The beauty industry is a crowded space, but these two entrepreneurs are making a bold comeback, with a mission to change the game. Jerrod Blandino and Jeremy Johnson, the dynamic duo behind the iconic Too Faced, have returned with a new venture, Polite Society, and they're not holding back!
The pair took the stage at the WWD L.A. Beauty Forum, proudly announcing their comeback and sharing their vision. They believe that beauty is not just about looking good, but feeling good and making a real impact on people's lives. Blandino passionately stated, "We can change the world through beauty." But here's where it gets intriguing: they aim to do this by fostering emotional connections with their consumers.
A unique approach to business, Blandino and Johnson emphasize the importance of founders' personal touch and soul in a brand. They argue that larger companies often miss the magic when acquiring smaller ones, focusing solely on assets and logos. But these two are determined to keep their independence, owning 100% of their company and doing things their way.
And their strategy is unconventional. In a crowded post-COVID beauty market, they aim to stand out not by being better, but by being different. Blandino draws a fascinating parallel with Apple, suggesting that it's about creating an emotional connection and integrating products into people's lives. He believes that many brands lack soul, and that's where Polite Society comes in, with a focus on products that deliver and become a part of daily life.
But how do they do it? Their product development is guided more by intuition than data, a risky move in today's data-driven world. Johnson believes that relying solely on past data is like driving with a rearview mirror, hindering forward progress. Instead, they trust their gut, even when facing challenges like tariffs and economic pressures. Blandino's commitment to keeping prices stable, despite potential profit loss, is a testament to their customer-centric approach.
This level of freedom and passion is rare in the industry, and they cherish it. They refuse external capital, valuing their independence and the ability to make their own decisions. It's a controversial stance, but one that has clearly worked for them so far.
So, are Blandino and Johnson onto something with their unique approach? Can a brand's soul and emotional connection truly set it apart in a crowded market? Share your thoughts in the comments, and let's discuss the future of beauty and business!
