Indie Beauty Profile

Lindsay Knaak-Stuart, Meant

By Deanna Utroske

- Last updated on GMT

Indie Beauty Profile Lindsay Knaak-Stuart Meant
In her Indie Beauty Profile, Lindsay Knaak-Stuart founder of Meant, illustrates how she’s built a stylish yet simple body care brand that has—without an ad budget—captured the attention of discerning consumers and enviable retail buyers alike.

With so much attention on Instagram-worthy color cosmetics brands and the dynamic textures and effects of modern skin care formulations, body care sometimes get overlooked. Lindsay Knaak-Stuart saw this, and saw it as an opportunity to develop a contemporary lifestyle-led body care brand.

Here, the beauty entrepreneur shares a profile of herself and the Meant brand.

Name: ​Lindsay Knaak-Stuart, Founder and CEO

Indie Beauty Company: ​Meant

Launched: ​April 2017

Headquarters: ​Brooklyn, New York

Cash flow:

Meant is self-funded. With my husband, we own 100% of the company.

Indie how? ​To me, what defines an indie beauty brand is not only that it’s independently owned and operated but that there is passion, purpose and true authenticity behind the company, brand and products.

Team work: ​1 full-time employee (me), and 1 part-time (my husband)

Distribution: ​In the US and Canada, Meant is distributed through our own ecommerce site and at select retailers, including Anthropologie, Botanica Bazaar, Neiman Marcus and other boutiques.

Years in beauty: ​2

Years at Meant: ​2 years (concept to now)

Entrepreneurial experience: ​This is my first company. I previously worked for 20 years in fashion and retail leading marketing for large global brands.

The business: ​Meant is a multipurpose body care brand that proves less is everything.

The wow-factor: ​Meant creates non-toxic hardworking body care products that simplify your routine by doing more with less.

The customer: ​Men and women that are health conscious busy professionals, that prefer simple routines and modern design.

Milestone moment: ​Building the brand and getting it to what it is in a year with no paid advertising is something I’m proud of. Especially as I spent my career working for brands that had a LOT of money to spend on marketing!

And, having Anthropologie contact me and place an order for the entire line made me incredibly proud to know that I was on the radar of such an iconic brand.

Advice for fellow beauty entrepreneurs: ​Be laser focused. Build your story and positioning first and your products to support [that].

Just one: ​Asked for her number one go-to product, Knaak-Stuart says, I can’t not plug Meant! But honestly, Meant’s Absolute Balm is my go-to for everything. It’s a multipurpose balm that can be used on your hair, face and body; and as a busy mom it’s the only hope I have at moisturizing after my shower.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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