking to show and represent Asian stories in our marketing storytelling. To get very real, I’m 49. So that means that I grew up at a time when there were not a lot of people who looked like me in the content that I was consuming, which predominantly was TV, movies, and magazines. I was 19, 30 years ago. The first time I had ever seen a fully Asian cast in a movie was on The Joy Luck Club.

This year through Gold House — 30 years later — I got to watch Joy Ride which I think is kind of hilarious: from The Joy Luck Club to Joy Ride. I think that they’re both amazing in different ways. But to be 19 years old in this country, and to finally see a body of work that fully looks like you and your community is mind-blowing and so surreal. Fast forward to where we are now to be able to see the range of the stories that can be told with fully Asian casts, produced by Asian people is mind-blowing to me. I couldn’t but imagine it 30 years ago.

When I was a child, I grew up with predominantly non-Asian people in my school and my community. I remember very distinctly having these moments of cognitive dissonance, where you come home at the end of the day, after you’ve only been — your brain, your eyes, everything — on the receiving end of imagery that [showed] people who don’t look anything like you. And then you look in the mirror and you go, “Whoa, that’s me.” You’re actually sort of surprised. This is weird. It truly there’s no other thing to call it other than cognitive dissonance [between] the internal image of your identity versus what you actually clicked when you looked in the mirror. 

While we’re talking about social media and pop culture, how has eos’ marketing and engagement strategies adapted to this landscape?

Today, my kids are growing up in a world where they are surrounded by a mosaic of images and faces of people who look like them, who look like their friends, who look different from them in a good way. They can actually absorb the breadth and the diversity. I think that’s what we’re all working towards. If I can do my part, my little part in the content that I push out there through marketing and advertising, that’s actually really what I want to do. And as I mentioned, it’s actually really good for business. This is not just a nonprofit kind of initiative. This is a good for business, good for growth initiative.

Recommendations of Women 

What are your must-have beauty product recommendations?

One thing from what we offer is our recently launched Lip Butter Tube. It’s amazing, it feels so good on skin. You can wear it as an overnight lip mask. It’s called 24H Moisture Lip Butter so I’d have to plug that one thing because I genuinely love the product. 

Beyond that. I was okay with a pretty basic skincare routine. More recently, I’ve started to do more — a multi-step [routine], serums and all that stuff. But the one thing that I have always done, the entire time without fail, is SPF. And it’s the one thing that every single person must do every single day. I love the Korean SPF. I don’t know if you’ve used the Korean ones, but they’re very lightweight. They feel like skincare but they’re really good at protecting your skin. 

Want to read more about inspiring women shaping fashion and beauty? Find out how the Hartanto sisters have led PEGGY HARTANTO to be one of Indonesia’s top fashion brands here.

The author’s content and opinions have not been pre-reviewed, approved or endorsed by Discover.

The post Words of Women: eos’ CMO, Soyoung Kang, on Championing Authentic Beauty Marketing appeared first on EnVi Media.

From executives to creatives, women across fields are innovating and shaping the fashion and beauty landscape. In our series “Words of Women,” EnVi talks to inspiring women in the industry about their work, achievements, and journey to success. To celebrate the launch of EnVi en Español, we spotlight Nadia Manjarrez, founder and CEO of the eponymous Mexican bridal brand. 

Born and raised in Culiacán, Mexico, Nadia pursued Fashion and Textile Design studies at the University of Monterrey. In 2011, she moved to New York for a design internship with couture designer Bibhu Mohapatra and then went on to work for Badgley Mischka, Marchesa, Cushnie et Ochs, David Meister and Flor et.al. Upon her return to Mexico in 2019, Nadia set up an atelier in her parents’ basement to work on wedding gown commissions from friends. However, the COVID-19 pandemic hit shortly after, prompting her to swiftly change gears to sew and donate masks to local hospitals. As the pandemic subdued, Nadia would eventually reprise bridal creation. 

Now, focused on versatility and wearability — without neglecting the inherent beauty and splendor of bridal design — Nadia creates made-to-order gowns. Each dress is entirely produced in her atelier in Culiacán by a team of all-female, head-of-household seamstresses. Read on to discover more about Nadia’s creative universe.

Where did the idea of launching your own fashion brand come from? 

I always knew I wanted to have my own brand but the idea of bridal didn’t happen until I started working on a couple of friends’ wedding dresses in 2019.

Can you talk us through your background? What were you doing before launching your bridal brand

I worked for eveningwear and bridal brands for 10 years before moving back home for “a couple of months” in December 2019. I was meant to go back to New York in March when the pandemic hit. My experience goes from product development to design with brands such as Bibhu Mohapatra, Badgley Mischka, Marchesa, Cushnie, and lastly, Flor et.al.

How does your upbringing manifest in your designs? What aspects of your creative process and final designs draw on the different parts of your identity?

I always draw inspiration from something happening in my life at the moment, the first collection was inspired by Kintsugi, the art of mending pottery with silver or gold, it symbolizes that something is only more beautiful after having been broken. I started the first collection right after the death of my father.

