← Breaking Beauty Podcast
Breaking Beauty Podcast
Bonus! Dissecting Timeline's Very Un-Biotech-Like Rebrand, Why “Longevity Science” is Here to Stay and What Exactly Is Mitochondrial Health?
00:37:20
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- [00:01]
Jamie Holmes
The following podcast is a Dear media production.
- [00:08]
Carlene Higgins
Welcome to Breaking Beauty the Podcast, all about the breakthrough people, products and moments in beauty. We're your hosts, Jill Dunn and Carlene Higgins. Welcome back to Breaking Beauty Podcast, everyone. I'm your co host, Carlene Higgins and I'm here alongside my pod wife for life, Jill Dunn. Hey, Carlene.
- [00:30]
Jill Dunn
Yeah, you're never getting rid of me.
- [00:32]
Carlene Higgins
So not complaining.
- [00:34]
Jill Dunn
And of course we're to beauty editors turned beauty podcasters sharing the breakthrough people, products and moments in beauty. And you know, Carlene, way back in January of this year, we did a whole episode that was like a crystal ball episode where we were talking and sharing our thoughts about what would be driving beauty trends and skincare trends and wellness trends for this year. And I'm happy to say that we correctly predicted that the word longevity would be one of the biggest buzzwords of the year. And it is everywhere.
- [01:04]
Jamie Holmes
Yes.
- [01:05]
Carlene Higgins
I actually just got an email in my inbox from a retailer this morning. They had edited a longevity box.
- [01:15]
Jill Dunn
Yeah.
- [01:15]
Carlene Higgins
And I was like, see, longevity, it's, you know, everything to do with biohacking and improving our health span is top of mind these days. And we're absolutely seeing it on top shelves too. Which is why we are revisiting the topic today in an uninterrupted conversation with Timeline Skincare Chief Brand officer Jamie Holmes in partnership with Timeline Skin Care.
- [01:38]
Jill Dunn
And Timeline is definitely one to watch. In January of 2024, L' Oreal's biotech investment arm, Bold Ventures, invested $66 million in Timeline. So as we said before, when giants like l' Oreal are putting tens of millions of dollars into investments like we're.
- [01:56]
Carlene Higgins
Yes. And Jamie's resume reads like a beauty lover's dream. She's held major roles at iconic brands like Benefit, Olay, Henriksen, Two faced Marc Jacobs beauty goop. And now she's leading the charge at Timeline Skincare, the biotech beauty brand on the brink of a major glow up.
- [02:13]
Jamie Holmes
Yes.
- [02:14]
Jill Dunn
And Jamie is fresh off a plane from Switzerland, where Timeline has just debuted their skincare refresh at 2.0 for the brand. Which I also think begs an interesting question, like, what is the secret, the art to a successful rebrand. And Jamie will be sharing key signs of when it's time for a brand makeover, a glow up, if you will, along with insider intel on marketing claims and truths and where she thinks the future of beauty is headed.
- [02:40]
Carlene Higgins
But first, we're getting the 101 on where biotech is meeting beauty and how a breakthrough ingredient called Mito Pure is shaking up the longevity skincare space.
- [02:50]
Jill Dunn
And if you're curious about Timeline, by the end of this interview and our chat with Jamie, we actually have a very special promo code just for our audience. It's exclusive, everyone. So visit timeline.com breaking and use the code breaking at checkout to get 20% off your entire order. That's timeline.com breaking with the code breaking for 20 off. So welcome to the podcast, Jamie.
- [03:22]
Jamie Holmes
Save me.
- [03:27]
Mary Alice Haney
Hi, I'm Mary Alice haney.
- [03:29]
Carlene Higgins
And I'm Dr. Thais Aliabadi.
- [03:31]
Mary Alice Haney
Dr. A, as she is known, is a world renowned OB GYN. And together we're launching a new podcast, SheMD to empower women to become their own health advocate.
- [03:43]
Carlene Higgins
We're providing women with the knowledge and tools to really own their own health.
