Scaling Brands to $200M: Makeup by Mario's Investor Reveals His Growth Strategy

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On the Record With Julian Reis

Julian Reis

11 episodes

2 days ago

In a world where all business advice is starting to sound the same, "On the Record" cuts through with authentic conversations about topics that matter. Join Julian Reis, Cofounder of Skin Laundry, and Founder/CEO of SuperOrdinary for a refreshing exploration of modern day trendsetters. Twice a month, catch revealing discussions inside Julian’s home where he interviews the most innovative creators, personalities and founders of our time. Nobody knows these entrepreneurs quite like Julian does. He’ll get people to open up, sharing their unfiltered truth about what it takes to build something.

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Scaling Brands to $200M: Makeup by Mario's Investor Reveals His Growth Strategy

On the Record With Julian Reis

57 minutes 17 seconds

4 months ago

Scaling Brands to $200M: Makeup by Mario's Investor Reveals His Growth Strategy

Anthony Choe, Founder and CEO of Provenance Digital, joins Julian Reis to break down what it really takes to build consumer brands that scale from $40M to $200M+. As a consumer investing legend Anthony reveals the data-driven secrets behind building winning brands. Anthony has spent eight years building Provenance into one of the most unique consumer-focused growth funds, partnering with brands like Everyday Dose, MeUndies and Makeup by Mario.

00:00 Introducing Anthony Choe & Provenance Digital

6:00 The Different Types of Investors & Ways to Invest

15:30 The "Tribe vs TAM" Hypothesis That Changed Everything

23:30 Storytelling Tips for Creators & Brand Founders: How to Be Entertaining While Authentic

28:45 Why Makeup by Mario Has Been So Successful at Sephora & Beyond

30:00 Nonnegotiable Investment Criteria for Any Brand

36:00 Breaking Down the Impact of Rhode’s sale to e.l.f. Cosmetics

38:37 Why Some Brands Last 15+years and Others DON’T

44:05 The #1 Way People Are Using AI

57:23 Julian gifts Anthony One of His all Time Favorite Vinyl Records

Watch On the Record with Julian Reis on YouTube here.

Comment who you want Julian to interview next!

Connect with Julian on:

Website: ⁠https://superordinary.co/⁠

LinkedIn: ⁠https://www.linkedin.com/in/julianreis⁠

Check out Provenance for more information or to get in touch with Anthony directly: https://provenanceconsumer.com/