The New Beauty Innovation Playbook: Rewriting the Rules

Breaking through the boredom of trend fatigue is no easy matter. But it can be done.
Breaking through the boredom of trend fatigue is no easy matter. But it can be done.
vladimirfloyd at Adobe Stock

Abrams and Lucree will dive into the power of virality, strategies to grow beyond a hero product, and tackle the challenge of increasing consumer trend fatigue.Abrams and Lucree will dive into the power of virality, strategies to grow beyond a hero product, and tackle the challenge of increasing consumer trend fatigue.wacomka at Adobe Stock💡 Beauty Accelerate is returning LIVE to the East Coast March 12-13, 2025, at the Ocean Place Resort & Spa in Long Branch, New Jersey, featuring expert talks from newsmaker brands and innovation thought leaders, networking opportunities, and a boutique exhibition of concept products and services from leading ingredient, packaging and contract/turnkey manufacturing partners. 👉🏽 Registration is now open.

The beauty industry has experienced a massive transformation over the past decade, reshaping how brands approach innovation in an increasingly crowded and competitive market. In today's fast-paced landscape, success means rewriting the rules—and that's exactly what two indie beauty veterans are here to discuss.

At Beauty Accelerate 2025, innovation experts Jess Abrams, SVP of innovation at Danessa Myricks Beauty, and Lorne Lucree, founder of Quiet Coyote Consulting, will lead a dynamic session—The New Beauty Innovation Playbook: How Brands are Redefining Successon how brands can stay ahead of the curve. This thought-provoking discussion will dive deep into strategies for thriving in today’s ever-changing beauty landscape.

Here’s what you can expect:

  • The Power of Virality: Discover how brands are leveraging viral moments to drive consumer engagement and sales.
  • Moving Beyond the Hero Product: Learn strategies to expand your product portfolio while maintaining brand identity and relevance.
  • Combating Trend Fatigue: Find out how to navigate and overcome the challenges of consumers feeling overwhelmed by constant trends.
  • Lifestyle-Led Innovation: Explore the rise of lifestyle-driven product development and its impact on the future of beauty.

This session is packed with actionable insights, fresh strategies, and inspiration to future-proof your approach to product innovation. Whether you’re a startup or an established brand, this is your chance to gain the tools to break through the noise and lead the charge in redefining beauty innovation.

Don’t miss this opportunity to learn from the best in the industry. Register now for Beauty Accelerate 2025 and join us for this game-changing conversation. The future of beauty is waiting—are you ready to lead it?

👉🏽 Registration is now open.

About our experts

Over the course of her 20-year career, Jess Abrams has navigated indie brands and global corporations to success through the ever-changing landscape of the beauty industry. SOver the course of her 20-year career, Jess Abrams has navigated indie brands and global corporations to success through the ever-changing landscape of the beauty industry. SJess AbramsOver the course of her 20-year career, Jess Abrams has navigated indie brands and global corporations to success through the ever-changing landscape of the beauty industry. She has spearheaded a broad range of projects across product innovation, package design and development, QA and regulatory, sales, and retail management.

Currently, Abrams is the Senior Vice President of Innovation for the award-winning, eponymous founder-led cosmetics brand, Danessa Myricks Beauty. Tapped for her notable skills in building and scaling indie brands, along with her depth of success garnering trust with founders, she is working to build out the product, packaging, and regulatory teams, formalize processes, and enhance the innovation strategy to support global expansion.

Prior to joining DMB, Abrams was the Vice President and Head of Product Development for the award-winning, entrepreneurial beauty brand Summer Fridays. She built the product and packaging teams, oversaw global regulatory affairs, created franchises within the portfolio architecture and enhanced product profitability, all while managing the development process from ideation to execution.

