Home Beauty Products These 7 Beauty Buyers Are the Ultimate Influencers – Allure Magazine

These 7 Beauty Buyers Are the Ultimate Influencers – Allure Magazine

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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 oral fixations:PlantFusion is a plant-based vegan collagen that you add to a smoothie or sprinkle on a salad. Vital Proteins collagen shots are delicious.”

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.”

A version of this article originally appeared in the September 2019 issue of Allure. To get your copy, head to newsstands or subscribe now.


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