Business of Beauty


Episode 39: Sheri Koetting at MSLK Inc.

Learn How She Specializes in Helping Beauty Companies Find Their Voice in Today's Crowded Marketplace Through Branding!

Hosted by: David Lee

Show Notes:

Our guest is the Co-Founder and Chief Strategist of MSLK, a branding agency based in New York. MSLK specializes in helping beauty companies find their voice in today’s crowded marketplace through 360° positioning — from overall brand strategy to brand identity, packaging, websites, and digital marketing campaigns. 

She has worked with clients such as Aveda, Chanel, Joico, John Masters Organics, Maybelline, Ouidad, Redken, Sephora, in addition to many smaller brands. 

She frequently speaks about marketing and branding at conferences around the world. In 2002, she co-founded the non-profit organization, Spark Design Professionals, and in 2012 Evolve Symposium. Both produce events and workshops dedicated to best practices and business acumen for design agencies.

She is proud that they are celebrating their 20th year of business and have recently received a host of awards worth celebrating. One of her favorites is the Rebrand Award, a global, business-oriented program reviewing and acknowledging the best in brand refinement.

Her superpower is designing with style and substance. Like brand archeologists, they have a team of experts that help uncover a brand's unique assets and polish them so that they are more apparent and effective. 


You’ll learn:

  • What is the new approach beauty entrepreneurs should know
  • What makes their service different from others
  • Importance of having a brand that speaks to your audience
  • An in depth discussion of why Brand Naming, Logo Design, Packaging Design, Digital Marketing is important
  • The Biggest Struggle of big and small beauty brands that her business works with


Beauty Business Info: Business of Beauty – Episode 48

Our guest offers legal services and consultancy solely for businesses in the beauty/cosmetic industry. She is proud that they are the foremost and only beauty/cosmetic legal specialist in Africa. Her superpower is running a full-time master's program in law in one state and ensuring her firm is fully operational in another state.

Beauty Business Info: Business of Beauty – Episode 47

Our guest help hair, beauty, and wellness brands visually communicate their unique genius so they feel proud and clear showcasing their growing empire. She is proud that they have transformed over 500+ brands. Her superpower is injected into the DNA of Digital Bloom, her work is fueled by her genuine love for transforming the way business owners see their brand. From supporting start-up seedlings navigate their branding confidence, breathing fresh new strategies into blossoming brands to being the creative brain behind some of the industry’s hero brand glow ups.

Beauty Business Info: Business of Beauty – Episode 46

Our guest is a business coach for the hair and beauty industry, he teaches a lot about prioritizing sales and marketing in their business and the incredible benefits this can have, especially coming out of COVID restrictions. They are the only company in the world in this industry that delivers fully paid clients to salons with no out of pocket costs! They handle all the marketing and sales for their clients so that they have more time to deliver incredible services for their clients. He is proud that in just 3 weeks, they made a single salon over $56,000 in sales - that's 113 new clients and over 670 new bookings for their business. Total, his business has now made over $2.5 million in sales for salons across Australia and the world. His superpower might be a strange one, but he'd say his superpower is the ability to quickly analyze a business and isolate the real problem they're facing. For example, he could spend 5 minutes talking to a salon owner about their problems and then zero in on what the real issue facing their business actually is.