Lorne Lucree is the founder of Quiet Coyote. He has spent his career utilizing a passion for beauty, combined with a constant curiosity.Lorne Lucree is the founder of Quiet Coyote. He has spent his career utilizing a passion for beauty, combined with a constant curiosity.Lorne LucreeLorne Lucree is the founder of Quiet Coyote. He has spent his career utilizing a passion for beauty, combined with a constant curiosity, to distill consumer insights, developments in technology and active ingredients, packaging innovations, progress in sustainability, olfactive trends, inclusion efforts, and the latest formulation techniques into blue-sky ideas that translate into breakthrough, retail-ready products that resonate with a wide range of consumers and retail partners.

Combine the consumer-first approach of marketing from Procter & Gamble and Unilever Prestige, the attention to beauty métier from L’Oréal and Estee Lauder, the entrepreneurial, creative spirit of the world of brand building at a fast growth beauty incubator like Luxury Brand Partners (R+Co, IGK, One/Size), and a deep knowledge of operations and supply chain from personal care manufacturing, and you have a snapshot Lorne’s professional background that informs his approach to concept development.

Lorne's innovative concepts have garnered global recognition, winning prestigious awards such as Allure Best of Beauty, Allure Best of Beauty Breakthrough, Refinery 29 Beauty Innovator, Glamour Beauty Award, Times UK Style Beauty Award, and Nylon Beauty Hit List. These accolades are a testament to his ability to create successful and resonating innovation.

Prior to founding Quiet Coyote, Lorne held the position of Central Strategic Innovation Advisor to the Unilever Prestige portfolio of brands as well as SVP of Innovation at TATCHA. He was also hand-picked as a member of the Conscious Beauty at Ulta Advisory Board and the Product Development Advisor for the Ulta MUSE Accelerator Program, showcasing his commitment to driving innovation in the industry.

Prior to Unilever Prestige, Lorne served as the Chief Innovation Officer and Head of ESG at Voyant Beauty, the largest beauty and personal care contract manufacturer in the US, along with holding product development and global marketing leadership roles at Estee Lauder, L'Oreal, and Luxury Brand Partners.
Lorne has an MBA from NYU Stern School of Business focusing on marketing, leadership, and change management and a Bachelor of Science degree from Boston University focusing on communications and women's studies.

About Beauty Accelerate 2025

In an environment of consumer uncertainty, market saturation and rapid technological shifts in R&D and marketing, beauty is at an inflection point.

That’s why Beauty Accelerate 2025: Future-proofing Beauty will deliver insights from industry- and category-leading experts and brands, offering practical strategies for product and brand development, marketing, and consumer engagement to deliver growth that lasts.

  • Dates: March 12-13, 2025
  • Location: Ocean Place Resort & Spa in Long Branch, New Jersey

By uniting the best minds in marketing, R&D and data, this year's event will deliver actionable insights and strategies for brand success in 2025 and beyond.

From expanding the beautyspan with regenerative and longevity-focused innovation to engaging Gen Alpha and Gen Z consumers, this year’s event will provide a 360-degree view of what it takes to succeed in beauty in 2025 and beyond.

Key themes will include:

  • Engaging Gen Alpha & Gen Z
  • Longevity & (p)rejuvenation: maximizing the beautyspan
  • The efficacy imperative: proof is not optional
  • Delivering value: insights for demanding consumers across categories
  • Obsession-worthy cosmetic packaging: design x function x sustainability
  • What the latest data tells us about what’s next in beauty
  • Beauty innovations to capture white space

3 Reasons to Attend Beauty Accelerate 2025

🤯This year’s event is tapping newsmaker brands, R&D technical experts and beauty leaders to present actionable takeaways for brands of every scale and across every beauty category. 

🧪 In addition, Beauty Accelerate’s Innovator Talks and boutique exhibition will highlight the latest concept products, ingredients, packaging, technologies and services to drive future product development, R&D, marketing and retail success.

🍸 To bring it all together, Beauty Accelerate 2025 will provide ample networking opportunities, from lunches to a closing cocktail reception to the C&T Allē Awards, an evening honoring the best in R&D and brand innovation.

👀More details, including featured speakers, program details and tickets, are coming soon; stay tuned.

👉🏽 Registration is now open.

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