Ep 9: How Casey James and Carla McGraw Made The Power Lip Go Viral with Réforme Beauty

In this episode of The Beauty Sessions, Sophie Blowfield sits down with Casey James and Carla McGraw, co-founders of Réforme Beauty - home to the viral Power Lip product that is making makeup artist lip contouring accessible to everyone. Known as the "Lip Contour Queen," with her loyal following, Casey built a devoted community before Power Lip even launched, while Carla brought her expertise as a Product Development Brand Consultant in beauty to bring the formulas to life.Casey and Carla unpack the reality of co-founder dynamics, how they involved Casey's community in testing formulas, and the process of navigating major decisions together - from manufacturing in South Korea to their vegan, cruelty-free commitments and the upcoming re-brand.Tune in to discover the strategic insights behind building a community-first beauty brand and why their approach to making professional techniques accessible represents the future of beauty innovation.I hope you enjoy!Follow Sophie Blowfield on ⁠⁠⁠Instagram⁠⁠⁠Follow The Beauty Sessions on ⁠⁠⁠⁠Instagram⁠⁠⁠Follow Casey James on⁠ ⁠⁠InstagramFollow Réforme Beauty on ⁠Instagram⁠