From Glossier to Kraum: Annie Kreighbaum on Building Beauty That Lasts

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What happens when the loudest voices online aren’t the people buying your products? Founder Annie Kreighbaum joins us to discuss what Glossier got right, what she thinks beauty brands get wrong about community feedback, and the lessons of the Balm Dotcom reformulation backlash.

The former Into the Gloss editorial director and Glossier executive, who also co-founded Soft Services, shares how those experiences shaped Kraum, her makeup brush brand. We discuss the tension between making products that last and building a profitable business, why your eyeliner problem might actually be a brush problem, and the missing piece in our increasingly elaborate beauty routines: a decent place to sit down and get ready.

Plus: Annie’s tried-and-true beauty favorites, synthetic versus natural bristles, and why so much beauty marketing is starting to look the same.

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