Makeup artist Patrick Ta is a master of beauty, but mastering retail requires a whole different set of brushes. As an online influencer himself, it’s no surprise that Ta’s beauty brand has leaned into creator partnerships and education, with pretty impressive results.
“Consumers today are a lot more informed and more intentional — they definitely do their research,” said Heidi Lim, VP of Ecommerce at Patrick Ta Beauty in this week’s episode of the Retail Remix podcast. “They’re reading reviews and they’re also seeking out brands that align with their values, so the expectations are much, much higher. And that’s a good thing. People want to feel connected to the brands that they support, so the value is beyond just a product. You don’t want just a pretty site anymore. You have to understand what matters most to your customer and meet them there.”
Lim details how Patrick Ta Beauty is doing just that by:
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- Turning product education into a powerful driver of conversion and trust;
- Implementing a diversified channel mix — DTC, Sephora, TikTok Shop — to build both reach and resilience;
- Keeping creator partnerships aligned with the brand story;
- Nurturing the brand’s community of beauty lovers; and
- Leveraging data insights to drive merchandising and marketing efforts.
Plus, she takes us inside the hottest beauty trends as well as how to execute them flawlessly. Want to know what your audience is going to be talking about this summer and how to connect with them online? Then check out the latest episode of Retail Remix.
