Starting Fresh: Onboarding into a New Business or Resetting for 2025
As we approach a new year, many of us are thinking about how to reset, whether it’s transitioning into a new role or refreshing our approach within an existing business. For me, I’m preparing for a fresh start in 2025, stepping into a new role, and revisiting some core principles that have guided me in […]
The Beauty Landscape of 2025: Trends That Are Here to Stay and What’s on the Horizon
As someone who has spent years at the intersection of beauty, strategy, and consumer behavior, I’ve always been fascinated by how trends shape our industry. Beauty is unique—it’s tied to culture, identity, and innovation in ways that few other industries can claim. In 2025, the beauty landscape is more dynamic than ever, shaped by enduring […]
Navigating Cross-Category Leadership: Why Expanding Beyond Beauty Can Strengthen Your Brand Strategy
As someone who’s had the privilege of working across a variety of categories—beauty, consumer packaged goods (CPG), healthcare, and digital marketing—I’ve come to appreciate the power of cross-category leadership. When I first began my career, I never imagined that working in such diverse industries would be a strength, but today, I see how invaluable it […]
The Power of Brand Collaborations: Expanding Reach and Relevance in Competitive Markets
As someone who’s worked with some of the world’s most iconic brands, I’ve witnessed firsthand the power of strategic brand collaborations. In an era where consumer preferences shift rapidly and competition is fierce, partnerships with other brands or influencers can be a game-changer. In the beauty industry, especially, collaborations are no longer a luxury but […]
People-First Leadership: Why Being ‘Too Nice’ Is a Strength, Not a Weakness
When I first started my career, I often heard whispers about being “too nice.” Whether it was framed as a compliment or a gentle critique, it was clear some people thought my leadership style didn’t fit the stereotypical mold. Over time, I even picked up the phrase “too Canadian,” a playful nod to my upbringing […]
AI in Marketing: My Fear-Fascination Journey and How It’s Shaping the Future of Beauty and Wellness
Artificial intelligence (AI) is everywhere. It’s in the targeted ads we see, the chatbots we interact with, and the recommendations we receive while shopping. For marketers, AI isn’t just a buzzword; it’s a revolution. Yet, for me, the journey into AI hasn’t been without its fair share of skepticism and unease. I’ve always been captivated […]