In today’s competitive beauty space, success requires more than just great formulations, it demands strategic growth, ethical practices, and industry expertise. Meet Brittany Ivens, a seasoned beauty consultant and founder of The Conscious Beauty Agency.
With 15+ years of experience in clean, sustainable, and results-driven beauty, Brittany has worked across wholesale, operations, spa protocols, sourcing, and international beauty retail. She specializes in scaling brands while maintaining integrity in formulation and sustainability.
In this exclusive interview, Brittany shares insider knowledge on scaling beauty brands, common industry pitfalls, the power of visibility, and what it takes to thrive in today’s market.
Your Journey & Expertise
Q: What inspired your transition from makeup artistry to clean beauty consulting?
I struggled with acne in my teens and early adulthood (and occasionally to do this day). At my first makeup job, we sold skincare as well as makeup, and thanks to my training and education, I quickly fell in love with skincare. Knowing that makeup performs best on a great canvas, the need was always there. What I had not realized until this job was the impact skincare can have on our mental health and self-esteem, as good skin boosts your confidence immensely. My passion for helping people feel better was born!
Q: You’ve worked across different areas of the beauty industry, what’s one challenge brands often overlook when scaling?
I would say that you need to be aware of every detail to ensure you are not overlooking a need or requirement. Your Brand will need to ensure it offers Testers, ideally Samples, and can support proper Training & Education. I have seen brands enter a mass retail environment without realizing the need for testers, which are frequently affected by theft, causing a greater need. This can be a big expense and retailers that are used to mass brands are also used to free testers. Ensure your initial contract covers these topics so you are not experiencing losses due yet oversight.
Q: What are the key elements of a successful clean beauty brand today?
A successful clean beauty brand today must balance high-performance, non-toxic formulations with sustainability, transparency, and a strong brand story. This includes ethically sourced ingredients, eco-conscious packaging, and clear, science-backed product benefits. Trust is built through transparency, third-party certifications, and authentic storytelling. A strong digital presence, strategic retail partnerships, and community engagement through education and events are key to growth. Additionally, inclusivity, cruelty-free practices, and a commitment to wellness resonate with today’s conscious consumers, making the brand more than just skincare or makeup—it becomes a lifestyle choice.
Clean Beauty & Business Growth
Q: Many brands struggle with Amazon strategy and beauty retail, what are the biggest mistakes you see, and how can they be avoided?
Amazon and Retail are two different categories. Amazon may not always be used to generate high-sales, in certain cases it will be used for brand protection.
For Beauty Retail, as with scaling, you want to ensure your clients have what they need to succeed. This includes merchandising tools such as displays and signage, testers, samples if possible, an education program as well as an incentive program. A marketing plan which may include pre-made social images and captions are very helpful for our partners as well.
Q: What trends do you see shaping the future of sustainable and ethical beauty?
The future of sustainable and ethical beauty is being shaped by innovation in eco-conscious packaging, waterless and biodegradable formulations, and increased transparency in ingredient sourcing. Consumers are demanding refillable and compostable packaging, pushing brands to minimize waste. Waterless beauty, concentrated formulas, and upcycled ingredients are gaining traction for their sustainability benefits. Brands are also embracing radical transparency, providing detailed sourcing information and third-party certifications. Additionally, AI-powered personalization and a shift toward holistic wellness—where skincare and self-care intertwine—are driving the industry forward. Ethical beauty is no longer just about clean ingredients; it’s about sustainable, inclusive, and responsible business practices.
Q: For beauty founders looking to stand out in a crowded market, what’s the #1 piece of advice you’d give?
What is your brand's point of difference? What makes you unique (USP)? Assuming that during your brand creation, you set your target audience and USP, continue to focus on this uniqueness. Believe in yourself, your creation, and share it with true love and passion. Clients will see and feel your energy, and this authenticity will make you stand out in the crowd!
Personal Brand & Thought Leadership
Q: Your work spans consulting, education, and media appearances, how has thought leadership helped you attract opportunities?
By sharing insights on clean beauty, sustainability, and industry trends through consulting, education, partnerships and media appearances, I’ve been able to establish credibility and build trust with both brands and consumers.
Through teaching seminars, participating in Trade Shows and appearing on TV, I’ve had the chance to educate and inspire people about the importance of high-performance, eco-conscious beauty. This visibility has opened doors to meaningful partnerships, from working with holistic spas to supporting brands in launching in new regions and on platforms like Amazon. I have been fortunate enough to have been sought out by brands, not just for my expertise but because they resonate with my passion—sharing wellness in a meaningful and powerful way.
