Inside the agency preparing beauty brands for the zero-click era

It took Leslie Ann Hall 15 years to figure out what her agency should be. She will tell you that herself.

"For many years, gosh, over 20 years running the business, we were really generalists in an industry where I've come to learn specialists truly have an advantage," Hall said on the CEO.com Podcast. "It probably took me a little too long, but around 15 years in, we really figured out that when we specialized in beauty and performance marketing, we were unmatched in our acumen."

Hall is the founder and CEO of ICED Media. The agency has worked with L'Oréal, Moroccanoil, CoverGirl, Neutrogena, Saie, and Topicals across more than two decades, and its strategy work has contributed to several billion-dollar exits. Specialization, she said, created a flywheel. ICED Media became a Meta Business Partner, a TikTok Marketing Partner, and in 2023 one of the first badged TikTok Shop Partners in the United States. That last bet paid. NielsenIQ now ranks TikTok Shop the fourth-largest health and beauty e-commerce retailer in the U.S., with sales past $4.4 billion and category growth of 84 percent year over year.

Hall thinks the next shift is bigger.

"I genuinely believe this is the single biggest disruption in our lifetimes in terms of how consumers discover beauty products and services," she said. "We are at the dawn of a completely new era of discovery."

When OpenAI launched shopping inside ChatGPT in September 2025, it put the audience at more than 700 million weekly users. Hall says they are asking it about acne, hyperpigmentation, and GLP-1-related skin issues. ICED Media launched a Search and Discovery practice around that shift, centered on Generative Engine Optimization, or GEO, the work of getting brands to rank inside large language model results. It has since run a sold-out event series with Shopify and CEW teaching beauty brands how to do it.

"That's really the beginning of what we're calling the zero-click era of commerce," Hall said. "I think it's going to democratize digital selling for beauty brands and create entirely new ways for brands to communicate with consumers."

The transaction layer has proven harder than the discovery layer. OpenAI retired Instant Checkout in March 2026 after struggling to onboard merchants, and now routes buyers to retailers' own storefronts. Discovery moved. Checkout, so far, has not.

Inside the agency, Hall's leadership team started with a different question. If AI automates certain tasks, what should people do with the time? The answer was to collaborate with coworkers and build deeper relationships with clients. "Understanding that AI allows us to reinvest in ourselves as humans is a really powerful opportunity," she said.

Every January, Hall presents the year's goals to her team.

"Our number one goal never changes because we are a service business: employee retention and client retention," she said. "If we don't retain employees, we won't retain clients."

ICED Media retained 100 percent of its employees in 2023 and 2024. Hall credits a culture of accountability. "Whenever there's a mistake or hiccup internally, you'll hear multiple people immediately say, 'That was my fault. Here's what I could have done better,'" she said. "I personally believe everything is my responsibility because it's my company."

For most of her career, Hall was a practitioner, not the public face of the company. Then she formalized her relationships with senior beauty executives into an advisory board that meets quarterly, in person when possible, with formal agendas. The board told her something she did not want to hear. They could advocate for the agency all day, and it would never carry the weight of Hall doing it herself.

She listened. Today she speaks to audiences of thousands, contributes to The Business of Fashion, Women's Wear Daily, Shoptalk, and CEW, and takes the stage on digital discovery at Shoptalk Fall in Nashville on September 30.

Shoptalk took 17 emails.

"One of my major goals was speaking at Shoptalk, one of the biggest conferences in digital marketing. I believe I contacted the head of programming 17 times. Seventeen," she said. "If I had stopped after two emails because I thought, 'He probably isn't interested,' I never would have gotten that opportunity."

An entrepreneur on her advisory board gave her the line she repeats: "Having no shame is a superpower." Women, Hall said, are often taught to make themselves smaller than their male counterparts. Sometimes success requires continuing to ask.

The CEO.com Podcast ends every conversation the same way, asking who gave the guest a chance. Hall named Andrea Nagel, who runs programming for Cosmetic Executive Women, the 9,000-member organization she calls the largest professional network in beauty. Hall was green then. Nagel told her not many people knew who she was yet. Hall pitched a webinar anyway, and Nagel said yes. It became one of CEW's best-attended ever.

"I'll always be grateful to her for that opportunity," Hall said. "And I hope I can give similar opportunities to others throughout my own career."

00:00:00 Introduction and Guest Welcome
00:00:20 Leslie Anne Hall's Background and Iced Media Overview
00:01:04 Specialization in Beauty and Performance Marketing
00:01:57 AI Integration in Iced Media
00:03:08 AI's Impact on Consumer Discovery in Beauty
00:04:45 Search and Discovery Discipline at Iced Media
00:05:51 A Day in the Life of Leslie Anne Hall
00:07:06 Building Relationships and Company Culture
00:10:30 Challenges in the Beauty Industry
00:12:31 Reading Recommendations
00:15:25 Proud Projects and Advisory Board
00:18:24 Advice for Aspiring Thought Leaders
00:22:01 Acknowledging Those Who Gave a Chance
00:24:11 Closing Remarks and Gratitude

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the<00:04:30.400> opportunity<00:04:31.800> to<00:04:31.919> compete<00:04:32.560> and<00:04:32.800> win<00:04:33.520> against<00:04:33.960> the<00:04:34.120> biggest<00:04:34.919> legacy<00:04:35.600> brands<00:04:36.240> in<00:04:36.480> the<00:04:36.640> world<00:04:37.880> is<00:04:38.640> an

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unbelievable<00:04:39.800> opportunity<00:04:40.560> that<00:04:40.800> happens<00:04:41.240> only<00:04:41.520> once<00:04:41.840> in<00:04:41.960> a<00:04:42.000> lifetime.

