Beautyblender Redefines Consumer Cosmetics Market

When her $20 sponge hit the market in 2007, celebrity makeup artist Rea Ann Silva completely disrupted the cosmetics industry and created an entirely new category of demand. The Beautyblender put professional grade makeup artistry in the hands of amateurs. It quickly earned a spot in millions of makeup bags, racked up countless awards and incited demand for more solutions to enable effortless daily makeup application.


Beautyblender

Company

Beautyblender/Rea.deeming Beauty

Location

Bethlehem, Pa.

Industry

Consumer products

EMPLOYEES

130

REVENUE

$50 million+

SYSTEMS REPLACED

QuickBooks, Fishbowl

OTHER SOLUTION CONSIDERED

Infor

NETSUITE PRODUCT IMPLEMENTED

NetSuite

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“We’re working a lot more efficiently. We’re working smarter every day.” Matthew Linde, Senior Manager, Web and IT Services, Beautyblender

Beautiful Innovation

How to lead without competitors
Ensuring people continue to rely on a product they never realised they needed in the first place presents its own challenges, and to sustain its 20 percent growth rate, the business knew it needed to further engage existing customers while extending its reach.
Assessing process sustainability
A complete website overhaul aimed at boosting customer experience led Beautyblender to examine its entire technology landscape through that lens. All processes from order to delivery needed to run flawlessly, but its disconnected on-premise software presented a hurdle.
A better foundation
Beautyblender launched NetSuite in 100 days in May 2017 with SuiteSuccess, instantly gaining efficiencies in processes that bred speed and accuracy. With prebuilt reports that provided a complete picture of the business and crucial insight into details, it could more easily make big decisions.
Continued innovation ahead
With the success of its core product cemented, it recently launched its first cosmetics line—foundations that pair with the Beautyblender sponges. With just 130 employees, Beautyblender continues to lead a space with forecasted retail sales to hit $150 Million in 2018.

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