b-glowing was a premier beauty destination for trend-setting beauty enthusiasts, magazine editors and luxury consumers. We had a reputation for offering the best selection of indie beauty finds before they launched in Sephora or Ulta. I was the first employee who helped scale us to one of the largest independently-held beauty retailers in the country. I served as the in-house creative director, brand manager and strategist for 15 years.

During my time at b-glowing, we curated and told the stories of more than 200 independent beauty brands while connecting each one to the broader mission of the retailer. Our goal was to create a cohesive framework where every customer interaction—from product discovery to post-purchase communication—reinforced a sense of confidence, beauty, and trust. Each brand partner needed to fit naturally into the narrative we were building, allowing customers to experience a consistent and elevated brand story across every touchpoint.