AJ Patel: Inside the Growth Engine of a Luxury Skincare Brand
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Show Notes
AJ Patel is the SVP of Global Growth at U Beauty, a fast-scaling luxury skincare brand that just launched a Sephora partnership.
Expect to hear about:
– Career Shifts: Why AJ moved from analytics into commercial growth, and from Unilever to a startup.
– Growing Without Promos: Why U Beauty limits discounts and focuses on education over price cuts to build long-term brand trust.
– Sephora: How the Sephora partnership came together and why AJ sees it as an awareness and credibility engine.
– Creative > Targeting: Why creative is now the primary growth lever on Meta, and how U Beauty tests 100+ creatives per month to scale efficiently.
– Profit Over Growth-at-All-Costs: Why AJ prioritizes retention, margin, and long-term brand health as U Beauty scales.
Find AJ on:
LinkedIn – https://www.linkedin.com/in/aj-patel-ecommerce/