We are a collective of experienced leaders in beauty and wellness, brought together by a shared passion for building brands with purpose, longevity, and commercial success.

Through a 360-degree approach, we partner with emerging and startup brands to define their identity, prepare them for market, and create the strategic foundation needed to scale.

Whether engaged individually for specialized expertise or as a full-service collective, we tailor our support to meet each brand exactly where they are in their journey.

Shelly Mattson wearing a camel colored blazer, white shirt and white trousers, sitting on a wooden bench with legs crossed, arms resting on knees and smiling

Meet the Team

Jillian D'Allessandro in a blue floral print top with greenery blurred in the background
Alex Diethelm smiling in a black dress shirt with a maroon and purple bow around her neck against a black studio background
Nicole Ierardi standing in an office space, wearing an olive green button up and smiling
Caroline Robinson sitting in a reclining metal chair with her ankles crossed, smiling in a brown leather jacket, white tshirt, tan jeans and brown clog shoes, posing in a studio space with a dark wooden background and gray concrete floor
Wearing a camel colored blazer, white shirt and white trousers, sitting on a wooden bench with legs crossed, arms resting on knees and smiling

Shelly Mattson

My passion is partnering with founders to bring beauty brands to life—from early concept through launch and retail expansion. With 20+ years in the industry, I bring a hands-on, end-to-end approach that blends brand development with commercial strategy to create businesses that are both compelling and profitable.

From indie startups to global beauty brands, my work spans product strategy, go-to-market planning plus retail and spa channel growth, all the way to profitability and investment readiness.

From lab to shelf, my focus is simple: help you build a brand that resonates, performs, and lasts.

Jillian D'Alessandro

I’m a marketing leader with 15+ years of experience building luxury beauty and lifestyle brands. My background spans product and brand marketing, education, and creative copywriting, with a passion for bringing creative concepts to life through thoughtful marketing activations, storytelling, and collaboration.

At the core of my work is a love for people — building strong relationships, fostering positive team culture, and creating brand experiences that truly connect with consumers. Most recently, I’ve been consulting with emerging brands to develop email marketing programs focused on customer connection, retention, and long-term growth. I’m especially excited by opportunities to partner with founders and growing brands to create meaningful, results-driven consumer experiences.

Smiling in a black dress shirt with a maroon and purple bow around her neck against a black studio background

Alex Diethelm

Relationships are where I thrive. With experience working for magazines, beauty and wellness brands, and a marketing agency, I understand how to help brands show up with polish, purpose, and personality.

I love connecting with the right people, building wholesale opportunities, and creating partnerships that last. With a background in graphic design, website design, and brand presentation, my focus is simple: open doors, build meaningful connections, and help brands grow with confidence.

Standing in an office space, wearing an olive green button up and smiling

Nicole Ierardi

With over fifteen years of experience in the beauty industry, I've gathered a wealth of expertise, from the ins and outs of manufacturing to orchestrating product launches for a wide variety of brands. I have a keen eye for detail and a steady commitment to reaching big goals. Whether it's creating an innovative new product or giving a classic a fresh twist, I'm truly passionate about beauty and personal care. You’ll find me where creativity meets strategic planning.

Caroline Robinson sitting in a reclining metal chair with her ankles crossed, smiling in a brown leather jacket, white tshirt, tan jeans and brown clog shoes, posing in a studio space with a dark wooden background and gray concrete floor

Caroline Robinson

I'm a brand and social marketing strategist with 10 years of experience across agency, in-house, and consulting environments spanning CPG, hospitality, luxury fashion, and lifestyle. My background covers creator partnerships, brand activations, affiliate marketing, and the social strategy that connects all of it. I've worked across industries, and that breadth is what I bring to every engagement.

At the core of my work is a love for building: finding the right audiences, helping brands show up boldly, growing real community, and turning content into commerce.

Let’s Work Together

Warm, sunlit workspace with two people working at a wooden table, featuring a laptop, notebook, pen, glasses of water, and a small table lamp.