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From Strategy to Shelf: The Business of Building Beauty Brands

Published March 20, 2025
Published March 20, 2025
No Makeup Makeup

With a sunny yet steadfast demeanor, Kim Wileman was born to lead. As co-founder and CEO of No Makeup Makeup and founder of growth incubator Galla Beauty, Wileman is putting her decades of industry experience towards creating beauty brands of tomorrow, managing over $1 billion in sales, to date.The Los Angeles-based entrepreneur sat down with BeautyMatter to discuss her industry journey, encouraging others to embrace their own beauty, and her strategies for success."Birth by Fire"Wileman’s career began in a rather unexpected place: as an assistant manager in the men’s department at Saks Fifth Avenue. When the luxury retailer’s cosmetic department opened up, she knew exactly where she wanted to apply. “I had one passion, and that was makeup, fragrance, and skincare,” Wileman told BeautyMatter. She went to management and begged them to let her be the acting department manager. “For some reason, they allowed a 20-year-old to do this,” she laughed. As the acting cosmetic department manager and buyer, she had 73 employees reporting to her overnight.“I was in school part-time, working full-time. I was 20 years old and I had all these women reporting to me who ate me alive for breakfast, lunch, and dinner. It was birth by fire! I loved the glamour,  learning about ingredients, and the launches,” said Wileman.After meeting her husband in Hawaii, Wileman decided to put down roots in the Aloha State and became a buyer for Duty Free Shops, then a store manager at Barney’s New York, where she learned how to work with luxury clients.

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