The Beauty Brand Playbook Behind LORE’s Successful Launch
Executive Summary
A Shopify Masters conversation with Melanie, the founder of LORE, a new fragrance-led beauty brand that launched in Sephora after she had helped build brands such as MERIT, Versed and Rhode, and that she says reached over 250 Sephora doors within months. She covers her path from aerospace engineering, why she started a fourth early-stage brand, working with two co-founders, and the case for starting with fewer retail doors. Sponsor: Shopify, which presents the show. PARTIAL COVERAGE: this note covers the intro, her background, the co-founder setup, and the retail door-count section, and does not cover every part of the roughly 37 minute conversation, including exclusivity and the later creator discussion. Door counts and brand claims are Melanie's and the show's own and not independently checked.
Key Takeaways
From aerospace engineering to beauty
Melanie says aerospace was the first of three college majors, reflecting her uncertainty and curiosity about how rockets, the earth's systems and brands all work.
Connecting her interests
She says that over about 20 years she found how those interests connect, which she says helps her build brands that grow like rocket ships.
Her fourth early-stage brand
She says it is her fourth early-stage brand and her third from before product, brand and distribution, and she loves the stage because everything is possible.
Founder with a capital F
She says being the founder for the first time brings freedom to make it the best version of what it should be, along with a sense of responsibility.
Two co-founders
She says her two co-founders, formerly founders of Youth to the People, support her vision and work closely with her on how it is executed.
Start with fewer doors
She says LORE started in 150 doors, now expanding to 250, because it is not about getting the retailer but being ready to perform in it.
Match doors to where you are
She says she is not a celebrity and did not launch with a big audience, so a smaller door count suited building the brand through the brand, and fragrance avoids large gondola build-outs.
The Conversation Breakdown
From aerospace engineering to beauty
⏱ Untimed topicMelanie says aerospace was the first of three college majors, reflecting her uncertainty and curiosity about how rockets, the earth's systems and brands all work.
Connecting her interests
⏱ Untimed topicShe says that over about 20 years she found how those interests connect, which she says helps her build brands that grow like rocket ships.
Her fourth early-stage brand
⏱ Untimed topicShe says it is her fourth early-stage brand and her third from before product, brand and distribution, and she loves the stage because everything is possible.
Founder with a capital F
⏱ Untimed topicShe says being the founder for the first time brings freedom to make it the best version of what it should be, along with a sense of responsibility.
Two co-founders
⏱ Untimed topicShe says her two co-founders, formerly founders of Youth to the People, support her vision and work closely with her on how it is executed.
Start with fewer doors
⏱ Untimed topicShe says LORE started in 150 doors, now expanding to 250, because it is not about getting the retailer but being ready to perform in it.
Match doors to where you are
⏱ Untimed topicShe says she is not a celebrity and did not launch with a big audience, so a smaller door count suited building the brand through the brand, and fragrance avoids large gondola build-outs.
Core Frameworks & Ideas
Right doors, not most doors - Melanie's retail rule
Choose the door count that fits your stage and audience.
Be ready to perform in the door
Prepare to make each store successful for you and the retailer.
Build the brand through the brand
Without a big audience, grow through the brand itself at a measured pace.
Actionable Next Steps
- ✓Write the number of retail doors you can support well right now.
- ✓List what you would need to make each store successful.
- ✓Name one co-founder skill you lack and who could cover it.
- ✓Review whether your pace of growth fits your audience size.
Notable Quotes
“it's about being ready to perform in it”
“what's more important is that you're on the right doors for where you're at right now”
“everything is possible”
The One Thing to Remember
Melanie says a new brand should start with the right number of retail doors and be ready to perform in them, not chase the most doors.