Hue.

Speaking on an entrepreneurship panel recently at University of California, Berkeley, Haas School of Business, my alma mater, really made me pause and reflect on the journey so far building Hue. It’s easy to get caught up in the day-to-day grind of building a company, but moments like these remind me of the bigger picture—and all the lessons learned along the way. Lesson #1: Pivots ?? We’ve had our share of them, including a big one when we expanded from shade matching to shoppable UGC after digging into customer data. It was a tough decision, but setting clear time-bound goals kept us from spinning in circles. You can’t pivot forever; at some point, you have to make the call. Lesson #2?Sales and go-to-market ?? People need to be willing to?pay?for your product, not just say it’s a great idea. In a startup, you’re either a builder or a seller, and all founders need to understand how to sell. Crossing the chasm from a couple of beta customers to dozens—and hopefully hundreds—isn’t just about a good product. It’s about building real momentum. Lesson #3?Co-founders and team ?? Trust is everything. Whether it’s co-founders, team members, or investors, you have to surround yourself with people who believe in you and your vision, especially during the inevitable ups and downs. One thing I’ve been navigating personally is the transition from being an individual contributor to a manager. There’s a shift in mindset—from doing everything yourself to empowering others to succeed. I’ve leaned on the Jeff Bezos Type 1 and Type 2 decision-making framework to figure out what to delegate and what to own. It’s an ongoing learning process, but it’s so critical as you scale. Fellow founders: What's been your top lesson learned as you've scaled up? ?? Thank you to University of California, Berkeley, Haas School of Business Sarah L. Lena Corredor for having me and my fellow panelists Aron Solberg Julie Bell Imran M. Alavi for all the insights! Go Bears ?? #Entrepreneurship #UCberkeley #HaasAlumni #StartupLife #Leadership #FoundersJourney #Trust #Innovation #Reflection #Scaling #poweredbyhue #shoppablevideo #videocommerce Nicole Clay Janvi Shah Angel Catalan Noureen Shallwani Elena Allison Holly Guenther

Do you know an innovator in beauty? Or perhaps you are that change-maker?? Join Hue. next Tues, Oct 8th at Cobi's in LA for a curated dinner with K18 Hair, Murad, Solawave, CéCRED, Ogee, SOS Beauty Group, rhode skin & more! It’s an incredible opportunity to connect with the leaders shaping the future of beauty! ?? ?? We have 2 seats left! ?? See you soon Nital Patel Scott (CFO K18) Erin Sale (CMO Murad) Andrew Silberstein (Founder Solawave) Tiffany Plater (SVP Marketing Cecred Jennifer Lee (COO SOS Beauty Group) Kristy Roman (Strategic Accounts OGEE) David C. (VP Finance Rhode). If you’re interested or want to recommend someone, drop a comment or DM me! ? Hosted by Hue. Nectar Social BAM Ventures ?? Janvi Shah Sylvan Guo Noureen Shallwani Angel Catalan Elena Allison Holly Guenther #BeautyInnovation #poweredbyhue #shoppablevideo #videocommerce #Hue #NectarSocial #Beautydinner #creatorIQ

Curious about the creator strategies that Summer Fridays, Huda Beauty, amika, Tower 28 Beauty, Inc. and Jones Road Beauty are using to see results? ?? I'm excited to attend CreatorIQ Connect in LA next week with my team at Hue. to hear from these beauty executives on their UGC strategies! Shoot me a DM if you'll be there, would love to grab coffee ? I'm looking forward to panels from industry leaders including: - Sarah Gibson Tuttle from Olive & June - Toto Haba from Benefit Cosmetics - Cody Plofker from Jones Road Beauty - Chelsea Riggs from amika - Tim Coolican from Milk Makeup and so many more! PS If you're in LA for the week, we still have a few seats available for our Innovators in Beauty Dinner in Santa Monica on Tuesday 10/8 - DM me if you're interested in attending. ? Nicole Clay Noureen Shallwani Sylvan Guo Holly Guenther Elena Allison Angel Catalan

Welcome to Q4 marketers ?? ?? ?? #beautymarketing #poweredbyhue #q4 #beautyevents #ugc #shoppablevideo #videocommerce Hue. Janvi Shah Sylvan Guo Holly Guenther Angel Catalan Elena Allison Noureen Shallwani

We can all agree that E.L.F. BEAUTY is the leader in beauty culture creation ?? They recently launched a collaboration with dating app Tinder in fiery hues that inspire confidence. ?????? Aptly named the “Put Your e.l.f. Out There Vault,” it’s a clear example of e.l.f.’s keen understanding of their audience. I absolutely love that the collaboration was based on the insight that 35% of singles experiment with new makeup for a first date. This collab has sparked conversation among customers and brands alike. At Hue., we've definitely been loving the UGC supporting this launch, like this review from creator Courtney Dryden. What do you think of the new collab? Janvi Shah Sylvan Guo Angel Catalan Noureen Shallwani Holly Guenther Elena Allison

Hue is hosting an intimate dinner in Santa Monica for beauty executives, and we want YOU there! ? ?? Come join our CEO & cofounder, Janvi Shah, for great food, inspiring conversations, & connections with the brightest minds in beauty. ?? Date: October 8th ? Time: 7:00 PM PST ??Location: Santa Monica (TBC) If you're passionate about pushing beauty innovation, this is the event for you. Space is limited (we have a handful of seats remaining), so DM to request an invitation! Special shout out to our cohosts Nectar Social and BAM Ventures #InnovatorsInBeauty #BeautyDinner #Beauty #poweredbyhue #NectarSocial #bamventures Janvi Shah Nicole Clay Noureen Shallwani Misbah Uraizee Farah U. Angel Catalan