- [03:48]
Mary Alice Haney
With celebrity guests and today's leading experts, we're dropping episodes every Tuesday, so listen and subscribe on YouTube or wherever you get your podcast so you never miss an episode.
- [04:06]
Jill Dunn
Welcome to the podcast, Jamie. It's great to have you here.
- [04:10]
Jamie Holmes
Thanks so much. It's so great to be here. Jill and Carlene, thanks for having me.
- [04:13]
Carlene Higgins
So, Jamie, we're going to start at the very beginning before your time at Timeline. I mean, your CV really reads like a drop down menu of beauty brands at your favorite beauty retailer. It's quite impressive. Massive, as we said, everything from benefit to Nicholas Perricone, Marc Jacobs beauty, and most recently at Goop. Now we're going to ask you to spill some tea. Which well known founder impressed you the most? Like, who surprised you and in what way?
- [04:41]
Jamie Holmes
It's always so hard to pick a favorite because they're all so wonderful and dynamic in completely different ways also, by the way. But if forced to pick a favorite, I'm going to say Ole Henriksen. And working for him with him was truly such a gift. I always say to people that it actually made me a better human being. He had such a presence and positivity that was really just contagious. And he had this wonderful ability to really connect with everyone and make them feel so special. I think the first phone call I ever had with him, very first introduction, he said I love you at the end and I was like, this is my new boss. Like, what is this? Is this okay? I don't actually know how I'm supposed to feel about this, but he was consistent with that in every conversation that followed. It's just who he was. And so he gave us such incredible inspiration when we embarked on a rebrand journey. And the experience that I had with him over those years will honestly stay with me forever. They were truly unforgettable.
- [05:40]
Jill Dunn
Now, Jamie, you're no stranger to a beauty rebrand, a beauty refresh, and where you've really been the mastermind behind some epic turnaround stories. So what is a surefire way to know when it's time for a brand refresh?
- [05:54]
Jamie Holmes
Truthfully, every brand's journey is really unique. Sometimes, if a brand has been around for a long time, which was the case with Oola, a rebrand might be necessary to help evolve the messaging or product formats that still can feel true to the brand and timeless, but maybe need to be optimized so they're a little bit more relevant with the modern macro sort of climate or trends. And then sometimes for a newly emerging brand, which is the case with timeline, a rebrand might really be necessary to help elevate and do justice, to showcase what is so unique and special about the brand. And that could be through storytelling, through content, even just the presentation of the details of the packaging experience. I think what you learn along these journeys, too, is that with every single rebrand, the goal is also about simplification. I think sometimes brands assume that a more is more approach is what will work best, like more content, more products, and maybe that'll lead to more sales. But really it's about staying true to the brand identity and the point of differentiation and just owning that space in a way that's simplified and it's digestible and will resonate with consumers.
- [07:07]
Carlene Higgins
And I imagine when you're going through a rebrand, there must be always that healthy anxiety where you're like this, you know, we want this to work, this better work.
- [07:16]
Jamie Holmes
Yeah.
- [07:16]
Carlene Higgins
Can you give us any example of a rebrand turnaround story that you were a part of and what crucial moment made it really pop off? Like, maybe there's some, like a viral moment, or probably longevity is probably healthier than a viral moment, but any. Any examples come to mind.
- [07:35]
Jamie Holmes
It's. It's a really great question, and I think I'll use again as an example that I'm really proud of, because the brand, when I signed on, had been around for about 30 years, and it had started to lose its way a little bit. There were so many products, I think we had probably almost 60 at the time I came on board. It was unclear what the brand was still trying to stand for. And even Ula himself, as the founder, wasn't necessarily being leveraged in a way that really showcased him as an authority in skincare and who had this incredible background in Cosmetic chemistry after years of treating skin at his own spa. And so when I came on board, the brand had been acquired by Kendo, which is part of lvmh. And everybody working on it just felt a lot of pressure to sort of turn it around and give it its spotlight in the sun. I think for me, I also felt a lot of responsibility to Ula because it's a brand that he built with so much heart. And I just wanted everyone to see and feel what I could see that was so special in the brand. And so what we ended up doing was discontinuing a great number of the products because we had too many. But we decided to preserve some of the timeless heroes that the brand had been built on, like truth serum. We introduced sort of four distinctive color coded product categories that were anchored in a primary benefit for consumers to make that clear. And then we took some risks with launching new products. And the one that I think is still so well known today, years later, is Banana Bright eye Cream.
