Barry Shaich, beauty brand incubator, sales accelerator, and Minnesota native, has constantly searched for change and opportunity over the course of his career. Growing up, the cosmetic space was no stranger to him; he went to the salon with his mother every Saturday. Originally hooked into the beauty scene as an ‘Aveda Baby’ working in the early days on distribution, Shaich never looked back, and the industry hasn’t been the same since.
Through his work at KEVIN.MURPHY Supply, Shaich learned lessons in sales, growth, and marketing that he continues to teach to this day. He emphasizes a philosophy of his –everything has to have a story and an emotional connection in order to succeed in the market. It was here that he first initiated a shift in packaging and brand identity from science-based, to lifestyle to hit that emotional connection.
As the beauty industry grew more popular, servicing distributors and education became more important for reach. Shaich says that expanding to work with these new concepts “only makes the industry richer”. A breakthrough moment for Schaich came when he transitioned into men’s grooming. As VP of Sales for American Crew and MOP, he helped pioneer a new approach to marketing centered around education. For Schaich, this meant mentoring emerging talent in the industry and helping introduce them to the broader salon and chain market, giving them opportunities to grow professionally.
That experience inspired Schaich to think beyond traditional industry models and imagine what a more modern and inclusive men’s grooming brand could look like. After the sale of American Crew, he was at a crossroads, wishing there were other men’s brands that came up with something more diverse. So, he created his own line that reflects the culture and richness of a barber shop. Woody’s Quality Men’s Grooming introduced itself as a brand that was different from the rest.
Schaich celebrates the modernity of the time and the industry: “There is more opportunity if we are open to it.” He encourages those in the same industry to lean into the ever changing world because it leads to a larger scope of possibilities.
Following his own philosophy, Schaich founded another company called Egg Beauty LABS. As CEO, he strives to understand beauty brand challenges and turn them into opportunities for success. He enjoys connecting those who bring authenticity and emotional connection to the table. When asked the question, how does someone get involved in the influencer space? Schaich says that authenticity is the only real entry point.
Barry Shaich understands history. He dives headfirst into change, and reveres authenticity. As an experienced beauty and sales pro who has witnessed companies grow from mere concepts to acquisitions, Shaich begs us to ask the question: “What’s your unique point of difference?”
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