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8 Apr

The Incubator Behind Millie Bobby Brown’s Beauty Line Hires

Give Back Beauty goes larger on celebrity- and talent-led brands, and has tapped an industry veteran to do it.

Meri Baregamian, who most recently served because the chief executive officer at Bliss, has been named CEO of Give Back Beauty’s indie and skills division, based in Los Angeles.

Baregamian’s experience spans brand size and price points — she’s worked at Boscia, Stila, Soap & Glory and Laura Mercier, amongst others. Successful brands “all the time start with the patron. It’s identifying a consumer need, then mirroring that with talent. Talent brings cultural relevance and connection to the patron, but the important thing to success is authenticity,” she said.

She’s going to work with Florence by Mills, founded and owned by Millie Bobby Brown — which Give Back Beauty creates, manufactures and distributes products for — in addition to unspecified talent-led brands which are being developed. “There’s various opportunities with celebrity and skills,” she said. “There may be a consumer need in each [category].”

Although founder involvement is vital to partnership with the corporate, Corrado Brondi, Give Back Beauty’s CEO and founder, said the organization is flexible in how it really works with talents. “We’re tailors of business modeling,” he said, adding that every model depends upon how involved its founder desires to be in day-to-day operations. “The importance for us to have a long-term journey. We aren’t involved in two-year or three-year journeys. The long-term may be licensing, may be joint venturing, or may be servicing as a worldwide distribution partner or manufacturing partner.”

Brondi added that “those models may be tailor-made and evolutionary, which implies they may be shaped in a way today, they may be different in two years. For instance, we will start with licensing, then make it a three way partnership.”

Baregamian’s appointment comes at a time of growth for the corporate. Based on a press release, Give Back Beauty’s revenues multiplied by seven prior to now three years; Florence by Mills grew 40 percent across brick-and-mortar and d-to-c channels prior to now yr. And in 2022, the corporate acquired the wonder license for Tommy Hilfiger.

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