The second collection was inspired by Mexican wedding traditions and it happened right as I was preparing for my own wedding. I always end up highlighting pieces of my Mexican heritage in every collection.

Did you face any challenges as a female brand founder?

Not in the design aspect as much as in the business aspect of it. I often felt looked down on as a business owner with comments making it seem as if I was playing dress up with my dolls and not seeing this as a real profitable business. I am happy to be able to prove them wrong.

Looking back on the experience, is there some advice you’d give to young women entrepreneurs and business owners?

I think good planning and not overanalyzing have worked for me. Most of the time, going with your gut is what ends up working out for the best. I do an exercise when making big decisions: I think of the best thing that can happen and give it a weight value. Then I think of the worst thing that can happen and assign it a weight; whichever is heavier defines my answer.

What is something you wish people would recognize your designs for?

Versatility, newness, comfort, and sophistication

Have there been any challenges as a Latin American designer breaking into the fashion space?

I think the biggest challenge is to convince the world to associate Latin America with high-quality products.

Latin American fashion is on the rise. Is there anyone from the Latin American and diasporic community that you look up to?

I always look up to the ones trying to improve the fashion industry in Latin America like Karla Martinez de Salas from Vogue Mexico or Estefania Lacayo from Latin American Fashion Summit.

Who are your biggest style inspirations?

I think it depends on the stage of design I am in at the moment. Right now I would say Adele and Zendaya.

What do you hope to see in the fashion industry in the future?

More focus on quality and design and less “clickbait” spectacle.

As a brand founder, what have been some of the most rewarding moments?

Internally, when my team gets excited about our company’s accomplishments, it makes me feel proud to have a team that sees this company as theirs too. We were recently featured in the New York Times. It definitely felt like a morale boost for our upcoming collections.

How do you envision your brand in the future?

I see us solidifying our name among our competitors and growing our reach through partner stores as well as our NYC showroom.

Recommendations of women 

What are some of your favorite places (anywhere in the world) to visit?

El Rosario beach in Baja California Sur, México

What are your must-have beauty items?

Caudalie Vinoperfect Correcting Serum and the Beauty Elixir Mist.

Nadia Majarrez Studio recently celebrated the opening of its first by-appointment-only showroom in New York. Located in the Flower District on 28th Street, the space is the only place in the United States that showcases all of Nadia Manjarez Bridal’s collections including past season designs. “Opening my own showroom was a goal I’ve had for quite some time, but wasn’t something I thought was attainable in the immediate future,” Nadia explains. “There are so few Mexican designers represented in the bridal industry, I want to show the next generation of designers that it’s possible to achieve your dreams with a lot of hard work and a little luck.”

Want to read more about inspiring women in the fashion and beauty industry? Check out how Tamara Bakir is refining clean beauty and self-empowerment with Manifest Beauty here. 

The post Words of Women: Nadia Manjarrez Is Paving the Way for Latin American Bridal Designers appeared first on EnVi Media.

From brand founders to creatives, women are thriving with their work across industries. EnVi’s series “Words of Women” spotlights inspiring women who are reshaping the fashion and beauty spaces. In the latest installment, we talk to Tamara Bakir, founder and CEO of Manifest Beauty.

A seasoned entrepreneur, Tamara has honed her skills working at some of the world’s largest luxury fashion, lifestyle and beauty brands in London, Dubai and Los Angeles. In 2023, she launched Manifest Beauty, a clean, vegan and cruelty free beauty brand rooted in self-empowerment and self-love. The brand’s star product, a Chili-Infused Lip Plumping Oil, is quickly gaining steam among beauty experts and aficionados with a clean, effective formula. But beyond innovation, Manifest Beauty is redefining beauty by encouraging women to embrace themselves and their purpose.

Hereon, Tamara Bakir opens up about her journey as a brand founder, the transformative power of self-empowerment and what’s ahead for Manifest Beauty.

EnVi: How did the idea of launching your own beauty brand come up?

Tamara Bakir: The inception of Manifest Beauty was a transformative moment in my life, born from an experience during a Dr.Joe Dispenza retreat in Denver in 2022. Amidst challenging times, a powerful vision unfolded before me during meditation. Despite my background in finance and investing, with no direct experience in cosmetic creation at that moment, I recognized this vision as my purpose and calling. I embarked on an intense journey of education, studying, getting a mentor, doing courses in the beauty industry, cosmetic creation, supply chain, e-commerce, attending trade shows and immersing myself in the beauty business. Everything fell into place organically, from connecting with the right suppliers to building a supportive community. With dedication and passion, I collaborated with a chemist to bring our products to life swiftly.

Understanding the transformative power of self-empowerment, I was driven by the desire to share this knowledge and support other women. I firmly believe that as women, it’s our duty to uplift and empower one another. My primary goal was not just to create a cosmetics brand, but to establish a brand that helped women feel as beautiful on the inside as they are on the outside. True beauty, for me, lies in an open heart, in a woman who is in love with herself. This philosophy became the driving force behind Manifest Beauty and shaped our mission to empower women, foster self-love, and redefine beauty standards.

