Beautycounter

Beautycounter is continuing to bolster its management team.

Michael McGeever has joined the Santa Monica, Calif.-based safe cosmetics brand as chief marketing and product officer after spending nine years at Sephora and Kendo Brands Inc., the LVMH Moët Hennessy Louis Vuitton company where he was senior vice president and general manager from 2010 to 2015. He reports to Gregg Renfrew, founder and chief executive officer of Beautycounter, and follows a stream of recent additions atop the brand in the roles of chief financial officer, head of operations, head of product development and sourcing manager.

“For the past six months, I have been helping Beautycounter create a long-term product strategy and refine the brand strategy with the idea that Gregg and I would figure out what the right role for me would be,” said McGeever. “I felt I could really bring my beauty expertise and creative talents to the company to instill discipline and leverage the best practices in the industry and combine that with the advocacy work and mission strategy of the company.”

Established in 2013, Beautycounter has introduced 120 skin-care and makeup products priced from $10 to $80 and largely relies on a consultant force of around 30,000 people to sell the products as well as educate women about personal-care ingredients and cosmetics regulation or lack thereof, although the brand has entered retail with a limited-edition range for Target and partnerships with Goop and J. Crew. TPG Growth acquired a minority stake in Beautycounter in 2014 and, earlier this year, the brand purchased Nude Skincare Inc.

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McGeever is teeming with ideas about Beautycounter’s existing and future products. Two of his objectives are to emphasize skin-care regimens and expand Beautycounter’s merchandise repertoire. “There is a huge opportunity in skin-care regimens,” he said. “The skin-care customer isn’t always as advanced as we sometimes think they are, so it’s about going back to basics, articulating the steps and creating them with the consultants in mind so they can navigate conversations very easily.”

McGeever detailed Beautycounter is working on a skin-care line targeting young consumers slated for a fall 2017 launch and high-end skin-care products appealing to older consumers slated to launch in the first quarter of 2018. He also wants to extend Beautycounter’s selection of makeup shades and ensure vibrant pigment payoff. “What we have found [with customers] is probably the 35 to 45 sweet spot is working really nicely, but the brand has the potential to reach both up and down [in age] with the right product offer and the right price positioning,” he said.

In his marketing capacity, McGeever envisions fine-tuning the messages Beautycounter communicates. He lauded the brand for amplifying activism around clean cosmetics, but suggested other stories about Beautycounter should proliferate, too. “We are not just focusing on what’s not in the product, but why we choose to put in what we choose to put in,” said McGeever, adding, “The coastal community where Beautycounter is from is also important because of the ideology there. It’s the right place to found a forward-thinking brand about the future of the category. How do we bring that to the products and storytelling?”

The hire of McGeever doesn’t end Beautycounter’s efforts to grow its staff. McGeever said the brand is still looking to bring in employees to work on products, content and marketing. Discussing social-media content, he explained, “Content now is not perfectly curated messages that you see once a month. It’s a constant engagement that customers want with a brand. I think we will be making a people investment and a platform investment to change the way content works, especially for a direct-[sales] company. We are going to spend the next six months building and getting the content ready to push, push, push.”