Podcast 249: Why retailers are asking for proof – and what it means for your beauty products

The beauty industry is facing a seismic shift. Major retailers like Target, Sephora, and Ulta are no longer simply stocking products. They’re demanding proof behind every claim, from “vegan” to “sustainable” to “cruelty-free.” But why is that?

In this episode of Green Beauty Conversations, Lorraine Dallmeier – Chartered Environmentalist, Biologist, and CEO of Formula Botanica – sits down with Kimberly Shenk, co-founder and CEO of Novi.

Novi is a revolutionary platform helping brands validate claims and comply with retailers’ increasingly stringent requirements. And in this episode, Kimberly shares her insights into how retailers are stepping into the role of unofficial regulators, forcing even the largest beauty brands to adapt.

If you’re a beauty brand owner, entrepreneur, or simply curious about the future of beauty, this episode is a must-listen. Discover how transparency is reshaping the industry and why keeping up with retailer demands might be your key to staying on the shelves.

 

“We’re seeing consumers demand more transparency than ever before. Meeting these expectations isn’t optional anymore – it’s the future of beauty.” – Kimberly Shenk

In this episode with Kimberly Shenk, you will hear:

• The changing role of retailers. Major players like Sephora and Ulta now require extensive proof for claims, shaping the standards for transparency in the beauty industry.
• Why smaller indie brands have an advantage. Learn how thoughtful planning and vendor selection can help indie brands meet retailer demands with fewer obstacles.
• The shift from ‘clean’ to ‘conscious’ beauty. Kimberly explains why brands are moving away from ‘clean’ and embracing terms that reflect a broader range of values.
• The role of AI in substantiating claims. Discover how technology is transforming claim validation and streamlining the compliance process for brands.

Key takeouts include:

• Why retailers are taking the lead. With the lack of regulations, retailers are filling the void by requiring detailed documentation and certifications, creating a patchwork of standards that brands must navigate.
• Certifications vs retailer badges. While third-party certifications are crucial for universal claims, retailer-specific badges like Target Zero offer unique marketing opportunities, albeit limited to individual stores.
• The role of indie brands. Smaller brands can build transparency into their supply chains from the start, making it easier to meet stringent retailer requirements.
• AI and the beauty industry. From automating claim validation to enhancing product personalisation, artificial intelligence is reshaping the way brands and retailers interact.
• The evolution of consumer expectations. Gen Z and Alpha demand transparency as a baseline, pushing brands to prioritise ethical and sustainable practices.

Meet our guest – Kimberly Shenk, co-founder and CEO of Novi

Kimberly Shenk is a serial tech founder and data science expert. A former United States Air Force captain, Kimberly’s experience spans leadership roles in top tech startups and co-founding NakedPoppy, an indie clean beauty brand.

She is also the co-founder and CEO of Novi, a company helping consumer brands develop clean, transparent consumer products. Recognised as one of Inc. Magazine’s Female Founders of 2023, Kimberly’s mission is to empower conscious commerce globally.

Find out more about Kimberly and Novi:

• Website: Novi Connect
• Instagram: Novi Connect
• LinkedIn: Novi Connect

Special offer for retailers: Meet with Novi’s Head of Science and Research for a free 30-minute consultation session.

Related episodes: 

• Episode 81: Can the beauty industry ever be transparent?
• Episode 119: Taking cosmetics’ transparency to the next level

Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.

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Lorraine Dallmeier

Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.