{
  "slug": "milani-2026-07-14t18-4",
  "company": "Milani",
  "headline": "Color cosmetics brand logged 19 consecutive quarters of growth via retail collabs.",
  "topic": "{Stash Edge — Bundling Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/milani-ceo-mary-van-praag-unpacks-the-strategies-behind-19-quarters-of-growth-trends-shes-betting-on-for-2h/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/milani-2026-07-14t18-4",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Bundling Play}\n◆ SILVER · Product collaboration strategy · Milani\n\nColor cosmetics brand logged 19 consecutive quarters of growth via retail collabs.\n\nMilani has 19 quarters of growth in an oversaturated color cosmetics market. The fact that they're still growing — not just holding — while everyone else is scrambling tells you the lever isn't product (everyone's product is fine) or price (everyone's price is optimized). It's the retail relationship. Most brands approach retailers as gatekeepers. Milani approaches them as collaborators. That shift in how you talk to them changes everything downstream.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/milani-2026-07-14t18-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-2026-07-14t18-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-2026-07-14t18-4",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Bundling Play}\n◆ SILVER · Product collaboration strategy · Milani\n\nColor cosmetics brand logged 19 consecutive quarters of growth via retail collabs.\n\nMilani has 19 quarters of growth in an oversaturated color cosmetics market. The fact that they're still growing — not just holding — while everyone else is scrambling tells you the lever isn't product (everyone's product is fine) or price (everyone's price is optimized). It's the retail relationship. Most brands approach retailers as gatekeepers. Milani approaches them as collaborators. That shift in how you talk to them changes everything downstream.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/milani-2026-07-14t18-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-2026-07-14t18-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-2026-07-14t18-4",
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      "label": "Bluesky",
      "body": "{Stash Edge — Bundling Play}\n◆ SILVER · Product collaboration strategy · Milani\n\nColor cosmetics brand logged 19 consecutive quarters of growth via retail collabs.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-2026-07-14t18-4",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Color cosmetics brand logged 19 consecutive quarters of growth via retail collabs.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nMilani CEO Mary van Praag attributed the brand's 19-quarter growth streak to strategic product collaborations with retail partners, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): co-develop product with retailers and they become your sales team, not just your shelf space. Instead of selling a pre-made SKU to a buyer, bring them a design concept and ask: what does your customer want in this shade? The retailer now has ownership of the outcome. When the product launches, they push it because it reflects their customer voice. For color cosmetics, a limited-run collab with a big retailer can drive 15-25% of that retailer's category traffic during launch week. Run this week: identify your top 5 retail partners. Call each one and propose a co-developed exclusive that no one else can stock — not a variant, a *different* product. Offer to guarantee shelf position if they co-brand the marketing.\nWhat that means for you: Milani has 19 quarters of growth in an oversaturated color cosmetics market. The fact that they're still growing — not just holding — while everyone else is scrambling tells you the lever isn't product (everyone's product is fine) or price (everyone's price is optimized). It's the retail relationship. Most brands approach retailers as gatekeepers. Milani approaches them as collaborators. That shift in how you talk to them changes everything downstream.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/milani-ceo-mary-van-praag-unpacks-the-strategies-behind-19-quarters-of-growth-trends-shes-betting-on-for-2h/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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