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Chrome Nails Are Everywhere Right Now
Vogue
·
Sep 20, 2022
Since a slew of It-girls began wearing them earlier this year, chrome nails have been stirring up the beauty sphere. A fu...
Problem
Luxury beauty is failing consumers
Heritage luxury beauty brands have always been Eurocentric and driven by price exclusivity while largely ignoring the core values of the modern consumer: superior product performance, inclusivity and sustainability.
Other clean beauty brands serve a mass and mid-tier market. This has left a large market gap at the top, with limited options for the luxury beauty consumer concerned with these core values.
Solution
Value-driven luxury beauty
The core values of Emilie Heathe
Quality
Where Beauty Meets Art. With expertly-curated ingredients of the highest quality and custom packaging worthy of display on your vanity, our product quality is evident from the inside out.
Inclusivity
By prioritizing diversity of gender identities, skin tones, ages, and body types in our branding, we take the exclusivity out of luxury.
Female-Founded
Our brand is proudly female AAPI-founded and led by women, in service to all who find creative expression in beauty.
Our eco-friendly ethos is reflected in our recycled and responsibly sourced packaging and ingredients. We are also proud to commit 1% of sales to eco causes as a member of 1% for the Planet. We are also part of Pact Collective and utilize the Plastic Credit Exchange.
Product
Innovative & award-winning superior essentials
From our award-winning nontoxic nail polish to our innovative first-to-market scrub, each Emilie Heathe product offers high performance, elegant and sustainable packaging, and forward-thinking creativity.
This is the next generation of luxury beauty.
- High quality: expertly curated products with botanical-based ingredients
- Eco-packaging: 50% post-consumer recycled glass and FSC-certified recycled paper
- Innovative packaging and products: patented package design, 10-free* Nail Artist Nail Polish, Lip R&R Exfoliating Lip Balm, and Full Up Brow Powder
*Formulated without the ten plus most common toxins found in traditional nail polishes
Traction
National distribution & leading brand partnerships
Emilie Heathe has generated the loyalty and attention of millions worldwide with our national retail distribution, multiple industry awards, glowing press coverage, highly engaged social media following, and leading brand partnerships.
Customers
Celebrities & influencers love Emilie Heathe
In addition to our 25+ leading retail distributors, we've established a strong direct-to-consumer (D2C) online sales presence. Several celebrities and beauty influencers are known Emilie Heathe customers.
Business model
High margins &
multi-channel distribution
Our steady growth across ecommerce and brick and mortar channels has led to rapidly expanding national distribution, high-end partnerships, an innovative retail strategy, and a thoughtfully expanded product line.
Market
Filling the Clean Luxury Beauty Market gap
Social conscientiousness is now expected of major brands, and consumers continually indicate their willingness to pay more for ethical and environmentally friendly products.
Competition
A rare trifecta—clean, conscientious, luxurious
With current cosmetics brands, customers must choose among luxury quality, clean beauty products, or inclusivity. Emilie Heathe was created to give consumers all of the above.
Vision and strategy
Path to $80M in
revenue by 2027*
Emilie Heathe is building a boldly ambitious brand to embody a new standard of clean luxury beauty.
Expanded Product Offering
Lead in the luxury hand care category
Grow lip and eye categories with market-leading innovation
Expand into fragrance, haircare, skincare, and personal care products
Pursue strategic brand partnerships
Technology & Discovery
Invest in sustainable manufacturing materials and technology
QR code adoption for digital product information
Custom in-app features for product discovery like virtual try-on
Virtual-store fronts
Use of AI technology for content creation
Personalized CRM initiatives & loyalty program
Brand Accessibility
Expand into diverse retailers, domestically and abroad
Strategic use of influencer, affiliate, artist, and brand partnerships
Funding
2X participant in prestigious accelerators
Emilie Heathe’s success is bootstrapped, with early participation in the Columbia Alumni Virtual Accelerator and LANG Fund.
Founders
Luxury beauty as diverse as our Founder
Emily H. Rudman
Founder / CEO
MBA, Columbia University
17+ years of industry experience in product development, creative production, and hair and makeup styling
As an adopted Korean Jewish American, Emily H. Rudman grew up with beauty standards that didn’t reflect the face she saw in the mirror. She turned to makeup for an authentic outlet of creative expression, first as a hair and makeup stylist and later, as a product developer for major brands like MAC, AVON, and Bobbi Brown. Emilie Heathe is her effort to redefine the growing sustainable beauty market with luxury and inclusivity.
