In this episode of How They Scaled It, I sit down with Brittany Lo, Founder and CEO of two separate beauty companies: Beia and Beautini. In this episode, she shares how building a wedding beauty concierge gave her the insight to launch Beia, a premium body care brand solving real, often unspoken problems.From launching during a pandemic to landing major retail partners and rebranding for scale, Brittany walks us through her intentional journey of building not just buzz, but businesses that last.00:00:13 – Why solving real problems matters in beauty00:00:50 – Brittany’s start with Beautini and the early insight that sparked Beia00:02:06 – The awkward (but real) questions that led to a product idea00:03:32 – Standing out in a saturated market with meaningful impact00:04:58 – Developing the first Beia product during a pandemic00:06:07 – How Brittany found her first manufacturer through relationships00:07:31 – Why she hired a chemist to keep full formula control00:09:27 – Seeding the launch through her network and the power of buy-in00:10:53 – The moment she knew she had a real customer, not just support00:13:03 – Using trade shows to break into retail early00:15:29 – Why Beia pivoted from intimacy branding to lifestyle skincare00:18:36 – How product quality won over retail buyers at Neiman Marcus00:20:43 – Building for premium customers with intentional pricing00:26:53 – Balancing profitability with brand integrity00:30:21 – The real metric she uses to measure success00:36:59 – Why Amazon became a breakout channel for Beia00:39:03 – Leadership, hiring slow, and protecting company culture00:44:26 – The advice she’d give her past self as a founder

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