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Agenda-setting intelligence, analysis and advice for the global fashion community.

What It Takes to Lead a Challenger Brand

As insurgent brands gain ground in fashion and beauty, their leaders are developing distinct approaches to hiring talent, sustaining momentum and scaling beyond the underdog phase.
Running brand Saucony, a challenger to industry leaders like Nike and Adidas, saw sales surpass $500 million last year.
Running brand Saucony, a challenger to industry leaders like Nike and Adidas, saw sales surpass $500 million last year. (Courtesy)

On its face, the hiring philosophy at aesthetics and skincare company Revance isn’t unusual: recruit people who are “growth-oriented and want to make a difference,” said chief executive Nadeem Moiz.

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Further Reading

The CEO You Hire When Your Brand Is in Trouble

From Kering to Nike to Everlane, fashion and beauty companies are turning to fixers to get back on track — with mandates to steady finances, reset culture and reignite consumer desire.

A New Challenger Is Taking on Sephora in Its Biggest Market

Canadian chain Sukoshi is expanding into the US quickly, having opened six stores since the start of 2025 vending a variety of beauty products from Korea, Japan and China. It enters a crowded market, but wants to set itself apart as both a specialist and a generalist.

About the author
Sheena Butler-Young
Sheena Butler-Young

Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.

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What It Takes to Lead a Challenger Brand

As insurgent brands gain ground in fashion and beauty, their leaders are developing distinct approaches to hiring talent, sustaining momentum and scaling beyond the underdog phase.


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