Andrea Blieden's guest appearances

Andrea Blieden

The Modern Retail Podcast

The Glossy Beauty Podcast

Zak Normandin

Sarah Paiji Yoo

Shani Darden

Tracee Ellis Ross

Estee Lauder

Andrew Dudum

Gregg Renfrew

Nadia Boujarwah

Sarah Brown

Bobbi Brown

Hana Abaza

Tata Harper

Patrick Starrr

Olivia Garden

Harley Finkelstein

OwlTail

Lime Crime

When indie makeup brand Lime Crime appointed Andrea Blieden as CEO in May 2020, her first order of business was to chart a more transparent and vocal era for the business. Despite being one of the first digitally-native indie makeup brands, Lime Crime was plagued by a series of controversial incidents in the 2010s. In 2018, Lime Crime was acquired by Tengram Capital Partners.  “It was time to start humanizing the brand and being transparent, because [our internal team works] transparently. I want us to operate with our customers in that same regard,” Blieden said on the latest episode of the Glossy Beauty Podcast.Blieden is also focused on continuing Lime Crime’s legacy of never putting a price on creativity. As comparable beauty brands increase price due to supply chain and inflation, Lime Crime has dropped its prices. Its Glimmering Skin Stick went from $25 to $15, for example. Lime Crime’s recent expansion into Walmart, Target and Sally Beauty has helped offset the price drop strategy, she said.

When indie makeup brand Lime Crime appointed Andrea Blieden as CEO in May 2020, her first order of business was to chart a more transparent and vocal era for the business. Despite being one of the first digitally-native indie makeup brands, Lime Crime was plagued by a series of controversial incidents in the <a href="https://www.vox.com/2015/9/28/9392021/lime-crime-doe-deere-hated-xenia-vorotova" rel="nofollow" target="_blank">2010s</a>. In 2018, Lime Crime was acquired by Tengram Capital Partners.  “It was time to start humanizing the brand and being transparent, because [our internal team works] transparently. I want us to operate with our customers in that same regard,” Blieden said on the latest episode of the Glossy Beauty Podcast.Blieden is also focused on continuing Lime Crime’s legacy of never putting a price on creativity. As comparable beauty brands increase price due to supply chain and inflation, Lime Crime has dropped its prices. Its Glimmering Skin Stick went from $25 to $15, for example. Lime Crime’s recent expansion into Walmart, Target and Sally Beauty has helped offset the price drop strategy, she said.

CEO Andrea Blieden: 'We need to stay to true what Lime Crime is'

For the Body Shop, it's about selling where the customers are -- even if that means it's not necessarily on your own sites or in your stores."Stores for us are the bread and butter of the business, the biggest portion of the business, and will always be," U.S. general manager, Andrea Blieden said on the Modern Retail Podcast. At the same time, being on Amazon has been a big boon to the business, mostly because that's where a significant part of new customers are. "I just don't think that you're moving Amazon shoppers off Amazon that much," Blieden said. "If you want to capitalize on the fact that over 30% of Americans are using Amazon, you gotta go there."Blieden talked about the changes brought about by L'Oréal's sale of the company to Natura &amp; Co. in 2017, The Body Shop's investment in Amazon and what it's like working at a company that speaks out on social issues.

For the Body Shop, it's about selling where the customers are -- even if that means it's not necessarily on your own sites or in your stores."Stores for us are the bread and butter of the business, the biggest portion of the business, and will always be," U.S. general manager, Andrea Blieden said on the Modern Retail Podcast. At the same time, being on Amazon has been a big boon to the business, mostly because that's where a significant part of new customers are. "I just don't think that you're moving Amazon shoppers off Amazon that much," Blieden said. "If you want to capitalize on the fact that over 30% of Americans are using Amazon, you gotta go there."Blieden talked about the changes brought about by L'Oréal's sale of the company to Natura &amp; Co. in 2017, The Body Shop's investment in Amazon and what it's like working at a company that speaks out on social issues.

The Body Shop's Andrea Blieden: Why Amazon search ads work better than Google