- [09:13]
Carlene Higgins
Oh, yes.
- [09:14]
Jamie Holmes
And the story of this one is really interesting because it actually came from inspiration of being on set with Oola, watching him film educational videos. And then he started putting on some mascara. And I was like, why are you doing that? And he's like, well, I need my eyes to pop on camera. And so I was like, that's a very interesting idea, but how do we take that philosophy and turn it into a skincare forward product? We didn't have an eye treatment in the collection at the time. And so we started to think about maybe how could we infuse that into something really rich with vitamin C, maybe some makeup like properties to just help really brighten the eye area. And so we found a really interesting ingredient called banana powder, which is commonly used and well known by makeup artists to brighten and color. Correct. And so we infused that with vitamin C and we created what was of its day, sort of the first skincare meets makeup hybrid product. We launched it around the world. We launched it as the number one prestige eye cream in its first 30 days. And then that led to a whole franchise development of Banana Bright. And so it allowed us to really start to innovate and push boundaries and do some things differently than we'd ever done with the brand. I think as a result of all of that collective effort with. With a lot of pressure on our shoulders in the first year of rebranding, we expanded globally to new markets. We became a top three global prestige skincare brand and really a great success story within the Kendo and LVMH umbrella.
- [10:50]
Carlene Higgins
Yeah, that's really true. I do remember when Ulay Hendrickson. And now I've been corrected on the pronunciation, so thank you for that. When it really did start to fly off the shelves at Sephora and it was kind of like, wow, you know, he's not a young gun. It wasn't like a sexy, you know, kind of Marc Jacobs or Rihanna type of of a brand. So kudos to you for really. Or your team for really making it relevant. Again, thank you for that.
- [11:22]
Jamie Holmes
And we had a lot of fun doing it as well, I would say. There was always a lot of energy that came through in that. So really, really proud of it.
- [11:29]
Jill Dunn
And you might say that you're on the precipice of a whole new era for Timeline Skincare, because today, while we're speaking to you, there's a whole new era that has hit store shelves. And of course, we mentioned earlier that l' Oreal has invested via their Bold Ventures arm. So big things are on the horizon. Maybe you can start by telling us what drew you to Timeline and what potential did you see for, you know, something bigger and better?
- [11:56]
Jamie Holmes
So I really had the pleasure of meeting our co founder, Chris first. And I think what stood out to me and what impressed me the most was really the scientific rigor of the company. The fact that they'd spent over 15 years in research and development and really with such a passion and commitment to impact people's lives. It started with this intention long before they decided to commercialize products. And I think that's pretty special is it tends to be the opposite of how many brands and products are formed today in this. This landscape. Personally, in my own life, I was going through some things at that time my father passed away. And so just the entire conversation around longevity and a deeper meaning around that resonated with me really a lot. And so I wanted to be a part of that and really help lend my expertise to elevate the brand so that they could realize this intention even more and reach more people through that.
- [12:56]
Carlene Higgins
Tell us what the new Timeline will look and feel like. You talked about being strategic about it. Maybe people were unsure. So what are you turning around and what can people get excited about?
