Building a beauty brand is no small feat, requiring not just a strong vision but also resilience, adaptability, and the ability to navigate an ever-evolving industry. For some entrepreneurs, this challenge is magnified by the fact that their co-founder is also their life partner. While working with a significant other brings undeniable advantages like unmatched trust, aligned long-term goals, and shared passion, it also demands an intricate balancing act between personal and professional life. Success in both arenas hinges on clear communication, role delineation, and the ability to separate the boardroom from the bedroom.
In an industry driven by innovation, branding, and consumer trust, many power couples have turned their shared ambitions into thriving businesses, proving that love and entrepreneurship can coexist. From Omorovicza’s fusion of Hungarian heritage and skincare science, to Beekman 1802’s farm-to-face philosophy, these brands embody the strength that comes from complementary skillsets. However, running a business as a couple is not without its complexities. Disagreements over strategy can spill into personal life, and the pressure of scaling a brand can test even the strongest relationships. Yet, when executed well, these partnerships offer a rare synergy, where each founder’s strengths fill the other’s gaps, creating a brand identity that is both personal and powerful.
BeautyMatter takes a closer look at some of the most successful couple-led beauty brands, examining their journeys, the challenges they’ve overcome, and the strategies they’ve used to build not just a business, but a lasting partnership.
Tower 28 – Amy Liu & Victor Liu
Tower 28 was born out of founder Amy Liu’s personal struggle with eczema and her frustration with the lack of stylish, sensitive skin-friendly beauty products. While Amy is the face of the brand, leading product development, branding, and consumer engagement, her husband, Victor, plays an instrumental role behind the scenes, overseeing finance and operations. Their partnership is a testament to the power of balancing creative vision with business acumen.
One of the biggest challenges they’ve faced is maintaining clear role separations and boundaries. “Setting boundaries has been one of the biggest challenges. When your personal and professional lives are so intertwined, it can be hard to define a clear start and stop to work. I also tend to be more direct with my husband than I would be with anyone else on my team,” Amy tells BeautyMatter. “But at the same time, I’m more vulnerable because I trust him completely and feel comfortable being myself—something that can actually be a real strength in our partnership,” she continues. In order to navigate, they’re leaning into not defining the maintaining of balance in the traditional sense. “I’m not sure I believe in balance in the traditional sense—I see it more as ‘seasons,’” Amy says. “There are times when work is all-consuming, and other times when we get to slow down and focus on family.”
As Tower 28’s popularity skyrocketed, particularly among Gen Z and clean beauty enthusiasts, scaling the brand without losing its essence became a challenge. By leveraging their combined skills—Amy’s consumer-focused approach and Victor's financial discipline—they’ve expanded the brand into major retailers like Sephora without sacrificing its authenticity. Their ability to respect each other’s strengths while maintaining a healthy relationship has been key to Tower 28’s rapid success. “Working together has strengthened our relationship because we’ve truly become partners in every aspect of life. Beyond that, we bring very different strengths to the table, and that’s a big part of why this works. I love to build and create, while Victor is always thinking about the worst-case scenario and planning ahead. We respect each other’s expertise and, honestly, neither of us would want to do the other’s job! That mutual respect is what keeps everything running smoothly,” Amy concludes.
Peach & Lily – Alicia Yoon & Edward Scott
Peach & Lily is one of the many brands that revolutionized K-beauty in the US, and at the heart of the brand’s success is the power duo Alicia Yoon and Edward Scott. Alicia, a licensed esthetician and expert in Korean skincare, brought the vision, while Edward applied his business acumen to turn that vision into a thriving company. Together, they built a brand that bridges the gap between Korean beauty innovation and Western consumer needs.
Running a business together meant navigating different leadership styles and playing into each other’s strengths. “We are actually more alike than we are different,” Edward tells BeautyMatter. “I think that makes us pretty unique among couples who work together. On the one hand it means we can step on each other's toes, but on the other hand it means we have true partnership and engagement on all key issues in the business,” he continues. The key to their success has been trust—each partner respects the other’s expertise, creating a dynamic that allows them to make well-rounded business decisions. “We are indeed very alike, but also have unique strengths,” Alicia adds. “I love that I can lean on Ed in areas where I know he’s way stronger. And with implicit trust, it’s an incredible bonus to have a partner who can be a true thought partner and sounding board,” she continues.