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So<00:04:43.680> at<00:04:43.840> Iced<00:04:44.120> Media,<00:04:45.040> we<00:04:45.520> have<00:04:45.760> built<00:04:46.200> a<00:04:46.240> new<00:04:46.560> discipline<00:04:47.320> called<00:04:47.680> search<00:04:48.000> and<00:04:48.120> discovery.

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We<00:04:49.800> are<00:04:50.000> partnering<00:04:50.600> with<00:04:50.760> Shopify.<00:04:51.360> We<00:04:51.480> actually<00:04:51.760> have<00:04:51.919> an<00:04:52.000> event<00:04:52.240> next<00:04:52.560> week<00:04:52.880> where<00:04:53.600> we<00:04:53.880> are<00:04:54.240> educating<00:04:54.960> the<00:04:55.080> beauty<00:04:55.480> industry<00:04:56.280> on<00:04:56.560> GEO,<00:04:57.440> so

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generative<00:04:58.149> engine<00:04:58.618> optimization,<00:04:59.087> how<00:04:59.556> to<00:05:00.025> rank<00:05:00.495> in<00:05:00.964> those<00:05:01.433> ChatGPT<00:05:01.902> and<00:05:02.371> LLM<00:05:02.840> results.

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And<00:05:04.293> then<00:05:04.745> Shopify<00:05:05.198> this<00:05:05.651> week<00:05:06.103> announced<00:05:06.556> an<00:05:07.008> exclusive<00:05:07.461> partnership<00:05:07.914> with<00:05:08.366> OpenAI<00:05:08.819> and<00:05:09.272> ChatGPT<00:05:09.724> for,<00:05:10.177> you<00:05:10.629> know,<00:05:11.082> what<00:05:11.535> we'll<00:05:11.987> call<00:05:12.440> agentic

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commerce<00:05:13.640> or<00:05:13.840> conversational<00:05:14.760> commerce,<00:05:15.280> the<00:05:15.400> ability<00:05:16.160> to<00:05:16.320> transact<00:05:17.240> within<00:05:17.680> that<00:05:18.000> chat<00:05:18.400> window.

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And<00:05:19.560> that's<00:05:19.919> really<00:05:20.200> the<00:05:20.360> beginning<00:05:20.960> of<00:05:21.520> what<00:05:21.720> we<00:05:21.840> call<00:05:22.120> this<00:05:22.400> zero-click<00:05:23.400> era<00:05:23.800> of<00:05:24.000> commerce.

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So<00:05:24.960> it's<00:05:25.320> wildly<00:05:26.040> exciting<00:05:27.080> and<00:05:27.200> I<00:05:27.280> think<00:05:27.480> it's<00:05:27.720> really<00:05:28.080> going<00:05:28.240> to<00:05:28.360> lead<00:05:28.720> to<00:05:29.360> the<00:05:29.520> democratization<00:05:31.400> of<00:05:31.640> digital<00:05:32.120> selling<00:05:32.760> for<00:05:32.960> beauty

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brands<00:05:34.240> and<00:05:34.400> it's<00:05:34.720> also<00:05:35.400> going<00:05:35.840> to<00:05:36.000> be<00:05:36.640> an<00:05:36.840> unbelievable<00:05:37.640> opportunity<00:05:39.040> um<00:05:39.800> just<00:05:40.240> for<00:05:40.400> these<00:05:40.680> brands<00:05:41.080> to<00:05:41.240> have<00:05:41.680> a

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whole<00:05:42.120> new<00:05:42.360> way<00:05:42.640> to<00:05:42.840> speak<00:05:43.160> to<00:05:43.280> consumers<00:05:44.720> um<00:05:45.200> such<00:05:45.520> that<00:05:45.640> we've<00:05:45.800> never<00:05:46.080> seen.

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What<00:05:47.640> does<00:05:47.800> a<00:05:47.840> typical<00:05:48.240> day<00:05:48.400> look<00:05:48.600> like<00:05:48.760> for<00:05:48.880> you?<00:05:51.320> Uh<00:05:51.880> I<00:05:51.960> like<00:05:52.240> to<00:05:52.320> get<00:05:52.480> up<00:05:52.640> very<00:05:53.040> early.

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I'm<00:05:53.920> an<00:05:54.080> early<00:05:54.400> riser.<00:05:56.080> I<00:05:56.800> like<00:05:57.160> to<00:05:57.280> start<00:05:57.640> with<00:05:57.880> my<00:05:58.400> exercise<00:05:59.000> practice,<00:05:59.680> which<00:06:01.200> I<00:06:01.880> usually

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am<00:06:02.440> good<00:06:02.600> about,<00:06:02.960> not<00:06:03.200> always.<00:06:04.560> Um<00:06:04.720> but<00:06:04.880> that's<00:06:05.160> really<00:06:05.400> important<00:06:05.840> for<00:06:05.960> me<00:06:06.200> just<00:06:06.600> to<00:06:06.760> fill<00:06:07.000> my<00:06:07.200> soul.

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And<00:06:08.320> then<00:06:09.520> now<00:06:10.360> a<00:06:10.480> lot<00:06:10.920> more<00:06:11.240> of<00:06:11.360> my<00:06:11.560> time<00:06:12.120> is<00:06:12.280> spent<00:06:12.880> on<00:06:13.240> thought<00:06:13.560> leadership<00:06:14.280> and<00:06:14.440> public<00:06:14.840> speaking<00:06:15.600> and<00:06:15.840> really<00:06:16.120> trying

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to<00:06:16.760> be<00:06:17.720> a<00:06:17.880> resource<00:06:18.520> to<00:06:18.760> the<00:06:18.960> beauty<00:06:19.440> industry.

