The Real Value of
Brand DNA
Why the strongest beauty brands protect their DNA as fiercely as their formulas.
Reserve Your Spot
Four Questions
We’ll Explore
What happens when a brand loses its identity?
How do iconic brands maintain loyalty through market shifts?
Why brand DNA drives repeat purchase and long-term value.
Lessons from building one of clean beauty’s most influential brands.
The Minds Behind
the Conversation
Karen Behnke is one of clean beauty’s most consequential founders. She’s just launched Beauty Crush Skincare, after successfully founding and building Juice Beauty — the brand that proved certified organic could be both performance-forward and commercially successful.
Her work has shaped how an entire generation of beauty founders thinks about ingredient integrity, brand trust, and what consumers genuinely deserve from their products.
With deep roots across beauty retail, manufacturing, and policy, Don brings the industry-wide perspective that comes from leading the IBA — the trade association that represents thousands of independent beauty brands.
Vik is building the next chapter of ingredient innovation at Phycus — where biotechnology meets beauty formulation. He brings the lens of a founder who understands both the science and the brand story that science must support.
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Seat Today
This is a live, interactive roundtable — space is limited and seats fill quickly.
Join Karen Behnke, Don Frey, and Vik Pandit for an unscripted conversation on what brand identity really means — and what it costs when brands lose it.
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