Show Notes: In this episode of the Beyond Beauty podcast makeup artist and entrepreneur Beth Bender shares her story of founding Beth Bender Beauty and creating the first eyeliner and eye makeup stencils. They discuss the challenges of innovating in the beauty industry, the evolution of marketing strategies from social media to influencer marketing, and the importance of resilience. Beth highlights her brand's commitment to clean ingredients and effective skincare, the impact of grassroots marketing, and the need for continuous innovation amidst a crowded market of new and heritage brands. The episode concludes with Beth's insights on learning, supporting other entrepreneurs, and her future aspirations. About Beth: Beth Bender Beauty was founded by Makeup Artist Beth Bender, the pioneer behind the first ever Eyeliner and Eye Makeup Stencils introduced to the beauty world in 2003. Beth has been described by her friends and family as the Estée Lauder of her generation. She is a creative powerhouse who has never been afraid to get her hands dirty and is always ready to throw on her lab coat. While working as a makeup artist with Bobbi Brown, Beth saw first hand how many women struggled to achieve precise eyeliner. It was then she realized the void in the beauty industry, and that a tool for creating eye makeup and eyeliner looks effortlessly was very much needed. Beth eliminated trial and error and made it easy to get a perfect cat-eye, winged liner or smokey eye regardless of eye size or shape. Beth Bender Beauty’s eye makeup tools continue to make an impact across the globe and inspire all makeup lovers to rock their flawless wings confidently and with pride. They are 100% committed to celebrating beauty and creativity everyday, offering innovative, accessible and effortless eye makeup tools for everyone. To connect with her, visit: bethbenderbeauty.com Timestamps: The birth of the stencils (00:01:12) Beth Bender's realization of the void in the beauty industry and the birth of the first-ever eyeliner and eye makeup stencils. Innovating in the beauty industry (00:02:34) Discussion on the lack of innovation in the beauty industry and the future of beauty tech, technology, and marketing. Marketing evolution (00:10:02) The initial success through Facebook and influencers, the shift to paid advertising, and the challenges with competitors using similar keywords. Resilience and innovation (00:13:39) Staying resilient through innovation in skincare, grassroots marketing, and user-generated content, and the importance of genuine innovation in the beauty industry. Clean beauty movement (00:17:35) The growing awareness of harmful ingredients in beauty products, the EU's ban on certain ingredients, and the importance of paying attention to product ingredients. The future of the beauty industry (00:19:36) The evolution of the beauty industry since Beth Bender's start as an artist, and the constant presence of new brands and similar products in the industry. The beauty industry and its challenges (00:19:44) Discussion on the lack of innovation in the beauty industry, the overwhelming number of brands, and the influence of brand names on consumer choices. Brand sustainability and marketing (00:21:34) Exploration of how heritage brands in fashion have lasted generations and the challenges for beauty brands to withstand the test of time in a dynamic market. Building a resilient brand (00:24:50) Insights on the importance of quality, customer relationships, and resilience in building a brand that can withstand market challenges and changes. Entrepreneurial advice and innovation (00:25:21) Advice on the significance of innovation, creating connections, and staying committed to self-funded entrepreneurial ventures. Personal growth and learning (00:28:16) Beth Bender's perspective on being open-minded, learning from others, and the excitement about future personal and professional growth.

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