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Speaker 1: Bloomberg Audio Studios, podcasts, radio.

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Speaker 2: News, Skincare brand, Personal Days, disrupting the beauty industry, making

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Speaker 2: waves on TikTok, and launching an over seven hundred Ulta stores.

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Speaker 3: Earlier today, we got.

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Speaker 2: The chance to speak to co founder and actress Lily

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Speaker 2: Reinhart alongside CEO Shilawong. Here's part of that conversation.

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Speaker 4: I've been very vocal about my acne experience since.

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Speaker 3: I stepped into the public eye, so I've.

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Speaker 4: Been talking about it for about ten plus years now.

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Speaker 4: I started experiencing acne when I was twelve, so I mean,

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Speaker 4: this is a lived in experience for me and feels

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Speaker 4: very authentic and organic.

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Speaker 3: And when I was started filming.

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Speaker 4: Riverdale, I just I felt very alone when I was

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Speaker 4: experiencing breakouts because you're surrounded by a beautiful, perfect skin

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Speaker 4: everywhere you go in the industry, and I felt sort

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Speaker 4: of like an outsider because of my acne. So years later,

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Speaker 4: I mean, when I got an opportunity to create a brand,

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Speaker 4: I didn't jump on that right away because I really

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Speaker 4: did not want to add to an already overcrowded market.

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Speaker 4: I didn't want to just throw products out there that

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Speaker 4: didn't need to be there, So I mean, luckily it

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Speaker 4: sort of came to be that the philosophy of our

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Speaker 4: brand is we have products that from top to bottom

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Speaker 4: do not have any.

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Speaker 3: Acne triggers, so they're safe for people.

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Speaker 4: With acne prone and sensitive skin like mine, and you

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Speaker 4: can use the whole line knowing that it's not going

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Speaker 4: to break you out or cause any sensitivity issues. And

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Speaker 4: that's because we don't have these acne triggers in our products,

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Speaker 4: and that's that's.

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Speaker 3: Sort of the intention behind the brand.

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Speaker 2: And she'll let's talk a little bit about the product line,

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Speaker 2: because you think about celebrity brands and a lot of

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Speaker 2: people think about makeup first, but this specifically is about skincare.

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Speaker 5: Absolutely, and I think, you know, Lily really correctly identified

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Speaker 5: a white space in the market where, you know, there

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Speaker 5: were very few products out there that were truly acne

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Speaker 5: safe and very few people who even knew what that meant. Yeah,

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Speaker 5: so you know, working with our advisory board of really

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Speaker 5: certified medical professionals, we were really able to clearly define

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Speaker 5: what the triggers are, to continue add to that list

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Speaker 5: and to make that better and then really do the

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Speaker 5: hard job of finding you know, folks that we can

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Speaker 5: work with to formulate without you know, three hundred plus ingredients,

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Speaker 5: and you know, we found that the community really was

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Speaker 5: very happy that we came out of this line, and

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Speaker 5: we've heard that from from Lily's followers.

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Speaker 3: Last month you launched in Aulta.

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Speaker 2: How important has getting shelf space in a physical location

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Speaker 2: been as opposed to, you know, just being online.

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Speaker 5: You know, it really was huge for us because when

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Speaker 5: we looked at consumers just that have been shopping from

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Speaker 5: us on our D two C alone and also Lily's community,

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Speaker 5: they live everywhere, and we really you know, heard that

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Speaker 5: they wanted to try the products, they wanted to feel

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Speaker 5: the textures, and being at all to beauty really enabled

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Speaker 5: us to bring the products to them, to meet them

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Speaker 5: where they're at. And it was important for us to

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Speaker 5: be accessible and that was really a big part of

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Speaker 5: the brand.

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Speaker 4: And with our price point, like being accessible, but also

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Speaker 4: when you're starting, acne is such a vulnerable experience and

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Speaker 4: when you you know, want.

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Speaker 3: To try something new, it is sort of a timid.

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Speaker 3: It can be timid.

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Speaker 4: You know a lot of people are timid about that

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Speaker 4: bringing something new into their skincare routine when they have

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Speaker 4: sensitive skin.

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Speaker 3: So being able to go in a store.

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Speaker 4: Test things on the back of their hand, or try

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Speaker 4: a pimple patch, or try our hypochlorus spray. Like I

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Speaker 4: think it's it's just it can help ease people into

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Speaker 4: the experience.

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Speaker 1: What's been the marketing strategy though? I mean, I mean,

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Speaker 1: you obviously had a pretty what I thought was a

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Speaker 1: pretty healthy TikTok campaign for a while, and I am curious.

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Speaker 1: I know that's an attack a lot of people have

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Speaker 1: taken with media and stuff. But as you broaden it

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Speaker 1: out from there, I mean, what does marketing look like?

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Speaker 5: You know, I think it really starts with the product.

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Speaker 5: I think, you know, we're in a place, as you

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Speaker 5: mentioned that, there is a lot of skepticism, skepticism about

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Speaker 5: celebrity backed brands, and for us, it was really being

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Speaker 5: able to go out into the market with products that

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Speaker 5: disrupted every sub category in which we played. And so

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Speaker 5: when we created each product, we thought about why does

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Speaker 5: this exist? So what are we bringing to the table,

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Speaker 5: and you know, what are we hearing from Lily's vast community?

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Speaker 5: And when we sort of gave them what they asked for,

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Speaker 5: the community reacted and they were, you know, really embracing

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Speaker 5: of everything we had launch and we would watch that

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Speaker 5: content sate that's it.

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Speaker 3: We've nailed it.

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Speaker 5: You know, they love it. They've noticed exactly all of

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Speaker 5: the little things that we've thought about, and so the

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Speaker 5: strategy really is to literally deliver what everyone is looking for, but.

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Speaker 3: Also in a very authentic way.

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Speaker 4: I'm very you know, I don't want to be gimmicky,

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Speaker 4: and I don't want to market something and have the

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Speaker 4: product not live.

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Speaker 3: Up to it.

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Speaker 4: So the products are always first and foremost, and the

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Speaker 4: efficacy of those and then you know, I don't want

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Speaker 4: to We're not trying to fool anyone with any fancy

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Speaker 4: photos or anything like. I wanted it to be very

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Speaker 4: grounded and approachable and have the products speak for themselves.

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Speaker 1: The actress Lily Ryan Hart and cosmetics execut if Sheila Long.

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Speaker 1: They are the co founders of Personal Day skincare beauty

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Speaker 1: brand if you Will Clean Beauty.

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Speaker 3: Yes, if you Will, that's the pitch.

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Speaker 1: That's the pitch here, And of course you know she's

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Speaker 1: been making a lot of moves