You’re a renowned beauty executive having spent the last 30 or so years building some of the brands we know and love today. What has kept you in this industry?
I started my career at Neiman Marcus in executive training and I did a rotation through cosmetics which really sealed it for me. From that point on my career was in beauty. I loved the industry as a whole for the ways in which it encouraged collaboration, ideation, and the endless storytelling possibilities. And, of course, I was passionate about the product itself too. The aspirational and transformation effects of makeup and fragrance to empower and inspire is just so powerful.
What really drives me to stay in the industry is the impact you can have on a brand through collaboration. Cosmetics has a distinctly unique multi-channel approach—you’re partnering with the retailer, the supplier, the sales associates, and this means you really have a chance to leave your fingerprints on the brand, to truly drive its success and reach. And, the industry is always evolving, always innovating, which is so exciting to be a part of.
You became the CEO of Glo Skin in September 2019, just a few months before the global pandemic hit. How are you adapting?
This was actually a transformational time for Glo Skin Beauty. The pandemic put us in a situation where we had to take a pause, reflect on our core values, and lean into the challenges we and our professional partners faced. One of our key goals in the professional channel was to ensure our business owners, dermatologists, and aestheticians could stay virtually connected with their clients/patients through such uncertain times.
To meet their inventory and logistic needs, we launched our highly successful Drop Ship program enabling them to order directly from Glo with free shipping and many other perks. And, to support their product needs, we pivoted to create a game-changing at-home pro-level peels collection. Peels have been such a compelling story for Glo and a cornerstone in our brand heritage, so the pandemic created an unexpected opportunity to take the peels conversation to a new level, to bring them home. We developed safe, transformative, at-home Peel-In-A-Box kits, which, unlike the single bottle peel solutions out there, include all the treatments and accessories you need to perform a complete pro-level peel in your own home, with continued after-care too. Grounded in our background in education, these kits enable the client/consumer to personalize their skincare ritual, and forge a sense of community with our pro partners to prescribe the kits to their clients, as supportive, supplemental exfoliation solutions to their professional services.
Tell us a little bit about Glo Skin and the process of designing personalized products and regiments.
Glo was born in treatment rooms where no treatment cycle is ever the same. Tailored treatments inclusive to all skin concerns and goals, we grew our Back Bar to offer the biggest peel menu in the industry to truly meet every skin’s unique needs. So really, customization and personalization was built into our DNA.
Through all our channels we’re continually exploring opportunities to further empower our customers and clients, through transparency, education, and integrity. Our ingredients are called out and celebrated for their benefits, encouraging our customers to personalize their at-home rituals and feel confident doing so. We lean into our education heritage to really help demystify the industry and engage with the consumer, supporting them on their skincare journey, ultimately making it easy for them to tailor their own skin solutions. A great example of this was the relaunch of our serums into the Solution Serum collection. This new collection of seven serum drops features curated actives, each with their own boost of benefits, allowing for the consumer to personalize the dosage and the serum combinations, to meet their skin’s specific needs.
Describe Glo Skin in 3 words.
Transformational—Exfoliation is at the heart of everything we do at Glo. We have the largest collection of professional grade exfoliants in our treatment rooms, and the first-ever professional at-home peel kit collection to really drive transformative results on demand.
Integrity—We mean what we say, and our product delivers on promises with proven results.
Personal—We respect that every skin is unique. We empower and educate, helping our customer tailor their treatments and personalize their ritual in a way that truly speaks to their skin.
It’s definitely a challenging time for indie beauty brands as they are discovering dotcom has become the most important channel during the pandemic. What advice would you give these brands to succeed in 2021?
Whether bricks and mortar or e-commerce, the most important thing across all touchpoints today is to build an engaged community. Consumers look at a brand beyond just the products they offer. Conversation, storytelling, lifestyle, culture—these are all ways to connect with your consumer, to drive loyalty and engagement. And, this really speaks to the heart and soul of your brand—what you stand for, what sets you apart, your brand integrity and authenticity. The democratization of the beauty industry has been a fascinating shift—driven by the rise of social media, and this calls for a return to realness, a celebration of true skin, attainable beauty, and a less is more approach. We’re seeing a demand for transparency and clarity, cutting through the ‘fluff’. The dream isn’t enough, the data needs to be clear to support the claims, which is why clinical results are more important than ever.
What was your “I’ve made it” moment or is that something you’re still chasing?
It’s about the little moments of growth and opportunity that I’ve experienced across my career. Those little wins feel most significant to me. It’s so important to stay curious, keep learning, and evolving. Every brand I’ve worked with has been so unique, and I’ve learned so much from the people there. At Glo, building upon successes, learning all about a new distribution channel—the professional channel, with the added challenge of navigating an unprecedented pandemic, and seeing a light on the horizon certainly feels like a pivotal moment for me.
You have met a lot of qualified individuals in the industry. How do you find someone with the “it” factor? What was the most important lesson you have learned from an employee?
For me, it’s all about fire in the belly—someone who is so passionate about what they’re doing. My team at Laura Mercier was an incredible example of this. It was always the people who’d raise their hands when something needed to be done. Their courage to take risks, find solutions, and not be scared of making mistakes was inspiring. Those are the kinds of people who thrive in challenging times and really have that vision and drive.
What would you tell your 25-year old self?
I would tell myself how far women have come. I’ve been so fortunate to have had such a wonderful career and have worked for strong women leaders along the way, but equality and equity was never a guaranteed thing. It still isn’t. I am so grateful for the journey I’ve been on through the beauty industry, to where I am today. I wouldn’t change a thing. I’ve learned so much from my challenges and mistakes, and I believe the things we don’t anticipate are often our biggest catalysts for growth. Case in point being the pandemic too—of course, I’d have to mention that. The challenges we’ve faced collectively and personally during this time have forced us to grow in ways we never imagined. I think we’re all emerging a little stronger, wiser, and with a realization of how precious our time is.
ABOUT Sharon Collier
CEO of Glo Skin Beauty, Sharon Collier
Sharon Collier is Chief Executive Officer at Glo Skin Beauty where she leads the team with a bold vision for the brand and customer experience. Prior to joining Glo, Sharon successfully served as CEO for Cover FX, Laura Mercier Cosmetics and Skincare, and ReVive Skincare. Sharon’s innovative approach to strategic planning, inspiring leadership style and 30+ years of deep expertise in the beauty industry has led prestige brands to exponential growth and international expansion.
ABOUT Glo Skin Beauty
At Glo Skin Beauty, we believe skincare is selfcare. We hold ourselves to the highest standards to deliver consciously clean and clinically proven products with game-changing results. Think smart, skin-first, feel-good formulations, powered by next-generation actives, crafted to produce a real change in you and your skin.
Categorized in: Beauty Declassified