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I'm<00:06:21.040> really<00:06:21.400> fortunate<00:06:22.280> about<00:06:23.560> uh<00:06:24.080> 5<00:06:24.800> years<00:06:25.120> ago<00:06:26.480> I<00:06:26.960> brought<00:06:27.400> on<00:06:28.280> um<00:06:28.800> an

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employee<00:06:29.280> who's<00:06:29.480> been<00:06:29.640> with<00:06:29.800> us<00:06:30.000> for<00:06:30.120> about<00:06:30.400> 9<00:06:30.800> years,<00:06:31.080> but<00:06:31.280> made<00:06:31.560> her<00:06:31.800> a<00:06:31.880> partner<00:06:32.400> in<00:06:32.560> the<00:06:32.640> business<00:06:33.720> um<00:06:33.880> and<00:06:34.000> an<00:06:34.160> equity<00:06:34.560> partner.

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And<00:06:43.960> that's<00:06:44.200> allowed<00:06:44.800> me<00:06:45.040> to<00:06:45.320> use<00:06:45.560> more<00:06:45.840> of<00:06:46.000> my<00:06:46.280> time<00:06:47.040> to<00:06:47.200> help<00:06:47.520> evangelize<00:06:49.080> digital<00:06:49.520> tools<00:06:49.800> and<00:06:49.960> technologies<00:06:51.240> and<00:06:51.440> really<00:06:51.680> become<00:06:52.040> a

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thought<00:06:52.400> leader<00:06:52.640> in<00:06:52.760> the<00:06:52.840> beauty<00:06:53.200> industry.<00:06:54.120> So<00:06:54.280> a<00:06:54.320> lot<00:06:54.520> of<00:06:54.600> my<00:06:54.720> time<00:06:55.000> is<00:06:55.080> spent<00:06:55.400> on<00:06:55.520> that.

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It's<00:06:56.200> spent<00:06:56.480> on<00:06:56.640> new<00:06:56.800> business<00:06:57.160> development<00:06:58.240> and<00:06:58.440> then<00:06:59.040> the<00:06:59.160> operational<00:06:59.840> side<00:07:00.080> of<00:07:00.200> the<00:07:00.280> business,<00:07:00.720> which<00:07:00.880> is<00:07:01.000> not<00:07:01.160> my<00:07:01.280> favorite.

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It's<00:07:02.040> not<00:07:02.240> lots<00:07:02.480> of<00:07:02.600> fun,<00:07:03.000> but<00:07:03.320> it<00:07:03.440> does<00:07:03.640> need<00:07:03.840> to<00:07:03.960> be<00:07:04.080> handled.

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Okay.<00:07:06.520> I<00:07:06.600> love<00:07:06.880> it.

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How<00:07:07.480> do<00:07:07.560> you<00:07:07.680> think<00:07:07.919> about<00:07:08.440> building<00:07:08.880> relationships<00:07:09.680> and<00:07:09.800> building<00:07:10.120> a<00:07:10.200> culture?

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Uh<00:07:11.919> so<00:07:12.120> that<00:07:12.400> that<00:07:12.640> question<00:07:12.960> can<00:07:13.080> go<00:07:13.240> one<00:07:13.400> of<00:07:13.480> two<00:07:13.680> ways<00:07:13.960> and<00:07:14.040> I'd<00:07:14.120> love<00:07:14.440> maybe<00:07:14.720> to<00:07:14.760> think<00:07:14.919> about<00:07:15.120> it<00:07:15.200> from<00:07:15.360> both.

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One<00:07:16.280> is<00:07:16.440> internally<00:07:17.080> with<00:07:17.240> your<00:07:17.360> team<00:07:18.400> and<00:07:18.560> as<00:07:18.720> you're<00:07:18.840> building<00:07:19.800> uh<00:07:19.880> culture<00:07:20.560> within<00:07:20.960> the<00:07:21.240> company<00:07:21.919> and<00:07:22.080> with<00:07:22.320> with<00:07:22.480> your<00:07:22.600> employees.

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And<00:07:23.840> two,<00:07:24.040> like<00:07:24.320> how<00:07:24.440> do<00:07:24.560> you<00:07:24.720> ensure<00:07:25.240> since<00:07:25.440> you<00:07:25.560> since<00:07:25.840> it's<00:07:25.960> such<00:07:26.160> a<00:07:26.240> public-facing<00:07:27.320> and<00:07:27.480> outward-facing<00:07:28.640> uh<00:07:28.760> thing<00:07:29.000> that<00:07:29.160> you<00:07:29.280> do,<00:07:30.000> how<00:07:30.080> do<00:07:30.160> you<00:07:30.280> ensure<00:07:30.720> that<00:07:30.919> that

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culture<00:07:31.640> is<00:07:31.760> represented<00:07:32.400> outside<00:07:32.840> of<00:07:32.960> your<00:07:33.080> company?

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Does<00:07:34.160> that<00:07:34.240> make<00:07:34.400> sense?<00:07:35.600> It<00:07:35.800> does.

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Um<00:07:38.640> I<00:07:38.840> always<00:07:39.520> like<00:07:39.880> to<00:07:40.040> start<00:07:40.720> the<00:07:40.880> year<00:07:41.280> off<00:07:41.600> with<00:07:41.840> a<00:07:41.880> goals<00:07:42.280> presentation<00:07:43.160> for<00:07:43.400> my<00:07:43.560> team.