As a proud L'Oréal alumna, I’m always keeping an eye out on what they're up to. Bravo à tous to the L'Oréal Paris team for the Paris Fashion Week brilliance! ? Paris Fashion Week is always a highlight, but before the runways even started, L'Oréal Paris kicked things off in style with their "Worth It Experience" at London’s Piccadilly Circus. Between livestreams, masterclasses, and a runway show, L'Oréal Paris had it all: ? Innovative In collaboration with TikTok Shop, they hosted a 12-hour livestream on a giant billboard in Piccadilly Circus – the first of its kind! ?? Content-Driven Industry experts and journalists held panel discussions on hot topics like “the age debate” and gave a behind-the-scenes look at the beauty industry. Real conversations, real impact. ?? Buzzworthy They wrapped up with a livestream of the ‘Le Défilé – Walk Your Worth’ show at Paris Fashion Week, featuring icons like Jane Fonda, Cara Delevingne, Kendall Jenner, and Simone Ashley. What I love most? It’s all about connecting with customers in a real and relevant way. ?? Full video of the ‘Le Défilé – Walk Your Worth’ show in comments! Excited to see what the brand has in store for 2025! Definitely one to keep your eye on! #parisfashionweek #lorealparis #loreal #walkyourworth #LeDefileLOreal #poweredbyhue Hue. Janvi Shah Sylvan Guo Holly Guenther Elena Allison Noureen Shallwani Angel Catalan

We're excited to be included in Alpaca VC's list of companies shaping the future of eCommerce personalization! In their latest “Field Study,” Alpaca highlighted brands focused on creating highly tailored, relevant experiences for customers—and Hue. is proud to be one of them. Here are they key opportunities identified in the article for leveraging 'Reviews & Marketing Automation' to drive personalization within e-Commerce: ? Leveraging UGC to help build trust by providing relatable and authentic insights ?? Using AI / ML to analyze customer reviews, extracting the most valuable insights for any give user. ?? Tailoring product suggestions based on a customer's history and preferences ???? Creating AI-Driven hyper-personalized marketing campaigns that increase engagement and conversion At Hue, our mission is simple: make shopping online more personalized by using authentic video content from real customers. As Alpaca rightly pointed out, delivering personalized experiences has never been more important (or more challenging), and we’re grateful to hear from many customers that Hue is solving this problem for brands and shoppers alike. Hue's solution speaks for itself! Hue’s Shoppable Video drives a 5-20% increase in conversion rates for brands, all while delivering a user-friendly, intuitive experience. We’re thrilled to be alongside innovators like FERMàT, Superfiliate, Syrup Tech, Salsify & Constructor. Thank you Aubrie Pagano, Makda Fitsum, and the team at Alpaca VC for the recognition! #ecommerce #personalization #shoppablevideo #customerexperience #innovation #poweredbyhue #ugc Janvi Shah Sylvan Guo Noureen Shallwani Holly Guenther Elena Allison

I spoke 1-on-1 with +50 beauty execs in NYC last week. Here’s what’s on their minds ? ? #1 Content for retailers is difficult to source (Feeling: Unprepared ?? ) This came up in EVERY. SINGLE. CONVERSATION. Whether it’s an emerging brand or a billion-dollar one, everyone is feeling the pressure of keeping up with retailer expectations—especially around user-generated content. Getting the right UGC videos and images for retailer pages and media buys is a massive challenge right now. #2 Brands are unsure how to authentically engage in Tiktok culture moments ? (Feeling: uncertain ????♀?) Brands are feeling the pressure to be more responsive to social trends. Sometimes participating within 24H! But, we have to ask ourselves if brands are helping or stifling these cultural moments. One beauty exec said:? Brands jumping on Tiktok trends is the same as parents using GenZ slang. Once the brands arrive, it accelerates the speed at which these trends die. Yikes.? I’m curious to see how brands insert themselves in a relevant way. #3 In-person community building is evolving (Feeling: Excitement ?? ) Brands are abandoning larger generic events and going back to the basics. They are being more intentional about understanding customer niches, and speaking to them in a way that actually feels authentic. For example, one brand that I spoke with is hosting a local event that brings together urban LatinX consumers with hyperpigmentation. Seems like the more specific the customer tribe, the better. -- ?? Thank you all for taking time during one of the busiest beauty events weeks between MakeUp in New York , CEW 2024 Beauty Expo, and Beauty Independent Beacon Awards Cocktail hour. Especially: Laura Schubert Kiku Chaudhuri Shaz Rajashekar Kristy Roman Roxana Ontiveros Melissa Bramowitz Holmfridur Einarsdottir Charlotte Morse Kristyl Newell Virginia (Ginger) Mayo Catie Cambria Zoe Keller Alysha Huggins Julianne Kur Yongxi Tan #NewYorkCity #BeautyIndustry #Networking #Founders #EntrepreneurLife #Authenticity #makeupin #cew #beautyindependent #2024beautyexpo Hue. Janvi Shah Sylvan Guo Angel Catalan Noureen Shallwani Holly Guenther Elena Allison

?? Exciting News ?? We’re thrilled to announce that Justyna Wilson, Founder of Fancy Salt, is joining Hue. as a Partner! ?? With a passion for helping brands scale and thrive through top-tier social content, Justyna knows how to create content that truly converts—just like us. But beyond her impressive expertise, she’s an exceptional human who leads with heart, and that’s exactly why we’re so excited to welcome her to Hue's Partner Program. At Hue, we’re committed to building collaborative relationships with B2B partners, agencies, and beauty industry leaders, and Justyna is the perfect fit. Curious to learn more? DM me—we have so much in store! ??? #poweredbyhue #Hue #ContentThatConverts #Partnerships #ugc #B2Bpartnerships Noureen Shallwani Janvi Shah Sylvan Guo Nicole Clay Holly Guenther Elena Allison