Before launching Manifest Beauty, you worked in the business industry. Did this background contribute to creating the brand? 

My background in the luxury business industry has profoundly shaped the essence of Manifest Beauty. My journey began in the world of luxury publishing, sales, and marketing, where I worked closely with renowned global brands, honing my understanding of the market’s intricacies. These experiences laid the foundation for Manifest Beauty, a brand that seamlessly fuses innovation, luxury, and authenticity. Every aspect of our brand, from our clean vegan formulations to our empowering messaging, reflects the expertise and passion cultivated during my years in the business world. 

My decade-long experience in luxury real estate sales also allowed me to understand the importance of unique selling propositions. Manifest Beauty is not just about creating products; it’s about crafting a transformative experience for our community, uniting heritage and innovation, and empowering individuals globally. Manifest Beauty is more than a brand; it’s a testament to the harmonious blend of business acumen and creativity.

As you prepared for the launch of Manifest Beauty, did you face any challenges as a female brand founder?

I feel that people feel more connected to female founders in this space (beauty business). Every woman with a passion for beauty has a lifetime of experience in cosmetics just by living her own beauty journey and navigating the balance between beauty trends and accentuating her beauty. My hero product — the Chili-Infused Lip-Plumping Oil — came out of my personal frustration within the lip-plumping product category. Everything in the space was either pasty, burned, sticky, or simply didn’t work. It was this need that laid the foundation for our hero product.

Looking back on the experience, is there some advice you’d give to young women entrepreneurs and business owners?

Free fall and trust your intuition always. People will always have a lot of opinions about your life but when I look back on my career, my successes and failures, my intuition and my heart never let me down. I also think that you should trust the unknown and free fall into it rather than be scared of it. Greatness is born in what has never been done before. It can be scary because there’s no roadmap, but the payoff is also groundbreaking and changes your life and sometimes the world when you succeed.

Manifest Beauty’s ethos is rooted in embracing yourself instead of seeking perfection. What inspired you to put empowerment as the core of your brand?

[It] stemmed from the belief that true beauty emanates from within. In a world often fixated on unrealistic ideals, I wanted to create a space where individuals felt celebrated for their authenticity. Witnessing the transformative power of self-love and confidence during my journey in the business industry, I realized the profound impact it could have. 

Empowerment, coupled with manifestation, became not just a concept but a guiding force. Manifestation was not only at the core of our brand but also the very essence that brought Manifest Beauty to life. I envisioned this brand as a celebration of self-love, confidence, and the ability to transform dreams into reality. It’s about encouraging individuals to embrace their uniqueness, fostering self-love, and realizing their unlimited power. When you go all in and believe in yourself the world around you meets you there.

Additionally, Manifest Beauty has an ongoing partnership with Look Good, Feel Better. Can you tell us a bit more about it? What inspired you to work with them?

Partnering with Look Good, Feel Better was a natural and heartfelt decision for Manifest Beauty. Our brand is built on the principles of female empowerment, self-love, and embracing inner beauty. When we discovered the incredible work of Look Good, Feel Better, a non-medical, brand-neutral public service program dedicated to teaching beauty techniques to cancer patients, we instantly felt a deep connection. Cancer treatment can take a toll not only on physical health but also on one’s confidence and self-esteem. Look Good, Feel Better’s workshops provide invaluable support, helping individuals manage the appearance-related side effects of cancer treatment and regain a sense of normalcy. Inspired by their mission, we committed to donating 3% of all net sales to this organization from the very launch of Manifest Beauty.

In addition to Look Good, Feel Better, we are also honored to collaborate with the Give to Give Foundation. The foundation shares our vision for empowering individuals on their healing and wellness journeys. Through scholarships and hands-on support, the Give to Give Foundation transforms lives in a systemic and enduring way. 

These partnerships are not just about financial support; they represent our shared dedication to making a tangible difference in people’s lives. At Manifest Beauty, we believe that true beauty is not just about looking good but also about feeling good and helping others do the same. We’re honored to contribute to the transformative journeys of individuals, allowing them to embrace their unlimited potential and thrive with the support of a caring community.

Manifest Beauty is quickly gaining followers in the beauty community. What are some of your best-selling items?

Our journey has been incredibly rewarding, especially witnessing the love and support from our growing beauty community. Our Chili-Infused Lip Plumping Oil in the shade Crystal Clear Plump Pout stands as one of our most beloved products. This product is my hero because it acts as an all-in-one — lip topper, primer, clear gloss and even an overnight lip-plumping serum.

The demand for our signature lip oil has been remarkable, and in response to our community’s enthusiasm, we are eagerly launching three new Cult Classic shades to meet diverse preferences, as well as our Dubai Gold sparkle shade just in time for the holiday season. Anticipating high demand, we’re confident our new shade additions will swiftly become favorites among our supporters!

As a brand founder, what have been some of the most rewarding moments?