- [13:08]
Jamie Holmes
So I think they can get excited about a few things. For one, we now have a complete skincare routine. Before, we had a very limited collection of only three products. Now we have a complete routine which includes a cleanser, a liquid exfoliator, moisturizers. We've got a really rich, nourishing texture and a lightweight Dewy texture. We have our serum, which is still the number one bestseller in the collection today. And we've introduced a new eye cream. We also sold it out initially when we launched it for the very first time. But we've really thought about the details of this experience, certainly in making sure that the performance stands unrivaled. We do clinical trials and testing on every single product that we produce. But in addition to that, just thinking about the elements of the brand that are really unique and special, like the ingredient itself, which is proprietary to the brand. Mitopure has this really beautiful buttery golden yellow color. And it's also one of the first things I saw when I was introduced to the brand. I think they brought in a tray of the ingredient and there were like a hundred different vials of it. And the color really just struck me as something so unique. If you try our formulas, you'll notice that the formulas themselves are also this really beautiful golden, buttery yellow color. And so we very thoughtfully decided to introduce that into the new packaging. So you see that accented on caps, you see it accented on Mitopure itself and the identity of that. And we're really proud of just how fresh and modern and really timeless that also looks in the presentation of the brand. But beyond that, I think even just thinking about the experience of the products and optimizing those. So, for example, introducing things like a pressed pump for the moisturizers, so you get a really precise dosage of formula, you're not wasting it, you're not having to dip your fingers into the jars over and over again. Even thinking about the experience of our new eye cream, we have introduced in the packaging a little mini cryo spoon. And it's kind of the cutest thing ever when you look at it. But it's also really functional in that it's double ended, so there's a flat end that you can dispense formula out of again, just to be really mindful of keeping it hygienic. But then there's a rounded end that you can use to actually massage around the eye area to help depuff soothe, boost your circulation. So really just thinking about a complete holistic wellness experience, but also just making it luxurious and special.
- [15:39]
Jill Dunn
I wanted to just go back a bit because I remember first hearing about Timeline. I think it was like in 2021, even from somebody in Toronto who is very health conscious and she was talking about the Timeline supplements, the Mito Pure supplements. So talk us through how that. Because that was the first product, I believe it Was like it was ingestibles, right?
- [16:01]
Jamie Holmes
It totally was. So most consumers who know the brand today either know us through the ingredient or from the supplement products. Yeah, the softgels were the very first product that the brand launched about five years ago. They've continued to grow at a rapid, like high double digit growth year over year because the performance is really remarkable. So we now have a highly loyal consumer base. This year we did expand on that with a new format. It's the same dosage of Mitopure, but it's in a gummy form. And that really was created with intention to provide an alternative to those who maybe don't love taking a pill every single day. They want something delicious that still gives them a great benefit. So, Carlene, this one is for you then. It's a great experience to use.
- [16:45]
Jill Dunn
Maybe we can really just get into like, what. What is it? What is in the. The supplement or the. That made it so revolutionary back in 2020, the Mito Pure itself. Because I think we need to. Yeah, just a little 101 on that.
- [16:59]
Jamie Holmes
So it's really a pure and patented and really a precise dosage of urolithin A. That's what we've patented as Mito Pure within the brand. And what that does is it really supports the process of mitophagy, which is recycling damaged mitochondria and renewing them with new healthy mitochondria. And the analogy I like to use is kind of thinking about your car battery. Like for everything else within your car and your engine to function properly, the battery's gotta be working for you mitochondria within ourselves. And so they also need to be healthy and optimized so that you feel better and so that you do appear your healthiest when it comes to energy sources and just the vitality within your skin as well.
- [17:52]
Carlene Higgins
Now, I understand that timeline actually has 56 patents and counting around this innovation. And it all was born from a university research lab in Switzerland, kind of like an MIT of Switzerland, all around this idea of cellular aging, as you mentioned. Now tell us, when it comes to the supplements, you kind of described what Mito Pure does. How can you explain what it does internally when you take the supplement versus applying it topically?
