![]() and San Francisco and they have not looked at smaller cities. So many retailers have been so focused on New York, L.A. We are also looking at opening smaller footprint, smaller-format stores like the one we have in Denver. ![]() in the fourth quarter, but there was a snafu so now it’s Q1 of 2020. We were supposed to open on Abbot Kinney in L.A. There will be multiple new locations coming next year. Having a physical presence has been not only a great way for us to acquire new clients, but also a way for people to come and play, test and feel all the products, be educated, and feel fully immersed in the brand. You cannot dictate how people shop your brand. Today’s consumer wants to shop single brands through multiple channels, how, when and where he or she wants. G.R.: I actually feel pretty bullish on brick-and-mortar expansion, not just for Beautycounter but in general. ![]() WWD: A lot of DTC brands are opening brick-and-mortar stores. For us, the next step as a leader and pioneer in this movement is to look more holistically at what clean is. That’s one product where performance is king! We also are focused on creating refillable packaging. We took our time really working on the formula, making sure it met our safety and performance standards. G.R.: The number-one ask from Day One has been deodorant, that’s something we will be launching in the first half of next year. WWD: Any new product launches you can share for 2019? So you have to balance meeting the needs of delighting your consumer with also doing what’s right for the earth. But eliminating that liner saved over 1 million little plastic discs going into the earth this year. Some people complained that the product was transferring or migrating up to the lid. ![]() But we are rolling out more product in glass packaging and in our most recent Countertime launch, we removed plastic liners that go into the lids of bottles. But we now know this is incredibly important to the consumer. G.R.: As a B corporation, we’ve always put an emphasis on people, planet, profit. WWD: In the beginning, your point of differentiation was clean, but has it evolved now to also include green? But they were kind of preaching to the choir as opposed to reaching those not yet aware they were putting chemicals of concern on their bodies every day. There were brands that existed pre-Beautycounter from mass market to luxury and some very niche, eco-friendly brands. ![]() Drunk elephant aha moment skin#But when it came to skin care and color cosmetics, I couldn’t find any products that met my needs. I started making all these changes in my life, changing my nonstick pans to stainless steel, getting rid of plastic containers, changing my household cleaning products to Seventh Generation. I started to do research, and came to understand we had introduced over 85,000 chemicals into commerce, and that less than 10 percent had been tested for safety and human health. Over the next two years or so, I watched so many of my friends struggle - with fertility issues, with giving birth to children with significant health issues, having different types of cancer themselves, and it occurred to me something had gone terribly awry. G.R.: I watched “An Inconvenient Truth” in 2006 at the urging of my friend, fashion designer Lela Rose, and became aware of the fact we were doing things detrimental to the earth. WWD: What was your aha moment when you decided to start the business? ![]()
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