GlassParency

Finding a white space opportunity in the crowded brand-driven cosmetic space was not an easy task for the Mind64 team when start-up Karmela Cosmetics came to us.

Mind64 created a new name, “Defiance Beauty by Nechami”, which was born out of a combination of frustration and excitement. Frustration that the beauty industry was slow to adapt to the changing consumer demographic, leaving a void with minorities and others who felt underrepresented, and excitement for all the new ways Defiance Beauty can connect with people abandoned by “big beauty”.

Defiance Beauty has grown exponentially by following Mind64’s go-to-market strategy. Starting with direct social media interaction, Defiance products are sold D2C and are available at Amazon, Walmart and many retailers across the country.