For Jill Beraud, chief executive officer of Living Proof Inc., disruption is the mother of invention.
“Living proof was disruptive from Day One by taking inspiration from outside the industry from the worlds of biotech,” said Beraud, who previously has held posts at Victoria’s Secret and PepsiCo. “Everyone says I want to be the best in the business, and I want the best in the business. I believe sometimes the best is outside the business.”
Like its first beauty product, No Frizz, Living Proof is focused on attacking many of the vexing problems still unsolved within the beauty industry. Launched in 2008, the formula — which was innovative in part due to its lack of silicone — includes polyfluoroester, a new molecule discovered by Living Proof scientists.
“It was disruptive in bringing together a diverse team of talent, people from as far afield as Silicon Valley and Vogue, nanoscientists, medical researchers, digital experts and even hair stylists,” she said. “There’s of course no way to actually incubate disruption but it is possible to create a climate that will be more likely to produce it.”
To ensure such a climate, Living Proof’s founder, John Flint, collaborated with Dr. Robert Langer, one of 13 institute professors at Massachusetts Institute of Technology and the largest patent holder in life sciences in the history of the country, according to Beraud.
During her time at Victoria’s Secret and PepsiCo, Beraud said disruption also led to innovative thinking and initiatives that inspire her still today.
“From the launch of the first Miracle Bra to the very first Victoria’s Secret Fashion Show, we were not afraid to be unconventional, even shocking,” she said. “We took inspiration from outside our industry with a vision that was a mixture of entertainment, fantasy and high fashion.”
At Pepsi, Beraud named the Pepsi Refresh Project, a campaign in which millions of dollars worth of grants were given away nationwide to foster the social good, as another highlight of her career.
“Pepsi Refresh was a social movement born out of listening to the prevailing culture…towards doing good,” said Beraud. “More people participated in Pepsi Refresh than voted in the last U.S. presidential election. ”
Beraud’s advice for beauty companies?
“Everyone says don’t reinvent the wheel,” she said. “I say, isn’t the point to reinvent the wheel? To be disruptive you need to be willing to upset the status quo and take umbrage with convention.”
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye