K18's Michelle Miller on the Strategies that Rocketed the Biotech-Backed Haircare Brand to Stardom

In our last episode of 2022, Conor sits down with one of Glossy’s Top Marketers of 2022: Michelle Miller, SVP of Global Marketing at biotech-backed superstar K18 Hair.

We start by learning why K18 prioritizes top-of-funnel brand marketing over paid advertising, and Michelle emphasizes the importance of fostering your core community—which, for K18, has always been professional hairstylists. We then hear what qualities Michelle looks for when joining a brand, and the characteristics of good founders, before learning how Michelle recruits her own “team of geniuses.” Next, we dive into Michelle’s career background and unpack how influencer marketing has evolved since her early days pioneering the space at Too Faced. We discuss K18’s approach to TikTok, before switching gears to explore the challenges of hyper-growth. To close the show, we learn what’s next for K18, and Michelle gives advice to those looking to achieve similar success.

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