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And<00:07:45.240> usually<00:07:45.760> there's<00:07:46.120> three<00:07:46.520> big<00:07:46.880> goals<00:07:47.440> that<00:07:47.600> we<00:07:47.720> set<00:07:48.040> for<00:07:48.160> the<00:07:48.320> year<00:07:48.560> ahead.

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And<00:07:49.080> I<00:07:49.160> think<00:07:49.360> it's<00:07:49.520> important<00:07:50.080> as<00:07:50.280> the<00:07:50.400> CEO<00:07:51.080> to<00:07:51.280> set<00:07:51.560> that<00:07:51.840> vision<00:07:52.720> and<00:07:52.880> get<00:07:53.040> everyone<00:07:53.480> on<00:07:53.680> board.

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And<00:07:54.800> I<00:07:54.840> always<00:07:55.200> say<00:07:55.520> that<00:07:55.960> our<00:07:56.120> number<00:07:56.480> one<00:07:56.760> goal,<00:07:57.320> being<00:07:57.840> a<00:07:57.920> service<00:07:58.400> business,<00:07:59.120> never<00:07:59.440> changes.

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And<00:08:00.720> our<00:08:00.800> number<00:08:01.120> one<00:08:01.400> goal<00:08:01.880> is<00:08:02.080> always<00:08:02.640> employee<00:08:03.440> and<00:08:03.640> client<00:08:04.160> retention.

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And<00:08:06.160> because<00:08:06.680> we're<00:08:06.840> a<00:08:06.920> service<00:08:07.400> business,<00:08:08.520> if<00:08:08.680> we<00:08:08.800> don't<00:08:09.520> retain<00:08:09.960> our<00:08:10.080> employees,<00:08:10.760> we<00:08:10.880> can't<00:08:11.280> retain<00:08:11.640> our<00:08:11.760> clients.

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And<00:08:13.200> so<00:08:13.520> proud<00:08:13.919> to<00:08:14.080> say<00:08:14.440> that<00:08:14.760> in<00:08:14.960> both<00:08:15.240> 2023<00:08:16.240> and<00:08:16.440> 2024,<00:08:17.840> we<00:08:18.040> had<00:08:18.360> a<00:08:18.480> 100%<00:08:19.600> employee<00:08:20.240> retention<00:08:20.919> rate.

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That's<00:08:21.880> really<00:08:22.200> rare,<00:08:22.680> especially<00:08:23.360> in<00:08:23.480> the<00:08:23.720> agency<00:08:24.280> business<00:08:24.880> where<00:08:25.000> there<00:08:25.200> is<00:08:25.400> a<00:08:25.440> lot<00:08:25.720> of<00:08:25.880> churn,<00:08:26.640> especially<00:08:27.080> with<00:08:27.280> younger<00:08:27.640> people<00:08:28.080> that<00:08:28.200> are<00:08:28.320> just<00:08:28.480> starting<00:08:28.880> out

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in<00:08:29.160> their<00:08:29.360> careers.<00:08:30.360> So<00:08:30.480> it's<00:08:30.600> something<00:08:30.960> we're<00:08:31.080> extremely<00:08:31.720> proud<00:08:32.120> of.

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So<00:08:33.280> I<00:08:33.320> think<00:08:33.560> to<00:08:33.719> answer<00:08:34.000> your<00:08:34.159> question,

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our<00:08:36.880> culture<00:08:37.880> is<00:08:39.400> I<00:08:39.520> like<00:08:39.760> to<00:08:39.880> say<00:08:40.039> a<00:08:40.120> culture<00:08:40.640> of<00:08:40.760> accountability.

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And<00:08:42.599> I<00:08:42.719> think<00:08:43.280> that<00:08:43.560> comes<00:08:44.080> from<00:08:44.760> the<00:08:44.960> top<00:08:45.400> down.

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I<00:08:47.440> always<00:08:47.680> say<00:08:47.800> when<00:08:48.280> you're<00:08:48.480> in<00:08:48.600> Slack<00:08:49.200> or,<00:08:49.720> you<00:08:49.839> know,<00:08:50.040> on<00:08:50.160> a<00:08:50.640> call<00:08:51.000> with<00:08:51.120> the<00:08:51.240> team<00:08:51.720> and<00:08:52.400> the<00:08:52.480> slightest<00:08:52.920> thing<00:08:53.080> goes<00:08:53.360> wrong<00:08:53.720> or<00:08:53.839> there's<00:08:54.080> a<00:08:54.160> hiccup,<00:08:55.040> you'll<00:08:55.280> hear<00:08:55.520> three

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or<00:08:55.920> four<00:08:56.120> people<00:08:56.480> chiming<00:08:56.920> in<00:08:57.080> saying<00:08:57.360> that<00:08:57.520> was<00:08:57.680> my<00:08:57.839> fault<00:08:58.240> or<00:08:58.440> what<00:08:58.600> they<00:08:58.720> could<00:08:58.920> have<00:08:59.040> done<00:08:59.280> better.

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And<00:09:00.440> I<00:09:00.560> think<00:09:01.240> and<00:09:01.440> I,<00:09:01.720> you<00:09:01.800> know,<00:09:02.000> I<00:09:02.080> say<00:09:02.320> that<00:09:02.640> everything<00:09:03.120> is<00:09:03.280> my<00:09:03.480> fault<00:09:03.880> because<00:09:04.360> everything<00:09:04.800> is<00:09:04.920> my<00:09:05.080> responsibility,<00:09:05.880> it's<00:09:06.040> my<00:09:06.200> company.

