Like so many indie brands, Glotrition started as a personal need. After that, the brand Lisa Pineiro is building gets more distinctive: hers is a skin care brand with just 2 products, one of which is an ingestible. And the intrepid new brand is helping change the beauty marketplace, acclimating an important segment of skin care and cosmetics consumers (QVC shoppers) to beauty from within.
Here, beauty brand founder Lisa Pineiro share a profile of herself and the brand.
Name: Lisa Pineiro, Founder and CEO
Indie Beauty Company: Glotrition
Headquarters: Dallas, Texas
Cash flow: So far, we have been self-funded. I own 55% of the business; and my fiancé, Scott Ryan, owns 45%. And Glotrition has had triple-digit year-over-year growth since inception.
Indie how? I think indie brands reflect what is so exciting about the beauty industry right now. In my view, indie brands represent real people who were looking for a specific beauty solution and couldn’t find it in the marketplace—so we end up creating it.
Team work: Just me and 2 part-time employees so far.
Distribution: While we started out as a spa brand, Glotrition has really found its voice in the luxury beauty world. Nordstrom was the first to pick us up. We are now in every US door. Bloomingdale’s followed, including us in their “WellChemist” collection. We just received our first PO from Saks for .com and are hoping to launch in their Apothecary section this quarter. Our “dark horse” retailer is QVC. We are actually the first ingestible supplement to be sold in QVC’s beauty category instead of health/fitness. This is a huge statement about how receptive consumers are to ingestible beauty. We are expecting an exciting year with them.
Years in beauty: Actually, only since the inception of Glotrition!
Entrepreneurial experience: In my previous life I was a TV news anchor and medical reporter. It was my medical reporting that led me to this idea of dual-delivery skincare, a regimen that I followed for 10 years before creating Glotrition. So, like many entrepreneurs, I started a business to solve a problem and to share the solution with other women.
The business: Glotrition is beauty from the inside out in its truest form. We believe (and science proves) that if you’re only treating your skin topically, you’re only doing half the job and you’re only going to see half the results. Your skin needs both internal and external nutrition, most effectively, with the same active ingredients. We call this dual-delivery skincare, and it’s the core of Glotrition.
The wow-factor: Because we are a clean beauty brand and we have an ingestible component to our offering, we fit in very nicely with current beauty trends.
The consumer: Our consumer is really smart. She’s very well educated about beauty and wellness, and she knows what she’s looking for. She’s more interested in prevention than traditional anti-aging, but she gets the science behind ingestible beauty.
Milestone moment: Any time that someone says “oh, I’ve heard of Glotrition”, or “I just read something about this”, is always a proud moment. When Jessie James Decker posted about how much she loves our products, that was a major moment too!
Advice for fellow beauty entrepreneurs: Be patient, and be kind to yourself. If it were easy, everyone would do it. And, have a vision of where you see your brand, then build a step-by-step plan to get there. If retail is part of your plan, hire a good broker to help you get in the door.
Just one: Asked about her go-to product, Pineiro responds: This is easy. Our Collagen|glo Advanced Skin Powder is my everyday must-have. It helps me stay hydrated, nourishes my skin from the inside, builds collagen, and helps me get that glow we’re all after!
Deanna Utroske, CosmeticsDesign.com 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.