Simone Xavier's guest appearances

Simone Xavier

By All Means

Gloss Angeles

Marc Jacobs

Melissa Butler

Shani Darden

Tracee Ellis Ross

Gwyneth Paltrow

Daniel Martin

Jonathan Van Ness

Renée Rouleau

Tata Harper

Laverne Cox

Kris Jenner

Patrick Starrr

Jenna Ushkowitz

Alicia Keys

Michelle Henry

OwlTail

She may be the only beauty industry executive who is also a veterinarian with a Ph.D. in molecular biology. In 2009, Dr. Simone Xavier founded Sigma Beauty with her husband Renee Filho, while working as an assistant clinical professor within the University of Minnesota’s College of Veterinary Medicine. By day, she led a lab that developed vaccines and diagnostic tests. By night, she studied beauty influencers on YouTube to learn what products they liked and where holes in the market existed. Sigma Beauty started with makeup brushes, which Xavier sent to beauty YouTubers for feedback. They responded by sharing the discovery of the new indie line making high quality brushes at prices lower than the leading brands of the day, and Sigma Beauty caught fire. Today, the company brand based in Mendota Heights, Minn. produces around 300 products including makeup, brushes and cleaning items. Sigma is sold in 70 countries around the world and in major department stores across the U.S.Xavier and her husband bootstrapped the company and have no interest in selling. “We have a vision, a plan, a lot of growth coming up,” Xavier says. That includes a partnership with Disney, a new skincare line, and a move toward clean cosmetics.Xavier talks about the evolution of influencer marketing, product development, and building a consumer brand. “The biggest misconception is that you need millions,” she says. “Stop. Just relax. Come up with your product, fine tune it the way you feel is best, show your passion online, and you will connect with the audience.”As for her nontraditional background in veterinary medicine and science? Xavier says she wouldn’t change a thing. “My training was critical. You learn so much of critical thinking, trend analysis, research. All of that, I use today on this business and could have used on any business.” Following our conversation with Xavier we go back to the classroom with University of St. Thomas Opus College of Business marketing professor Gino Giovanelli who offers advice on how businesses can leverage social media. Don’t go for the influencer with the biggest audience, he says; you’re better off partnering with someone authentic who has smaller numbers. And beyond amplifying your brand, leverage social media for brand feedback that can inform product development.

She may be the only beauty industry executive who is also a veterinarian with a Ph.D. in molecular biology. In 2009, Dr. Simone Xavier founded Sigma Beauty with her husband Renee Filho, while working as an assistant clinical professor within the University of Minnesota’s College of Veterinary Medicine. By day, she led a lab that developed vaccines and diagnostic tests. By night, she studied beauty influencers on YouTube to learn what products they liked and where holes in the market existed. Sigma Beauty started with makeup brushes, which Xavier sent to beauty YouTubers for feedback. They responded by sharing the discovery of the new indie line making high quality brushes at prices lower than the leading brands of the day, and Sigma Beauty caught fire. Today, the company brand based in Mendota Heights, Minn. produces around 300 products including makeup, brushes and cleaning items. Sigma is sold in 70 countries around the world and in major department stores across the U.S. Xavier and her husband bootstrapped the company and have no interest in selling. “We have a vision, a plan, a lot of growth coming up,” Xavier says. That includes a partnership with Disney, a new skincare line, and a move toward clean cosmetics. Xavier talks about the evolution of influencer marketing, product development, and building a consumer brand. “The biggest misconception is that you need millions,” she says. “Stop. Just relax. Come up with your product, fine tune it the way you feel is best, show your passion online, and you will connect with the audience.” As for her nontraditional background in veterinary medicine and science? Xavier says she wouldn’t change a thing. “My training was critical. You learn so much of critical thinking, trend analysis, research. All of that, I use today on this business and could have used on any business.” Following our conversation with Xavier we go back to the classroom with University of St. Thomas Opus College of Business marketing professor Gino Giovanelli who offers advice on how businesses can leverage social media. Don’t go for the influencer with the biggest audience, he says; you’re better off partnering with someone authentic who has smaller numbers. And beyond amplifying your brand, leverage social media for brand feedback that can inform product development.

105. Sigma Beauty Co-Founder/CEO Dr. Simone Xavier

Dr. Simone Xavier, co-founder of Sigma Beauty, joins us to talk all about brushes. Dr. Xavier created Sigma with her husband with a unique background. Having received a Ph.D. molecular bacteriology and infectious diseases and a masters in veterinary pathology, she knows a thing or two about how bacteria spreads — something we need to heed now more than ever. We are huge fans of Sigma brushes and chances are you've seen the brand's incredible cleansing mats and gloves. Dr. Xavier explains exactly how to make a disinfecting spray at home, why diluting your alcohol mixtures to 70% is crucial to their effectiveness and how Sigma brushes are built to outlast their competitors.What's on Your FaceBeautyStat Universal C Eye Perfector, $65Masami Mekabu Shampoo &amp; Conditioner, $38Sigma F80 Brush, $25 (Sara's favorite)Sigma 4DHD Precision Brush, $20 (Kirbie's favorite)Sigma Spa Express Brush Cleansing Mat, $24Sigma 2X Spa Brush Cleansing Glove, $39SigMagic Brushampoo Liquid, $19 Hosted on Acast. See acast.com/privacy for more information.

<a href="https://www.instagram.com/simone.o.xavier/" rel="noopener noreferrer nofollow" target="_blank">Dr. Simone Xavier</a>, co-founder of <a href="https://www.sigmabeauty.com/" rel="noopener noreferrer nofollow" target="_blank">Sigma Beauty</a>, joins us to talk all about brushes. Dr. Xavier created Sigma with her husband with a unique background. Having received a Ph.D. molecular bacteriology and infectious diseases and a masters in veterinary pathology, she knows a thing or two about how bacteria spreads — something we need to heed now more than ever. We are huge fans of Sigma brushes and chances are you've seen the brand's incredible cleansing mats and gloves. Dr. Xavier explains exactly how to make a disinfecting spray at home, why diluting your alcohol mixtures to 70% is crucial to their effectiveness and how Sigma brushes are built to outlast their competitors.What's on Your Face<a href="https://shop.beautystat.com/products/universal-c-eye-perfector.html" rel="noopener noreferrer nofollow" target="_blank">BeautyStat Universal C Eye Perfector</a>, $65<a href="https://www.lovemasami.com/products/mekabu-shampoo" rel="noopener noreferrer nofollow" target="_blank">Masami Mekabu Shampoo &amp; Conditioner</a>, $38<a href="https://shopstyle.it/l/biTz1" rel="noopener noreferrer nofollow" target="_blank">Sigma F80 Brush</a>, $25 (Sara's favorite)<a href="https://shopstyle.it/l/biTz4" rel="noopener noreferrer nofollow" target="_blank">Sigma 4DHD Precision Brush</a>, $20 (Kirbie's favorite)<a href="https://shopstyle.it/l/biTy6" rel="noopener noreferrer nofollow" target="_blank">Sigma Spa Express Brush Cleansing Mat</a>, $24<a href="https://shopstyle.it/l/biTy8" rel="noopener noreferrer nofollow" target="_blank">Sigma 2X Spa Brush Cleansing Glove</a>, $39<a href="https://shopstyle.it/l/biTz8" rel="noopener noreferrer nofollow" target="_blank">SigMagic Brushampoo Liquid</a>, $19 Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

All About Bacteria and Cleaning Your Brushes With Sigma Beauty Founder Dr. Simone Xavier