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creates<00:09:18.680> an<00:09:18.839> environment<00:09:20.480> where<00:09:20.760> people<00:09:22.200> feel<00:09:22.839> empowered<00:09:23.839> to<00:09:23.960> do<00:09:24.200> their<00:09:24.440> best<00:09:24.920> work<00:09:25.680> because

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they're<00:09:26.320> not<00:09:27.280> as<00:09:27.560> worried<00:09:28.480> about<00:09:30.839> what<00:09:31.040> comes<00:09:31.320> with<00:09:31.480> being<00:09:31.760> human.

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So,<00:09:34.360> I<00:09:34.480> guess<00:09:34.680> I'd<00:09:34.839> answer<00:09:35.080> your<00:09:35.240> question<00:09:35.720> by<00:09:35.920> saying<00:09:36.440> our<00:09:36.880> culture<00:09:37.440> of<00:09:37.600> accountability,<00:09:38.640> our<00:09:38.880> culture<00:09:39.400> of<00:09:39.560> collaboration,<00:09:40.560> our<00:09:40.800> culture

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of<00:09:41.400> trust<00:09:41.840> and<00:09:42.000> humanity<00:09:43.560> is<00:09:43.720> what<00:09:43.960> makes<00:09:44.360> us<00:09:44.720> a<00:09:44.800> very<00:09:45.160> strong<00:09:45.680> team<00:09:46.160> internally.

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And<00:09:48.600> I<00:09:48.680> believe<00:09:49.120> when<00:09:49.280> it<00:09:49.400> comes<00:09:49.880> to<00:09:50.680> the<00:09:50.800> other<00:09:51.040> side<00:09:51.320> of<00:09:51.440> that,<00:09:51.800> which<00:09:52.000> is<00:09:52.200> client<00:09:52.680> retention<00:09:53.800> and<00:09:54.000> building<00:09:54.320> relationships<00:09:55.240> with<00:09:55.520> clients<00:09:56.320> and

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partners,<00:09:57.600> our<00:09:57.720> partners<00:09:58.160> at<00:09:58.280> Meta,<00:09:58.640> our<00:09:58.760> partners<00:09:59.160> at<00:09:59.280> TikTok,<00:09:59.880> our<00:10:00.400> our<00:10:00.560> partners<00:10:01.840> um<00:10:02.160> across<00:10:02.520> a<00:10:02.560> multitude<00:10:03.160> of<00:10:03.280> different<00:10:03.680> areas,<00:10:05.080> I

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think<00:10:05.760> that<00:10:06.000> shows<00:10:06.440> and<00:10:06.600> I<00:10:06.720> oftentimes<00:10:07.480> will<00:10:07.640> hear<00:10:07.960> from<00:10:08.240> people<00:10:09.480> um<00:10:10.120> just<00:10:10.440> a<00:10:10.520> consistency<00:10:12.160> about<00:10:13.520> the

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kindness<00:10:14.640> and<00:10:15.160> the<00:10:15.320> humanity<00:10:16.320> and<00:10:17.000> the<00:10:17.920> um<00:10:18.160> collaborative<00:10:18.960> nature<00:10:19.560> of<00:10:19.760> our<00:10:19.920> teams<00:10:20.360> and<00:10:20.480> that's<00:10:20.680> something<00:10:21.000> I'm<00:10:21.120> very<00:10:21.360> proud<00:10:21.640> of.

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What<00:10:23.240> are<00:10:23.360> some<00:10:23.520> of<00:10:23.600> the<00:10:23.680> biggest<00:10:24.200> challenges<00:10:25.000> that<00:10:25.160> your<00:10:25.280> industry<00:10:25.720> faces?

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Like<00:10:26.880> what<00:10:27.000> are<00:10:27.120> what<00:10:27.280> are<00:10:27.360> some<00:10:27.520> of<00:10:27.600> the<00:10:27.680> headwinds?

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There's<00:10:31.200> a<00:10:31.280> few.<00:10:33.480> I<00:10:33.600> think<00:10:33.880> there's<00:10:34.840> macroeconomic<00:10:36.000> challenges,<00:10:37.320> you<00:10:37.480> know,<00:10:37.640> certainly<00:10:38.120> tariffs<00:10:38.960> are

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really<00:10:40.600> challenging<00:10:41.720> in<00:10:41.880> the<00:10:42.000> beauty<00:10:42.360> industry.

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A<00:10:43.520> lot<00:10:43.760> of<00:10:43.839> the<00:10:43.960> products<00:10:44.440> that<00:10:44.640> you<00:10:44.760> might<00:10:45.040> see<00:10:45.200> on<00:10:45.360> the<00:10:45.440> shelves<00:10:45.920> of<00:10:46.040> a<00:10:46.120> Sephora<00:10:46.960> or<00:10:47.960> you<00:10:48.040> know,<00:10:48.160> your<00:10:48.360> local<00:10:48.680> drugstore,<00:10:50.240> um<00:10:50.560> a<00:10:50.640> lot<00:10:50.880> of<00:10:50.960> people<00:10:51.280> don't<00:10:51.760> necessarily

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consider<00:10:53.800> all<00:10:54.120> of<00:10:54.280> the<00:10:54.400> different<00:10:55.000> materials<00:10:55.920> that<00:10:56.080> it<00:10:56.240> takes<00:10:57.280> for<00:10:57.480> those<00:10:57.760> products<00:10:58.160> to<00:10:58.280> be<00:10:58.440> made<00:10:58.800> and<00:10:58.880> that's<00:10:59.120> going<00:10:59.240> to<00:10:59.320> be<00:10:59.440> everything<00:11:00.040> from<00:11:00.960> ingredient

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formulation,<00:11:02.600> inner<00:11:02.880> packaging,<00:11:03.600> outer<00:11:03.880> packaging.