Scaling Peach & Lily involved expanding beyond e-commerce into major retailers like Ulta Beauty. “I used to think [my proudest moment working with Alicia] would be a specific external point of validation—like new distribution, sales threshold, brand rank, fundraising, acquisition. But as we progressed through many of these milestones, I observed that my satisfaction was fleeting,” Edward says. “My deepest pride is that we created a sustainable business that is still alive and growing after 12-plus years. We get to work on really interesting problems with talented team members and partners. We get an opportunity to serve our customers, our teams, our investors, create a positive impact, and support our growing family. We have significant agency to shape our business and our lives. And we did it together,” he concludes. By staying true to their shared vision and leaning into their individual strengths, Alicia and Edward have turned Peach & Lily into one of the most influential K-beauty brands in the US.
Beekman 1802 – Josh Kilmer-Purcell & Brent Ridge
Founded in 2008 by partners Dr. Brent Ridge and Josh Kilmer-Purcell, Beekman 1802 started as an unexpected pivot when the couple relocated to Sharon Springs, New York, after purchasing a historic farm. Initially a small goat farm, their entrepreneurial instincts turned it into one of the most successful beauty brands centered around the power of goat milk. Beekman 1802’s signature products, from skincare to bodycare, emphasize probiotic-rich formulations designed to nurture the skin’s microbiome.
The brand’s expansion is a masterclass in strategic growth. Starting with artisanal soaps sold at farmer’s markets, Beekman 1802 built a cult following before securing mass retail partnerships with Ulta Beauty and HSN. A key factor in its success has been its community-driven ethos, positioning itself as a brand that fosters kindness—not just in skincare but in its business approach. This philosophy extends to its partnerships, including collaborations with TikTok influencers and celebrities that help modernize its legacy.
Acquisition by Eurazeo in 2021 propelled Beekman 1802 into a new phase, allowing it to scale its presence without losing its artisanal roots. The brand continues to lead in clean beauty innovation, particularly with its goat milk-powered skincare, which now competes with top-tier dermatological brands. Despite the shift from niche brand to global entity, Beekman 1802 has retained its original storytelling charm, making it one of the most successful indie beauty brands today.
REVERIE – Garrett Markenson & Hillary Markenson
Founded by Garrett Markenson, Reverie is a brand rooted in minimalist, high-performance haircare that prioritizes clean ingredients and effortless styling. Though initially a solo venture, Garrett’s wife, Hillary, became a crucial part of the company’s evolution, eventually handling operations like behind-the-scenes work as president, which allowed the brand to grow beyond a niche following. Together, they have built a business that speaks to both professionals and consumers, balancing Garrett’s expertise as a hairstylist with Hillary’s strategic and operational acumen.
“I founded REVERIE before I met Hillary. When she left her career to become president of our brand, everything changed. REVERIE became a family business. She has created infrastructure and increased sales beyond my imagination. As creative director, it helps to know I have a partner who can help produce my vision, who understands me,” Garrett says to BeautyMatter. One of the greatest challenges for the couple has been maintaining clear boundaries between work and personal life. With REVERIE operating as an independent brand, every decision, from product development to retail partnerships, carries weight. They’ve had to create structure around their work dynamics, ensuring that business discussions don’t overshadow their relationship. “It's grey, when a creative idea for work comes and can be fun to share regardless of time and space. You have to learn how to read the room,” Garrett adds.
As they scale the brand, the biggest lesson has been recognizing when to delegate. While early-stage entrepreneurship often requires an all-hands-on-deck approach, long-term sustainability comes from knowing when to step back. For Garrett and Hillary, while this has meant hiring a strong team that allows them to focus on their respective strengths and still have the time to nurture their relationship outside of work, it also means being able to have clear boundaries. “As lovers and working collaborators, creating boundaries for work-life are essential. Work has a time and place,” Garrett says. Their ability to respect each other’s expertise and lean into their individual skillsets has been instrumental in Reverie’s steady rise within the clean haircare space.
