Why This $5 Million Skin Care CEO Chooses Reddit Over Influencers

She built Virtue Labs into a $50M+ hair care brand. Now Melisse Shaban is CEO of Aramore — a biotech skincare company backed by peer-reviewed NAD+ research — and she's throwing out the beauty playbook. No influencer deals. No aspirational campaigns. She's sending free product to Reddit strangers, asking for the honest truth, and betting that real science doesn't need hype to win. In this episode: Why she left a board seat to run one more brand How a 28-day Reddit trial beat any influencer campaign The products she cut from her own line — and why What 30 years at Aveda, the Body Shop, and Fekkai taught her about what's broken in beauty Why she hates the word "aging" and refuses to sell fear For more on Aramore https://www.shopify.com/blog/aramore-reddit-skincare-science?utm_campaign=shopifymasters&utm_medium=youtube&utm_source=podcast Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

What this episode covers

Melisse Shaban built Virtue Labs into a hair care brand with more than $50 million in revenue. Now she’s CEO of Aramore, a biotech skin care company with peer-reviewed NAD+ research that’s generated $5 million, and skipping influencers entirely. Instead, she’s sending free products to Reddit strangers and asking for the truth.

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This episode is 38 minutes long.

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This episode was published on May 7, 2026.

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