ABOUT
I’ve worked every side of beauty.
Now I work yours.
I owned and operated an agency representing hair and makeup artists, co-founded a hair care brand, launched an LED device into mass retail, and a fine fragrance into prestige. I bring all of this experience to brands that want honest strategy, and to teams that want to improve with AI.
THE SHORT VERSION
An MBA on the job.
The artists
I started as an agent for hair stylists and makeup artists. Best training there is for telling the difference between what looks good and what sells.
Hair Rules
Co-founded it. It won a WWD Beauty Award for Newcomer of the Year. I also learned what a bill of materials was, on the job, in real time.
illuMask
We took an LED light therapy mask into mass retail. Number one beauty SKU at Walmart in six weeks. Acquired by Johnson & Johnson.
Beauty Barrage and Beauty Strategy Group
At Beauty Barrage, I used marketing to win more clients, and led the team onto the Inc. 5000 two years in a row. At Beauty Strategy Group, I led the client work: brand and marketing strategy, plus retail guidance on getting on shelf and staying there.
Henry Rose
VP Marketing in fine fragrance. Different category, same truth: the story only works if the product earns it.
Now
Independent. Fractional marketing leadership for beauty, wellness and CPG brands, and AI enablement for the teams doing the work.
ILLUMASK
I’m partly to blame for all the LED masks in your feed.
We put an LED mask into mass retail before anyone knew what it was. Our community helped spread the word and turn it into a cultural phenomenon.
illuMask in Allure. Photographed by Norman Jean Roy.
The team, testing.
Hair and photo by Mike Potter.
HOW I WORK
What you can count on.
Honest first.
I’ll tell you the hard thing early. Kindly. Then I stay in the room and help fix it.
Selling through is the job.
Getting on shelf is the easy part. Staying there is where brands win or quietly disappear.
Community is the strategy.
Not a channel. The brands that last have people who would defend them in the comments.
Tools don’t drive results.
AI takes the busywork off your team’s plate. It can’t give your brand a reason to exist. Fix the why first.
Henry Rose, Windows Down. Shot by me.
Henry Rose, Fog. Also me.
Want the honest version?
Let’s talk about what’s really working, and what isn’t.