{
  "slug": "milani-cosmetics-2026-07-14t12-3",
  "company": "Milani (Cosmetics)",
  "headline": "Milani posts 19 quarters of growth via product collabs with retailers, CEO confirms.",
  "topic": "{Stash Edge — Retail & Shelf 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-cosmetics-2026-07-14t12-3",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retailer co-product strategy · Milani (Cosmetics)\n\nMilani posts 19 quarters of growth via product collabs with retailers, CEO confirms.\n\nMost beauty brands treat the retailer as a slot machine—ship it, hope it moves, repeat. Milani figured out that if you let the retailer design the product with you, they sell it like it's theirs. Nineteen quarters of growth is not accident. It is the compounding effect of the buyer investing time and floor space into a product they shaped. This is the playbook for any beauty or personal-care brand that has shelf space but not growth.\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-cosmetics-2026-07-14t12-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-cosmetics-2026-07-14t12-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-cosmetics-2026-07-14t12-3",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retailer co-product strategy · Milani (Cosmetics)\n\nMilani posts 19 quarters of growth via product collabs with retailers, CEO confirms.\n\nMost beauty brands treat the retailer as a slot machine—ship it, hope it moves, repeat. Milani figured out that if you let the retailer design the product with you, they sell it like it's theirs. Nineteen quarters of growth is not accident. It is the compounding effect of the buyer investing time and floor space into a product they shaped. This is the playbook for any beauty or personal-care brand that has shelf space but not growth.\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-cosmetics-2026-07-14t12-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-cosmetics-2026-07-14t12-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-cosmetics-2026-07-14t12-3",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retailer co-product strategy · Milani (Cosmetics)\n\nMilani posts 19 quarters of growth via product collabs with retailers, CEO confirms.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-cosmetics-2026-07-14t12-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Milani posts 19 quarters of growth via product collabs with retailers, CEO confirms.",
      "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 outlined in a Glossy interview that the brand has maintained 19 consecutive quarters of growth by partnering with retail channels on exclusive, co-developed product lines rather than relying solely on wholesale placement.\nHere's the cool part — the lever almost everyone misses (and you don't have to): your retail buyer is not a gatekeeper—they are a co-product partner. Before your next sales call, ask the buyer what their customers are asking for that they cannot find. Then develop an exclusive SKU for their door only, make it exclusive-to-that-chain in marketing, and let them sell it. You get faster sell-through (their team has skin in it), they get exclusive inventory (less compare-price), and you move the relationship from transactional to collaborative. This week: pick one retail chain and propose an exclusive colorway or size format for Q4. Make it exclusive in writing.\nWhat that means for you: Most beauty brands treat the retailer as a slot machine—ship it, hope it moves, repeat. Milani figured out that if you let the retailer design the product with you, they sell it like it's theirs. Nineteen quarters of growth is not accident. It is the compounding effect of the buyer investing time and floor space into a product they shaped. This is the playbook for any beauty or personal-care brand that has shelf space but not growth.\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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}