Your beauty brand deserves to be everywhere your customers are looking for you.
We'll get you there.
Your beauty brand deserves to be everywhere your customers are looking for you.
We'll get you there.
Global Beauty Expertise
From North America, Europe to APAC, I have supported world-class beauty brands in entering, scaling, or repositioning in new markets,
bridging high-level strategy with hands-on retail and marketing execution.
Trusted by the Brands Who Scaled
From launching LANEIGE across Europe to managing leader brands, I've been in the room where retail deals happen — and I know what it takes to win.
Truly an asset to have by your side
Anissa played a pivotal role in the launch of LANEIGE in Europe.
Her knowledge of the different markets enabled us to successfully establish the brand in 13 countries with strong, optimized plans.
Whether for business reviews or operational follow-up, Anissa always demonstrated great professionalism and rigor while being highly responsive and attentive.
Truly an asset to have by your side.
LANEIGE - Sr Brand Manager
Any brand entering Europe would be fortunate to work with Anissa
Anissa was one of the most strategic and supportive category leader we worked with at Sephora. Even in the early days of the K-beauty trend in Europe, when market data was limited, she helped us establish a clear positioning and understand how to speak to European consumers. Ahead of major launches, her consumer-driven guidance shaped the right direction for our assortment and messaging, making our story clearer and more relevant to European shoppers. She brings strategic clarity and practical support.
Belif - Sr Marketing Manager
The Offer
Four high-impact services designed and tailored to help beauty brands enter, expand and win in new markets.
Retail Accelerator
You're ready to pitch retailer, but you don't know if your brand, pricing, or assortment is retail-ready.
The Solution: I audit your readiness, build your business case, and create a buyer-ready pitch deck + assortment strategy — always asking: will the consumer understand this? Will they buy it?
The Result: You walk into your retailer meeting with confidence, clarity, and a plan that maximizes your chances of acceptance.
Format: 10 days
Best for: DTC brands doing €2M+ revenue, ready to enter premium retail.
Omnichannel Retail Expansion Strategy
You're in one retailer, but you feel like you are leaving money on the table by not expanding to others.
The Solution: I map your retail expansion roadmap: which retailers to prioritize, how to adapt your assortment per channel, and how to negotiate terms - all through the lens of: where will your consumer actually shop? What will make them choose you?
The Result: A clear 12-month retail expansion plan with revenue projections and retailer introductions.
Format: 15 days
Best for: Brands already in 1-2 retailers, ready to scale across Europe.
Brand Repositioning & Relaunch
Your brand is stagnating and you're losing relevance in a competitive market.
The Solution: I audit your current positioning and map out your full relaunch plan (packaging, retail, digital, PR, influencer).
The Result: A clear roadmap to reintroduce your brand to the market with renewed relevance and momentum.
Format: 15 days
Best for: Heritage brands or DNVB in decline, needing a strategic reset to regain market traction.
Fractional Leadership
You need senior retail or brand expertise, but you don't want a full-time hire.
The Solution: I embed with your team 2 days/week to build your retail strategy, lead buyer negotiations, and execute activations.
The Result: You get Director-level retail leadership without the full-time cost.
Best for: Brands scaling fast and needing hands-on retail execution.
How I Work
A flexible approach. Adaptable to your context and growth stage,
covering all stages from strategy to execution
DIAGNOSE
Get to the truth fast.
I analyze your brand fundamentals, pricing architecture, assortment, margins, and retail positioning to identify what could kill your pitch—or your P&L. Most importantly, I look at it through the consumer's eyes: will they understand what you do in 3 seconds? Will your pricing make sense to them?
You get: A brutally honest assessment of what's working, what's not, and what needs to be fixed before you pitch.
BUILD
From insights to action plan.
I turn the diagnosis into a clear, prioritized roadmap: pricing architecture, assortment strategy, retail pitch deck, launch planning. The key moves that will actually shift revenue, margin, or brand equity, not vanity projects. Everything aligned so your teams and stakeholders can execute with confidence.
You get: A retail strategy that's ready to present to distributors within 48 hours.
EXECUTE
Move fast, test, learn, refine.
We execute, optimize, test, and adjust in real time. Fast cycles, pragmatic decisions, measurable outcomes. Whether it's launch execution, retail expansion, or brand narrative - no heavy processes, just measurable progress.
The aim: a clear, aligned plan that enables confident, seamless execution.
You get: A partner who's been on both sides of the table and knows how to make retailers say yes.
Brands I've Worked With
Over 11 years at LVMH, Puig, and The Body Shop, I've launched, scaled, and repositioned some of the world's most recognized beauty brands across Europe, North America, and APAC.
Get In Touch
Ready to scale your beauty brand ?
Send me a message and let’s explore how I can support your next stage of growth.