e.l.f. Cosmetics: Low Price, High Value, and The Possible White Space in Pro Beauty

July 22, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value.

From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points.

In This Episode

  • Why value, and “best”, are always in the eye of the beholder
  • How e.l.f. balances fun, creativity, and consistency without confusing their audience
  • The difference between price and perceived value, and why it matters more than ever
  • How brand story and market position shape pricing strategy for all businesses and brands, including salon owners, hairstylists, and professional beauty brands
  • The power of social listening and e.l.f.’s viral moment with Sailing with Phoenix

Because in beauty and business, it’s never just about price. It’s about who your brand is for, what your brand stands for, and the story you’re telling.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

The Fundamentals of Brand Story and Building Trust From Costco to Taylor Swift (and Beyond)

July 10, 2025Nina KovnerPodcast

In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target.

From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal.

In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts.

Because brand trust isn’t built on hype, it’s built on fundamentals: clarity, consistency, simplicity, knowing your people, and creating unforgettable experiences.

If you’re a salon owner, independent stylist, educator, or beauty brand leader, this episode will help you spot where you’re strong and where you might need a brand tune-up.

In This Episode

  • Why consistency builds lifetime loyalty, from $1.50 hot dogs to blowout bars
  •  How clarity of brand story keeps brands from drifting off course
  • Why simplicity is a power move for salons, stylists, and brands alike
  • How unforgettable experiences turn clients into loyal fans
  • The power of knowing exactly who your brand serves (and who it doesn’t)

Whether you’re running a billion-dollar brand or a local hair salon, the fundamentals don’t change.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!