Today we’re excited to be connecting with Melissa Hibbert again. If you haven’t already, we suggest you check out our prior conversation with them here.
Melissa, thanks for joining us again. Just to level set a bit for folks who may have missed our last interview together, can you briefly introduce yourself?
I’m Melissa Hibbert, Chief Brand Strategist and President of Beauty Founders Agency (formerly SHYFT Beauty). My journey in the beauty industry has been driven by a passion for both artistry and entrepreneurship, which ultimately led me to create a unique space where beauty brands can truly flourish.
At Beauty Founders Agency (B.F.A), we’re not just another marketing agency – we’re beauty industry insiders who understand the unique challenges and opportunities in this space. What sets us apart is our deep-rooted understanding of both the creative and business sides of beauty. We work with emerging and established beauty brands to develop comprehensive strategies that encompass everything from brand positioning and marketing to retail strategy and digital presence.
My path to founding BFA wasn’t linear, which I believe gives me a valuable perspective in this industry. After a storied 14-year career in Corporate Marketing, I started beauty my career as a celebrity makeup artist & beauty expert, working with high profile individuals, along with celebrities in film and entertainment and on contracts with major production companies, which gave me intimate knowledge of not just products, but what consumers and professionals truly need. This hands-on experience proved invaluable as I transitioned into brand development and strategy.
What really sparked the creation of Beauty Founders Agency was recognizing a significant gap in the market. Many talented beauty entrepreneurs had amazing products but struggled with the complex landscape of building a sustainable beauty brand. I saw how traditional marketing agencies often missed the mark when it came to the unique nuances of the beauty industry – particularly with early-stage beauty brands. This insight led me to develop an agency model that combines deep industry expertise with strategic business acumen.
Our approach at BFA is highly collaborative and customized. We don’t believe in one-size-fits-all solutions because every brand has its own DNA and potential. Whether we’re working with a startup indie brand, an established beauty company looking to pivot, or a celebrity brand looking to expand their influence, we dive deep into understanding their unique value proposition and help them translate that into meaningful market presence and growth.
What truly sets us apart is our commitment to being more than just consultants – we’re true partners in our clients’ success. We understand the beauty industry’s rapid evolution and help our clients stay ahead of trends while building sustainable, authentic brands that resonate with today’s sophisticated beauty consumers.
Looking back, every challenge and success in my journey has contributed to building an agency that truly understands what it takes to succeed in the beauty space. From my early days as a celebrity makeup artist to leading brand strategy for major beauty companies, each experience has shaped our unique approach at Beauty Founders Agency.
Alright, so our main goal today is to give our audience an update on what you have been up to since our last conversation. We’d love to hear how things are going and what you are most looking forward to or excited about these days.
Since our last conversation there has been an incredible journey of growth and meaningful partnerships. One of our most exciting developments was my role as a key consultant during the product development phase for Cecred, Beyoncé’s beauty brand. Being part of such a groundbreaking launch in the beauty space was both challenging and immensely rewarding, allowing us to push boundaries and set new standards in the industry.
We’ve been fortunate to work on several innovative projects that are reshaping the beauty retail landscape. Our collaboration with Parfait AI helped orchestrate successful in-store events at Ulta, bridging the gap between AI technology and personal beauty experiences for customized wigs and hair. Another highlight was supporting MYAVANA in launching their Retail Innovation Academy, which is helping to transform how beauty entrepreneurs approach retail strategy with the implementation of technology for personalized hair care recommendations.
One of our core strengths has been helping brands secure and optimize retail partnerships. We’ve successfully executed the first ever retail buying day at TJX Headquarters, bringing over 30 brand founders to meet with buyers, to expand their retail footprint. In addition, I guided multiple brands in launching at TJ Maxx, both nationally and globally, creating new opportunities for brand exposure and growth. In addition, I’m particularly proud of is brokering a historic deal that helped SLAYYY braiding hair brand secure placement in over 200 Target stores for their February 2025 launch. This achievement represents not just a business success, but a significant step forward in expanding representation in major retail spaces.
My commitment to supporting beauty entrepreneurs has extended beyond direct consulting. I’m honored to serve as an Advisory Board member for the VSEDC Women’s Business Center, and in 2025, I was appointed to facilitate and run the Beauty and the Biz cohort for early-stage beauty and wellness brands. This role allows me to share my experience and knowledge with emerging entrepreneurs who are just beginning their journey in the beauty industry.
Adding to my commitment to founders, I was recently appointed to the Advisory Council for Afro Unicorn as the Chairwoman. This position aligns perfectly with my passion for fostering diversity and innovation across industries, while supporting brands that make a meaningful impact.