- [18:22]
Jamie Holmes
So when you're taking the supplement and you're ingesting it, I think what's really exciting is that it starts to unlock the process of mitophagy starting within the second day of use, but that it's really within the first 30 days that cells are transforming with these new Healthy cells. And so we really request that everyone takes it consistently for at least 30 days to start to see and feel those benefits, which is increased energy and endurance. I'll hear people say to me, oftentimes, like, if they're struggling with a particular area of their body, like their knees, for example, they start taking the supplement, they use it consistently, 30, 60, 90 days. They're able to just move better. So increased mobility is something that people tend to notice and react to immediately, along with just increased energy levels all around. Even things like brain fog, we all feel that. We all experience that from time to time on any given day. But you'll notice if you take this consistently, you start to really see and feel that diminished over time. And then I think on the skincare side of things differently, you know, we've demonstrated that mitopure really does target aging at the cellular level. Transformation starts to begin within the first 15 days of use. And what that means is you'll see improvement in hydration, firmness of the skin and skin texture, radiance overall, and then fine lines and wrinkles. You really do start to see those diminish in those first 15 days. We've also tested clinical performance at eight weeks. We're testing now for 12 weeks and beyond. And what we've seen is that the product really does demonstrate continued transformation and really powerful results over time.
- [20:06]
Jill Dunn
Can you just speak, Jamie, to the piece of these clinical findings that you're talking about? Because we hear about a lot of skincare brands, but what specifically makes it longevity driven? What is it doing to yourselves? Like, are you going to look like yourself from 10 years ago? Because I think there is misconception out there about this term. So what is it doing versus other brands that might have clinicals as well?
- [20:32]
Jamie Holmes
We want you to feel your healthiest, your most beautiful over the course of a lifetime is the truth. We are not a brand that's saying we are erasing signs of aging from your life, from your skin at all. We want to really celebrate and embrace the fact that aging is a privilege. And to see any lines or marks on the face is representative of living a full life. And so that's really wonderful, and that's beautiful. We want to really optimize the experience for everyone so that you can feel your healthiest in your own skin, your most beautiful and your most confident, really, at every age. That's what longevity means to us. Okay, okay.
- [21:13]
Jill Dunn
So not the Forever 35 face headline I just saw in the cut, like, two days ago, although that's appealing in its own way, but a different journey. A different journey.
- [21:22]
Jamie Holmes
It's a different journey. And I think we want it to be honest and true as well, because I appreciate that there's a lot of conversation out there and there's a lot of noise. And I think, you know, anything that's telling you it's going to change your face within, like, the first hour of using it is not real and honest and true. And that's not driven by science and data behind it. And so we want to make sure that the promise and commitment that we're offering to anyone is really honest and true to the experience they're getting from us.
- [21:51]
Carlene Higgins
Can you talk just a little bit about the culture around longevity in Switzerland? So we had talked about how you just got off a plane and you were just there. There does seem to be, like, a different sort of clinic that exists for longevity. I don't know that much about it, but maybe you do. So tell us about just, like, where this was born from, like, what is some of the cultural context around it.
- [22:18]
Jamie Holmes
It's been such a privilege for me to go there and to experience the place. It's pretty magical. And I remember the first time that I visited everything you see around you, particularly in the areas of Lausanne, which is where offices or Geneva is so rich and abundant in nature. You look around in any direction and you see mountains, you see beautiful, sparkling lakes. I remember telling my husband, even the birds sounded different there. Like, when they chirped, they sounded like little magical fairytale birds. So from second you arrive, you're really immersed in the beauty and the longevity and just the abundance of the place itself. And then when you meet the people, you really start to see how much pride they take in craftsmanship in every area, whether that's science and engineering at an institute like the epfl, which is where we were born from, which is kind of like the MIT equivalent, but then you can translate that even into other categories like winemaking or watchmaking. They really just invest and take the time to ensure what they're producing is the best in the world. And I think with timeline, it started with PhD scientists who really pioneered the research and development for over 10 years before they commercialized any product. And I think that's just indicative of what you find in the culture of Switzerland and the people. It's a unique approach. Like, they. They really desire to be producing the best, whether it's technology, whether it's a product, again, whether it's wine, to be the best in the world.