Some of the most rewarding moments for me have been monumental milestones shaping Manifest Beauty’s journey. Winning a Cosmoprof Award was not just an acknowledgment of our products’ quality but a testament to our dedication to clean, vegan beauty. Personally, trying our product for the first time was an incredibly fulfilling experience — seeing the manifestation of our vision in a tangible form. Partnering with the Give to Give Foundation was another significant achievement — watching lives transform before my eyes. 

Moreover, our upcoming physical pop-up at Westfield Century City this Holiday Season marks a crucial moment for both me and the brand. It’s a testament to our growth, allowing us to connect with our community in person and share the transformative power of Manifest Beauty firsthand.

How do you envision Manifest Beauty in the future? 

I envision Manifest Beauty as a beacon of innovation, empowerment, and inclusivity in the future. Our journey will continue to evolve as we expand our offerings to include a range of lip care products and masks — each meticulously crafted with the same dedication to clean, vegan formulations and self-empowerment. Our vision extends beyond just lip products; we aim to create an entire universe of clean, vegan, and self-empowering beauty items. 

Manifest Beauty will stand as a symbol of holistic beauty, where individuals are not just customers but active participants in their self-love journey. Together, we will continue to celebrate authenticity, embrace imperfections, and radiate confidence.

What are some of your personal goals as the brand’s founder?

I have three goals for Manifest Beauty. Number one is to become the numberone selling lip-plumping brand in the world. Number two is to redefine beauty and empower our community to feel as good on the inside as they look on the outside. Finally, I want our philanthropic causes to grow with us, ensuring that the more we grow the more we give back and change women’s lives.

Recommendations of women 

What are some of your favorite places to visit?

Dubai holds a special place in my heart. It’s a city where my entrepreneurial journey began, shaping my understanding of luxury, business, and innovation. The vibrant energy, architectural marvels, and cultural diversity make Dubai an inspiring destination. Moreover, it is where our esteemed partner, the Alpago Group, is based, which adds to the city’s significance in my professional life. Some of my favorite places include The Dubai Mall and the Royal Atlantis Hotel. It truly is the city of dreams

Mexico. I just love Mexico! Everywhere I have visited so far; Puerto Vallarta, Tulum, Cabo I am obsessed with! I feel so connected to the energy, the food, the people. Mexico City is definitely at the top of my bucket list.

Italy. I just love everything about Italy. I also believe that the more south you go the better it gets. I spent this summer in the Italian Riviera and I think it’s one of the most beautiful places I’ve ever seen. Italy is my highest inspiration for luxury, quality, and style. Most importantly I’m such a pasta girl!

What are your must-have beauty items?

The ILIA Limitless Lash Mascara worn on top of Dior’s lash primer. The Manifest Beauty Chili-Infused Lip-Plumping Oil in Crystal Clear. Tarte Cosmetics Shape Tape Concealer and a luxury perfume such as Le Labo’s Lys41. 

Manifest Beauty just launched its first-ever Holiday Pop-Up at Century City in Westfield, Los Angeles. The “BIG POUT ENERGY// PLUMPING POP-UP” is located right next to the mall’s Holiday Market at the Atrium and will run until January 31st, 2024. The space showcases a selection of Manifest Beauty’s premium products, including a their award-winning Chili-Infused Lip Plumping Oils in all of their newest shades. If you’re in Los Angeles, don’t miss out on the in-person holiday promotions and deals!

Want to read more about inspiring women shaping fashion and beauty? Find out how the Hartanto sisters have led PEGGY HARTANTO to be one of Indonesia’s top fashion brands here.

The post Words of Women: Tamara Bakir Redefines Clean Beauty and Self-Empowerment with Manifest Beauty appeared first on EnVi Media.

Regardless of the industry, there are plenty of women who are certified power players in their respective fields. In our series “Words of Women,” EnVi talks to inspiring women in the fashion and beauty industry about their goals, achievements, and journey to success. As Asian American Pacific Island Heritage Month comes to an end, EnVi highlights Japanese American brand owner Cynthia Sakai. The evolvetogether founder discusses her experience as a lifelong designer and how to spark innovation within the littlest of details.

Raised by a mother working in the world of luxury fashion and founding an accessory brand at the young age of 18, Cynthia Sakai has always been destined to become an influential figure in the fashion and lifestyle scene. Born with an entrepreneurial spirit, the designer — who is a member of the Council of Fashion Designers of America — took a turn from the world of jewelry design to dominate the personal care industry in the middle of the COVID-19 pandemic.

With a handful of notes taken from Japanese culture, Cynthia became obsessed with the idea of creating purpose-driven products that will last a lifetime. Attaching meaningful thoughts to every detail, evolvetogether paves the way for elevated, sustainable labels, focused on creating mindful products with a large impact.

EnVi: What was the catalyst for you to start your own personal care brand?

Cynthia Sakai: Honestly, we just couldn’t find products that did everything that we (and our customers) cared about — beautiful, high-performing, and daily essentials that were also good for the environment. Instead, we could only find stuff that only had a slice of what we were looking for. Luxe but wasteful. Effective but visually out of place in our daily lives. Sustainable but ineffective, difficult to use, or missing the mark on a modern aesthetic. So, our North Star became an equal focus on product formulation, sustainability, and design so that a single product could encompass all the values modern consumers care about.

