The Accidental Beauty Marketer

Natalie Mackey began her career in finance but switched gears to build companies. After success in fashion, she began to work on a tech platform tied to color cosmetics curation. During preliminary focus groups, she and a business partner found an audience only lukewarm to the concept. What she did uncover was when they asked women to empty their makeup bags, the participants apologized for the mass market products. She shifted gears to create an affordable brand women wouldn’t be ashamed to pull from a purse. Natalie Mackey  Matt Frisbie Not coming out of the beauty business, she disrupted conventional wisdom when she founded Glow Concept in 2015, which includes the fast-growing Winky Lux brand. She’s been breaking the rules ever since — including launching new products in an eye-opening 45 days. She uses the term “fastige” to describe the nimble ethos of a business that can jump in and out of a trend at the speed of which it is happening — much least fast fashion. Mackey discusses how she’s shaking up the status quo. WWD: How did not knowing some of the traditional strategies endemic to the beauty business benefit Winky Lux? Natalie Mackey: We had no idea that lead times were often a year or

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