AJ Patel: Inside the Growth Engine of a Luxury Skincare Brand

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/

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This episode was published on January 15, 2026.

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