How did evolvetogether come to fruition?

We began our company as a way to help people at the start of the pandemic. Our first product, a high-performing everyday mask, was critical to get tested, fairly priced, and quality masks to consumers when they needed it most. From day one, it’s always been about bringing people together to do good and adding value to people’s lives — a mission that’s stayed with us as we’ve expanded into other daily essential and beauty categories.

What were your biggest aspirations and inspirations when starting evolvetogether?

We wanted to create a brand that could bring people together to do good. At first, that was through taking care of people by wearing masks — and reminding people that we’re all connected no matter our race, religion, gender, or where we live. And that led us to things like our tree-planting initiative — $1 at checkout plants a tree, and we’ve planted hundreds of thousands of trees together! We’ve been investing in biodegradable face masks, introducing tree-free outer packaging, and evolving our packaging to minimize plastic waste. Side note, our personal care collection has already saved over 26,700 pounds of plastic!

Did you face any challenges when you were putting your brand together?

Absolutely. Because we began during the pandemic, we had to build a brand from scratch while navigating a 100% remote workforce, global manufacturing and supply chain disruptions, and ever-evolving regulations. It was hard. But, it also allowed us to naturally bake agility, flexibility, and open-mindedness into our DNA — traits that are now core to our ability to be innovative with new materials, processes, products, and categories.

As someone with an extensive background as a designer, has your experience in the fashion industry influenced your choices at evolvetogether?

Yes, as a designer I think it’s been a natural fit for considering all the details that go into a well-loved product. Not only how it looks, but how people live with and use an item, too. It’s also allowed us the freedom to re-imagine what sustainability should look like by casting aside the typical brown box aesthetic of a “green” item to really elevate and incorporate sustainability in a more beautiful way.

From thoughtful packaging to donating at checkout, evolvetogether’s core values are rooted in taking care of people and the planet. Why did you want to highlight this in your brand?

We have this belief that 8 billion of us share this one beautiful world and that when we evolve together our small, daily actions can add up to a lot of good. That idea is grounded in everything we do and has inspired our community tree planting initiative, approach to sustainable packaging, and even the global coordinates we print on each product as a reminder that we’re all connected no matter our race, gender, religion, or where we live.

evolvetogether is a highly innovative brand that is always one step ahead of the market. Where do you get inspiration from when creating new products?

We take inspiration from what’s missing in the market and obsess about ways to make existing things better. And of course, we listen to our customers. We care about the things customers tell us they want and always go back to the question, “How does this product add value to someone’s life?”

It’s AAPI Heritage Month. Has your heritage and cultural background contributed in any way to shaping your brand? If so, how?

Japanese culture is rooted in the thoughtfulness of details — in everything from products and packaging to food and presentation. In Japan, it’s quite beautiful how everyday things are designed in a way to not only look a certain way, but also to add joy, and purpose to your daily life. It’s less about grab-and-go consumerism and more about welcoming something into your life that you will love for a very long time. That mindset has definitely shaped our brand, and something you can see in its minimal aesthetic, functional thoughtfulness, and quality of materials. We make things people will want to keep (and love) until their very last use.

Who are some people from the AAPI community that you look up to?

There are quite a few — on a personal level, my grandma who had such an incredible sense of style and who really instilled in me from a young age to value beauty and quality in all things. And on the other end of the spectrum, there’s my fellow CFDA designer and fashion leader Vera Wang who’s really been the trailblazer for other AAPI designers and is a great role model in entrepreneurship all the way around.

Recommendations of Women

What are some of your personal must-have beauty or fashion items?

What advice would you give to young people pursuing to start their own brands?

Cynthia Sakai: Have a purpose! As long as you stay true to your purpose, you’ll be on a good path. Having that “why” makes the “how” a lot easier to decide along the way.

Want to read more about inspiring women shaping fashion and beauty? Find out how the Hartanto sisters have led PEGGY HARTANTO to be one of Indonesia’s top fashion brands here.

The post Words of Women: evolvetogether Founder Cynthia Sakai on Innovation and Bringing People Together appeared first on EnVi Media.

From brand founders and fashion designers to models and stars, there are plenty of women shaping the fashion and beauty landscape. In our series “Words of Women,” EnVi talks to inspiring women in the industry about their goals, achievements, and journey to success. As Women’s History Month comes to an end, EnVi spotlights Erica Choi, the mastermind behind Superegg. 

A woman of many hats — esthetician, content creator, creative director, and brand owner — Erica found inspiration in the nurturing properties of eggs to create a clean, vegan beauty brand that balances Asian heritage and scientific knowledge. With one-of-a-kind formulations that replicate the benefits of eggs for the skin, Superegg is making waves on the market. Here on, the beauty founder discusses the philosophy behind her brand — rooted in Korean tradition — and the importance of holistic well-being. 

How has your experience as a creative director and beauty content creator contributed to the creation of Superegg? 

