With more than 80 million TikTok followers, Addison Rae is banking on subscription platform BFA to grow her Item Beauty brand.o continue building its growing beauty subscription business and proprietary tech that matches subscribers to must-have makeup items,“[Our subscribers] are trusting our curatorial capabilities,” says Marcelo Camberos, CEO and cofounder of bothand BFA. “Tech and personalization is our biggest growth lever, especially with our 200 million plus product reviews.
“The Zoom revolution's impact on beauty cannot be underestimated, 2020 was a boom for us,” says BFA’s CEO Marcelo Camberos. hen Ipsy launched in 2011–a year after Birchbox and FabFitFun began shipping subscription kits filled with beauty products and other self-care goodies–it already seemed late to a crowded party. But Ipsy had a unique advantage in its beauty bag:was a cofounder.
From Phan’s YouTube days to keeping up with Instagram and TikTok, the DTC data is also vital because the social media landscape is always in flux. “It’s like whack-a-mole having to chase the next platform right now and how to engage and find that potential customer,” he says. “We’re very much part of the creator revolution.” says Camberos. “We were the first company to start with a creator-influencer cofounder and now we’re working with one of the biggest on TikTok.”
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