Looking ahead, I’m thrilled about the trajectory of our agency and the quality of brands we’re partnering with. We’ve made a conscious decision to focus more on the quality of brands rather than quantity, allowing us to provide more comprehensive, strategic support to each client. This approach has led to deeper, more meaningful partnerships and better outcomes for everyone involved.
What excites me most about the future is seeing how our work is helping to reshape the beauty industry landscape. We’re not just helping brands secure retail placement – we’re helping them build sustainable, impactful businesses that contribute to the evolution of the beauty industry. Each success story, whether it’s a major retail launch or a successful brand development project, reinforces our commitment to excellence and innovation in the beauty space.
The challenges and triumphs of recent years have taught us valuable lessons about adaptability, resilience, and the importance of authentic connections. As we continue to grow and evolve, I’m more passionate than ever about supporting brands that bring genuine value and innovation to the market. The opportunities ahead are tremendous, and I’m looking forward to continuing this journey of transformation and growth in the beauty industry.
Alright, so let’s do something a bit more fast-paced and lighthearted. We call this our lightning round and we’ll ask you a few quick questions.
- Favorite Movie: The Devil Wears Prada
- Favorite Book: The Four Agreements by Don Miguel Ruiz
- Favorite TV Show: Well, right now it’s Virgin River on Netflix
- Favorite Band or Artist: Anita Baker
- Sweet or Savory: Savory
- Mountains or Beach: Beach
- Favorite Sport (to watch): Basketball
- Favorite Sport (to play): Basketball and Tennis
- Did you play sports growing up (if so which ones): Yes, I played Basketball growing up. I was the guard, with a great jump shot.
- As a kid, what did you want to be when you grew up: As a Kid, I really thought I would become a Lawyer and then I wanted to be a journalist and TV Host like Oprah!
- French Fries or Onion Rings: French Fries – Truffle Fries to be specific
- Chuck Rhodes or Bobby Axelrod: Bobby Axelrod
- Favorite Cartoon growing up: Bugs Bunny
- Favorite Childhood movie: Cinderella
- Favorite Breakfast Food: Egg sandwich – to this day!
Was there a moment in your career that you can tell us about that illustrates or demonstrates the kind of person you are, your approach, ethos, etc.
My approach to business and life centers around continuous growth and self-improvement. Every day, I challenge myself to find ways to do better and be better, not just in business strategies but in personal development as well. A particular moment that really exemplifies this mindset occurred a few years ago, involving a challenging situation with someone I had hired.
Initially, the situation was quite difficult. I had invested significantly in this person’s success, going above and beyond to provide support and opportunities. When things ended with them feeling unappreciative of these efforts, it was naturally disappointing and hurtful. This kind of experience can easily lead to harboring resentment or choosing to maintain distance, especially in our industry where paths frequently cross.
The real test came when I unexpectedly encountered this person at an industry event. In that moment, I faced a choice that would prove more pivotal than I could have imagined: I could either avoid them, maintaining that wall of past hurt, or choose forgiveness and open myself to reconnection. I consciously chose forgiveness – not because they had apologized or sought reconciliation, but because I recognized that holding onto that negativity was only limiting my own growth and peace of mind.
What makes this moment so significant is not just the act of forgiveness itself, but what it ultimately led to. Months after our reconnection, this same person recommended me for what would become one of the most lucrative business partnerships in my career. Had I chosen to maintain that distance or hold onto past grievances, this opportunity would have never materialized.
This experience reinforced a fundamental truth about both personal and professional growth: being the “bigger person” isn’t always easy, but the rewards of forgiveness are profound and often unexpected. The blessing of forgiveness isn’t about the other person – it’s about freeing yourself from the constraints of past hurts and opening yourself to new possibilities.
This approach has become central to how I conduct business and build relationships in the beauty industry. It’s about understanding that every interaction, even the challenging ones, carries potential for growth and unexpected opportunities. In an industry built on relationships and reputation, the ability to move past difficulties with grace and professionalism isn’t just about personal growth – it’s good business sense.
This experience taught me that success in the beauty industry isn’t just about strategic thinking or market knowledge; it’s equally about emotional intelligence and the wisdom to know when to let go of past grievances. It’s a testament to how personal growth and professional success are often intertwined in ways we might not expect.
Contact Info:
- Website: https://www.beautyfoundersagency.com
- Instagram: https://www.instagram.com/melissahibbert
- LinkedIn: https://www.linkedin.com/in/melissahibbert
Image Credits
Photographer: Jonathan Adjahoe