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Um<00:11:05.480> it's<00:11:05.640> very<00:11:06.000> rare<00:11:06.360> in<00:11:06.480> the<00:11:06.560> beauty<00:11:06.920> industry<00:11:08.160> that<00:11:08.320> 100%<00:11:09.280> of<00:11:09.360> those<00:11:09.600> materials<00:11:10.400> are<00:11:10.720> are<00:11:10.839> made<00:11:11.120> domestically.

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So<00:11:12.640> that<00:11:12.920> has<00:11:13.240> caused<00:11:13.720> some<00:11:14.760> I'll<00:11:15.080> say<00:11:15.600> economic<00:11:16.240> challenges<00:11:17.000> in<00:11:17.120> our<00:11:17.320> industry.

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I<00:11:18.680> think<00:11:18.920> another<00:11:19.240> challenge<00:11:19.839> in<00:11:19.960> our<00:11:20.160> industry<00:11:21.680> is<00:11:22.760> keeping<00:11:23.360> up<00:11:24.240> with<00:11:25.160> the<00:11:25.440> pace<00:11:26.800> and

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scale<00:11:29.000> of<00:11:30.839> I'll<00:11:31.040> say<00:11:31.240> just<00:11:31.480> like<00:11:31.760> how<00:11:32.000> the<00:11:32.120> consumer's<00:11:32.720> finding<00:11:33.120> out<00:11:33.240> about<00:11:33.480> new<00:11:33.640> products<00:11:34.040> and<00:11:34.160> services.

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I<00:11:35.213> just<00:11:35.667> talked<00:11:36.120> about<00:11:36.573> ChatGPT<00:11:37.027> with<00:11:37.480> 700<00:11:37.933> million<00:11:38.387> weekly<00:11:38.840> users.

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I<00:11:39.840> talked<00:11:40.120> about<00:11:40.440> TikTok<00:11:40.880> Shop<00:11:41.200> earlier.<00:11:41.640> My<00:11:41.800> company's<00:11:42.240> one<00:11:42.360> of<00:11:42.440> the<00:11:42.560> first<00:11:42.880> TikTok<00:11:43.280> Shop<00:11:43.520> partners<00:11:43.920> in<00:11:44.000> America.

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We<00:11:44.680> onboarded<00:11:45.240> in<00:11:45.360> 2023.<00:11:46.680> TikTok<00:11:47.080> Shop<00:11:47.360> became<00:11:48.160> the<00:11:48.280> fastest<00:11:48.920> growing<00:11:49.280> beauty<00:11:49.640> retailer<00:11:50.320> in<00:11:50.440> America<00:11:51.440> in<00:11:51.600> just<00:11:51.920> 2<00:11:52.120> years.

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It's<00:11:52.760> the<00:11:52.880> sixth<00:11:53.520> largest<00:11:54.080> beauty<00:11:54.360> retailer<00:11:55.040> in<00:11:55.200> America.

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So,<00:11:57.040> the<00:11:57.240> way<00:11:57.480> that<00:11:57.640> consumers<00:11:58.200> find<00:11:58.520> out<00:11:58.680> about<00:11:58.960> these<00:11:59.160> products<00:11:59.600> and<00:11:59.720> services<00:12:01.080> changes<00:12:01.960> so<00:12:02.240> quickly<00:12:02.880> and<00:12:03.120> so<00:12:03.400> rapidly.

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And<00:12:04.520> I<00:12:04.560> think<00:12:04.840> that<00:12:05.040> can<00:12:05.200> be<00:12:05.480> daunting<00:12:06.240> for<00:12:06.440> a<00:12:06.480> lot<00:12:06.760> of<00:12:06.880> marketing<00:12:07.440> practitioners,<00:12:08.680> especially<00:12:09.920> C-suite<00:12:10.800> leaders<00:12:11.480> at<00:12:11.720> brands<00:12:12.760> that

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need<00:12:13.240> to<00:12:13.400> keep<00:12:13.840> pace<00:12:14.400> with<00:12:14.640> all<00:12:14.880> of<00:12:15.040> these<00:12:15.760> changes<00:12:17.000> in<00:12:17.280> order<00:12:17.640> to<00:12:18.480> manage<00:12:19.000> their<00:12:19.240> P&L<00:12:19.840> profitably,<00:12:21.200> but

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also<00:12:21.960> make<00:12:22.280> sure<00:12:22.640> that<00:12:22.800> they're<00:12:22.960> not<00:12:23.200> getting<00:12:23.520> left<00:12:23.840> behind.

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Mhm.<00:12:26.120> What<00:12:26.240> do<00:12:26.320> you<00:12:26.480> read?<00:12:27.520> And<00:12:27.680> what<00:12:27.880> reading<00:12:28.160> recommendations<00:12:28.800> do<00:12:28.880> you<00:12:29.000> have<00:12:29.120> for<00:12:29.320> us?

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I<00:12:31.160> am<00:12:31.720> such<00:12:32.120> an<00:12:32.240> avid<00:12:32.640> reader,<00:12:33.720> mostly<00:12:34.280> non-fiction,<00:12:35.640> what<00:12:36.160> back<00:12:36.480> in<00:12:36.560> the<00:12:36.680> day<00:12:36.880> I'm<00:12:37.120> aging<00:12:37.480> myself,<00:12:38.080> but<00:12:38.360> would<00:12:38.600> probably<00:12:39.240> be

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called<00:12:40.160> self-help<00:12:41.120> and<00:12:42.200> business<00:12:42.640> books<00:12:42.920> and<00:12:43.040> biographies.

