When I joined bareMinerals as Global Vice President and Head of Brand, I was immediately struck by the depth of connection people have with this brand. There’s a kind of reverence in the way customers talk about it—a loyalty that’s rare in today’s fast-moving beauty landscape. And it’s no mystery why. bareMinerals has always stood for something: clean beauty before “clean” was a trend, authenticity before it was a buzzword, and performance without compromise.

Our challenge—and opportunity—today is how to honor that legacy while continuing to evolve. The world has changed, consumers have changed, and the way we engage with beauty has changed. So the question becomes: how do we move forward without losing the essence of who we are?

Legacy as a Foundation, Not a Limitation

It can be tempting to treat legacy as a constraint. In many ways, it can feel like you’re preserving a piece of history—careful not to touch what made the brand special in the first place. But I see it differently. Legacy is a foundation. It gives us something rich and meaningful to build upon. And for bareMinerals, that legacy is built on trust, simplicity, and the belief that makeup should be good for your skin.

What’s exciting is that those values are more relevant than ever. In a world where transparency matters, where consumers want to understand what’s in their products and why, bareMinerals already has a story worth telling. Our job now is to tell it in new ways, to more people, in more places, and with renewed energy.

Listening Is the First Step to Innovation

Innovation doesn’t have to mean disruption. It can mean listening more closely to what your consumers are asking for and responding with thoughtfulness and creativity. One of the things I’ve learned over the years—especially leading legacy brands—is that innovation starts with empathy. It starts with asking, “What does she need today? What’s missing from her beauty experience?”

We spend a lot of time listening. We listen to feedback, to reviews, to the broader cultural conversation happening around beauty and wellness. We also look at how people are using our products—what they’re combining, how they’re applying them, what moments in their day those products support.

From there, we get to explore. We look at how to elevate the experience, how to bring in new textures, formats, or rituals that still align with our clean beauty philosophy. That might mean introducing new ingredients that align with our safety and efficacy standards, or refining existing hero products to meet today’s expectations around performance and wear.

Earning Relevance Every Day

Authenticity doesn’t mean standing still. One of the most important lessons I’ve learned is that brands must earn their relevance every day. Consumers are bombarded with messages, new brands, new claims—and they are savvier than ever. You don’t get a pass just because you were first. You have to keep showing up with purpose, clarity, and value.

For bareMinerals, that means focusing on what we do best—creating high-quality, clean products that deliver results—while staying open to what’s next. We don’t chase trends for the sake of being trendy. But we do pay attention to cultural shifts, consumer habits, and unmet needs. We’re asking how we can be there in new ways, with the same level of trust and transparency that made us a favorite in the first place.

The Power of Purpose

Today’s consumers want more than great products. They want to support brands that align with their values. That’s always been a part of the bareMinerals DNA. Whether it’s our commitment to ingredient transparency, our long-standing clean standards, or our inclusive approach to beauty—we lead with purpose, not just product.

I believe that purpose isn’t a marketing angle. It’s a lens through which every decision should be made—from how we formulate and source our products to how we engage with our community. That commitment builds long-term trust, which is far more valuable than any single campaign or product launch.

A Brand That Belongs to Its Community

One of the things I admire most about bareMinerals is how much ownership our consumers feel over the brand. They’ve grown up with us. They’ve introduced us to their daughters, their sisters, their friends. They’ve stuck with us through new launches and category expansions because they believe in what we stand for.

That’s something I never take for granted. As a leader, I see my role as both steward and builder—staying grounded in our brand truths while finding new ways to express them. We’re not just selling makeup. We’re nurturing a relationship. That requires consistency, openness, and a genuine commitment to doing right by the people who trust us.

As we head into a new chapter at bareMinerals, I’m energized by what’s possible. We’re clear on who we are and what we stand for, and that gives us a strong compass as we explore new ways to grow. Innovation, for us, is not about being the loudest voice in the room. It’s about being the most thoughtful, the most consistent, the most connected to our customer’s evolving needs.

Authenticity isn’t static. It’s a living, breathing thing that grows as you do. And as we grow, we’ll keep returning to the core values that made bareMinerals a pioneer in clean beauty—because staying true to yourself is, ultimately, the most powerful innovation of all.