After graduating [from] art school and a decade in corporate design whilst working as a content creator, all these experiences came together for the opportunity to create my dream brand – a company rooted in my philosophy of holistic wellness. A brand that is aesthetically pleasing, incredibly high-performance and effective, sensorial, and luxuriously experiential while still doing good for the environment. Graphic designs are storytellers, and with this honed in on over the past 15 years, I am able to tell the story in a clearer way. I also obtained my esthetician’s license so there could also be legitimacy and understanding to give another layer to my passion for skin and skincare.

Did you encounter any challenges while preparing for the launch of your brand?

The most challenging thing I’ve faced over the past years as a founder is that many things are out of my control. In true Virgo fashion, I am a perfectionist and a planner so this was not easy for me. It started from the beginning because we launched during the pandemic. During this time, I’ve learned to pivot, let go, and find alternative actions. I’ve also faced additional struggles with mental health that may come my way. As an empath, I can be quite sensitive at times, but I’ve indeed grown stronger. However, it’s all about balance. As beauty and skincare are also very personal, and we are in the service industry, our priority is helping others find what works best for their skin. It’s about building a community and being a dependable source for our community.

An important part of Superegg’s ethos is its commitment to offering clean beauty products and promoting holistic well-being. Why are those topics important to you?

It comes from a personal place, and I wanted to share these values and emphasize the importance of caring for your well-being through this brand. Skin and skincare have been something very personal to me since early childhood and have brought much comfort to my daily life. The act of doing something for oneself to feel more beautiful was something so sacred to me, especially in times when it felt like everything was falling apart. Superegg is a holistic approach to the skin’s well-being formulated with the perfect balance of science-backed, clinically proven ingredients with plant extracts used in historical Asian culture for centuries. I want to bring the same kind of joy, love, and confidence to our users.

Sustainability is also one of our core values, and it is something we are trying to navigate to the best of our ability, with both long-term and short-term goals for the brand. We are being mindful of how we are impacting our planet at every step of the process.

Personally, we find the brand very aesthetically pleasing. How did you come up with the concept for design and what do you keep in mind for keeping consistent on social media? 

Thank you so much! I come from a design background, so I have thought about every detail when it comes to the formulas as well as the packaging. I also use my training as an esthetician and experience as a beauty influencer and am aware of the nuances when it comes to producing a beautiful product with mindfulness of sustainability. On our social media page, it feels consistent because it has a singular POV at the moment (I am the one who is actually photographing, editing, and creating the content!) and I have a clear vision of how I desire it to look and feel. For other brands, I would recommend having a color palette or a mood board to reference if there are multiple people working on the account.

What are some of the most rewarding moments as a brand founder?

When our product(s) are recognized by individuals I admire! It has also been incredibly rewarding each and every time a customer has given us great feedback on how it has made a positive difference in their life. This is a reminder of why we set out to create Superegg. It makes our efforts all worth it.

Tell us about Superegg’s plans for the future.

We are continuing our mission to create thoughtful, innovative products that push science and nature to bring comfort to daily rituals and help people feel beautiful inside and out. We have a few very exciting launches in the works and can’t wait to share them with you.

Recommendations of Women

What are your must-have beauty items?

An everyday gentle foaming cleanser (Superegg Gentle Elements) a soothing hydrating mist (Superegg Kind Atmosphere, a versatile moisturizer (Superegg Sound Renewal), a lightweight sunscreen (Beauty of Joseon Relief Sun), a cushion compact (Hera Black Cushion), and a black waterproof liquid eyeliner (Stila Stay All Day).

Please share one piece of advice that you believe everybody should pay attention to when it comes to skincare. 

Always wear SPF! It should be the last step of your skincare routine in the morning, and don’t forget to reapply throughout the day if you’re going to be out in the sun. The best sunscreen is the one you’re going to use most, and my preferred method of reapplication is a sunscreen stick. Korean brands usually have a matte/natural finish and are super easy to reapply without messing up your makeup!

Want to read more about inspiring women shaping fashion and beauty? Find out how the Hartanto sisters have led PEGGY HARTANTO to be one of Indonesia’s top fashion brands here.

The post Words of Women: Erica Choi Takes Holistic Well-being to the Next Level with Superegg appeared first on EnVi Media.

Whether they are brand founders, fashion designers, models, creatives, or stars, women are changing the fashion and beauty landscape. In our series “Words of Women,” EnVi talks to inspiring women about their goals, achievements, and journey in the fashion and beauty industry. In the second installment of the series, EnVi chatted with Peggy, Petty, and Lydia Hartanto, the sisters behind the Indonesian fashion brand PEGGY HARTANTO. The trio discussed the trials and triumphs at the helm of a high-end fashion brand.

Known for refined creations that uphold a touch of whimsicality, PEGGY HARTANTO is a leading Indonesian womenswear label that has taken the fashion industry by storm. An alumnus of the Raffles College Of Design And Commerce, Peggy acts as the Creative Director of her namesake brand. Meanwhile, Lydia handles business management and Petty leads the marketing team. The sisters have successfully scaled the brand to become the prestigious name it is now. And this is how.

