{
  "slug": "milani-beauty-cpg-2026-07-13t09-7",
  "company": "Milani (Beauty, CPG)",
  "headline": "Milani hits 19 consecutive quarters of growth through retail product collabs and curation.",
  "topic": "{Stash Edge — Brand-Story 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/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/milani-beauty-cpg-2026-07-13t09-7",
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    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ PAPER · Retail collaboration strategy · Milani (Beauty, CPG)\n\nMilani hits 19 consecutive quarters of growth through retail product collabs and curation.\n\nNineteen quarters of growth is 4.75 years of consecutive increases. That is not luck or virality; that is discipline. Milani is not winning on TikTok; it is winning by being the brand that retail buyers want to work with because Milani makes their jobs easier. You collaborate with them. You hit your reorder dates. You develop products that work in their environment. Over 19 quarters, that discipline compounds. The unsexy truth: brands that hit consistent multi-year growth rarely talk about how. They are too busy executing.\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-beauty-cpg-2026-07-13t09-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-beauty-cpg-2026-07-13t09-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-beauty-cpg-2026-07-13t09-7",
      "chars": 1137,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ PAPER · Retail collaboration strategy · Milani (Beauty, CPG)\n\nMilani hits 19 consecutive quarters of growth through retail product collabs and curation.\n\nNineteen quarters of growth is 4.75 years of consecutive increases. That is not luck or virality; that is discipline. Milani is not winning on TikTok; it is winning by being the brand that retail buyers want to work with because Milani makes their jobs easier. You collaborate with them. You hit your reorder dates. You develop products that work in their environment. Over 19 quarters, that discipline compounds. The unsexy truth: brands that hit consistent multi-year growth rarely talk about how. They are too busy executing.\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-beauty-cpg-2026-07-13t09-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-beauty-cpg-2026-07-13t09-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-beauty-cpg-2026-07-13t09-7",
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      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ PAPER · Retail collaboration strategy · Milani (Beauty, CPG)\n\nMilani hits 19 consecutive quarters of growth through retail product collabs and curation.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-beauty-cpg-2026-07-13t09-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Milani hits 19 consecutive quarters of growth through retail product collabs and curation.",
      "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 discussed strategies behind 19 quarters of consecutive growth, emphasizing the power of product collaborations with retailers and merchandising innovation, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): approach retail buyers not with new SKUs, but with collaborative product ideas — limited editions, bundles, or collections that work only in their store. This gives the retailer a reason to feature you over competitors and gives you predictable reorder volume. Track which collaborations drive the highest sell-through and repeat the format. The 19 quarters of growth likely came from consistent, unexciting execution: collaborations, shelf reset, inventory management — not viral moments.\nWhat that means for you: Nineteen quarters of growth is 4.75 years of consecutive increases. That is not luck or virality; that is discipline. Milani is not winning on TikTok; it is winning by being the brand that retail buyers want to work with because Milani makes their jobs easier. You collaborate with them. You hit your reorder dates. You develop products that work in their environment. Over 19 quarters, that discipline compounds. The unsexy truth: brands that hit consistent multi-year growth rarely talk about how. They are too busy executing.\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/.)\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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}