Bobbi Brown has always believed that what you put into your body affects how you look. That philosophy eventually led the makeup artist and beauty expert to partner with Walmart to launch EVOLUTION_18 by Bobbi Brown, a wellness line now in stores.
The busy entrepreneur took some time to speak with Walmart World about forming the partnership, launching a new brand, and taking risks to do right by customers.
What inspired your partnership with Walmart on your EVOLUTION_18 by Bobbi Brown line?
The team at Walmart shares my vision that beauty is so much more than what you put on your face and saw that there was an opportunity to create a new category within the beauty department. It was their idea to launch EVOLUTION_18 by Bobbi Brown in the department where women buy their creams and mascara.
How do you transform an idea into a brand reaching thousands of global consumers?
Authenticity is key. You have to be ready to have conversations with your customers and be open to their feedback. Keeping that dialogue going and putting in the time to answer questions are huge for me.
Has anyone told you something was impossible, and how did you prove them wrong?
When I was just starting out, I was told by a huge industry icon that I would never make it in the industry because I didn’t have a “style.” I was also told by a major executive that I should buy a pied-à-terre (temporary/secondary place to live) in New York City because no editor would be interested in a soccer mom who lives in New Jersey. I ignored them both and stayed true to myself. It worked pretty well for me.
For those who are more risk averse—what’s your message about why they should take risks and how to do it responsibly?
Taking risks is a huge opportunity to learn. Even when things don’t work out exactly how you want, you’re still going to be learning and growing. And if you don’t know where to start, don’t be afraid to surround yourself with people who can help you make it happen. Having a strong team is priceless.