In this episode of How They Scaled It, I sit down with Brittany Lo, Founder and CEO of two separate beauty companies: Beia and Beautini. In this episode, she shares how building a wedding beauty concierge gave her the insight to launch Beia, a premium body care brand solving real, often unspoken problems.
From launching during a pandemic to landing major retail partners and rebranding for scale, Brittany walks us through her intentional journey of building not just buzz, but businesses that last.
00:00:13 – Why solving real problems matters in beauty
00:00:50 – Brittany’s start with Beautini and the early insight that sparked Beia
00:02:06 – The awkward (but real) questions that led to a product idea
00:03:32 – Standing out in a saturated market with meaningful impact
00:04:58 – Developing the first Beia product during a pandemic
00:06:07 – How Brittany found her first manufacturer through relationships
00:07:31 – Why she hired a chemist to keep full formula control
00:09:27 – Seeding the launch through her network and the power of buy-in
00:10:53 – The moment she knew she had a real customer, not just support
00:13:03 – Using trade shows to break into retail early
00:15:29 – Why Beia pivoted from intimacy branding to lifestyle skincare
00:18:36 – How product quality won over retail buyers at Neiman Marcus
00:20:43 – Building for premium customers with intentional pricing
00:26:53 – Balancing profitability with brand integrity
00:30:21 – The real metric she uses to measure success
00:36:59 – Why Amazon became a breakout channel for Beia
00:39:03 – Leadership, hiring slow, and protecting company culture
00:44:26 – The advice she’d give her past self as a founder
