Hi, I’m Jenni ewing.
I’m the award-winning product developer behind some of your favorite products at Sephora, Ulta, and Credo Beauty.
With over a decade of experience creating award-winning hero SKUs for indie beauty and wellness brands, there’s not much I haven’t seen or launched. My passion is translating a brand’s vision into products that have compelling ingredient stories and lean heavily into the sensory, from color and fragrance to unique textures.
To date, my products have won 19 awards and counting. I’ve created a broad range of products:
Skincare: cleanser, toners, serum, moisturizer, lip balm
OTC: facial SPF, body SPF, acne
Body: body serum, body oil, body butter, body balm, clean deodorant, bath salt, bath bomb
Hair: shampoo, conditioner, styling products
Fragrance: eau de parfum, eau de toilette, candle, room spray
Wellness: cannabis, tea
While I started my career in Los Angeles, these days I’m based in beautiful Colorado. Outside of work, I love spending time with my husband + our dog, crafting, reading, watching hockey, going to concerts, trying new coffee spots around town…and of course, obsessing over all things CPG. I also co-host Developed + Deconstructed, an insider podcast about the beauty industry.
If you’d like to build your next hero SKU, I’d love to talk!
My Approach
I’m a hero architect, pipeline wizard, and founder whisperer. I specialize in translating ideas into products that consumers + merchants understand and editors love. I love immersing myself in a brand and from there, research ingredients, formula chassis, and a packaging strategy that will differentiate a launch while also expanding the brand ecosystem. My experience working closely with retail partners and talking to editors means you will never have to answer: how is this product different, and why does it make sense for your brand?
Dream it
Not sure where to go next? I offer assortment audits, NPD pipeline curation, and compelling, on-brand product concepts.
Build it
Not sure how to bring your ideas to life? Let me do the work! I can execute your project from concept to scale-up.