In today’s fast-paced beauty retail landscape, brands are under increasing pressure to stand out on crowded shelves and connect meaningfully with consumers. For many, that challenge begins — and is often won or lost — at the point of sale. That’s where Beauty Barrage steps in.

With a network of over 300 W2 beauty professionals operating in more than 3,000 retail doors across North America, Beauty Barrage functions as an extension of the brands it serves. Specializing in retail education, merchandising, and in-store support, the company brings a human element to the business of beauty, creating experiences that drive both engagement and revenue.

Rather than taking a one-size-fits-all approach, Beauty Barrage works closely with clients to deliver tailored solutions — from cosmetics to skin care — that reflect the unique DNA of each brand. The result is a stronger connection between brands and retailers, and a more cohesive experience for the end customer.

At the core of the company’s operations is its proprietary technology platform, which offers real-time reporting and insights through a dedicated client portal. This blend of data and on-the-ground expertise allows brands to monitor performance and pivot strategies with agility.

Recognized as a top-referred agency by major retailers including Ulta Beauty, Sephora, Bluemercury, and Nordstrom, Beauty Barrage has carved out a reputation for reliability, innovation, and results. As the retail environment continues to evolve, its people-first model offers a refreshing counterpoint to automation-heavy approaches.

Behind the company’s success is its founder, Sonia Summers — a driving force who has reimagined how beauty brands can scale without sacrificing soul.

CEW spent 5 Minutes with Beauty Barrage Founder Sonia Summers to learn about how she works with brands both large and small to cut through the clutter at retail.