Three days in Napa Valley. Mingling with the most influential voices in beauty. The Silverado Resort became the backdrop for the Glossy Beauty & Wellness Summit, a cozy haven buzzing with energy and insight. Unseasonably cool weather kept us indoors, but inside, the air crackled with inspiration and intimate conversations.
This wasn’t just another industry event. It was a gathering of the beauty and wellness world’s best—L’Oréal, Kendo, Sakara Life, and more—coming together to map the future of an ever-evolving industry. Bold ideas, transformative strategies, and behind-the-scenes secrets were exchanged, creating a sense of exclusivity and intrigue that could only come from sharing space with beauty’s most innovative minds.
It’s been three weeks since Ashley Pomeranz and I rubbed shoulders with this incredible group. As I sat down with Ashley again to reflect, one truth stood out above all else: storytelling makes the beauty industry tick.
The Storytelling Advantage
Mitch Gilroy: Ashley, after three days of intense discussions, the one theme I can’t stop thinking about is storytelling. It felt like every brand here was singing its praises. Why do you think it’s resonating so much right now?
Ashley Pomeranz: Because it’s not optional. Storytelling is how brands move from being just another choice in a crowded marketplace to becoming the next hot thing. It transforms transactional relationships into emotional connections, fostering customer loyalty and differentiation in an oversaturated market.
Mitch: Emotion sells.
Ashley: Exactly! Take the NYX + Barbie flip phone mirror campaign as an example. On the surface, it was a playful product drop, but what made it a sell-out in just two days was the story it told—one of nostalgia, joy, and inclusivity. They didn’t just offer a mirror; they offered a piece of Barbie’s world, with shades of pink that celebrated all skin tones. It felt like something everyone could be part of.
And then there was NYX + Gordon Ramsay cake campaign. It was unexpected, a little cheeky, and entirely emotional. It brought in 90% new customers because it wasn’t just about the product—it was about sparking joy and creating a cultural moment. These campaigns didn’t just ask for attention; they earned it by making people feel something.
Mitch: It’s a way to stand out in the noise.
Ashley: More than that—it’s how you survive. We’re in an oversaturated market. Without a story, you’re just another product. But with the right narrative? You’re a movement.
Unified Commerce: A Necessity
Mitch: Of course, great stories need the right infrastructure to thrive. The panel with Kim Seabrook from Shopify and Sapna Parikh from Kendo Brands made that clear.
Ashley: Absolutely. Unified commerce is what makes storytelling actionable. Without it, it’s hard to deliver a seamless customer experience that aligns with your brand’s story.
Take Kendo Brands as an example. At Lip Lab, customers can create custom lipsticks in-store, and Shopify powers everything—POS, ecommerce, even customer accounts. That means you can replenish your exact custom shade online, get reminders, and feel like the brand knows you personally. It’s seamless, and that’s what today’s customers expect.
Mitch: And it’s not just about convenience—it’s about using data to tell better stories, right?
Ashley: Yep! With a unified system, brands can understand their customers on a deeper level. Their preferences, habits, and even when they’re likely to churn. That data isn’t just about selling—it’s about crafting stories and experiences that feel personal and relevant.
Technology-Enabled Retail Experiences
Mitch: Speaking of data, another theme at the summit was the role of technology in creating these experiences. What stood out to you?
Ashley: Two things: data and emerging platforms. First, centralized data powered by AI is no longer optional. Brands like Kendo are leveraging Shopify to create consistent omnichannel experiences. Whether a customer shops in-store or online, the experience feels unified.
Then there’s TikTok Shop. It’s a test-and-learn playground where brands can experiment with bundles, unique merchandising strategies, and viral campaigns. Q5—post-holiday spending—is emerging as a key growth window for these platforms. TikTok Shop exemplifies how brands can meet customers where they are, with stories that resonate.
Retail Reinvention and Accessibility
Mitch: Let’s talk about accessibility. The summit highlighted how some brands are leaning into affordability and in-person experiences.
Ashley: With economic uncertainty, affordable joy is a major trend. Target’s minis and clean beauty offerings give customers indulgence without breaking the bank. It’s a smart way to balance aspiration and accessibility.
And even in a digital-first world, in-person experiences are making a comeback. Tata Harper’s beauty parties are a great example—giving customers a tactile, communal way to connect with the brand. It’s proof that IRL experiences still captivate and convert.
Future-Proofing Strategies
Mitch: So where do brands go from here? How do they future-proof in such a fast-changing industry?
Ashley: It’s all about flexibility. Brands need to prepare for tomorrow’s channels—whether that’s gaming communities, emerging markets, or something we haven’t even seen yet. The key is to stay agile and ready to pivot.
At the same time, longevity matters. Customers are looking for sustainability, not just in products but in relationships. Luxury meeting K-beauty, as we heard at the summit, is the perfect example. It’s about creating products that last and stories that endure.
The Core of Success
The Glossy Beauty and Wellness Summit proved one thing: storytelling is the beating heart of successful beauty brands. It’s how brands connect, inspire, and endure. But storytelling alone isn’t enough. Without the right technology—unified commerce, data-driven insights, and emerging platforms—those stories can’t reach the customers who need to hear them.
As we head into 2025, the brands that balance aspiration with accessibility, embrace technology, and future-proof their strategies will lead the way. In an industry that thrives on reinvention, the story is just beginning.
