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Company Spotlights provide in-depth profiles that cover the history, philosophy, philanthropy, growth, development and corporate culture of groundbreaking companies in the channel.
But the old-school direct selling party plan, where Jordan Essentials firmly planted itself and grew for 20 years, looked increasingly vulnerable in light of the pandemic. “I felt that if we did not pivot, we were going to be in trouble,” states Bogart.
For Princess House, the 2020 chaos was the perfect atmosphere to rethink, restructure and reorient the company, shifting course from several years of declining sales and scattered focus.
Before they dreamed up their signature lashes, the founders of Red Aspen—Jesse McKinney, Genie Reese and Amanda Moore—established a mission for their new company, one that would guide every decision and every product: to inspire women to stand up, stand out and stand together by uniting passionate with purpose.