Brij

Brij started with two people, a pitch deck, and a belief that offline and online didn’t have to be disconnected. This Thanksgiving, I’m reflecting on everyone who turned that belief into this incredible company that Brij has become. This time of year always makes me pause and reflect on how far we’ve come — and how many people make this journey possible. For so long, it was just Zack Morrison and me building Brij. Now, we’ve grown our team enormously, which has been one of the most gratifying pieces of the job, welcomed amazing customers, and partnered with investors who believed in us long before Brij was anything more than a pitch deck. To our team: I am endlessly thankful for this wonderful, A+ group. You show up with heart, talent, and ownership every single day. Thank you for your contribution to building our mission and vision. Brij would not be what it is without each and every one of you: Zack Morrison, Alec Shah, Genevieve Flynn, Patricia Riegel, Sarah (Davidson) Molloy, Felipe Maté, Whitney Hudson, Tim Mattessich, Cara Felleman, Gui Groscos, Jenni Cocoa Lee, Arielle Halldin, Emma Laffey, Julia Lang, Alexa Kilroy, Audrey Buck, Lorenzo Sozzi, Lisa Smith, Nicole D’Amore, AJ Hoke, Stephanie Peters, Denis Kuria, Qalb Hussain, Harsh Chaudhary, Navneet Kaur Keer, Madhur Jain, Dashmesh Verma, Sush Ravish, Wilterson Garcia, Arqam Saeed, Diego Silva, Usman Zahid, Erick Casteneda, Zoofishan Khan Hussain, Haris Ali, Maryam Afnan, Alina Arshad, Muhammad Zahid, Bilal Qamar, Nauman Ijaz, Danish Ashraf, Adnan Jamil, Victoria Louise de Guzman To our customers: Without you, Brij would not exist! When I think back to starting the business, I set a goal of having 1 customer. And now? We’re over 150 brands — a milestone that reminds me we’re solving a real problem and building something that matters. Thank you to those who took a chance on us early and have continued to be our partners in building this solution to truly bridge the offline and online. To our investors: Thank you for taking a leap of faith when Brij was nothing more than a pitch deck, and thank you to all the investors after that who have given us the capital to make Brij a reality. Thank you for your belief in our vision. John Neamonitis at Lake House, Rachel ten Brink at Red Bite Capital, Diana Murakhovskaya at Artemis, Francisco Aivado Nunes & Miguel Bagulho at Bright Pixel, and Blake Hatten at CEAS To my family: Thank you for being my rock. I could not do this without a strong support system — my wonderful partner, my mom, my sister. Startup life truly takes an army, and I am beyond thankful. Kevin Stephens I’m reminded today that gratitude isn’t just a holiday tradition. It’s a practice. One that keeps me centered in the chaos and energized for what’s ahead. Wishing you all a wonderful Thanksgiving. 💙🦃

I had my first child at the worst possible time in my career. And it was the best choice I ever made. When I became pregnant with my daughter, I'd founded my tech startup Brij only one year prior. If you're not in the startup world - the first year isn't a time where you can afford to go slow. It's fast, all-in, go-time. Many people questioned my timing. Even more people question the notion of women being mothers and business leaders entirely. (Want proof? I can show you some of my LinkedIn comments. 😂) But I knew there would never be a perfect time to start a family. So, I went for it. My advice for women who are questioning whether or not they're allowed to do both is this: - First off - You do NOT need to choose career vs family. It IS possible to do both. I'm here to show you that. - Start before it feels perfect. It took me thousands of needles, 5 retrievals, 4 embryo transfers, and 2 devastating miscarriages to give birth to my first daughter. That's not the case for everyone, but I'm happy that I chose not to wait to start my journey until my career path felt 100%. - Create an environment that makes both possible. My success as a mother and entrepreneur is in direct correlation to the strength of my partnership and support system. It takes a village to raise children, and it's not always easy to balance parenthood and scaling a startup. But the bottom line is - you can absolute do both. Sincerely, a working mom who loves both her jobs. 👧🏼📈❤️

The hardest pill to swallow as a retail brand? You’re not "in control." Yep, this lesson isn’t a fun discovery. 😅 As founders, marketers, and brand leaders, we pride ourselves in controlling the details. In fact, a quest for control is part of what drove me to entrepreneurship. Let’s be real - Who doesn’t want to be in charge of their work schedule? To execute on your visions and ideas? To create your own team culture instead of blending into someone else’s? But when you work in retail, one thing becomes clear to you, fast: You can’t control consumers. You have to meet them where they are. Spending three days at Glossy Beauty & Wellness Summit solidified this truth - The brands that will win in 2026? They’re the ones creating seamless, omnichannel experiences that FOLLOW their customers. To follow your customers, you need to pay attention. Customers are evolving how they interact and shop with brands quickly and often!

Here are all of my top takeaways from Glossy E-Commerce Summit 2025: -TikTok is now the #1 source for beauty content and new products over all other social and steaming platforms. That means brands can’t afford to stay focused on just the channels they own anymore. Customers might discover your brand on TikTok, add to their Amazon cart and buy it in-person at Ulta - all in the same week. If you want to keep up with your customer, you have to meet her wherever she shops. And guess what? She expects convenience AND continuity. -Paid ads aren’t just for DTC brands anymore. The best teams using paid ads to support their in-person retail - not just their e-commerce. -TikTok is no longer just a "top of funnel" awareness-driving platform. It's driving conversions across EVERY sales platform. Once again, it's about meeting your customers where they are, not dictating where you want them to shop. -Your team has to be aligned and connected in its omnichannel marketing efforts. If your brand, paid and retail teams aren't working from the same strategy (& budget), your brand will never feel cohesive. The bottom line? The CUSTOMER is in control. It's your job to meet her where she's at.

Today, we’re officially opening the beta for Brij’s AI Analytics Agent! I genuinely believe this is the future of omnichannel intelligence. ✨ If you’ve ever battled dashboard fatigue, waited days for reporting, or stared at a spreadsheet wondering what on earth it’s trying to tell you — same. For years, brands have had the data but not the clarity. So our team built something different. 🤖 Meet the Brij AI Analytics Agent: your brand’s real-time, always-on data partner. You ask a question in plain English: ➡️ “Which experiences drove the most registrations last week?” ➡️ “Where are we seeing emerging trends in customer behavior?” ➡️ "What are my top-performing SKUs by retailer over the last 90 days?" And you get instant, clear, actionable answers (with visualizations!) inside Brij. No dashboards. No SQL. No delays. What makes this special is that it’s built specifically for omnichannel brands. This is AI designed to address the analytics challenges faced by brands that sell through multiple channels, manage numerous SKUs, and need to demonstrate ROI on both digital advertising and physical retail activations. It understands your products, your retailers, your customer profiles, your campaigns — all of it. And today, we’re inviting a select group of innovative brands into our beta! If you want early access and want to help shape the next generation of omnichannel intelligence, now’s your moment. 👇 You can apply for early access in the comments. Can’t wait to build this future with you.

6 takeaways from the Glossy Beauty & Wellness Summit that brands can't afford to ignore: I spent three days immersed in conversations with beauty's brightest minds. And wow - the industry shift happening right now is MASSIVE. 1. Wellness is the new beauty standard Consumers aren't just buying products anymore - they're investing in their longevity. They're tracking data, demanding ingredient transparency, and only choosing brands backed by actual science. If your product can't prove its claims, you're already losing. 2. Your channel strategy is broken (if these aren't aligned) Your ad spend on Amazon affects your DTC sales. Your brand campaigns drive retail traffic. Yet most teams still operate in silos. The brands crushing it? They've aligned leadership, budgets, and stakeholders to treat every channel as one connected ecosystem. 3. TikTok owns beauty discovery. Period. It's not just where consumers find new products - it's where they come BACK for retention. TikTok Shop is driving serious revenue. And if you're not there? You're invisible to an entire generation of beauty buyers. 4. Omnichannel isn't optional anymore Your customer wants to discover you on TikTok, research on your site, and buy at Target. Tomorrow she might reverse that entire journey. 80% of purchases still happen in-store, but 9 out of 10 brands are using retail media to bridge that online-to-offline gap. 5. AI is your new competitive advantage Not for replacing people - for scaling what only humans could do before. Personalization at scale. Content creation in minutes. Customer insights from millions of data points. The brands using AI well are operating at a completely different speed. 6. Test, iterate, repeat (or get left behind) The winning playbook from last year? Already outdated. The smartest marketers in the room weren't sharing what worked - they were sharing what they're testing next. Beauty isn't just evolving. It's being completely reimagined. And the brands that get it? They're not waiting for the dust to settle. They're already building for what's next. 🚀 Thank you to our wonderful hosts Lexy Lebsack Jill Manoff What beauty trend are YOU excited about this year? 👇 It was so wonderful spending time & learning from new friends: Sara Youmans Krystal Walker Harry Forsyth Alexandra Salai (Moran) Isabel Malbois Amanda Kahn Kellie Wesser Amanda Lehner Ashley Akinola Hailey Sheldon Emily Stephens Becca DuPont Eva Minutoli Heaven Schydlowsky Genie Reese Haley McDonnell Kat Schneider Alina Piernick Rochelle Jacobs Amy Sotnick Jessica Marra Alanna Barron Alexandra Dacks Alisha Shereen Monika S. Amanda Fitzpatrick Brian Celis Vanessa Bermeo Elizabeth Jordan (Fenton) Chloe Murphy Danie Moriarty Whitney Hudson

Ever been called out publicly at work? Bet you still remember how it felt. 😳 Have you ever heard the relationship advice "Criticize in private, celebrate in public?" Well, the same advice works for business leadership. I've always believed in radical candor at Brij. Zack and I are both no-nonsense when it comes to delivering a message and don't believe sugarcoating helps anyone. But when it comes to direct feedback, I had to learn this lesson the hard way: Even though direct feedback IS important for individual growth and company success, the setting it's delivered in is even more important. I thought that because we'd set a standard of directness and honesty, it was enough to simply make sure it was always delivered with respect. But the key to feedback doing what it's intended to do? 🔑 Criticize in PRIVATE. When you give constructive criticism in public, feelings of shame or embarrassment take center stage over actually internalizing the feedback. Now, if I have constructive criticism, I hold on to it until our weekly 1:1 meetings or send it in a private Slack channel. On the flip side, I've learned the importance of being PUBLIC with praise. Want to create a culture at work where your team celebrates one another? Do this: - Start channels dedicated to celebration. We have designated Slack channels for celebrating promotions and big wins out loud. - Use your platform for appreciation. One of my favorite ways to celebrate team is to post about them on my LinkedIn page. Who doesn't want their family and friends seeing great remarks about their work ethic and skill? - Give shoutouts during IRL meetings. Make sure to take the celebrations offline and into real life too! Implementing these strategies for giving public props has created a team culture where everyone claps for one another - No competition, just celebration. Public criticism isn't productive. Critique in private, and celebrate LOUDLY in public. Help me brainstorm some more ideas... What's the best way you've ever been publicly celebrated at work? 🎉