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Um<00:12:46.920> I<00:12:47.040> will<00:12:47.240> say<00:12:47.720> I'll<00:12:48.040> I'll<00:12:48.200> mention<00:12:48.600> a<00:12:48.680> few<00:12:49.440> books<00:12:49.880> that<00:12:50.160> have<00:12:50.480> probably<00:12:51.880> changed<00:12:52.760> my<00:12:53.000> life<00:12:53.360> and

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my<00:12:53.720> career.<00:12:55.280> They<00:12:55.560> may<00:12:55.760> be<00:12:55.880> a<00:12:55.920> little<00:12:56.160> bit<00:12:56.320> unexpected.

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The<00:12:58.000> first<00:12:58.680> I'll<00:12:58.800> say<00:12:58.960> is<00:12:59.120> Ryan<00:12:59.440> Holiday's<00:12:59.960> Stillness<00:13:00.560> Is<00:13:00.680> the<00:13:00.760> Key,<00:13:01.080> which<00:13:01.280> I<00:13:01.400> read<00:13:01.600> every<00:13:01.920> January.

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I<00:13:03.520> think<00:13:03.760> it<00:13:04.000> led<00:13:04.240> me<00:13:04.440> on<00:13:04.640> the<00:13:04.760> path<00:13:05.160> to<00:13:05.320> stoicism<00:13:05.960> and<00:13:06.120> later<00:13:06.440> Buddhism,<00:13:07.000> and<00:13:07.120> that's<00:13:07.400> become,<00:13:08.040> you<00:13:08.120> know,<00:13:08.640> probably<00:13:09.160> one<00:13:09.320> of<00:13:09.480> the<00:13:09.880> most<00:13:10.880> helpful<00:13:12.560> changes

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in<00:13:13.680> my<00:13:14.200> life<00:13:14.520> and<00:13:14.640> my<00:13:14.800> career.<00:13:15.720> But<00:13:15.839> I<00:13:15.880> think<00:13:16.120> Stillness<00:13:16.600> Is<00:13:16.720> the<00:13:16.839> Key<00:13:17.680> is<00:13:17.839> a<00:13:17.920> good<00:13:18.200> reminder<00:13:18.800> to<00:13:19.040> leaders,<00:13:19.720> but<00:13:20.000> also<00:13:20.560> all<00:13:20.839> humans,<00:13:22.200> that

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all<00:13:40.760> of<00:13:40.880> the<00:13:40.960> distractions<00:13:41.680> that<00:13:41.880> go<00:13:42.080> on<00:13:42.280> in<00:13:42.400> our<00:13:42.600> mind,<00:13:43.560> and<00:13:43.760> stillness<00:13:44.240> is<00:13:44.360> the<00:13:44.480> key,<00:13:44.800> really<00:13:45.440> reminds<00:13:46.200> us<00:13:47.040> that<00:13:47.320> we<00:13:47.520> have<00:13:47.760> a<00:13:47.840> choice<00:13:49.080> to

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be<00:13:50.600> intentional<00:13:52.000> with<00:13:52.240> our<00:13:52.400> thoughts,<00:13:53.040> with<00:13:53.280> our<00:13:53.440> body,<00:13:54.480> with<00:13:55.040> our<00:13:55.280> time,<00:13:56.240> and<00:13:56.400> that's<00:13:57.040> a<00:13:57.120> valuable<00:13:57.680> lesson<00:13:58.040> that<00:13:58.200> I<00:13:58.280> like<00:13:58.560> to

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remind<00:13:59.200> myself<00:13:59.840> of<00:14:00.200> every<00:14:00.640> year.

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Another<00:14:02.200> book<00:14:02.440> I'll<00:14:02.520> mention<00:14:02.920> quickly<00:14:03.720> is<00:14:03.920> The<00:14:04.040> Book<00:14:04.280> of<00:14:04.480> Joy,<00:14:05.240> which<00:14:05.400> is<00:14:05.520> a<00:14:05.560> conversation<00:14:06.480> between<00:14:07.920> the<00:14:08.080> Dalai<00:14:08.400> Lama<00:14:08.880> and<00:14:09.040> the<00:14:09.120> Bishop<00:14:09.560> Desmond<00:14:10.040> Tutu,

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suffering<00:14:19.440> than<00:14:19.680> most<00:14:20.040> people<00:14:20.520> will<00:14:21.520> ever,<00:14:23.000> but<00:14:23.360> they<00:14:23.560> are<00:14:23.960> some<00:14:24.200> of<00:14:24.320> the<00:14:24.440> most<00:14:24.720> joyful<00:14:25.200> humans,<00:14:26.320> and<00:14:26.760> it's

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really<00:14:27.280> a<00:14:27.360> lesson<00:14:28.800> for<00:14:29.400> how,<00:14:31.080> you<00:14:31.200> know,<00:14:31.320> everyone<00:14:31.880> in<00:14:32.000> their<00:14:32.480> life<00:14:32.760> experience<00:14:34.160> is<00:14:34.560> pain<00:14:34.920> and<00:14:35.040> challenging

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and<00:14:35.800> suffering,<00:14:36.760> but<00:14:36.960> how<00:14:37.200> we<00:14:37.320> can<00:14:37.600> really<00:14:38.560> use<00:14:38.960> that<00:14:40.160> in<00:14:40.360> our<00:14:40.680> efforts<00:14:41.240> to<00:14:41.600> show<00:14:41.880> up<00:14:42.040> for<00:14:42.240> others,<00:14:42.680> show<00:14:42.880> up<00:14:43.040> for<00:14:43.200> ourselves,<00:14:44.400> and

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Projects<00:15:28.760> that<00:15:28.880> I'm<00:15:29.040> proud<00:15:29.400> of.<00:15:29.680> I<00:15:29.920> I<00:15:30.040> think<00:15:30.680> the<00:15:30.880> biggest<00:15:31.440> project<00:15:32.800> in<00:15:33.000> my<00:15:33.200> career<00:15:34.280> would<00:15:34.520> be<00:15:34.720> my<00:15:34.880> public<00:15:35.280> speaking<00:15:35.720> and<00:15:35.920> thought<00:15:36.200> leadership.

