Christine Staples of Cohere Beauty: How Embracing Indirect Leadership and Flexible Manufacturing Scale Drives Success in the Modern Beauty Sector

As a part of our series about “Five Things You Need To Know To Succeed In The Modern Beauty Industry”, I had the pleasure of interviewing Christine Staples.

Christine Staples is the CEO of Cohere Beauty, a prestige full-service partner bringing beauty and personal care brands to life through formula innovation and manufacturing processes. She is a dynamic turnaround leader renowned for her ability to drive impressive top-line growth, optimize margins, and consistently deliver outstanding returns on operating capital. Beyond her operational prowess, Christine is known for assembling and retaining high-performing, diverse teams that consistently outperform competitors, deliver exceptional service quality, and fuel sustained revenue growth.

Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?

My career journey began as an entry-level engineer in a technical field, but it only lasted for a while. I was driven by an innate curiosity and a hunger for knowledge, which led me to explore various roles. I ventured into diverse territories, from sales and marketing to supply chains, purchasing, and operations.

My career hasn’t been confined to a single path. I’ve been part of multi-billion dollar ventures and small businesses, accumulating a wealth of experience.

Ultimately, this journey brought me to my current role as CEO of Cohere Beauty, where I continue to emphasize the value of continuous learning and teaching. When I joined Cohere Beauty, it marked a significant departure from my previous industries. I stepped into the position of Chief Executive Officer, not as an expert in the field but as a test of leadership’s adaptability. It has been exciting, challenging, and rewarding to see that my leadership skills are able to transcend industry boundaries and drive success with the support of an expert team.

Can you share the most interesting story that happened to you since you began your career?

One of the most intriguing experiences in my career was negotiating deals with Chinese government-owned entities. These negotiations often made me the sole woman in a room with 20 men, creating a unique dynamic. During these encounters, I delved into the fascinating realm of Chinese business practices. I witnessed their formal dinners and was introduced to customs like drinking “fire water.”

Amid the seriousness of these negotiations, there was a moment of unexpected humor (and I have a photograph to prove it!). At dinner one night, a group of gentlemen invited me to break an oversized donut over my head. This experience left a lasting impression on me. It reinforced the importance of authenticity when working with companies worldwide and avoiding the pitfalls of conforming to stereotypical behaviors.

Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Are there takeaways or lessons that others can learn from that?

Roughly 21 years ago, I received advice that marked a turning point in my career journey. It was the counsel to strengthen my indirect leadership skills. I had a more conventional view of management at the time, believing it meant instructing people and being the boss.

The tipping point came when I transitioned from managing a North American sales organization to overseeing internal projects. This shift forced me to explore indirect leadership, emphasizing persuasion, collaboration, and the ability to exhibit passion by actively participating in essential tasks. In these moments, I realized the power of leading by example, rolling up my sleeves, and executing tasks for a greater cause.

None of us are able to achieve success without some help along the way. Is there a particular person to whom you are grateful who helped get you to where you are? Can you share a story about that?

My gratitude extends to a remarkable group of women known as “The Whine Club.” This diverse assembly of women executives has been instrumental in my journey. While we rarely see each other in person, we maintain ongoing text streams and phone calls.

These women, some of whom oversee 40 billion-dollar companies, have provided invaluable support. When we encounter challenges, we empathize with one another and offer guidance. Many of our discussions revolve around diversity, equity, and inclusion. What sets this group apart is their profound intelligence, cultural diversity, and technical expertise. These attributes allow us to tap into a wealth of perspectives from around the globe, enabling us to make well-rounded decisions. It’s a testament to the power of collaboration and collective wisdom.

Ok super. Let’s now shift to the main part of our discussion. The global beauty industry today has grown to more than a half a trillion dollar business. Can you tell us about the innovations that you are bringing to the industry? How do you think that will help people?

Cohere Beauty is at the forefront of transforming the beauty industry through several innovative approaches:

1. The Cohere Innovation Collaborative — A Full-service Approach to Product Innovation: We have built an internal group that offers a full-service approach to product innovation. We partner with our customers and support them throughout the innovation process wherever they need our help and expertise to help them bring their visions to life. We also recognized early on the importance of crafting clean and highly effective formulas. Our commitment lies in developing products with clean ingredients that also offer highly efficacious benefits for the skin and hair.
2. Product Development and Regulatory Excellence: Our ability to offer the breadth and depth that customers need, including regulatory expertise, has been something that sets us apart. The beauty industry is witnessing a seismic shift in legislation, notably with MOCRA. This transformative regulation is set to enhance product quality and transparency. Our robust regulatory team positions us ahead of the curve in navigating these changes. This might not seem like innovation on the surface, but it is, as it influences how products are formulated and labeled.
3. Business Model Revolution: We have engineered a business model that supports emerging brands to seamlessly transition as they build to large scale. Our unique approach empowers brand growth and allows us to cater to a broad spectrum of liquid beauty markets, a feat achieved by integrating four distinct companies to create Cohere Beauty. Straddling the worlds of small and large companies, we can produce as few as 5,000 units per run for emerging brands, providing them with the ideal platform to begin their journey. Yet, we can scale up to manufacture a whopping 200 million units annually, a capability that enables us to support brands from inception to major retail shelf placement.