- [23:50]
Jill Dunn
So is it. Is it that they, they feel as though with longevity, if they study it intensely enough or have these retreats that they're. They're really focusing on this topic, that they can. You can sort of hack your way to a healthier you idea or, or absolutely. It's not even hack. It's because they're literally doing the research.
- [24:11]
Jamie Holmes
They're just doing it. And it's a part of the lifestyle. I mean, I think it's very natural for them every single day to hike, to do yoga, to go ski, to just go be active in nature. Like, it's so part of the culture there. But then combining that with really the rigor and the dedication to making something that's the best, you combine sort of all of those things. And that's what has become so special in pioneering longevity in Switzerland in particular.
- [24:40]
Carlene Higgins
I think now you've seen a lot of products come and go. What's your favorite from the new lineup from Timeline? Your personal fave?
- [24:48]
Jamie Holmes
They're all my children. And so it's hard. It's hard to pick a favorite. But I think the resurfacing exfoliator is one that I'm really excited about, and it's one that I've been using consistently since we started development. It's really powerful, but it's also really gentle. And it has this wonderful blend of actives, which include salicylic acid, mandelic acid, lactic acid. And your skin texture feels really transformed from one use. But certainly with continual use, you'll notice improvement in texture ingredients. This one, I think, honestly, I get probably more compliments from when I'm using it. People will say, what have you done today? Are you trying something new or what are you wearing? I love the fact that it's super powerful and active, but also gentle on the skin and really safe for everyone to use.
- [25:38]
Carlene Higgins
That's great. I'm excited to try that. I know the hero product to date has been the serum. That's where you're getting the most concentrated amount of the mito pure that you talked about. And we've seen all kinds of born from biotech skincare products on the market at this time. Some of them can cost as low as $50. Some of them go into the hundreds of dollars. I know timeline's around 225, so can you share why that happens and why Timeline's products tend to be more of an investment?
- [26:11]
Jamie Holmes
So I think the price positioning within our own brand reflects the investment that we're making, and that's through the research, the development, the clinical Testing behind all the proprietary ingredients and technologies as well as all the other additional actives that we infuse into the formulations. Everything that we use for every single product is at an active and functional level. We're not putting.0001 levels of anything just so that we can claim it on an ingredient label. We are really rigorous in the complete experience of the product and its performance. And the prices reflect that investment. We know and we recognize that it's also an investment to some degree for consumers. But we want them to know what really defines us and sets us apart from other brands.
- [26:57]
Carlene Higgins
Okay. Fair enough. And I think that's. That is one thing that people as consumers may not realize is you can buy formulas that are off the shelf where they're essentially white label or they've been built by a contract manufacturer where it's like a tweaking of something else that exists. Ingredients like retinol. They've been used so many times. All the research was paid for probably 20 years ago. But when you really are starting from scratch and doing that upfront. It's expensive.
- [27:27]
Jamie Holmes
That's right. It's true. Yeah. Yeah. It is an investment all around.
- [27:30]
Carlene Higgins
Okay. I need to try this serum. I also understand that it goes really well under makeup. So tell us when you use it. Like is it better to use it in the day or at night or both? And is there anything you shouldn't use it on the same day with such as retinol? Like do I need to get this in my cycle or what?
- [27:47]
Jamie Holmes
It's such a great format and it's a really interesting texture because it absorbs into the skin in a super lightweight way. But leaves it really hydrated, leaves it really plump and glowing. Helps really boost firmness in the skin. And the truth is you can use this day and night. You can use this daily as part of your skincare routine. You can use this as a compliment also if you're using products like retinol or vitamin C. It's a. It's an active formula. But it's also gentle and safe and effective. And we wanted to really make sure that this would be a product that people could use seamlessly in their routine and every single day. So no sensitivity, no reactivity, no downtime with this one. Which I think is an advantage and a great compliment to ingredients that can be a little bit more potent and active. Like retinol or vitamin C. Absolutely.