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Um<00:15:38.200> and<00:15:38.440> and<00:15:38.600> I'll<00:15:38.880> what<00:15:39.000> I'll<00:15:39.120> say<00:15:39.400> is<00:15:39.920> really<00:15:40.240> my<00:15:40.400> advisory<00:15:41.040> board.

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So,<00:15:43.160> for<00:15:43.560> most<00:15:44.040> of<00:15:44.200> my<00:15:44.400> career<00:15:44.880> as<00:15:45.040> a<00:15:45.120> CEO,<00:15:45.720> and<00:15:45.840> I<00:15:45.920> think<00:15:46.160> for<00:15:46.280> the<00:15:46.400> CEOs<00:15:46.920> that<00:15:47.160> listen<00:15:48.160> to<00:15:48.400> this<00:15:49.080> podcast,<00:15:49.880> it's

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<00:22:17.976> I<00:22:18.312> love<00:22:18.648> that<00:22:18.984> question<00:22:19.320> so<00:22:19.656> much.<00:22:19.992> Um<00:22:20.328> and<00:22:20.664> I<00:22:21.000> would<00:22:21.336> love<00:22:21.672> to<00:22:22.008> give<00:22:22.344> a<00:22:22.680> shout-out<00:22:23.016> to<00:22:23.352> Andrea<00:22:23.688> Nagel,<00:22:24.024> who<00:22:24.360> runs<00:22:24.696> programming<00:22:25.032> at<00:22:25.368> an<00:22:25.704> organization<00:22:26.040> called

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Cosmetics<00:22:27.080> Executive<00:22:27.840> Women.<00:22:29.080> And<00:22:29.560> I<00:22:29.640> will<00:22:29.840> never<00:22:30.280> for<00:22:30.480> And<00:22:30.680> it<00:22:30.840> is<00:22:31.280> the<00:22:31.680> largest<00:22:32.600> uh<00:22:32.760> professional<00:22:33.280> networking<00:22:33.880> organization<00:22:34.800> for

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professionals,<00:22:35.800> not<00:22:36.040> just<00:22:36.320> women,<00:22:37.000> in<00:22:37.120> the<00:22:37.240> beauty<00:22:37.520> business.

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Maybe<00:22:59.600> you<00:22:59.720> could<00:22:59.960> write<00:23:00.160> an<00:23:00.360> article.<00:23:01.160> I<00:23:01.200> don't<00:23:01.440> know<00:23:01.760> that<00:23:02.120> we<00:23:02.320> could<00:23:02.760> put<00:23:02.960> you<00:23:03.080> in<00:23:03.240> front<00:23:03.480> of<00:23:03.600> our<00:23:03.840> audience<00:23:04.400> of<00:23:04.520> tens<00:23:04.840> of<00:23:04.960> thousands<00:23:05.560> of<00:23:05.720> beauty<00:23:06.040> professionals."

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And<00:23:09.960> she<00:23:10.200> gave<00:23:10.440> me<00:23:10.560> a<00:23:10.600> shot.

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give<00:24:09.591> opportunities<00:24:09.902> to<00:24:10.213> others.<00:24:10.524> <00:24:10.836> Well,<00:24:11.147> I<00:24:11.458> think<00:24:11.769> you<00:24:12.080> have.

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I'm<00:24:12.680> sure<00:24:12.880> you<00:24:13.040> have.<00:24:13.600> Thank<00:24:13.880> you<00:24:14.000> so<00:24:14.160> much<00:24:14.440> for<00:24:14.720> sharing<00:24:15.040> your<00:24:15.160> experiences<00:24:15.600> with<00:24:15.760> us.

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We<00:24:16.360> should<00:24:16.480> have<00:24:16.600> you<00:24:16.680> back<00:24:16.880> on<00:24:17.000> again,<00:24:17.280> too.<00:24:17.560> I<00:24:17.640> like<00:24:17.840> I'm<00:24:18.000> so<00:24:18.160> impressed<00:24:18.520> with<00:24:18.600> what<00:24:18.720> you've<00:24:18.920> done.

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Uh<00:24:20.360> the<00:24:21.080> uh<00:24:21.160> leader<00:24:21.480> you<00:24:21.680> are,<00:24:22.440> the<00:24:22.560> people<00:24:22.880> you<00:24:23.000> speak<00:24:23.320> with,<00:24:23.760> the<00:24:23.840> lives<00:24:24.160> that<00:24:24.280> you<00:24:24.400> change.

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Thank<00:24:25.331> you<00:24:25.583> so<00:24:25.834> much<00:24:26.086> for<00:24:26.337> coming<00:24:26.589> on<00:24:26.840> ceo.com.<00:24:27.091> <00:24:27.343> Thank<00:24:27.594> you<00:24:27.846> for<00:24:28.097> having<00:24:28.349> me,<00:24:28.600> Clint.

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This<00:24:29.080> has<00:24:29.200> been<00:24:29.400> so<00:24:29.520> much<00:24:29.800> fun.