{
  "slug": "milani-cosmetics-2026-09-10t21-1",
  "company": "Milani Cosmetics",
  "headline": "CEO doubled annual sales to $250 million in five years, targeting another double.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/mary-van-praag-doubled-milani-cosmetics-annual-sales-to-250-million-in-five-years-now-shes-ready-to-double-them-again/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/milani-cosmetics-2026-09-10t21-1",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Scaling beauty brand through executive leadership and distribution · Milani Cosmetics\n\nCEO doubled annual sales to $250 million in five years, targeting another double.\n\nEvery operator in beauty is now obsessed with DTC, TikTok, and 'brand building.' Milani just doubled to $250 million by doing the oldest thing in retail: making sure the shelf is full, the price is right, and the turns are fast. Van Praag is now aiming to double again. The unsexy truth: wholesale moves faster than social if you have the ops to support it.\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-2026-09-10t21-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-cosmetics-2026-09-10t21-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-cosmetics-2026-09-10t21-1",
      "chars": 992,
      "limit": 3000,
      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Scaling beauty brand through executive leadership and distribution · Milani Cosmetics\n\nCEO doubled annual sales to $250 million in five years, targeting another double.\n\nEvery operator in beauty is now obsessed with DTC, TikTok, and 'brand building.' Milani just doubled to $250 million by doing the oldest thing in retail: making sure the shelf is full, the price is right, and the turns are fast. Van Praag is now aiming to double again. The unsexy truth: wholesale moves faster than social if you have the ops to support it.\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-2026-09-10t21-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-cosmetics-2026-09-10t21-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-cosmetics-2026-09-10t21-1",
      "alt_chars": 992,
      "alt_limit": 3000
    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Scaling beauty brand through executive leadership and distribution · Milani Cosmetics\n\nCEO doubled annual sales to $250 million in five years…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-cosmetics-2026-09-10t21-1",
      "chars": 295,
      "limit": 300
    },
    "substack": {
      "label": "Substack · Fending",
      "title": "CEO doubled annual sales to $250 million in five years, targeting another double.",
      "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 👇\nPer Glossy, Mary van Praag, leading Milani Cosmetics for six years, doubled annual sales to $250 million in five years and is now focused on doubling them again.\nHere's the cool part — the lever almost everyone misses (and you don't have to): mass retail wins are not lost—they're abandoned. Milani proved that a legacy brand with shelf space and operational discipline can outrun DTC-only competitors by maximizing turns per foot, expanding SKU velocity, and treating retail partners as partners, not rent collectors. If you have SKUs on shelf, stop chasing Instagram and count turns. The next $125 million is in the stores you already have.\nWhat that means for you: Every operator in beauty is now obsessed with DTC, TikTok, and 'brand building.' Milani just doubled to $250 million by doing the oldest thing in retail: making sure the shelf is full, the price is right, and the turns are fast. Van Praag is now aiming to double again. The unsexy truth: wholesale moves faster than social if you have the ops to support it.\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/mary-van-praag-doubled-milani-cosmetics-annual-sales-to-250-million-in-five-years-now-shes-ready-to-double-them-again/?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",
      "chars": 1869,
      "limit": 0
    }
  }
}