Brand & GTM strategy · Founder-led beauty

Senior brand & GTM
strategy for founder-led
beauty brands.

Brand Kraft helps beauty founders clarify positioning, sharpen the product pipeline, and build the commercialization and go-to-market plans that make growth deliberate — senior strategic guidance, without a full-time executive hire.

Start a conversationExplore the work
15 years inside beauty CPGForecasts hit. KPIs met. Categories grown.
Color CosmeticsSkincareBeauty DevicesPrestigeMasstigeOmni-channel RetailDTC & DotcomHoliday & CapsuleFounder-led BrandsColor CosmeticsSkincareBeauty DevicesPrestigeMasstigeOmni-channel RetailDTC & DotcomHoliday & CapsuleFounder-led Brands
What changes

Strategy you can
feel in the numbers.

Brand Kraft is built for one outcome: a beauty brand that grows on purpose, not by accident.

Sharper positioning

A point of view the market can feel — clear, ownable, and built to hold as the brand scales.

Smarter pipeline decisions

A product roadmap shaped by consumer insight and white space, not guesswork or internal momentum.

Stronger commercialization

Pricing, assortment, and margin planned with sales, finance, and operations from day one.

Stronger launches

Tease, launch, and sustain choreographed across every touchpoint — built to hit the number.

More focused growth

Fewer, better bets. A clear sense of what to build, what to drop, and what comes next.

The Brand Kraft Growth Framework

A deliberate path from positioning to launch.

01Clarify

Positioning & brand foundation

Define the brand's reason to exist, its category stance, and the messaging hierarchy everything downstream is built on.

02Decide

Product pipeline & portfolio

Pressure-test the roadmap against consumer insight and product gaps. Optimize the portfolio toward core growth categories.

03Plan

Commercialization & GTM

Build the omni-channel go-to-market: pricing, assortment, channel strategy, and the 360 campaign architecture.

04Launch

Tease, launch, sustain

Sequence the launch across every consumer touchpoint and the calendar — then sustain the momentum past week one.

Packaging cropHero SKU
Texture studyFormula & finish
Beauty is different

Beauty doesn't scale like everything else.

Hero SKUs, regimen storytelling, holiday and capsule rhythms, the masstige-to-prestige climb, retailer and omni-channel realities, giftability. Beauty rewards specialists who know how the category actually moves.

  • Hero SKU economics
  • Regimen & routine storytelling
  • Holiday & capsule planning
  • Masstige → prestige strategy
  • Omni-channel & retailer fit
  • Giftability & value sets
Selected experience

An anthology of beauty work.

A selection from past corporate roles across color, skincare, and beauty tech.

Color CosmeticsJaclyn Cosmetics
Color Cosmetics

Jaclyn Cosmetics

  • Drove positioning and go-to-market strategy for a flagship luminizer launch.
  • Built the forward pipeline strategy, aligning to core growth categories from consumer insight and product-gap analysis.
  • Shaped an ongoing promo strategy to grow dotcom sales.
Founder-led · Charli D'AmelioBorn Dreamer
Founder-led · Charli D'Amelio

Born Dreamer

  • Built a holiday promo strategy grounded in giftability, driving ~20% of projected annual retail sales.
  • Identified PR and influencer strategies that lifted partnership engagement ~50%.
  • Formulated a masstige-to-prestige commercialization plan and new assortment.
Beauty Devices · SkincareNuFACE
Beauty Devices · Skincare

NuFACE

  • Grew the annual holiday collection to ~10% of annual revenue.
  • Built the omni-channel GTM blueprint and led the tease–launch–sustain campaign across all touchpoints.
  • Led a packaging rebrand that reduced COGS and elevated the out-of-box experience.
How we work together

Three ways to engage.

01

Brand + GTM Strategy Intensive

A focused engagement to clarify positioning, messaging, and the go-to-market architecture for a launch, expansion, or reset.

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02

Product Pipeline + Commercialization Sprint

Portfolio and pipeline strategy with the pricing, assortment, and margin planning that makes it real.

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03

Fractional Brand / GTM Leadership

Senior brand and go-to-market leadership embedded with your team — strategic direction without a full-time hire.

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Let's connect

Let's kraft your brand & growth strategy together.

For founder-led beauty brands preparing to launch, expand, reposition, or reset for growth.

Start a conversation