Launch Date: September 2016
Geography: Bend, Oregon
Founders:
Executive Team: John Butera, CFO
2026 Full Year Projected Revenue: $2M - $5M, according to industry estimates
Primary Category: Retail/Service Provider
Other Categories:
Funding: Self-Funded
Primary Distribution Channel: Independent Retailers
Key Brand Partners:
2026 Projected Offline Distribution Points: 1
After 20+ years as an executive at a traditional cosmetic company, I saw a clear need to do beauty differently. I launched an independent distribution brand focused on nontoxic makeup and skincare—products that perform and prioritize safety. We believe beauty should lift you up: When clients leave feeling better than when they arrived, they carry that confidence into the world. Our mission is simple—exceptional service, cleaner ingredients, beautiful results, and positive impact.
Insights: Mandy Butera, Co-Founder + Co-CMO
Why now and why you?
With 20+ years as an executive at Estée Lauder Companies, I bring deep industry know-how—product development, supply chain, retail relationships—and a relentless focus on performance and safety. I built Wren & Wild to combine that expertise with a mission-driven approach: independent distribution of nontoxic makeup and skincare that actually works. Our credibility comes from proven retailer partnerships and a client-first service ethos that turns first-time buyers into loyal advocates. We have an 80%+ client return rate.
Why now? Consumers are demanding cleaner, transparent beauty without sacrificing efficacy or service. The market has shifted toward wellness-first routines, tighter ingredient scrutiny, and indie brands that move faster than legacy players. Wren & Wild sits at that intersection, ready to scale with products and distribution designed for today’s conscious shopper. Being nominated to BeautyMatter’s 2026 NEXT50 validates our timing and momentum, spotlighting our potential to lead the next wave of responsible beauty.
What fuels your competitive advantage?
I have always believed the best business is built on making people feel seen—when you give someone that feeling, you’re gifting confidence, and confidence radiates. When we service clients in store and on our website, we always strive to help people feel good about themselves; that ripple touches our community and beyond.
As an independent beauty retailer, we choose partners who refuse to compromise on ingredients or integrity. That freedom lets us move fast, curate thoughtfully, and build merchandising moments that actually sell—not just fill shelves. We listen obsessively to clients: Their feedback shapes our launches, replenishment, events, and what stays in our edit.
My 20+ years at Estée Lauder taught me so much that I fondly refer to it as my MBA in beauty. I still smile when thinking about those early days and bring that same mix of precision and warmth to everything we do: training, sampling, and clienteling. At the end of the day, we hire people who care, create spaces that welcome, and believe great products delivered with kindness and efficacy are the secrets to our success.
What’s your proudest accomplishment to date?
That we are still here and thriving with a team of incredible people who believe in being in service to others through clean beauty.
What is the one thing you wish someone had told you?
That my 9-5 would turn into 24/7 and I would not trade it for anything. Nothing goes as planned; show up and run with it.
What would you tell your past self before starting this journey?
Do it before you are ready. Ready. Fire. Aim.
What does success look like in the next 3-5 years?
Service matters through connection with community. We are looking forward to substantial growth, keeping in mind that the client in front of us is the most important person at every moment.
What's one industry trend that is overhyped, and what's being overlooked?
One overhyped trend is the celebrity-brand boom—with so many names attached to products, novelty often overrides true innovation and meaningful benefit. What’s being overlooked is authenticity. Social media skews young and perfection, and that narrow focus can leave clients of every age feeling unseen and frustrated about their imperfections. I see all skin issues as something to honor, not hide. Our work centers on celebrating beauty with thoughtful, effective products and respectful education that restore confidence; every day we’re here should be worthy of feeling proud of how we look and feel.
How do you think the industry needs to evolve?
With the realities of AI coming to fruition, there is a pull towards unrealistic expectations. The industry needs to find ways to create authentic and meaningful expectations in regard to appearance.
If you could wave a magic wand, what one wish would you make for your business?
Increase profitability while creating community.