- [28:41]
Carlene Higgins
I mean I think that's the thing is there's so many key ingredients these days that are some form of acid and for people who have sensitive skin like mine, like, I just hear active ingredient, and I'm like, oh, like how? You know what I mean? So I love the idea that I can use it every day and it's going to be more. Probably feel more like my hydrating ingredients. Even though it's, you know, working on cell rejuvenation.
- [29:06]
Jamie Holmes
Absolutely. In a gentler but still active way. For sure.
- [29:10]
Jill Dunn
You have a lot of experience in the beauty biz, Jamie, and we've talked a little bit about that, and we're curious. I'm sure you're surveying the market a lot. What other brands are really getting it right right at the moment, in your opinion? And maybe who's meeting the moment and maybe what's giving them that sizzle?
- [29:27]
Jamie Holmes
I think a brand that comes to mind that I really just personally really love, and I think they're killing it, is the maker. I'm not sure if you're familiar with them, but it's a fragrance brand. I think they've done such an incredible job of just creating this beautiful and sensorial world within the fragrance category. They've got the hotel, they've got all the things, all the great partnerships that really support it, and it feels authentic. I think just the storytelling and the experience, in my opinion, is best in class. You really just want to be a part of that. You want to visit and experience the world they've created. And the scents themselves are amazing. Had the pleasure to meet the founders, and they put so much of their own inspiration and heart into every single one that they create. Love the brand. I think they're doing an awesome job. Yeah.
- [30:17]
Carlene Higgins
For our listeners who may not be aware, this is sort of the 2.0 brand that Lev and Elena, Lev and Elena from Fresh Skincare went and built. They got into fragrance, and, yeah, we are. We are fans, and we had them on our show ages ago.
- [30:34]
Jill Dunn
We had Lev. We'd had Lev, episode five.
- [30:37]
Carlene Higgins
That's right. Oh, my gosh.
- [30:38]
Jill Dunn
For context, this. I think this is like episode 409 with Jamie, so.
- [30:42]
Carlene Higgins
That's right. Wow.
- [30:45]
Jamie Holmes
That's right. Amazing.
- [30:46]
Carlene Higgins
And you'd probably appreciate that episode. Jamie, he tells us about how he got into beauty growing up in Russia. I think it was. It was great storytelling. And as you know, we love a good story. And who in the current beauty landscape is underselling themselves at the moment? Are there any brands at risk of sinking anytime soon?
- [31:07]
Jamie Holmes
It's. It's such a hard question to answer, and I'm not going to point a finger at one, but What I will say is this. I think no matter what, it takes incredible courage for anyone to create and launch a brand. But I think in the landscape we're in right now, there are also brands being created almost every single day to easily just sort of capitalize on a trend instead of creating something really with a clear point of differentiation and a big heart from day one. I think the brands that are going to continue to grow and thrive will be those that really do have a clear vision, purpose, mission, and they're creating storytelling that aligns with this, and they're investing in developing a community that really grows and continues to engage with them.
- [31:54]
Carlene Higgins
Yeah, that's a great point. Thinking long term instead of short trends, for sure.
- [32:01]
Jamie Holmes
Yes, yes.
- [32:03]
Jill Dunn
So in your opinion, Jamie, what's 1,000% marketing and what's 0% science?
- [32:11]
Jamie Holmes
I think I said it already, but anything that tells you it's going to completely change your skin or reverse signs of aging and like a moment or a matter of hours is not real. And please don't believe that. I think what's happening right now is there's so many just bold claims that are being made. It's kind of the wild, wild west in a lot of ways. So many of them also aren't really validated with a lot of responsibility and sort of measurable data behind them. And so be careful, Be careful about what you see and what you believe, genuinely. Yeah.
