|
On April 9th, I had the opportunity to attend The Business of Beauty panel, and let me just say it was such an interesting and engaging event. Bentley has really had incredible panels, talks, and events lately, and this one was no exception. From beauty trends throughout history to the future of AI and inclusivity in the industry, the conversation covered everything I didn’t even realize I needed to hear.
The panel featured Reuben Carranza (CEO of Bansk Beauty), Andrew Lai (Marketing Manager at CeraVe, L’Oréal USA), and Shaira Payano (owner of Posh Beauty and makeup artist/stylist extraordinaire). Each speaker brought such a unique perspective, from corporate leadership to personal brand building—and the discussion really highlighted how dynamic and rapidly evolving the beauty industry is.
The panel opened with a fascinating historical timeline. From ancient Egyptians using kohl to the Greeks and Romans preferring pale skin, beauty has always reflected cultural values. Fast forward to today, and we’re seeing a dramatic shift toward inclusivity and gender-neutral marketing, all while social media plays a central role.
One of the most powerful parts of the conversation was around how social media has completely transformed marketing strategies. Reuben noted how brands can now reach global audiences instantly, Olaplex, for example, became a household name just through word of mouth. But as Andrew pointed out, this accessibility comes with the danger of misinformation and unrealistic expectations. CeraVe, for instance, exploded during COVID due to organic word-of-mouth and content creators, but the team made sure to stay grounded in the brand’s mission: effective, no-fuss skincare. Shaira shared how building her personal brand came with both pressure and opportunity. She found success through consistency and authenticity, especially during COVID, when she was able to grow her clientele and connect with her audience through digital platforms.
All three panelists agreed that inclusivity isn’t just a trend, it’s essential to the growth and success of any beauty brand. Reuben stated “It’s stupid not to have people in the business who are your target market.” DEI isn’t about compromising quality, it’s about increasing reach and relevance. Andrew added that when you ignore diverse markets, you’re literally leaving money on the table. Shaira shared how the shift from brands like MAC being the only option to today’s shade-inclusive brands is proof of progress and how much further we can go.
They wrapped up the panel discussion by talking about how emerging tech like AI is changing the game. Reuben’s company uses AI to streamline repetitive tasks so the team can focus on innovation. Andrew shared that L’Oréal is experimenting with tools like caption generators and statistical modeling to gain deeper consumer insights. But both emphasized the importance of not overpromising—especially in skincare. In an industry built on trust, authenticity is everything. It was a powerful reminder that while technology is evolving, staying real with your audience will always matter most.
*Thank you to Fatima Khan for her helpful notes for this EVENT*
