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46 October 2016 | beautystorebusiness.com be something we are proud of. We want it to feel approachable and unfussy, yet elevated," she says. And that includes the company's digital marketing cam- paign Crème Fraîche, a weekly email that keeps retail buyers informed on new Crème Collective products, brands and media buzz. "Our voice on our website is the same voice we use when sitting with buyers in their office. We don't throw out a lot of industry jargon—there is no need. We want the beauty buying pro- cess to be fun and inspiring," Mundt says. Social media and beauty influencers are also notable components of the com- pany's success. Mundt explains, "For a professional agency, social media can be a great way to connect to other industry movers and shakers. For example, if we post about a great tip for fuller brows, our retail partners can re-post it to the end consumer." The company has also found that social media is key to its business development. "We find so many cool boutiques and beauty pros on Instagram, and they find us there," Mundt says. "It has become a valuable tool for prospecting and sales in a way that a Google search or, dare I say, the Yellow Pages, never could." In fact, Crème Collective's belief in the true influence of social media taste- makers is so pervasive, it recently hired Instagram's The Beauty Guru NYC Jessica Crescenzi as vice president and partner in June. Mundt says that Crescenzi's expert take on all things beauty and her strong background in the industry, which includes boutique ownership, consulting and executive sales positions, is what made her an invaluable addition to the team. "She is the only person I have ever met who successfully took this kind of experience and created a marketing plat- form for it on social [media]," says Mundt. WHAT LIES AHEAD For any business, particularly a relatively new one, there are always challenges, and Mundt admits that Crème Collective its fare share. "Personally, the biggest challenge has been creating an efficient infrastructure that keeps us ahead of the game. As soon as we get comfort- able, everything changes, so we keep adjusting," she says. "The goal is to be Vapour Organic Beauty color cosmetics is a high-performance, organic beauty brand made in a USDA organic lab. Patyka is a French Ecocert skincare brand that features green technologies in luxury formulas. Canadian Kaia Naturals offers facial cleansing cloths that are rich in vitamins. The line also includes a new bamboo charcoal detox deodorant. Rituel de Fille is an edgy, highly Rituel de Fille is an edgy, highly pigmented color cosmetics line featuring unique ingredients and an expansive palette. Pursoma is a range of detox soaks that draw impurities and toxins from the skin. Social media and beauty infl uenc- ers are also notable components in the company's success. Hannes Dóttir is a three-piece skincare range that is rich in Icelandic minerals. Tenoverten is an 8-free polish and organic nailcare brand from New York City that now includes rose-scented, acetone-free nail polish remover wipes. Images courtesy of Cr•me Collective CRÈME COLLECTIVE'S BRANDS