T3 – Julie Chung & Kent Yu
T3 began as a disruptor in the hair tool industry, introducing innovative, technology-driven styling products that combined performance with sleek aesthetics. Founded by Julie Chung and her husband, Kent Yu, the brand has become a leader in high-end hair tools, known for its precision engineering and beauty-forward design. Julie’s background in medicine complemented Kent’s expertise in science, products, and technology, creating a dynamic partnership that fueled T3’s success.
Running a business together presented challenges, especially in maintaining a balance between personal and professional life. With both partners deeply involved in decision making, separating emotions from business strategy was a learning curve. One of their key strategies has been establishing clear boundaries, communicating effectively, and active listening. “We are equal partners, so alignment on how to solve problems always requires good communication and understanding each other’s strengths and weaknesses in how we approach different situations,” Kent says to BeautyMatter. “While we do have our individual lanes, the reality is that each can and will talk to the other about anything that is happening—even when it’s in the other person’s lane,” he adds.
Scaling T3 has required them to lean into their respective strengths, albeit working very collaboratively and finding no need to separate work life from personal life. “We do not deliberately try to separate work from personal life,” Kent says. “At the end of the day, our work is an incredible journey of creation, learning, and experiences. So, while balance is important in life, we try to view our work days and hours as a grand adventure that will have its ups and downs, but ultimately it is an experience we share together.” Julie chimes in, “Believe it or not we enjoy work and our life outside of work, so for me, it’s not about dividing and categorizing these two things separately.” As T3 expands globally, it has strategically partnered with retailers like Sephora and Ulta, allowing it to remain at the forefront of the premium hair tool market, proving that a well-balanced partnership can translate into a thriving business.
Omorovicza – Stephen & Margaret de Heinrich de Omorovicza
Omorovicza is a luxury skincare brand built on a deep connection to Hungarian thermal waters, a heritage that Stephen de Heinrich de Omorovicza and his wife, Margaret, transformed into a globally recognized brand. Their journey began when Stephen, a descendant of Hungarian nobility, introduced Margaret to the country’s centuries-old thermal healing traditions. They combined forces to create a scientifically advanced skincare line that married heritage with modern skincare innovation.
One of the couple’s greatest strengths is their complementary skill sets. They each have an admirable knowledge of storytelling, heritage, business expansion, product development, and scientific research, ensuring that Omorovicza remains at the forefront of innovation. However, navigating a high-stakes beauty industry as a married couple has required strict boundaries. “One of the biggest challenges for couples working together is "switching off." We’ve carved out our own spaces and responsibilities within the company to ensure we don’t step on each other’s toes but instead complement each other’s strengths,” Margaret tells BeautyMatter. They’ve developed a structured approach to decision making, allowing them to separate business from personal life, and prevent conflicts from spilling into their relationship.
As Omorovicza scaled globally, entering markets like the US and Europe, the couple faced the challenge of maintaining brand authenticity while meeting the demands of a competitive skincare landscape. They’ve leaned on a strong team, understanding that delegation is crucial for both business growth and personal balance. “We make major decisions together and trust each other’s judgment. When we first started Omorovicza, it was just us and a handful of dedicated colleagues. As we’ve grown, we’ve built a strong team, so we’re not doing everything ourselves. That support helps us maintain breathing space for our personal lives,” Margaret says. By focusing on their individual strengths and respecting each other’s expertise, Stephen and Margaret have built Omorovicza into a prestigious skincare brand while preserving the integrity of their partnership.
The INKEY List – Colette Laxton & Mark Curry
The INKEY List disrupted the skincare industry with its affordable, ingredient-focused formulations, but behind its success is the strategic partnership of co-founders and real-life couple, Colette Laxton and Mark Curry. Co-founded in 2018, the brand has grown to one that challenges traditional skincare pricing and transparency models. The UK-based brand built its foundation on simplifying skincare by offering high-performance, single-ingredient-focused products at an affordable price point, positioning itself as a direct competitor to brands like The Ordinary.
