Our success is the result of entrepreneurial spirit, passion, drive and pushing boundaries, knowing that our commitment to the customer is more than skin deep. With over 40 years of experience in the beauty world, Aloette is dedicated to creating clean skincare and makeup that all beauty lovers can feel good about.
Inspired by the posh streets of London, butter LONDON was born in out of one passionate objective: to offer toxin-free nail lacquer without compromising on colour, quality or performance.
Featuring the Free Patent Shine 10X Nail Lacquer, the Feel Good Beauty nail brand has developed a top-selling collection of trend-setting cosmetics, skincare-infused nail treatments and playful nail lacquers that encompass a rebellious spirit with a dash of cheeky Brit wit.
Today, COSMEDIX has blossomed into an internationally recognized clean skincare brand, trusted by loyal customers and skin professionals across the globe.
With a luxurious line of products with skin-loving formulas that are skillfully crafted for all skin tones and types, COSMEDIX strives to deliver gentle yet optimal skincare results—without the harsh side effects. Stephen Merrick brings over 30 years of valuable financial and operational expertise to the Astral Brands family. Throughout his career, he has worked in various C-Suite capacities, as well as a business advisor to multinational financial corporations. He has built a record of success leading early stage, stagnate and growth companies through strategic growth initiatives—successfully driving profitability and company transformations.
His wit and charm is a welcoming staple of the Astral Brands community. Over the years, Christy has developed a performance driven, take charge mindset with a sharp focus on business strategy.
Jessica has a broad range of experience in both the Talent Acquisition and Human Resources realm within multiple industries and will report directly to Bob. In her spare time, Jessica enjoys running, yoga, and college basketball.
A graduate of the nationally top ranked School of Packaging at Michigan State University, Nate has been involved in the packaging world for over 15 years. A Canadian native and graduate of Western University, Cathy McKenna has acquired over 15 years of direct sales management and training experience within the beauty sector.
Cathy first broke into the beauty business working as the Division Manager for the Fortune company, Avon Products Inc. Thanks to her skillset in strategic management and dedication to hands on training, Cathy successfully developed a team that consistently generated multi-million-dollar sales revenue, year after year. Now as President of Aloette at Astral Brands, Cathy utilizes her entrepreneurial spirit and results-oriented leadership to improve market awareness, expand franchise ownership and develop successful brand strategy for the widely loved Aloe Vera-based skincare and cosmetic company.
Brand sends products to Instagram makeup "gurus. Brand re-grams. Repeat until you have two million followers. Brands like Benefit, TooFaced, and Tarte aligned themselves with influencers early on without necessarily changing the DNA of their brands.
It now boasts over 10 million Instagram followers and a full color cosmetics line. Its best-selling product, however, remains its classic 4-in-1 Pressed Mineral Foundation , which includes a proprietary "complex" of skin care ingredients.
The brand also changed its packaging. Our core demographic is 18 to When we made our move in January we were ready and we looked like we wanted to look," explains Thompson.
In January the brand hosted 14 influencers in Cabo for some wining and dining and brand immersion. Merino is one of the rare Instagram gurus who actually has a career putting makeup on faces other than his own and counts Chanel Iman, Fifth Harmony, Ariana Grande, "the entire Braxton family," and "reality people and Housewives" as clients. I realized it was a pretty established brand that probably just needed a little more help with social media so I thought it was a prefect partnership," he says.
Other recent best sellers for the brand include its pancake-sized bronzer , a "magnetic" mascara , a "Love Your Selfie" palette , and that Instagram staple, matte liquid lipstick. The brand hosts meet-and-greets with influencers and has a presence at events like BeautyCon, Coachella, and Generation Beauty, a strategy Thompson says will continue. Time will tell whether or not beauty brands within the Instagram bubble will survive. Thompson is optimistic, though: "We will continue to evolve and widen our reach.
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