How Wonderskin built a real brand after going viral | CEW Future Beauty Summit 2026

How Wonderskin built a real brand after going viral | CEW Future Beauty Summit 2026

Tash Insights presents a live conversation from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, Wonderskin co-founders Michael Malinksy and Marina Kalenchyts share the story behind one of beauty’s most talked-about brands of the last three years. A viral lip stain made Wonderskin famous, but the real work came afterwards. The conversation covers how the brand moved from a lockdown-era viral product into a global multichannel business, now operating across Sephora, Boots, Selfridges, Amazon, TikTok Shop and DTC. Michael and Marina discuss what actually drove growth, how they amplified the content that was already working, why lo-fi creative often outperformed polished brand assets, and what it took to turn TikTok attention into a more durable brand. You’ll hear: * How the viral lip stain started and why profitability took time * Why the algorithm decides what makes a good ad * How Wonderskin amplified organic content with paid media * The real channel mix behind the brand * Why DTC and Amazon still matter inside a multichannel strategy * How raw, lo-fi creative can outperform polished content * What TikTok Shop seeding really costs at scale * Why affiliate communities work better than one-off creator posts * Where Michael and Marina would put first budget in 2026 * What they learned from the products that nearly cost them the business This is a practical listen for beauty founders, marketers and operators trying to understand what happens after a product goes viral, and how to build something more sustainable from that moment.

The truth about TikTok Shop and omnichannel growth | CEW Future Beauty Summit 2026

Tash Insights presents a live panel from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, Tash is joined by Joe Yates of Somerce, Daisy Kelly of Glow For It, Kenny from TikTok and creator Rita Flora for a practical conversation on the future of social commerce and the real impact of TikTok Shop on beauty brands. The panel looks at why TikTok Shop should be understood as more than a direct revenue channel. For many brands, it is becoming a discovery engine that drives growth across Amazon, retail, search and wider brand demand. The discussion covers the halo effect, affiliate strategy, creator communities, profitability and why major beauty businesses are now using TikTok Shop for brand building as well as sales. You’ll hear: * Why TikTok Shop can drive incremental return across other channels * How TikTok discovery can translate into Amazon, retail and search demand * What happens when brands pull focus away from TikTok * Why affiliate strategy depends on creator communities, not one-off seeding * How many videos it can take before creator content drives a sale * What creators actually need from brands to make content perform * Why rigid briefs can limit performance * How legacy beauty brands are using TikTok Shop for share of voice * Whether TikTok Shop can be run as a profitable channel * What could come next, including premium categories, subscriptions and faster shipping This is a practical listen for beauty founders, marketers and e-commerce teams trying to understand how TikTok Shop is reshaping growth beyond the platform itself.

Is your beauty brand AI-ready? Conversion and the future of e-commerce | CEW Future Beauty Summit 2026

Tash Insights presents a live session from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, host Tom Marco-Norel of Superco is joined by Matt Brindley of Yotpo and Emily Bloomberg of Medik8 for a practical conversation on what AI really means for beauty e-commerce. Customers are already asking AI what to buy. The challenge for brands is making sure they can be found, understood and recommended when those searches happen. The panel looks at what “AI-ready” actually means, from clean product data and syndicated content to reviews, UGC, customer service and the rise of agentic commerce. Emily shares how Medik8 is balancing automation with human care, using AI to reduce low-lift queries while keeping the team focused on more meaningful customer conversations. Matt explains why AI-readiness starts with your existing tech stack, structured data and internal competence, rather than simply adding another tool. You’ll hear: * What “AI-ready” means for beauty brands * Why clean, syndicated data is becoming essential * How Reddit, YouTube and Wikipedia are influencing discoverability * What agentic commerce means for ChatGPT, Gemini and future checkout journeys * How Medik8 is balancing AI automation with human customer care * Why reviews and UGC now shape conversion, visibility and product development * How translation and personalisation can become immediate AI use cases * Where beauty brands should focus over the next 12 to 18 months * Why one internal AI champion can be more effective than disconnected tool adoption across teams This is a practical listen for beauty founders, e-commerce leaders and marketers preparing for the next phase of AI-driven shopping.

How NARS and Space NK really work with creators | CEW Future Beauty Summit 2026

Tash Insights presents a live panel from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, Tash introduces an insider conversation on the business of beauty and influence with Joy Osinloye of CreatorIQ, Jane Harper of Shiseido Group and NARS, and Ginny Sanasi of Space NK. The panel explores how creator marketing has moved from a PR add-on into a core commercial growth channel, influencing marketing, digital, retail, commercial planning and legal. Drawing on the long-standing relationship between NARS and Space NK, the conversation looks at how major beauty brands and retailers discover, brief, vet and scale the creators who genuinely move product. You’ll hear: * How creator marketing became central to commercial strategy * Why NARS built a “trend squad” to move at the speed of social * How Space NK uses education across more than 135 brands * How brands discover, tier and vet creators from nano to celebrity level * Why human judgement still matters in brand safety * What happened when a colour-match moment hit 14 million views * Why EMV needs to connect to traffic, sales and acquisition * How NARS and Space NK built a co-branded trip strategy * Where creator commerce is heading next, from community sellers to luxury on TikTok Shop This is a practical listen for beauty founders, marketers, retailers and operators trying to understand how creator partnerships really work inside major beauty businesses.

Building beauty content systems that scale | CEW Future Beauty Summit 2026

Tash Insights presents a live panel from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, Tash is joined by Becky Watson of Absolute Collagen, Gilbert Corrales of Leaf and Sebastian Kraft of Sebastian Kraft Consulting for a practical conversation about the rising pressure on beauty brands to produce more content, faster. Every channel now demands more creative. Meta’s Andromeda update has made purpose-built assets more important across placements, personas and funnel stages. At the same time, lean brand teams are being asked to produce hundreds of assets a month while keeping quality, brand consistency and performance under control. The panel explores what a scalable production system actually looks like, why beauty brands may need to rethink the traditional social team structure, and how AI, offshore teams and human creative judgement can work together without weakening authenticity. You’ll hear: * Why content demand has exploded across beauty and e-commerce * What Meta’s Andromeda update means for creative production * How many assets brands may need each month to stay competitive * Why a newsroom or live-TV production mindset can help teams scale * How offshore teams and AI tools can increase output * Why human judgement remains essential in creative workflows * Where fully AI-generated content works, and where authentic UGC still wins * What the Coca-Cola Christmas ad revealed about audience response to AI * Which tools the panel actually use, and why not every new tool deserves a place in the stack This is a practical listen for beauty founders, marketers and operators trying to build content systems that can keep up with modern platform demands without losing creative quality.