Watch the full conversation between Bee Shapiro and Fashionista’s Beauty & Style Director Steph Saltzman on The Fashionista Network.

When beauty veteran Bee Shapiro launched her fragrance brand Ellis Brooklyn 10 years ago, it was in a very different industry. For one, as a longtime beauty reporter, she saw firsthand how exclusive the fragrance space could be. Though she was receiving free samples from top luxury brands, she recognized that most designer, quality fragrances in the market priced out the average consumer. 

Then there was the fact that it was such a male-dominated space. Even though fragrance brands mainly targeted women, advertising and storytelling hardly came from a diverse viewpoint. So Shapiro decided to address these gaps herself.

“I wanted to create something accessible,” she told Steph Saltzman on The Fashionista Network. (Watch it here!) “I still wanted to have the luxury feel, but I didn’t want it to be so alienating. And then […] almost every single hot brand at that time had a male creative director or male founder. […] In fragrance, sometimes that male lens of creativity made us into dolls and […] I just felt like I wanted storylines and fragrances that were more relevant to the life I was leading.”

Getting Ellis Brooklyn off the ground wasn’t easy. Shapiro shared the “humbling” experience of finding a perfumer, learning how to promote product as a marketer vs. an editor and navigating wholesale. 

A decade later, Shapiro has learned from those early business years and scaled Ellis Brooklyn into an investor-backed, consumer-favorite fragrance brand that’s sold in multiple retailers, including Sephora and Ulta. In the full interview, she discussed how the brand stays ahead of trends, its new product development strategy and how to market scents through social media. Plus, she teased what to expect for Ellis Brooklyn’s upcoming fall launch. 

Watch the full interview here.

This conversation was hosted on The Fashionista Network powered by interactive media platform Fireside, where viewers get the chance to participate and speak directly with industry figures. Learn more about The Fashionista Network here.

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