Beyond the Bottle: Erica Cocilova On How Ethique is Flipping Haircare On Its Head

In this episode of Minutes With Mike, Mike Ryan and PIMS’ President Ayla Anaya sit down with Erica Cocilova, CEO of Ethique, a standout brand in the sustainable haircare space.Erica shares how growing up as the “oldest girl in an Italian family” shaped her team-first mindset, why taking risks even in uncertain times pays off, and how being clear on values helped guide her next move.A few standout points from this conversation:✅ Why no one should trade down on product performance and sustainability must stand up on its own✅ How early direct-to-consumer experience (direct mail included) set Erica up to build strong brands✅ The importance of stepping into challenges, owning more than your job description, and learning every part of the business✅ Leading through a brand sale, building trust with her team, and why every problem has a solution✅ How Erica balances ambitious work with family and why her husband’s decision to stay home was pivotalOne of our most engaging conversations yet, packed with takeaways for any brand leader, marketer, or operator navigating growth and purpose.