EnVi: Before founding your brand, what were you doing? Can you share a little about your background and what inspired you to launch your own brand?

Peggy Hartanto: After graduating from Raffles Design of College and Commerce in Sydney, Australia, I worked with Collette Dinnigan — an Australian Ready-to-Wear brand — for a year before I decided to return to Surabaya to start my own label. It was hard to find an occasion wear that suited my style back then, therefore it inspired me to start PEGGY HARTANTO.

When did your interest in fashion begin?

Peggy: Since I was little, my mom and grandmother always dressed me and Petty (my twin sister) with their handmade clothes. I took the leftover fabrics and dressed my dolls with them.

Who would you say are your biggest inspirations?

Peggy: My mom and my grandma, as they are both examples of women who can do anything in life — having a career and being a wonderful caretaker at home.

Starting your own fashion brand isn’t easy, were there any challenges as a female creative director?

Peggy: I think when you are starting, every experience is a learning curve. Generally, there were challenges because we learned by doing and from people we met along the way. I learned fashion at school, but my sisters didn’t have knowledge about fashion at all, so we learned from books, got some mentoring, and through trials and rejections. I would not say that they are related to my role as a female creative director though. 

On the business side of things, what were some challenges the brand overcame in its beginnings?

Lydia Hartanto: Finding out and carving out the identity of the brand. For us, it took us some seasons. Training the human resources with the standard that we were aiming at. Trial and error on the sales and marketing strategy, as we were aiming for a contemporary Ready-to-Wear (RTW) that was not commonly known back then in Indonesia.

What are some misconceptions people might have when it comes to being a fashion designer and a brand owner? How is reality different from these misconceptions?

Peggy: That a brand is heavily relying on the fashion designer. It is partly true, but most of them are not. A fashion brand is a big teamwork, and creativity is a part of it. 

What are some things young creatives should keep in mind when starting their own brand? 

Lydia: First thing — getting a cofounder that can complement you. It will make the journey easier and more fun.

Photo courtesy of PEGGY HARTANTO

If you could give a word of advice to Peggy from 10 years ago, what would it be and why?

Peggy:  Form a team as early as possible. We were perfectionists and tend to do things ourselves, but now as we grew our team, we wish we did it sooner.

Before starting your namesake brand, you had the chance to work in Sydney. What difference do you notice between the fashion scene in Australia compared to Indonesia?

Peggy: The ecosystem, I would say. In Australia, the ecosystem in the creative industry is more mature; they have the support systems needed for a designer to grow. But then again, the fashion industry there is older than in Indonesia, and we are currently catching up.

On the other hand, as a veteran in the local industry, how would you say the industry has changed now in comparison to when you first started out?
Peggy: The fashion industry in Indonesia is more vibrant, and so many new brands are emerging. It slowly creates the whole ecosystem, with the media, retailers, incubators, agencies and so on. It will be exciting to see where Indonesia’s fashion industry goes from here.

Luxury RTW fashion is still a niche market in Indonesia, how do you manage to continue growing a business in a sector of the industry that’s still not accessible to most of the general public? How do you maintain and grow a clientele in a niche market?

Petty Hartanto:  Indonesians have been a clientele of luxury RTW fashion brands from overseas, so our homework back then was how to switch this into convincing that Indonesian fashion brands also have quality and creativity that is able to compete with fashion brands from overseas. Consistency, creativity, and quality were what we constantly put out there, and it was not a direct change. We were also lucky that we were at the right time when the contemporary RTW in Indonesia was growing, so we were not alone. Together with our designer friends then we co-founded ARA, a multilabel store that focused on this. 

Photo courtesy of PEGGY HARTANTO

What advice can you give to local brands looking to expand their business internationally?

Lydia: Strengthen the product quality and try to be consistent with the brand’s PR.

Some might be wary of starting a business with family and friends out of the fear of work interfering in their personal lives. Did you struggle with this too?
Lydia: Not at all; we grew up in an environment where family businesses are the norm, and that’s why starting a business with siblings also felt normal for us.

How do you draw the boundaries between work and personal life to maintain the bond and relationship you have now? 

Lydia: I think our work and personal life blended well, and we didn’t try to separate them. We love what we do and we get to enjoy that as a family.

In some parts of the world, people still believe in the patriarchal view that women are expected to follow traditional gender roles. Did you have to fight this prejudice when you were starting the brand? And how did you gain the confidence to go against the imposed norms? 

Petty: We didn’t. Some of the women that we work with in our company are the breadwinner of their households. Therefore, we would like to provide more opportunities and a safe space by employing only females in PEGGY HARTANTO and having a more women-oriented working culture for our team.

Women empowerment and equality are steadily rising to become popular topics amongst young Indonesians. Do you feel there is an improvement in gender equality in the professional world as well? 

Lydia: Yes, [there] definitely is. Being women ourselves in a society that previously glorified women’s role at home, it is liberating to see that we have more freedom to choose now than before.   

A lot of young girls dream of becoming fashion designers and fashion brand owners but might feel discouraged at times, what advice would you give to these young girls to encourage them?

