Everyone talks about community, culture, creators and relevance.
So what happens when every beauty brand starts using the same playbook?
In this episode of Visionary Minds, Wilfried Klucsar sits down with Kira Mackenzie Jackson, CMO of m.ph, to explore what it actually takes to build a beauty brand that lasts.
Drawing on her experience across brand building, investing, consumer culture and now beauty, Kira shares her perspective on the rise of indie brands, why legacy players sometimes try too hard to look young, the difference between attention and real brand equity, and why great product still has to come first.
They also discuss whether TikTok is making beauty more creative or simply more reactive, why cultural relevance isn’t about being everywhere, the growing power of expert-led brands, and how m.ph is building beyond Mary Phillips’ already iconic technique.
A conversation about hype, longevity, culture — and what the next generation of beauty brands will need to get right.
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