May 9, 2021

Glamsquad to Evolve From Service Provider to Beauty Retailer and Enter 20 New Markets

Glamsquad is angling to become beauty’s next big retailer.
Amy Shecter, chief executive officer of Glamsquad who joined the company last year to both scale up and diversify the business’s revenue channels, coined a new term — “personal commerce” — to describe the start-up’s approach to retail that will begin to take shape in 2018.
“The level of intimacy that’s in the home, [coupled with] the beauty professional providing you the service, tips and tricks and the opportunity to sell product is a unique position for commerce in the future,” Shecter said. “It’s an opportunity for beauty brands because they don’t have this kind of access with education and trial in a department store or in specialty cosmetics. Everyone wants greater access to the customer in the home and more intimacy. We are in the most intimate position.”
A retail shift is occurring in the beauty landscape, where a stable of multibrand, specialty retailers continue to scoop up more and more market share from department stores with dwindling foot traffic. But Glamsquad is confident it can get in on the action, and due to its foundation as a service provider, Shecter believes the almost four-year-old start-up has an advantage.
The reason is twofold. Due

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