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Kelly St. John and KSJ Collective are featured in the hit documentary, ICON(S), that journeys through the making of the iconic fragrance Baccarat Rouge 540. Kelly is largely credited for playing a pivotal role in the fragrance's success. Scenes from a special dinner in her honor are captured in the film as Kelly shares some of the behind-the-scenes journey. Watch here

Kelly St. John shares insights on how opportunities like Ulta Beauty’s Marketplace are strategically important for brands. KSJ Collective has been deeply involved in this initiative, working alongside more than 20 brands currently on the platform. Brands like Jenny Patinkin, Caldera + Lab, Manucurist , and Wrinkles Schminkles are gaining traction and being recognized for how they are approaching the channel. Read more

Nearly a decade after sharing her original guidance for emerging beauty brands, Kelly St. John revisits the conversation with Beauty Independent to reveal what has changed, what hasn't, and why retail has become more selective than ever. From positioning and consumer demand to operational readiness and community building, she breaks down the 10 factors that separate brands that earn shelf space from those that don't. Read more

Nearly a decade after sharing her original guidance for emerging beauty brands, Kelly St. John revisits the conversation with Beauty Independent to reveal what has changed, what hasn't, and why retail has become more selective than ever. From positioning and consumer demand to operational readiness and community building, she breaks down the 10 factors that separate brands that earn shelf space from those that don't. Read more

Kelly St. John joined industry leaders at BeautyMatter's State of Play Leadership Roundtable "How Beauty Leaders Are Rethinking Growth in 2026" to discuss today's beauty market. Beauty remains resilient, but winning in today’s market requires more than momentum. As consumers, retailers, and investors become increasingly selective, efficacy, strong business fundamentals, and customer experience are separating the brands built to last. Watch State of Play on demand

With the launch of Target Beauty Studios launching across 600+ stores, Kelly St. John believes that the success of this concept will ultimately come down to the full 360° experience. Service, education, merchandising and strong brand storytelling all need to work together to move the consumer from curiosity to confidence to conversion. KSJ Collective client Manucurist is among the 90 prestige emerging and international brands selected for Beauty Studio's debut assortment. Read more of her insights on LinkedIn and the original Beauty Independent article here.

Kelly St. John joined industry leaders at BeautyMatter's inaugural State of Play to examine the transformation of beauty retail in 2025. Drawing on her expertise as former Neiman Marcus executive and founder of KSJ Collective, Kelly provided critical insights on what it takes for brands to succeed in today's retail landscape: "It's not enough to have a beautiful product. Retailers are looking for audience, engagement, and community." Read more

The Founders Program, powered by Fixer Advisory Group, tackles this challenge head-on. This 16-week intensive connects founders with seasoned operators across beauty, wellness, and consumer categories - leaders who understand what it truly takes to grow responsibly and sustainably. Kelly shares her focus as a Course Leader for the 2026 Cohort, guiding the Retail Readiness and Distribution Strategy sessions. Read more

Kelly St. John shares insights how the future of beauty isn’t about replacing existing channels - it’s about building a more dynamic ecosystem that fosters innovation, collaboration, and connection across every touchpoint. KSJ Collective was proud to have partnered closely with Ulta Beauty on the new Marketplace initiative and to support our brands as they navigate this next chapter of retail. Read more