Future Commerce | Episode 488: How Milani Doubled Its Business, and Plans to Do It Again

Milani Cosmetics has spent 25 years pairing prestige-quality formulas with mass-market price points. In the last five years, the indie brand doubled its business and climbed from No. 10 to No. 7 in mass color cosmetics—and it plans to double again over the next three.

Jeremy Lowenstein, Chief Marketing Officer at Milani Cosmetics, joins Phillip and Brian to talk about the brand’s latest marketing movement, What’s Inside Is Everything, which emphasizes community, authenticity, and quality. He explains how pop-ups and creator partnerships bring the brand to life beyond its 25,000+ stores, and how to maintain brand relevance and consumer connection in a market driven largely by celebrity and influencer endorsements.