Ep. 8: The Making and Marketing Of Celebrity Beauty Brands Feat. Kim Wileman of Galla Beauty
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Summary of the Episode:
Kim joins us today to discuss her extensive background in the beauty industry, from her early days at Saks Fifth Avenue to the manufacturing floor to creating Galla Beauty, while sharing insights into successful celebrity brands.
She shares the importance of knowing your customers, what we can learn and apply from celebrity brands, effective product launches, the potential of TikTok Shop for brands, and how she’s applying all she’s learned to her and Victoria Jackson’s brand, No Makeup Makeup.
Actionable Tips You’ll Walk Away With:
How to stay true to your brand’s message
Why you should use firsthand customer insights in developing new products
Benefits of launching only one or a few products at a time
How to best launch a new product
What consumers need to know before purchasing from you
Kim Wileman's Bio:
As the Founder of Galla Beauty and No Makeup Makeup, Kim Wileman has left an indelible mark in the beauty industry. With a visionary spirit and a knack for innovation, she has played a pivotal role in shaping the industry's narrative.
At the heart of Kim's success is her ability to forge meaningful connections and cultivate partnerships.
From manufacturing to distribution, her extensive network of trusted allies paves the way for brands to expand their reach and impact.
The Galla Beauty portfolio reads like a who's who of beauty royalty, focusing on collaborations with industry giants such as Farmacy, Guthy Renker, DIBS BEAUTY, and JLO BEAUTY.
Through strategic collaboration and unwavering dedication, Kim continues to redefine the standards of success in the ever-evolving world of beauty.
Timestamps:
01:16 Kim's journey in the beauty industry
02:29 The importance of learning customer service early on
04:35 Getting to know your customer firsthand
05:54 Kim's career path of working in every vertical of the beauty industry
11:07 Her biggest learning experience from her past jobs
13:44 What made her transition to self-employment
14:34 How she’s launching No Makeup Makeup based on past experiences
18:49 Advantages of launching with only one product
21:50 Best limited product drops she’s seen in the beauty industry
23:24 How to best launch a new product
25:30 How celebrities influence the beauty industry
25:51 Example: Selena Gomez and Rare Beauty
29:03 Another Example: Beyonce and Cécred
29:46 What consumers need to see and know about before purchasing
30:15 TikTok's impact on shopping
32:44 Everyone makes purchasing decisions differently
35:02 What to think about before taking a brand global
38:26 What small business owners can learn from celebrity brands
42:31 How she’s marketing No Makeup Makeup based on her years of experience
45:10 Her best piece of marketing advice for new business owners
Connect with Kim, Galla Beauty, and No Makeup Makeup:
Follow No Makeup Makeup on Instagram
Explore No Makeup Makeup’s product line
Connect with Kim on LinkedIn
Visit Galla Beauty’s website
Connect with Lindsay and LC Creative:
Let's be Insta friends
If you're more of a TikTok fan, connect with us there
For More Resources:
Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons
Download my absolute favorite content planning template
Need 1-on-1 support? Let's connect!
Additional Resources We Mentioned:
Skala hair mask (Lindsay’s favorite curly hair product)
Licensed aesthetician and creator on TikTok
Related Episodes:
More About the Behind the Label Podcast:
After years of listening to podcasts targeted toward service businesses, we noticed there weren’t many shows helping brands that sell physical products like jewelry, home goods, clothing, and more.
And while some marketing advice is used universally, there are differences between marketing a product vs a service.
Which is why we made a podcast dedicated to helping product-based brands with their marketing based on real-world experiences.
We talk about things like:
Creating a marketing strategy that works for you
Honing in on your ideal customer profile
Email, social media, and website best practices
And so much more
You’ll learn straight from other successful product-based business owners and industry experts.
And at the end of each episode, you’ll walk away with actionable tips to revolutionize your marketing and cultivate a community of brand-loyal customers.