Do you believe that there will be a new value or ranking system for brands moving forward?
I do for us; I don’t know about everyone else. But, for GEENIE, our culture-first prioritization is key. That’s how we rank and evaluate and discuss brands that come on our marketplace.
There are probably other folks that are doing that as well to varying degrees, but I think it will start to take hold as more consumers showcase that it’s important to them to know what’s behind the brands that they shop.
What do you predict for the future of the beauty industry?
I think values-based shopping will become an identity marker [for brands]. For a long time, it’s been all about convenience and fast shipping. A lot of brands lead with one-day shipping or two-day shipping and I think that’s been driven by Amazon’s dominance and now consumers expect things to get to them really quickly.
I think there will be a new expectation that will be, not how quickly are you getting things to me, but what are the values that this brand or this product is actualizing in the marketplace? I think that that will be something that consumers will start to just expect; I think it will become a thing like fast shipping is a thing.
Do you think there’s an Amazon equivalent that is setting the pace for values-based shopping?
I mean, may I be so bold as to say GEENIE? I don’t know if you want to quote me on that! But I would say GEENIE and our peers. We’re not peerless, there are a lot of marketplaces that are leading on values. But will there be someone as big as Amazon? I don’t know if there will be and I don’t know if there should be, to be quite honest. Part of our own values is making sure that there are healthy small businesses and a healthy market; it’s not about just enriching GEENIE for GEENIE’s sake. We have a real clear priority around distribution and ensuring the vitality of the small businesses that are entering our marketplace.
And this is not a comment on what I think about Amazon—I’m just saying that, for us, it’s about the consumers but it’s also about the brands in our marketplace. We want to make sure that the brands are making money and that as we’re growing, they’re growing as well.