How Creators Took Over Beauty Marketing and Became the New Distribution Layer

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The Due Dilly Podcast: Breaking Down the Deals, Documents ,and Decisions Behind Modern Businesses

Due Dilly Advisory

6 episodes

22 hours ago

Due Dilly tells the real stories behind how businesses and creators build power by dissecting the paperwork, the people, and the decisions underneath the headlines. Hosted by Jonathan Jackson and Carl Joseph-Black, the show blends historical context, forensic analysis, and operator-level insight to decode how companies scale, how creators professionalize, and how the modern economy actually works, and how you can build inside of it. The money is always talking, we help you listen.

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Entrepreneurship

Education,

Business

How Creators Took Over Beauty Marketing and Became the New Distribution Layer

The Due Dilly Podcast: Breaking Down the Deals, Documents ,and Decisions Behind Modern Businesses

1 hour 13 minutes

1 month ago

How Creators Took Over Beauty Marketing and Became the New Distribution Layer

Beauty is where culture, commerce, and creators sharpen each other. This episode exposes the real machinery behind a $677B industry that has quietly set the playbook for every modern creator-driven business. We map how influence becomes product, how product becomes identity, and why beauty remains the most unforgiving but highest-leverage market for operators who understand attention, community, and trust.

Things you’ll learn:

Why beauty is the clearest model of creator-led distribution—moving more product, shifting more culture, and building more community than any other consumer category.
Sellers who move markets, makers who build brands, tastemakers who set cultural tempo, and consumers who turn products into identity markers.
How to dominate a market: How Fenty redefined inclusivity as strategy; how Rhode sold discipline, not volume; how Prose built a personalization engine with venture-grade infrastructure.
The rise of expert channels: Dermatologists, pharmacists, estheticians, and trainers transforming medical credibility into a new layer of creator trust.
Retail’s pivot: Why Sephora treats creators as its real storefronts and why brands now need long-term creator ecosystems, not one-off influencer posts.
The operator’s lesson: Beauty punishes sloppiness—product, supply chain, fulfillment, audience relationship, and storytelling must be flawless. The upside: beauty teaches you the exact skill stack required to run any modern consumer business at scale.

We cover:

(00:00) - If You Want to Make Real Money, Study The Beauty Industry.
(01:56) - How Big Is The Beauty Industry
(06:01) - The Players
(09:34) - Categories of Beauty
(14:23) - Types of Beauty Businessess and Models
(21:57) - The Supply Chain Game
(30:50) - Inventory Management
(34:06) - The 4 P's: Product, Price, Place & Position
(41:04) - How Beauty Integrates with Creators
(43:42) - The Genius of Jackie Aina
(50:34) - The Rise of the 'Expert' Creator
(53:47) - The Tastemaker: Jay Tibbits
(58:10) - A New Yorker w/ Influence: Kelly Augustine
(01:00:29) - Sephora's Long Game
(01:06:25) - Investing in Real Influence
(01:07:41) - Having Influence vs. Being an Influencer
(01:09:42) - Key Lessons for Founders
(01:12:50) - Credits and Outro

Relevant Links

Jay Tibbits - https://www.instagram.com/jaytibbitts/
McKinsey State of Beauty Report, 2025 - https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty
Jackie Aina - More than a woman Tutorial
Kelly Augustine - https://www.kellyaugustine.com/

00:46:44 - More Than A Woman

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