Hey beauty founders!
I’ve watched too many beauty founders launch with so much potential… only to lose it all because of the same mistakes.
They get the dream call from Sephora. Or go viral overnight on TikTok. Or sell out their first collection in a flash. It looks like success on the outside - but behind the scenes? Chaos. Burnout. Customers they’ll never win back.
Let me break down the 3 biggest “founder fails” I see over and over again (and how you can avoid them 👇
🔥 Fail #1: Losing your uniqueness in retail
Getting into Sephora or a big retailer is often a beauty founders biggest dream! But the reality is, these big retailers come with rules. Suddenly you’re being asked to change your packaging to fit shelf layouts, adjust your formulas to hit certain cost margins, or simplify your shade range to make inventory easier.
Every time a founder compromises their brand to suit a retailer, they run the risk of chipping away at the very thing that made their brand different. Before long, they look and feel like every other brand on the shelf.
👉 Lesson: Don’t abandon your USP.
Retail is an amazing growth opportunity, but if you lose the thing that makes you stand out, you’ve traded short-term access for long-term mediocrity.
🔥 Fail #2: Going viral before you’re ready
Virality is the dream, right? One TikTok goes wild and suddenly you’re flooded with orders. Except, the reality is, if your supply chain, fulfillment, and cash flow aren’t ready for that scale, “going viral” can actually break your business.
I’ve seen founders facing warehouses stacked with backorders they can’t ship, furious customers leaving negative reviews, and no cash left to restock because they had to spend everything upfront. The brand’s reputation takes a hit before it even has a chance to grow.
👉 Lesson: Don’t chase virality. Build solid foundations.
Sustainable success comes from building the systems, suppliers, and financial buffers to handle demand. Then when the spotlight does hit, you’re ready to shine.
🔥 Fail #3: Forgetting to build community
A brand that only sells “products” will always struggle to keep customers coming back. A brand that builds community will build loyal, dedicated customers who will shout and scream about your brand!
Think about the brands hosting intimate pop-up events where customers feel like they’re part of something special. Or the founders sharing behind-the-scenes stories on Instagram, letting customers weigh in on new launches, and creating that sense of belonging. That connection goes way beyond a lipstick or serum - it makes people proud to wear the brand, not just use it.
👉 Lesson: Build community, not just customers.
When people feel seen, included, and connected to your mission, they stick with you for years, not just one purchase.
💡 These three “fails” are exactly why I created my new AI-Powered Brand Strategy Course.
It’s designed to help you:
✨ Protect your USP so you never get watered down.
✨ Build strong foundations before chasing growth.
✨ Create a brand community that lasts, even in a crowded market.
🚀 The waitlist is now open 👇🏻
That’s it for this week.
As always, thanks for being here! And if you need support for growing your beauty brand, you can just reply to email and I’ll get straight back to you.
Mel Jenkinson
