BeautyBio’s Jamie O’Banion Takes an Old-School Approach to Business

I’ve only known BeautyBio CEO Jamie O’Banion for five minutes, but she’s already insisting we do demi-seasons on our burger, salad, and peach cobbler. The Dallas-based mother of three is in town for the global launch of her company’s new device, GLOFacial, and to announce a limited-edition version of the tool, GLOFacial x Christian Siriano, at the Project track the star’s New York Fashion Week show – and while there are dress fittings to attend, backstage B-roll to film and emails from board members to respond to, she doesn’t have no problem having an hour-long lunch with a virtual stranger.

“Human connection is one of the most precious gifts we have in this lifetime,” O’Banion says, with her long blonde hair flowing over a simple black top she borrowed from a co-worker (she forgot to mention). bring something to change into for this). Meet). “Taking the time to sit together is important to me, as I have found that getting to know others and understanding their journeys gives invaluable perspective.”

It is this level of caring and humility that is the secret to O’Banion’s success. In a competitive industry filled with celebrity brands like Fenty raking in $570 million in revenue and legacy partners like CoverGirl bringing in billions, BeautyBio has become a juggernaut without any of those caches. From humble beginnings on HSN, BeautyBio now earns hundreds of millions of dollars in sales a year from its competitively priced skincare products and beauty tools, which are sold everywhere from chains like Ulta to department stores. luxury like Bergdorf Goodman. BeautyBio’s accessibility and price, in particular, have helped propel the company’s growth.

“Could we have charged much more for our tools and products? Absolutely. But how does this help? said O’Banion, 40. “The single mom who can’t afford to go get her face moisturized every week but deserves it shouldn’t be denied access to these benefits.”

In August, BeautyBio launched its patented GLOFacial at-home moisturizing facial – the predecessor to GLOFacial x Christian Siriano, which launches on Monday and features the designer’s designs on the tool. Its biggest launch yet, GLOFacial dropped exclusively with Ulta and sold out in three days. O’Banion now hopes for lightning to strike again.

Growing up in Texas, O’Banion mixed his own “formulas” at bath time and spent hours with his anesthesiologist and biochemist father, Terry James, in the labs where he researched and developed compounds for the world’s top cosmetic brands.

“My dad and the biochemists were talking about ionic activity and pH levels, and I was just fascinated by that,” O’Banion says. Not surprisingly, O’Banion joined the family business in Dallas after earning a degree in marketing and business from Brigham Young University. For eight years, the two worked together creating ingredients for major beauty products, and she eventually became part of her father’s lab. product development and marketing team.

Beyond the chemistry, O’Banion loved seeing how a topical like retinol could visibly change the look of someone’s skin. But she also noticed that popular brands were misusing their ingredients and only using a fraction of the suggested active ingredients to save money.

“It was just plain wrong, and I was frustrated to see it happen,” O’Banion says. “So from that point on, my goal was to help educate everyone about skincare.” This is how Beauty Bioscience – BeautyBio, in short – was born in 2011. The goal: To give consumers access to the best possible skin care knowledge and products.

“Not all of us live like celebrities who have access to amazing facials every week,” says O’Banion, who also got unique insight into skincare from her 18-year sideline career as a commercial printing model, which helped fund his business. “But we should, and it should be as easy as opening your bathroom cabinet.”

To achieve this, O’Banion used her training and marketing experience to launch a patented Retinol R45 system on HSN in June 2011. The line immediately sold out. Less than a year later, the company’s Daytime Vitamin C Serum also sold out at launch, and O’Banion loved hearing from customers how much of a difference the products made.

“There’s nothing that gives me more fuel or makes me happier than when people reach out to me and say, ‘My acne and my hyperpigmentation are gone, and I’m confident now,'” O’ says. banion. “It’s more than just physical appearance – it’s how we feel about ourselves, and it’s great to give people access to something that works.”

Despite O’Banion’s early victories, the entrepreneur has returned to her research and development roots to chart BeautyBio’s next step. She set her sights on microneedling — “a process typically reserved for facialist clients,” she says — and after more than five years of testing and tweaking, GloPRO, a $200 at-home tool that helps skin absorb anti-aging ingredients and boost collagen production, debuted on HSN in April 2016. It sold out in 12 minutes. This is also when the brand started selling at major retailers like Neiman Marcus, Bergdorf Goodman and Nordstrom. GloPRO quickly became the number one selling tool among its retail partners, reaching sales of approximately $30 million in 2016.

Success has been consistent since then, with GloPRO winning numerous awards and launching the brand in countries around the world, recording over $100 million in sales in 2018, according to industry estimates. In December 2021, BeautyBio’s skincare topped tools in sales.

Every year, the BeautyBio teams choose a word to focus on (this year’s word is “anticipate”). It lives on the header of every Monday general meeting as a reminder of what to work towards. “Jamie has a remarkable talent for creating an environment of trust where people can express themselves without hesitation,” says James, O’Banion’s father. “The goal is for the best idea to win. It’s his motto. »

Siriano noticed the same qualities while working with O’Banion. “She’s involved every step of the way, and sometimes when you get to a certain level of success, you delegate a lot of the day-to-day and your brand loses a little something,” he says. “I think Jamie is working hard to make sure she doesn’t lose touch.”

As BeautyBio has grown, O’Banion’s family has grown, which now includes three children – Benton, 17, Aubrey, 13, and Gracie, 7.

“When my kids were little and I was growing the business, I often excused myself from going on business trips,” says O’Banion, who is married to fellow entrepreneur Melbourne O’Banion. “But you only apologize if you’ve done something wrong, so I’ve reframed those conversations. Now I’ll be like, ‘Mom has a big meeting and you have a spelling test.’ hand, do our business and talk about it later at dinner. It made my kids feel part of the BeautyBio team and mission and empowered them to achieve their goals.

Motherhood, O’Banion says, also taught her the importance of patience and teamwork in her business so everyone has the opportunity to grow and feel empowered.

“It’s the memories with our team reaching a milestone that everyone worked hard for, or successfully launching a formula that everyone knew was impossible, that brought me the most great joy and satisfaction,” she said. “Every person is valuable, and one of the best ways to show that is to recognize and celebrate each person. Everyone needs to feel seen.

Photographer: Nick Glover

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