Being a thought leader isn’t just about having a voice; it’s about using it to create impact. By staying ahead of industry shifts and excelling in relationships, I continue to attract brands and retailers looking for guidance in an ever-evolving beauty landscape.
Q: What role does strategic PR and visibility play in building a strong personal brand in beauty?
Building a strong personal brand in beauty requires a strategic mix of PR and visibility across multiple platforms. Each channel plays a unique role in reaching different audiences and reinforcing credibility.
TV appearances and radio interviews offer mass exposure and position you as a trusted expert, while podcasts provide a deeper, more personal way to share insights and connect with engaged listeners. Print features in magazines establish authority and longevity, especially in niche beauty and wellness publications.
On the digital side, Instagram and Facebook are essential for community engagement, showcasing expertise, and fostering brand loyalty through visually compelling content and authentic storytelling. Collaborating with like-minded influencers and brands on these platforms helps expand reach and credibility.
Beyond media, networking with like-minded professionals is key. I always recommend joining industry groups, mastermind programs, and attending conferences or trade shows to build relationships and stay ahead of trends. These in-person and online connections often lead to valuable collaborations, partnerships, and business growth.
Ideally, we leverage a combination of these platforms and networking opportunities to create a well-rounded PR strategy that maximizes visibility. By diversifying where and how we show up—through expert commentary, strategic partnerships, and media opportunities—we ensure our message resonates with the right audience, builds trust, and ultimately drives business success.
Q: How can beauty entrepreneurs leverage media and content (like this magazine) to grow their influence?
Beauty entrepreneurs can leverage media and content, like this magazine, to grow their influence by positioning themselves as thought leaders, building credibility, and expanding their reach to new audiences.
Beyond media, attending industry events, joining networking groups, and collaborating with other experts in the field can help amplify visibility. Entrepreneurs should actively seek opportunities to contribute expert commentary, write guest articles, or be featured in publications that align with their brand values.
Behind the Scenes & Industry Misconceptions
Q: You’ve consulted with multiple brands, can you share a behind-the-scenes look at what that process is like?
What you’ll notice when working with different brands is the importance of support, communications and education. In terms of support, does your brand partner provide you with all of the tools you need to succeed? Do they respond to your emails in a timely manner and with resolution? Do they invest in you and your company as you’ve invested with them? Do they provide training and education? If any of these answers are No, your success can be hindered. Voice your wants and needs to your potential brand partner to ensure they can support you properly.
Q: What’s a common misconception about clean beauty or scaling a beauty brand that you’d love to debunk?
One common misconception about clean beauty is that it sacrifices performance for purity. Many people assume that natural, non-toxic formulations can’t deliver the same results as conventional beauty products, but that’s simply not true. Today’s clean beauty brands are proving that you can have results-driven, high-performance, luxurious products without compromising on safety or sustainability.
Q: What’s the best business advice you’ve ever received?
The best business advice I’ve ever received is to build relationships, not just transactions. Success in the beauty industry—and in business as a whole—is rooted in trust, collaboration, and authenticity. Whether it’s working with brands, retail partners, or media partners, the focus should always be on fostering genuine connections rather than chasing short-term wins. Strong relationships and communication are keys to success!
Spotlight on OKOKO & Industry Excellence
Q: You’ve worked with many high-performance beauty brands. What stands out to you about OKOKO Cosmétiques' approach to clean, results-driven skincare?
OKOKO is nothing less than experiential. From the moment you open the packaging, you enter a new world. OKOKO stands apart by creating moments of bliss in everyday routines. The textures, colors and aromas are truly sensorial and indulgent. Using OKOKO Cosmetiques gives me the strong sensation of self-love, with every single application.
Q: How do luxury clean beauty brands like OKOKO differentiate themselves in today’s market?
One of OKOKO’s great points of difference that I’d like to call out is the Blue-Light Protection. This was very much ahead of the game in trends, and is still a feature that is not commonly seen. In today’s tech-driven world, the need for Blue Light Protection is real.
Where can we connect with you?
Q: For brands seeking consulting on growth, Amazon, or scaling sustainably, how can they connect with you?
📌 Website: www.thebeautyagency.ca📌 Instagram: @consciousbeautyagency📌 Contact: hello@thebeautyagency.ca
With extensive experience in wholesale, retail, spa operations, sourcing, and international shipping, Brittany Ivens understand the full beauty supply chain.
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