
The Journey of Persona: From Digital to Store Shelves
After seven years of thriving online, Persona has finally made its long-awaited debut at Ulta Beauty, now available in over 1,170 stores. This significant milestone highlights not just the growth of the brand but also the perseverance of its founders, Sona Gasparian and Kasra Borojerdi. Persona is now part of Ulta's new Icons endcaps, where it joins other innovative brands like Polite Society and R.e.m. Beauty, showcasing bestsellers like the charming DreamStick Cream Bronzing Multi-Stick and the vivid 24 HR Waterproof Eyeliners.
Bootstrapped and Resilient: The Persona Philosophy
What sets Persona apart in the crowded beauty marketplace is its unique story of self-funding and organic growth. Gasparian remarks on the immense pride of reaching this point, especially in an industry where self-funded ventures are rare. "Being self-funded in the beauty space is almost impossible, and the fact that we have come this far puts us in a proud moment," she shares. This backstory of resilience is especially appealing to conscious consumers who appreciate authenticity and determination.
A Unique Consumer Connection
Gasparian and Borojerdi have built Persona not only as a brand but as a community. They held off on launching the brand until they could develop a product that truly resonated with their followers — the Identity Eyeshadow Palette, specifically designed for people with brown eyes. This thoughtful approach differentiates Persona from brands launched simply due to influencer fame. "Our goal was never to create an influencer-led brand," Borojerdi explains, highlighting their focus on connecting with consumers based on the quality of their products rather than solely on social media popularity.
The Impact of Patience and Timing
Waiting until the market was ready before making a physical store debut has allowed Persona to establish significant brand equity. Gasparian’s decision to wait for higher consumer recognition is insightful; it speaks to a strategic understanding of market dynamics that not all brands can boast. The couple’s slow and steady method of building a loyal customer base has proven effective, especially as today's shoppers prioritize not only product quality but also meaningful stories behind the brands they choose.
Celebrating Individuality and Inclusivity
Their focus on creating wearability and accessibility in beauty products is crucial at a time when women and conscious consumers are seeking brands that align with their values of individuality and inclusivity. Persona embodies a refreshing ethos — one that resonates deeply with those over 35 who are more discerning about their beauty choices and prefer products that reflect their lifestyles and preferences.
With its products finally on the shelves of Ulta Beauty locations, Persona is not just a brand; it's a testament to what passion and patience can achieve in the beauty industry. For those who appreciate quality, authenticity, and a brand that values its customers over trendy influencer culture, Persona offers a refreshing option.
Take a Step Towards Conscious Beauty
Curious to see how Persona can fit into your beauty routine? Make your way to your nearest Ulta Beauty store and discover the inspiration behind this innovative line. Whether it's the multifunctional DreamStick or vibrant eyeliners, exploring Persona might inspire not just a new look but a shift in how you engage with beauty products.
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