105. Sigma Beauty Co-Founder/CEO Dr. Simone Xavier

By All Means

She may be the only beauty industry executive who is also a veterinarian with a Ph.D. in molecular biology. In 2009, Dr. Simone Xavier founded Sigma Beauty with her husband Renee Filho, while working as an assistant clinical professor within the University of Minnesota’s College of Veterinary Medicine. By day, she led a lab that developed vaccines and diagnostic tests. By night, she studied beauty influencers on YouTube to learn what products they liked and where holes in the market existed. Sigma Beauty started with makeup brushes, which Xavier sent to beauty YouTubers for feedback. They responded by sharing the discovery of the new indie line making high quality brushes at prices lower than the leading brands of the day, and Sigma Beauty caught fire. Today, the company brand based in Mendota Heights, Minn. produces around 300 products including makeup, brushes and cleaning items. Sigma is sold in 70 countries around the world and in major department stores across the U.S. Xavier and her husband bootstrapped the company and have no interest in selling. “We have a vision, a plan, a lot of growth coming up,” Xavier says. That includes a partnership with Disney, a new skincare line, and a move toward clean cosmetics. Xavier talks about the evolution of influencer marketing, product development, and building a consumer brand. “The biggest misconception is that you need millions,” she says. “Stop. Just relax. Come up with your product, fine tune it the way you feel is best, show your passion online, and you will connect with the audience.” As for her nontraditional background in veterinary medicine and science? Xavier says she wouldn’t change a thing. “My training was critical. You learn so much of critical thinking, trend analysis, research. All of that, I use today on this business and could have used on any business.” Following our conversation with Xavier we go back to the classroom with University of St. Thomas Opus College of Business marketing professor Gino Giovanelli who offers advice on how businesses can leverage social media. Don’t go for the influencer with the biggest audience, he says; you’re better off partnering with someone authentic who has smaller numbers. And beyond amplifying your brand, leverage social media for brand feedback that can inform product development.