- [32:43]
Jill Dunn
My biggest. My biggest pet peeve right now is these AI dermatologists that are creating content on social media and they're getting millions of views on these reels, and it's just like the person isn't real. They're selling you stuff that is not credible at all. You don't know where it's being sold from. There's zero accountability because that page could just be poof, taken down one day. You never know where it came from. So there's a lot of buyer beware out there in a lot of respects. You really have to sort of be paying attention to your gut and your.
- [33:14]
Jamie Holmes
Common sense when you're absolutely common sense. And do your research too, like, go actually check them out, go do a little digging and that'll tell you what you need to know. Very true, very true.
- [33:24]
Jill Dunn
And, Jamie, what are you most excited about for the next phase in your personal timeline? What are you locking in for this fall? What are you excited about?
- [33:34]
Jamie Holmes
Something that I'm really personally, but also professionally excited about is this new longevity Lab experience that we're creating. We'll be launching it in New York. The first week of October, and this will be really the first time the experience of the brand comes to life in real life, in a setting where people can come and visit and learn more about us and they can touch and feel the product and take them home. This is really the first moment beyond the digital experience that we will be reimagining the brand and in a really exciting space in New York. So it'll be in Soho and it'll actually be October 8th through the 11th for a few select days in Soho. We're really excited about it. That's great.
- [34:17]
Jill Dunn
Are people going to be. Are going to be able to like, run on a treadmill and know your age? Like, what are we talking about here?
- [34:24]
Jamie Holmes
So we're going to interpret and imagine the process of mitophagy. And so think about entering sort of your own mitochondria and learning about what that means and then learning about longevity solutions that can help impact you in so many areas. The fall experience of that will be scientific, of course, but it'll also be artful. It'll be emotional. We want people to really think about this sort of connected experience of living a full and a beautiful life. So it'll be representative of so many things.
- [35:00]
Carlene Higgins
Okay, well, I can't wait. We're going to link to all of that and I think that's. I. I would want to be there for the swag bag. Is there some kind of a swag bag for people?
- [35:08]
Jamie Holmes
There's going to be an epic swag bag, so don't worry. We'll give you your own little Longevity Lab swag as a curated experience for you since you can't be there. But for anyone visiting, we'll have some really exciting gifts, samples, raffles, all a great number of things. So. Yeah, absolutely.
- [35:25]
Jill Dunn
Very exciting. Very exciting. Well, thank you so much for joining us today, Jamie. And just as a friendly reminder for all of our audience listening, we have a very special promo code. There's six new products from Timeline, so if you want to save and check them out, you can go to timeline.com breaking and use code breaking at checkout for 20 off your order. Once again, timeline.com breaking and use code BREAKING at checkout for 20 off your order. We'll link to this offer in our show notes and on our website. Thank you again, Jamie, for joining us.
- [35:56]
Jamie Holmes
Thanks so much, Jill and Carlene. It was such a pleasure. I love the conversation and excited for you to try the product.
- [36:02]
Carlene Higgins
Thank you.
- [36:03]
Jill Dunn
Thank you so much.
- [36:06]
Carlene Higgins
Thanks for listening. You can find details on every product mentioned in today's episode along with our exclusive promo codes on our blog@breakingbeautypodcast.com While.
- [36:15]
Jill Dunn
You'Re there, be sure to sign up for our newsletter every Every episode will be delivered directly to your inbox so you won't miss a single thing and.
- [36:22]
Carlene Higgins
Get social with us. Let us know what you think of the episode. You can follow us on Instagram at Breaking Beauty Podcast and did you know.
- [36:29]
Jill Dunn
We also have a private Facebook group? Just search Breaking Beauty Podcast chat room.
- [36:34]
Carlene Higgins
You can even leave us a voicemail at any time with questions or feedback at 1-844-227-0302.
- [36:41]
Jill Dunn
And don't forget to subscribe to us wherever you get your podcast fix Spotify, Stitcher, Google Podcasts and Apple Podcasts where you can show us some love by writing a review.
- [36:51]
Carlene Higgins
See you next Wednesday. Please note that this episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct or indirect financial interest in products or services referred to in this episode.