After weaving between shopping carts by the berries, the beauty section should be “an oasis in an otherwise busy day,” says Coccaro.
What she’s excited about: “There’s so much innovation in bath products — bath milk, bath teas [a sachet of fragrant herbs for the tub]. Pacha Soap Co.’s Salt Blocks are cubes of salt, dried flowers, and essential oils; they’re beautiful.”
Her proudest discovery: “Cocokind [skin care and makeup] started in our Northern California stores, and we grew them into a national brand. They have amazing highlighter sticks.”
Her hunting ground: “Trade shows. I fell in love with Evan Healy [skin care] at one. They distill hydrosols [aromatic floral waters] from flowers grown on family farms.”
7. The Euro-phile
Jessica Richards, Shen Beauty
Big ideas have a big impact — except for when they’re totally ignored. Then you get creative.
The setback: “I wanted to bring European beauty brands to the U.S. in 2009. I was selling stuff I’d found traveling to cities all over the world, and no one had heard of any of it. Shoppers didn’t understand it.”
Her makeup artist solution: “I needed something with brand recognition, so I brought in Bobbi Brown because who doesn’t love a rose-brown lipstick? People would come in and be like, Oh, you sell Bobbi Brown, so the rest must be good.”
The best sellers: “Pai rosehip face oil, anything from Circumference skin care, and everyone buys Virtue hair care because it’s science-backed and a clean product. Also, European skin-care lines Skin Design London and Dr. Barbara Sturm — I was the first U.S. retailer to sell both.”
Her commitment to exclusivity: “I want my products to be a special experience, and not found everywhere. I just dropped a product that went into Target — that’s a little too ubiquitous.”
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