Faye Brookman


About Faye

Faye Brookman is a freelance business writer with experience covering a range of topics and industries, with a specialty in retailing and the beauty industry. Faye spent 26 years at Women’s Wear Daily where she created a column called Critical Mass. She has contributed to publications including USA Today, Beauty Independent, Beauty Matter, CEW Beauty News, Advertising Age and Crain’s New York Business.


SheaMoisture’s Playbook for Being a Purpose-Driven Brand

Since its founding as a tiny brand sold on the streets of Harlem, the beauty and personal care brand has been a case study in how to meaningfully give back while building its brand.

How Instagram Helped Natural Deodorant Startup Curie Land on Walmart Shelves

Frustrated with the chemicals in many deodorants, Founder Sarah Moret saw an opportunity to create another option. Walmart’s buyers agreed, adding her brand to more than 4,000 of its stores.

Bluemercury Curates Beauty Assortments to Win Customers

Head of Merchandising and Spa Tracy Kline on how the Macy’s-owned beauty retailer distinguishes itself from the ever-expanding pack of beauty purveyors.

CEO of 30-Year-Old Beauty Brand on Keeping Things Fresh

Since joining Jane Iredale in 2019, CEO Chris Payne has discovered how to balance the professional clean beauty brand’s roots with direct-to-consumer growth.

How A Beauty Entrepreneur Took Her Brand from Swap Meets to Urban Outfitters

Competing in the $57 billion U.S. beauty industry against titans who have big advertising budgets is tough. Yet Hernandez did just that with Beauty Creations, poised to surpass $60 million in sales.

Tommy Bahama CEO Talks Multi-Revenue Growth

CEO Doug Wood on how the company grew into a $1.8 billion retail, hospitality, wholesale, and licensing empire, with lessons on building brand equity, too.

How To Turn Deinfluencing Into a Marketing Opportunity

There are opportunities to attract customers even when products are on the wrong end of a social media post.

Ulta Beauty's Accelerator Program Revs Up Opportunities for BIPOC Founders

Jessica Phillips, VP of Merchandising for the nation’s largest beauty retailer, and startups, on how it's helping emerging beauty brands get a spot on the shelf.


Hair Accessories Brand Goody Gets Artsy to Cultivate New Consumers

The venerable brand's new Goody Tru collection was created by BIPOC artists and designed to drive sales transactions and appeal to multicultural customers that value self-expression.


Neutrogena's Personalized Skincare Leans Into Demand for Customized Wellness

AI and 3D technology combine to push the iconic skincare brand into the $3.3 billion beauty vitamin category.