{"id":27952,"date":"2017-08-07T08:00:44","date_gmt":"2017-08-07T12:00:44","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=27952"},"modified":"2020-02-26T14:28:48","modified_gmt":"2020-02-26T19:28:48","slug":"at-taste-beauty-3-cofounders-share-the-secret-of-going-viral","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/at-taste-beauty-3-cofounders-share-the-secret-of-going-viral","title":{"rendered":"At Taste Beauty, three cofounders share the secret of going viral"},"content":{"rendered":"\n

When you\u2019re a new beauty brand, how do you catch the attention of some of the world\u2019s biggest retailers?<\/p>\n\n\n\n

Having the internet become completely obsessed with one of your products doesn\u2019t hurt.<\/p>\n\n\n\n

In the past few weeks, more than 5.3 million people have viewed a video introducing the Glamspin<\/a>, a candy-colored fidget spinner packed with three different flavors of lip gloss. Dozens of media outlets\u2014think Allure<\/em><\/a>, Elle<\/em><\/a>, and Vogue<\/em><\/a>\u2014covered its release like it was a new line by a Kardashian.<\/p>\n\n\n\n

The product was the brainchild of Tom Crowley, Alex Fogelson, and Sabrina Vertucci, cofounders of Taste Beauty<\/a>. They brought the idea to Buzzfeed<\/em>\u2019s Product Lab, which gave it their thumbs up. Within a month, a video<\/a> of the product had gone viral.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

That caught the attention of Sephora<\/a>, which already sells Taste Beauty\u2019s adorable Felicia the Flamingo<\/a> lip balm. The massive beauty retailer will begin selling the Glamspin this month, as will Dylan\u2019s Candy Bar and Saks Fifth Avenue.<\/p>\n\n\n\n

Not bad for Taste Beauty, whose first product was released last year.<\/p>\n\n\n\n

For years, Crowley, Fogelson, and Vertucci worked together at a large beauty brand. Together they had more than 30 years experience in the cosmetics industry.<\/p>\n\n\n\n

Toward the end of 2015, they decided that they should strike out on their own with a brand aimed at teens and tweens. With Crowley tackling product design, Vertucci handling sales and partnerships, and Fogelson in charge of the business side, they had all the bases covered.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u201cWe saw an opportunity to be a different kind of company in the space\u2014to be nimble, super creative, quick to market,\u201d says Fogelson.<\/p>\n\n\n\n

To get their products out there faster\u2014Glamspin was available about two months after they first pitched the idea to Buzzfeed<\/em>\u2014they use the latest technology. For example, the members of New York City’s WeWork Times Square<\/a> used 3D printing to design the curvaceous Felicia the Flamingo.<\/p>\n\n\n\n

\u201cIt used to take three months to make a mold for a product,\u201d says Vertucci. \u201cWith 3D rendering we can have it finished in two to three weeks.\u201d<\/p>\n\n\n\n

How does Taste Beauty appeal to the younger demographic? Their colors are bright, and their designs are often whimsical.<\/p>\n\n\n\n

\u201cWe dig deep into pop culture,\u201d says Crowley. \u201cSimply put, much of our inspiration is rooted in anything that makes you smile.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

When you\u2019re a new beauty brand, how do you catch the attention of some of the world\u2019s biggest retailers? A viral video doesn\u2019t hurt<\/p>\n","protected":false},"author":895,"featured_media":27962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[39221,39218,513,502],"class_list":["post-27952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-entrepreneurs","tag-small-businesses","tag-innovation","tag-creativity"],"acf":[],"yoast_head":"\nAt Taste Beauty, three cofounders share the secret of going viral<\/title>\n<meta name=\"description\" content=\"When you\u2019re a new beauty brand, how do you catch the attention of some of the world\u2019s biggest retailers? 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