{
  "slug": "milani-cosmetics-2026-09-11t00-1",
  "company": "Milani Cosmetics",
  "headline": "Doubled annual sales to $250 million in five years under new leadership.",
  "topic": "{Stash Edge — Brand-Story 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-2026-09-11t00-1",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ DIAMOND · Executive-led product and brand repositioning · Milani Cosmetics\n\nDoubled annual sales to $250 million in five years under new leadership.\n\nThis is the move everyone talks about but almost nobody executes: you don't need new customers if you stop selling downmarket. Milani had the distribution already locked. Van Praag just stopped letting the shelf position tell the story — she made the product speak first. That's a CEO move, but the lever is simple: what one thing about your brand are you apologizing for that you should own instead?\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-2026-09-11t00-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-cosmetics-2026-09-11t00-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-cosmetics-2026-09-11t00-1",
      "chars": 1002,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ DIAMOND · Executive-led product and brand repositioning · Milani Cosmetics\n\nDoubled annual sales to $250 million in five years under new leadership.\n\nThis is the move everyone talks about but almost nobody executes: you don't need new customers if you stop selling downmarket. Milani had the distribution already locked. Van Praag just stopped letting the shelf position tell the story — she made the product speak first. That's a CEO move, but the lever is simple: what one thing about your brand are you apologizing for that you should own instead?\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-2026-09-11t00-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-cosmetics-2026-09-11t00-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-cosmetics-2026-09-11t00-1",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ DIAMOND · Executive-led product and brand repositioning · Milani Cosmetics\n\nDoubled annual sales to $250 million in five years under new leadership.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-cosmetics-2026-09-11t00-1",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Doubled annual sales to $250 million in five years under new leadership.",
      "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, a veteran beauty executive, has led Milani Cosmetics through accelerated growth that doubled annual sales to $250 million in five years, with plans to double again.\nHere's the cool part — the lever almost everyone misses (and you don't have to): don't defend your category position — redefine what category you play in. Milani stayed in drugstore retail but stopped competing on price and started competing on formulation and shade range. The same distribution, same shelf space, reframed product narrative. Run this by auditing what your customer actually believes about you versus what you claim, then shift the narrative first — the product and pricing follow.\nWhat that means for you: This is the move everyone talks about but almost nobody executes: you don't need new customers if you stop selling downmarket. Milani had the distribution already locked. Van Praag just stopped letting the shelf position tell the story — she made the product speak first. That's a CEO move, but the lever is simple: what one thing about your brand are you apologizing for that you should own instead?\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",
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}