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Keynote: Founder & CEO Trilogy
09:00 Interview: How Amika built a beauty brand where emotional connection became a lasting, defensible competitive advantage
- Beauty brands typically view emotional connection as marketing, not competitive advantage. What if structural alignment across product, culture, and relationships creates defensible moat?
- How Amika built pull economics from day one: where community acquires for you, retailers want you, professionals validate you; instead of the push model most brands default to (acquire, convince, discount)
- Key takeaways: Building for defensibility vs. growth, scaling without dilution, and why organizational alignment is harder to replicate than any tactic
Chelsea Riggs, CEO, Amika
09:15 Interview: How Merit built a modern beauty brand by redefining luxury, simplicity, and consumer connection
- Today’s beauty consumers are overwhelmed by choice and are seeking brands that offer simplicity, authenticity, and products that seamlessly fit into their everyday lives
- How Merit built a differentiated beauty brand by challenging traditional category norms, creating a clear point of view, and delivering a premium customer experience across every touchpoint
- Key takeaways on building brand loyalty, creating products that resonate with modern consumers, and scaling a beauty business through strong positioning and purposeful growth
Aila Morin, Founding Team Member and CMO, Merit Beauty
09:30 Interview: How Physicians’ Choice built a science-backed wellness brand through trust, education, and innovation
- Today’s consumers are seeking more transparency, efficacy, and guidance when choosing wellness products—creating new opportunities for brands that can build trust and deliver proven solutions
- How Physicians’ Choice grew from a science-driven vision into a leading wellness brand by combining research-backed products, consumer education, and a deep understanding of evolving health and wellness needs
- Key takeaways on building credibility in a competitive category, creating products that solve real consumer needs, and scaling a purpose-driven brand through innovation and trust