Unlike many premium beauty brands that rely on complex marketing, The INKEY List prioritizes education. It has leveraged social media and AI-driven tools like “AskINKEY” to guide consumers in building personalized skincare routines. This direct-to-consumer approach, combined with a presence in major retailers like Sephora, has fueled its rapid global expansion.
The brand has consistently stayed ahead of industry trends, focusing on innovation without sacrificing affordability. Recent launches, including haircare and clinically backed skincare solutions like the SuperSolutions range, reflect its commitment to remaining at the forefront of science-driven beauty. With a strong foundation in transparency and accessibility, The INKEY List continues to redefine modern skincare consumption.
Kreyol Essence – Yve-Car Momperousse & Stephane Jean-Baptiste
Founded by Yve-Car Momperousse and Stéphane Jean-Baptiste, Kreyol Essence is a beauty brand that intertwines sustainability, economic empowerment, and cultural heritage. The company is best known for its signature Haitian Black Castor Oil, a staple ingredient rooted in traditional Haitian beauty rituals. Launched in 2014, Kreyol Essence sought to bring this powerful multiuse oil to the global stage while simultaneously creating jobs for Haitian farmers and women-led cooperatives.
What sets Kreyol Essence apart is its commitment to ethical sourcing and social impact. By prioritizing fair-trade practices and working directly with Haitian communities, the brand supports agricultural sustainability while delivering high-quality, organic products. Its range has expanded beyond castor oil to include scalp treatments, bodycare, and wellness-focused offerings, all infused with nutrient-rich, indigenous ingredients.
With its presence in Ulta Beauty, Whole Foods, and QVC, Kreyol Essence has successfully bridged the gap between cultural authenticity and mainstream retail. A defining moment for the brand was its appearance on Shark Tank, which helped solidify its visibility. By positioning itself as both a beauty and impact-driven brand, Kreyol Essence continues to carve out a unique space in the clean beauty movement.
Belnu – Diogo Soares & Darcy Moore
Founded by Diogo Soares and Darcy Moore, Belnu is a fragrance brand that merges modernity with a refined, minimalist aesthetic. Unlike traditional perfumery houses, Belnu focuses on a pared-down approach, emphasizing high-quality ingredients and innovative scent compositions that appeal to a new generation of fragrance enthusiasts. The brand's philosophy is rooted in balance—its scents are designed to be both evocative and versatile, allowing wearers to experience fragrance in a more intuitive way. The brand has gained recognition for its unisex offerings, which challenge conventional fragrance gender norms while delivering sophisticated olfactory experiences. Each fragrance is meticulously crafted, often blending unexpected notes to create depth and complexity without overwhelming the senses.
Running Belnu as a couple meant balancing different work conversations. “Our biggest challenge has been balancing work discussions, as Belnu is always a priority,” Darcy tells BeautyMatter. “We’ve learned to be mindful of when certain conversations are appropriate—celebrating wins over dinner feels great, but troubleshooting issues might not. Self-awareness and respecting each other’s boundaries have been essential in navigating this balance,” she continues. One of the ways they’ve chosen to navigate this is pretty cynical. “Another game-changer has been our ‘mindful walks,’” Darcy continues. “We used to take walks expecting a break but would always end up discussing work. Now, we set a rule—no work talk on these walks. It helps us clear our minds, enjoy each other’s company, and truly disconnect, even if just for a bit.”
As an independent fragrance house, Belnu has made strides to differentiate itself in a highly competitive market, and it’s done this by allowing their strengths complement each other. “We've come to see our differences as our greatest asset. While we’re both detail-oriented and big-picture thinkers in different ways, our partnership allows for a nuanced division of work,” Darcy says. “Collaboration is always welcome, but giving each other space and ownership is just as important. As leaders, one of the most impactful things we can do is foster ownership. Respecting each other’s autonomy makes accountability feel natural, not forced. The key isn’t just dividing tasks but valuing how our unique strengths complement each other,” she concludes.
These couple-led beauty brands illustrate the power of collaboration, trust, and clearly defined roles. While the challenges of mixing love and business are undeniable, these partnerships prove that when executed well, they can create some of the industry’s most impactful and innovative brands.