This adaptable approach is what we call “The Cohere Formula.” It’s a strategic blend of high-end product development and unparalleled regulatory and production capabilities, allowing us to cater to the diverse needs of our brands and exceed their expectations.

Can you share 3 things that most excite you about the modern beauty industry?

1. Emerging Indie Brands: The beauty industry is experiencing a wave of innovation driven by the influx of new indie brands. This surge represents a dynamic shift in an industry that continuously thrives on reinvention. These indie brands bring unique perspectives, untethered creativity, and a genuine connection with their target audience.
2. Globalization: The beauty industry is no longer confined by borders; it has embarked on a globalization journey. Best practices and innovative formulas combine to create a tapestry of beauty offerings.
3. Diversity: The beauty industry is transforming, and at the heart of it is the celebration of diversity. What was once a landscape dominated by a limited set of beauty ideals is now blooming with brands founded by individuals who understand and cater to a wide range of hair and skin types. This evolution is more than just skin-deep; it’s about embracing the richness of humanity itself.

Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to improve the industry, what would you suggest?

My one big concern is the influence of social media on Gen Z. Younger individuals are increasingly seeking cosmetic interventions for their skin, driven by the unrealistic beauty standards perpetuated on these platforms. It’s disheartening to see teens considering injectables and fillers when they should be naturally learning to care for their skin. I’ve discussed it with other industry leaders. While we don’t know what to do about it, we see it as a trend in the market and aren’t ashamed to talk about it.

You are an expert about beauty. Can you share a few ideas that anyone can use “to feel beautiful”?

I highly recommend drinking lots of water and investing in a quality cleanser, moisturizer, and SPF sunscreen. Make them essential to your daily routine, like brushing your teeth morning and night. While 95% of Americans prioritize dental care, only 22% consistently care for their facial skin day and night. Remember, your skin is your body’s largest organ, and nurturing it is an empowering act of self-care that can make you feel healthy and gorgeous.

Here is the main question for our discussion. Based on your experience and success, Can you please share “Five Things You Need To Know To Succeed In The Modern Beauty Industry”.

1. Stay Vigilant of Shifting Landscapes: Embrace the ever-changing beauty landscape influenced by social media and digital trends. This dynamic industry is transforming rapidly, and awareness of these shifts is crucial. It’s like riding a wave; you must adapt to the changing tide.
2. Understand Gen Z Values: Invest time in understanding the behaviors and values of Gen Z. They prioritize authenticity, clean skin, wellness, mental health, and environmental concerns. Their preferences and priorities will shape the future of the beauty market. Gen Z is the compass pointing the way.
3. Embrace the Medicalization of Beauty: The beauty industry is shifting towards clean, efficacious products supported by clinical studies. Medical professionals are now influencers, and consumers seek products with actual results.
4. Prioritize Internal Assessments: At Cohere Beauty, rigorous internal testing and data-driven assessments are essential in product development, ensuring we deliver products that are efficacious and meet customer expectations. Data and efficacy are your allies in this journey.
5. Create Educational Content: Informative and engaging content educates consumers about skincare routines, techniques, and product benefits. Building trust through educational content can lead to brand loyalty.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I’m passionate about contributing to Water For People, a movement ensuring safe and clean drinking water for developing regions. In many countries, women bear the responsibility of fetching water for their families, often enduring long and strenuous journeys. This issue touches upon human dignity and equality at its core. Raising awareness in the developed world about the scarcity of safe drinking water globally can inspire action. Imagine the profound impact on women’s lives when they are freed from the daily struggle to obtain water, allowing them to focus on building a brighter future for themselves and their communities.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

One of the most meaningful life lessons I’ve encountered originates from the book “The Leadership Engine” by Noel Tichy. It features a quote by Father Bill Cunningham: “The exact synonym for consensus is mediocrity.”

This quote highlights the significance of healthy conflict and substantive conversations in achieving superior outcomes. It doesn’t always advocate for unanimous agreement; instead, it underscores the need for robust debates and discussions to uncover the best solutions.

Throughout my career, this principle has played a pivotal role in my success. Embracing healthy conflict has allowed me to draw out valuable ideas from others and craft effective solutions to diverse challenges.

How can our readers follow you online?

Readers can follow me on LinkedIn or visit www.CohereBeauty.com to learn more about our work.

Thank you so much for joining us. This was very inspirational.