A behind-the-scenes trend has emerged in beauty and wellness: brand incubators. These turnkey operations are uniquely equipped with the infrastructure and know how to fast track made-for-retail lines often done in collaboration with an influencer or entrepreneurial celebrity. For big box retailers, their beauty aisles have been reinvigorated with brands that are not only relevant but exclusive. Kelly talks with Scott Oshry, Chief Marketing Officer at Maesa, about how his team are pioneers of the incubator model, and how this business model is one that is far more complicated than it appears.
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