Today we’d like to introduce you to Stefani Lawin.
Hi Stefani, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I think I’m a good example that it’s not that scary to completely change careers (at least not Forever Scary).
My first job out of college was in radio in Denver. I worked a myriad of jobs from promotions to concert production to DJ. I was an alternative rock DJ on KTCL/Channel 93.3 and also had DJ stints in Sacramento, Phoenix, and Honolulu. This was a huge part of my identity throughout my 20s. Basically being a DJ and loving to travel the world were my two personality traits.
After a six months backpacking trip through South America (in the midst of the Great Recession), radio jobs were scarce, and I came back to Denver broke and unsure what to do next. I started work as a part-time cashier at Sephora. At this time, I was living with my parents and turning 30 (it was terrifying to find myself in that position!). I quickly became a corporate trainer for Sephora traveling the country and training new hires and opening new stores. The public speaking from my radio days helped!
Sephora is headquartered in San Francisco and after a few years working in their field team, I relocated to SF. In total, I spent almost seven years at Sephora, working in their Education department and managing/creating/rolling out all of their skincare and haircare training programs (as well as select leadership development training for the corporate office). I wanted to learn more about beauty retail beyond Sephora and took a job with Benefit Cosmetics (also HQ-ed in San Francisco). At Benefit, I created all sales training programs for their US account managers who oversaw Sephora, Ulta, Bloomingdale’s, and Macy’s accounts.
In 2016, I left corporate to pursue cosmetic consulting (also terrifying to leave behind a steady paycheck and benefits!).
In 2018, I officially formed Indie Beauty Brokers (IBB) with my business partner Nicole DeLeone. I had the corporate background and she had created her own haircare brand and knew the ins and outs of selling into retailers. Together, we realized we had a lot of knowledge/expertise we could share with small brands trying to break into the US market.
Today, IBB places small, independently-owned beauty brands in national US retailers. We work with a specialty, mass, department stores, drug, and grocery accounts and we have active business with retailers like Target, CVS, Whole Foods, etc. Our book of brands in lean but successful and we are constantly searching for the next great fit or trend to keep consumers coming back.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Um, no! I always say I’m fortunate to have been born in the time I was, in the place I was, and to the people, I was born to. I had the privilege of graduating from a very affordable small college with no student debt, and parents that allowed their 30 years old to sponge off of them while determining the next steps (while working part-time at a low hourly wage). Most people don’t have that. I also have a very supportive husband who carried us financially (and with his healthcare benefits) for 2+ years while I built my business into something profitable. Had I not had those support systems in place, I would not have been able to build this life.
Obviously, the last few years have been a challenge for the world. I had my COVID meltdown in late 2020 amidst the latest round of wildfires in Northern California. We were displaced from our homes and couldn’t find a place to live. So, I uprooted my husband and two dogs and we moved back to Colorado (this was my 5th time moving back to CO! Can’t stay away!). We’ve been in Boulder since February 2021 and really enjoy it (minus our own CO fire drama/trauma).
And beyond that, it’s a grind to get up every day and run a business. If Nicole and I don’t show up, it won’t get done. People tell us no. Challenges come up on a daily basis. It’s a micro-struggle daily. And that’s OK! It’s just the nature of things.
Thanks – so what else should our readers know about Indie Beauty Brokers LLC?
Indie Beauty Brokers is a full-service, WBENC-certified sales and brand management company that specializes in emerging beauty brands. IBB prides itself on our relationships. We don’t claim to know every category director or retail buyer, but we have an excellent relationship with those we know. Those retailers include Target, Whole Foods, CVS, Ulta, Sephora, Urban Outfitters, Anthropologie, CO Bigelow, Kohl’s, Costco, Walgreen’s, Thrive Market, iHerb, Navy Exchange, and more!
We work with brands of all sizes to assess factors such as current inventory on hand, capital, production capability, and workforce to ensure that IBB places the brand into accounts where they can perform. It’s our job to strategically lay the retail foundation to ensure long-term prosperity. Our job doesn’t stop once we get shelf space. As part of our business model, we assist our brands through vendor set-ups, routing guides, portals, ongoing inventory planning, and all things operational. We also set brands up with marketing opportunities, gratis/ education sends and always work with you to keep sell-through and brand awareness strong. It’s in everyone’s best interest that the brand is thriving, and we’ll be the champion of your brand!
Any advice for finding a mentor or networking in general?
Asking someone to be your mentor always feels a bit awkward, but, in my experience, if you just keep asking questions or advice/help, it comes about naturally. I have had mentors through every stage of my career and I’m grateful for their guidance. I wish when I was younger, I had raised my hand more when I didn’t understand something or asked more questions when a topic or project I was interested in came up. No one, at any stage of their career, knows everything and it’s awesome to keep learning and asking questions.
Due to COVID, all conferences and in-person retailer meetings have been canceled for years. It can start to feel isolating working from home with only one business partner who lives on the east coast. So, we started joining organizations like WBENC (Women Business Enterprise National Council) and CEW (Cosmetic Executive Women) that have regular webinars to meet and stay connected with other people in the industry. That has helped and we have gained new clients as a result.
Finally, this is industry-specific, but beauty is a SMALL world. Never burn a bridge. You’ll eventually run into that person again.
Contact Info:
- Email: [email protected]
- Website: www.indiebeautybrokers.com
