It’s exciting to see how professional networking has undergone a major transformation. Gone are the days of only connecting in person at physical events. Now, with everyone accessible online, sparking connections with the right people has never been easier. This shift makes it incredibly easy for beauty brand founders to tap into a global network to support their growing brand’s needs. Whether it's discovering top talent, getting a pathway to securing investment or finding peer support, connecting with the right individuals can drive growth and innovation across all areas of a beauty brand’s business.
A Short Story for Inspiration
The story of Olamide Olowe, the founder of skincare brand Topicals, is a masterclass in the power of networking. In a recent podcast on Glossy, she shared how she was relentless with tapping into LinkedIn to build and engage a network to grow her brand.
Advisors she connected with on LinkedIn were influential with the brand's introduction to Sephora's buyers. And other Consultants introduced her to a powerful network of female investors to support the brand's next chapter of growth. Along with sharing the journey of the brand, in this interview, she celebrates online networking, and advocates for how LinkedIn, when used correctly can get you in front of anyone.
Connecting With New Retail Opportunities
A single, meaningful connection with a retail buyer at a key trade show, or taking your chance with a moment of thoughtful direct outreach online, could also be the gateway to getting your products on store shelves, significantly expanding your brand's reach. These interactions are also golden opportunities to receive critical feedback and gain a deeper understanding of market needs and trends.
Here are our favorite master lists of global beauty industry trade shows and events to bookmark:
❤️ Beautystreams Trade Calendar
❤️ Beauty Matter Global Conferences, Summits & Trade Shows Calendar
❤️ Deanna Utroske's Cosmetics & Personal Care Tradeshows and Beauty Industry Events List
Prior to landing in Sephora, Olamide's brand Topicals had unprecedented success at a Nordstrom pop up, selling out within 48 hours, which Sephora had heard of. So whilst making connections with retailers will be key, having a strong track record and social proof of your brand's traction will be just as important for the success of retailer engagements.
Think Broader
Cultivating a diverse network will be key to holistic growth and innovation. While it's essential to connect with peers and experts within your niche, reaching out to individuals from different yet periphery sectors—such as technology, sustainability or wellness—can provide new insights, opportunities and exposure.
In her interview, Olamide speaks to taking inspiration from other categories such as fashion and film-making. She even hires people from outside industries who can contribute fresh perspectives, which ultimately helps the brand stay relevant, by expressing and exploring beauty from different angles.
Kick-Start Collabs
Networking within other founders inside and outside of beauty, can also open doors to collaborative ventures that boost your brand’s visibility and credibility. Consider joining or forming peer groups where founders share challenges, solutions, and resources. Through these communities, you can find not just support and motivation but also partners for cross-promotional activities that benefit all involved. Seeking cross-promo partners with values and audience alignment will be key.
Engage Investors Strategically
When it comes to networking with and engaging potential investors, being strategic will matter. Pinpoint investors with a track record in the beauty sector and the ones whose investment philosophy aligns with your values. Use your existing network for introductions, and when you secure a meeting, treat every conversation as a chance to uncover deeper insights and innovative perspectives that could steer your brand towards success.
For Olamide, success came after a shift to targeting the right investors with precision, instead of a broad approach. It took two years of perseverance, during which each "no" helped refine the brand's concept and ultimately led her to connect with the ideal investors who align with her vision today.
BeautyMatter provides a bi-annual roundup of the most active investors in beauty. Staying on top of resources like this, can be a short-cut to get you familiar with the firms to keep on your radar:
2023 Most Active Investors in Beauty
2022 Most Active Investors in Beauty
2021 Most Active Investors in Beauty
Be Real
Embracing vulnerability can be a powerful tool for authentic networking. While everyone has different comfort levels, there is something compelling about 'being real' that draws in more genuine connections. It invites others to relate to your journey, and in a world (and an industry) that still tends to prioritize perfection, showing your true self can set you apart and attract those who value sincerity and integrity.
Give First
Effective networking starts with generosity and kindness. Offer your knowledge and connections to help others succeed, and in doing so, you'll build a genuine network that’s not just extensive but supportive and robust. Each meaningful relationship can elevate your brand, as every interaction—from a simple handshake to a deep discussion—can open new doors and provide fresh opportunities. Remember, the quality of your connections often determines your brand’s path and success. Focus on nurturing these relationships, making strategic networking a fundamental part of your approach to tackling industry challenges and reaching long-term goals.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
