The Business of Beauty: How Shani Darden Built a Multi-Million Dollar Brand

Shani Darden, the founder of Shani Darden Skincare, has built a name as Hollywood’s go-to skincare expert. She is trusted by stars like Jessica Alba, Chrissy Teigen, and Kelly Rowland for her results-driven approach. After training under a top dermatologist, she developed her own formulations, launching her flagship studio in Beverly Hills in 2019 and securing a coveted spot at Sephora in 2020. In this episode, Shani talks about how she went from mixing masks in her childhood home to creating one of the most sought-after skincare brands. She opens up about navigating the beauty industry, building a brand without a roadmap, and staying hands-on with clients while scaling a business. You’ll hear her insights on effective product development, the power of social media, and the strategies she learned over her career. Timestamps:[00:00] Introduction[04:08] Creating Retinol Reform and entering the skincare industry[05:14] Transitioning from service-based work to product development[06:27] Challenges in launching a skincare brand[07:35] The importance of trial and error in product creation[08:42] How Sephora became a major retail partner[09:56] The role of packaging and refining the brand[10:45] Building a team that aligns with brand values[11:33] Why hiring slow is crucial for long-term success[12:18] Social media’s impact on personal branding[13:09] How client feedback shapes product development[14:21] The challenges of balancing retail deadlines with product quality[15:37] Tips for building an engaged online community[16:42] Overcoming self-consciousness in social media marketing[17:15] Experimenting with content strategies for better engagement[18:29] Finding balance between content creation and business operations[19:45] Adjusting to entrepreneurship and leadership roles[20:56] The importance of mentorship and learning from mistakes[21:33] Rapid-fire business and skincare advice[22:12] Common skincare mistakes and how to avoid themResources Mentioned:Retinol Reform | WebsiteSephora | WebsiteShani Darden Skincare | WebsiteFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindset