Kristen Conneen is the philosophy and fine fragrance beauty buyer at QVC. After interning for QVC during college, Kristen launched her 8 year career at QVC. Always passionate about the latest beauty trends, moving into the beauty category at QVC 4 years ago was a natural fit. She’s helped to develop brand across most beauty categories including bath & body, fragrance, skincare, faux hair, nail care, and teeth whitening. With experience growing brands from small item driven businesses to leading brands in their respective categories, she’s made impact on brands from Josie Maran to philosophy.

Q&A with Kristen

1. How did you get into beauty?

An opportunity presented itself in the bath & body buying office at QVC. I was quickly becoming a natural beauty junkie, so being the buyer for the Josie Maran brand seemed like a dream come true!

2. Why do you love indie beauty?

I love the joy of discovery. It’s so fun to find the next greatest brand or product. Usually indie beauty brands have a very unique story that quickly draws me in!

3. How can you help indie beauty brands?

Being at QVC for 8 years, I’ve gained expertise in understanding how customers will respond to a brand or product’s story. I am conscious of the full 360 degree experience, so very focused on messaging on-air, on .com, mobile, and social. This helps emphasize the brand story and experience on all platforms for consistent messaging. It helps the customer experience the true identity of the brand.

4. If you could give indie beauty brands one piece of advice, what would it be?

Have a point of difference and fully own it. Keep going back to what makes you different!

5. What is the best piece of advice you’ve gotten?

Don’t be afraid to try new things. If nothing else you’ll at least learn from the experience and it will help shape your future.

6. Favorite motto or inspirational quote.

“Do not go where the path may lead. Go instead where there is no path and leave a trail.” – Ralph Waldo Emerson

7. Must-read email, blog, publication?

WWD, every single day.