{
  "slug": "milani-cosmetics-2026-09-11t03-1",
  "company": "Milani Cosmetics",
  "headline": "Mary van Praag doubled Milani's annual sales to $250 million in five years.",
  "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-2026-09-11t03-1",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Portfolio expansion and retail acceleration · Milani Cosmetics\n\nMary van Praag doubled Milani's annual sales to $250 million in five years.\n\na mature, $125M brand doesn't need viral moments or TikTok seeding. It needs ruthless SKU discipline and retail floor density. Van Praag's play was to map where Milani customers already shop, then put more Milani in front of them—more shades, more finishes, more price points. Test one new subcategory (lip, eye, base) in your top 20% of doors. If attach rate exceeds category average by 15%, roll it to the next 50 doors. The math compounds faster than you'd expect when you own shelf space instead of renting media.\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-2026-09-11t03-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-cosmetics-2026-09-11t03-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-cosmetics-2026-09-11t03-1",
      "chars": 1123,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Portfolio expansion and retail acceleration · Milani Cosmetics\n\nMary van Praag doubled Milani's annual sales to $250 million in five years.\n\na mature, $125M brand doesn't need viral moments or TikTok seeding. It needs ruthless SKU discipline and retail floor density. Van Praag's play was to map where Milani customers already shop, then put more Milani in front of them—more shades, more finishes, more price points. Test one new subcategory (lip, eye, base) in your top 20% of doors. If attach rate exceeds category average by 15%, roll it to the next 50 doors. The math compounds faster than you'd expect when you own shelf space instead of renting media.\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-2026-09-11t03-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-cosmetics-2026-09-11t03-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-cosmetics-2026-09-11t03-1",
      "alt_chars": 1123,
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Portfolio expansion and retail acceleration · Milani Cosmetics\n\nMary van Praag doubled Milani's 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-2026-09-11t03-1",
      "chars": 292,
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    },
    "substack": {
      "label": "Substack · Fending",
      "title": "Mary van Praag doubled Milani's annual sales to $250 million in five years.",
      "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, Milani Cosmetics under CEO Mary van Praag grew from roughly $125 million to $250 million in annual sales over six years, positioning the 25-year-old mass beauty brand for another doubling.\nHere's the cool part — the lever almost everyone misses (and you don't have to): a mature, $125M brand doesn't need viral moments or TikTok seeding. It needs ruthless SKU discipline and retail floor density. Van Praag's play was to map where Milani customers already shop, then put more Milani in front of them—more shades, more finishes, more price points. Test one new subcategory (lip, eye, base) in your top 20% of doors. If attach rate exceeds category average by 15%, roll it to the next 50 doors. The math compounds faster than you'd expect when you own shelf space instead of renting media.\nWhat that means for you: a mature, $125M brand doesn't need viral moments or TikTok seeding. It needs ruthless SKU discipline and retail floor density. Van Praag's play was to map where Milani customers already shop, then put more Milani in front of them—more shades, more finishes, more price points. Test one new subcategory (lip, eye, base) in your top 20% of doors. If attach rate exceeds category average by 15%, roll it to the next 50 doors. The math compounds faster than you'd expect when you own shelf space instead of renting media.\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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}