In this episode of How They Scaled It, host Courtney sits down with Brittany Lo, founder of Beautini and Beia — a dual force in the beauty and wellness world. If you’ve seen Beia on shelves at Neiman Marcus or buzzing across Amazon, this is the story behind the woman who’s making body care more confident, intimate, and intelligent.
Identifying the Real White Space in Beauty
Brittany didn’t just follow trends; she embedded herself in her customers’ lives to uncover what they actually needed. Before she ever created a product, Brittany launched Beautini, a luxury beauty service for weddings and special events. This gave her firsthand access to thousands of women and their unspoken insecurities: sweat, body odor, blemishes in unexpected places. These weren’t being addressed by traditional beauty products, and they weren’t being talked about.
Instead of relying on industry white space analyses or trend forecasting, Brittany chose real-life pain points. The idea for Beia was born from intimate conversations, both literally and emotionally. She wanted to create skincare that helped women feel clean, confident, and present throughout their day. “I don’t want to just use a body scrub to use a body scrub,” she explained. “It has to work and solve something real.”
From Spark to Shelf: Navigating the Product Development Maze
Launching Beia during the pandemic was no small feat. Brittany began ideating in 2020, facing disrupted supply chains, uncertainty, and a saturated market. What kept her grounded was the product vision. She started with what her Beautini clients needed most: something to fight sweat and maintain glow throughout their big day.
But manufacturers weren’t easy to come by. Brittany described the beauty production space as “cloak and dagger,” built on decades-old relationships and almost immune to cold calls. It took a personal connection through her intern to land their first manufacturing partner. From there, Brittany hired her own chemist, determined to maintain control of her formulas and ensure the highest standards. “Why would I not just white-label something if I wasn’t going to create something original?” she asked.
The First Sales and a Shift to Retail
When Beia finally launched in 2022, Brittany leveraged the network she had built through Beautini and her own community. But it wasn’t just a soft launch; it was a celebration. Customers had been part of the process from the start, giving feedback on packaging and messaging. That buy-in created real sales momentum.
Still, Brittany knew DTC alone wouldn’t cut it. She looked to trade shows, the very events where Beautini had found early success. It worked again. Beia got picked up by Neiman Marcus, Free People, and Urban Outfitters, landing right in the center of the growing intimate care and wellness trend. The brand’s hero products were solving real, awkward problems, but with elegance, performance, and permission.
Pivots, Positioning, and Listening Harder
Though Beia launched in the intimate care category, Brittany realized the brand’s potential reached far beyond the bedroom. Customers were using the products daily, integrating them into routines not for intimacy, but for overall presence and confidence.
This sparked a rebrand. Instead of chasing early adopters in the sexual wellness category, Brittany broadened her messaging to reflect Beia’s true value: modern skincare that fits into every stage of life. It was an important reminder for Brittany not to over-rely on advice from retailers or advisors. “Everyone told me different things,” she said. “But the best insights came from our own customers.”
Amazon became a major growth driver. Contrary to what many believe, customers aren’t just refilling old favorites on Amazon; they’re discovering new brands. And Amazon’s review-centric model gave Beia the proof it needed to compete. Meanwhile, Beia remains omnichannel, showing up where the customer is, from boutiques to big box to DTC.
Profits Over Hype, and People Over Resumes
Brittany is quick to emphasize: she’s self-funded and profitability matters. Beia is not chasing unicorn growth at all costs. Instead, she’s focused on crafting products so good that people reorder them. That means slow formulation cycles, higher manufacturing costs, and premium pricing. “I’m not trying to be for everyone. I want to be something exceptional for someone specific.”
This philosophy also carries into her hiring. With Beautini now managing a team of 80+ stylists, and Beia growing quickly, Brittany prioritizes work ethic, adaptability, and shared values. “We’re not the right fit for everyone,” she said. “And that’s okay. But when you find someone who is? Hold onto them.”
Want to hear the full conversation?
Listen to Episode 17 of How They Scaled It on Spotify: https://open.spotify.com/episode/2DvbE3l2RT07iM00Lq9BoN
If you’re a DTC founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about Beia, visit Beiabeauty.com.
