The Beauty Revolution: A New Chapter for Jerrod Blandino and Jeremy Johnson
In a bold declaration, the dynamic duo behind Too Faced, Jerrod Blandino and Jeremy Johnson, proclaimed their return to the beauty industry with a bang. Their new venture, Polite Society, has not only earned them the prestigious 2023 Newcomer of the Year WWD Beauty Inc Award but also reignited their passion for beauty and its impact on the world.
"We're back, and we're here to make a difference!" exclaimed Blandino, highlighting their mission to empower individuals through the transformative power of beauty. He believes that beauty is more than just cosmetics; it's about self-esteem and how we perceive ourselves, which, in turn, influences our daily lives.
But here's where it gets controversial... Blandino and Johnson argue that the beauty industry has become overcrowded and commercialized post-COVID-19, with many brands losing their soul and unique identity. They aim to buck this trend with Polite Society, a brand that they wholly own, allowing them the creative freedom to do things their way.
"We wanted to create a brand that resonates with people on an emotional level," Johnson explained. "We're not just about selling products; we're about creating an experience that our customers can relate to and trust."
And this is the part most people miss... Blandino draws an interesting parallel to Apple, a company that didn't invent computers but revolutionized the industry by making technology more personal and accessible. He believes that in a crowded market, being different is key to standing out and creating a lasting impact.
For Polite Society, this means offering versatile products that enhance daily routines and deliver on their promises. It's about creating a brand that consumers can rely on and connect with emotionally.
When it comes to product development, Blandino and Johnson trust their instincts over data. Johnson believes that relying solely on quantitative data is like driving while looking in the rearview mirror. They prefer to focus on the future and the emotional connection they want to build with their customers.
Even in the face of challenges like tariffs and economic pressures, their commitment to their vision remains unwavering. Blandino emphasizes the importance of staying true to their values, even if it means taking a financial hit. It's a bold move, but one that they believe will pay off in the long run by fostering a loyal customer base.
"Our prices remain unchanged because we value our customers and their trust in us," Blandino said. "We want to ensure that our brand is accessible and that our customers feel valued."
So, what's next for Blandino and Johnson? They're keeping their options open, but one thing is certain: they won't be taking on external capital. They value their independence and the creative freedom it affords them.
"Give us the freedom to soar, not the burden of external expectations," Johnson added.
As they navigate the beauty industry, Blandino and Johnson's journey serves as a reminder that sometimes, it's the emotional connection and unique vision that set a brand apart. What do you think? Is their approach a recipe for success, or do you foresee potential challenges? We'd love to hear your thoughts in the comments!