Peggy: Don’t be afraid to dream. We dreamed a lot when we just started, and we still do, as there are always goals to achieve. Everyone once starts somewhere. However, be ready to work hard. If possible, get a mentor. And always be nice to whoever you meet.

Interested in more Women’s History Month content? Check out the first installment of our Women’s Words series here.

The post Words of Women: PEGGY HARTANTO and the Power of Sisterhood appeared first on EnVi Media.

Whether they are brand founders, fashion designers, models, creatives, or stars, there are plenty of women changing the fashion and beauty game. In our series “Words of Women,” EnVi talks to inspiring women about their goals, achievements, and journey in the fashion and beauty industry. Celebrating Women’s History Month, in the first installment, EnVi spotlights Latinx engineer and brand owner Priscila Fadul. The Lendava Skincare founder discusses her experience as a woman in the beauty industry and why less is more when it comes to skincare. 

Despite growing up immersed in her family business — which includes the distribution rights to luxury beauty brands — Priscila has never been impressed by industry fads, lengthy routines, overwrought stories, or trendy ingredients. After years of experience that helped her separate fact and fiction, she created Lendava Skincare, a brand that prides itself on cutting through the hype to deliver a sure thing: elegant skincare that prioritizes the functionality of the skin. Lendava makes skincare with the right priorities: a formula-first ethos with a simple, savvy, and pleasurable routine. Through her brand, Priscila is representing Latinx beauty and aiming for a more sustainable and minimalist approach. 

What are some challenges you’ve encountered as a female engineer and brand founder? 
Honestly, I feel the beauty industry is really supportive! Today, women are raising each other up and channeling the power of collaboration. We’ve changed the equation — and this has led to the rise of female-led beauty empires. With their businesses, female entrepreneurs have finally been able to break beauty barriers, taking the lead in an industry that has been capitalizing on their insecurities for decades. Furthermore, greater female leadership is something consumers want. In order to create lasting change in this industry and better meet the needs of today’s modern women, women should be in leadership positions where they can steer brands to develop products and messages that empower them and help them feel good about themselves.

What has been your most memorable experience as a female brand owner?
It took me more than 3 years to formulate Lendava’s first two products. Just as Lendava was finally ready to launch — the content, the formula, the packaging, everything — I found out I was pregnant. On top of that, I was pregnant with twins. This actually made me feel like I was expecting triplets since while I was preparing two of everything for the nursery, I was also preparing everything for the birth of Lendava. Just a friendly reminder that women can do anything, and they can do it while they’re pregnant too, which is that much more impressive! 

Can you share some tips for women who are discovering and embracing skincare for the first time? 
I love the fact that today’s customers are savvier than ever. So my advice would be to educate themselves and read the labels; investigate. Be curious about what products to use and the impacts of the skincare industry. Also, be more interested in long-term skin health and protection, rather than just trying to solve temporary skincare issues. Because healthy skin is a lifelong journey! Be conscious about sustainability, and choose positive brands: honest, science-proved, and inclusive. Finally, I encourage customers to switch to a more minimal approach. Because using less is not only about skin health but also about making beauty more sustainable. Since I have gotten deeper into the business of beauty, I have realized how much waste is produced. Overconsumption is a massive problem right now, not only in the beauty industry but in the entire world. 

If you could go back in time, what is some advice you’d give to your 20-year-old self? 
On the topic of skincare… ”Healthy skin equals success!” The skin is a reflection of who you are as a person.” Faces hold truth, tell you about life experiences, reveal character, and express emotion. Beautiful skin is healthy skin, and a healthy appearance is always rewarded. So love your skin, invest in your skin, and get away from the sun!

Who are some of your female role models? What have you learned from them? 
Chanel, Estee Lauder, and Helena Rubinstein, because each of them had changed the beauty industry in their own way by revolutionizing the culture around women’s attitudes toward their appearance. I learned from them that “Beauty is Power!”

Lastly, what would you like Lendava Skincare’s plans for the future? What would you like your brand to be recognized for?  
I want to build a community, as I envision the future of Lendava with innovation and educational content. Because today, clean beauty and nice packaging are not enough. Continuous research and proven science will become the only source of confidence and trust. I am creating products that add REAL value to the health of the skin, and I want my community to feel great about them. I believe in the power of “word of mouth,” at least in the beauty category. Quality over quantity is my goal. 

I want the brand to be recognized as one with the right priorities in terms of formulation and packaging. I want to prove that we can have all the luxury and benefits of a multi-step skincare routine with just a few very well-formulated products. Our goal is to become a fully responsible brand in terms of packaging and a best-in-class brand in terms of ingredients. I want Lendava to be recognized as a brand with less trend, more tried-and-true, less clutter, more benefit, less waste, more impact, and less edge, more elegance! Using Lendava is simple and pleasurable; it’s savvy skincare with all the right priorities! 

Interested in more Women’s History Month content? Read everything about the Ciaté London collaboration with Iris Apfel here.

The post Words of Women: Latinx Founder Priscila Fadul is Creating Skincare with the Right Priorities appeared first on EnVi Media.