Sustainability
SEEDBEAUTY’s vertical integration allows its brands to closely manage inventory levels which ensures minimal excess inventory at the end of the product life-cycle. Excess inventory is one of the largest causes of waste in manufacturing and retail as it is left in landfills, burnt, or destroyed. Local manufacturing lowers our carbon footprint by not needing to ship and package unfinished goods along the manufacturing process. We are committed to developing and creating products that are socially, economically, and ecologically responsible.
Quality
We put our customers first and there are no shortcuts to providing the highest quality, safest products on the market. We develop our products with responsibly sourced raw materials while testing them to the highest industry standards. We’re also committed to ensuring that our customers receive legitimate products by working closely with federal and local authorities to prevent counterfeit and encourage customers to purchase authentic products via our websites and Ulta Beauty.
Investing in the U.S.
We are fortunate to have created thousands of jobs on our campus in Southern California. From manufacturing and product development, to e-commerce retail and integrated marketing, we believe it’s important to help our team members grow personally and professionally.
Community
Outside of our organization, we believe that it is our responsibility to do our best to take care of the community that has taken care of us. We’re proud to partner with organizations like Make-A-Wish-Foundation, Casa Pacifica, Best Friends Animal Society, and United Way’s Thomas Fire Fund.
FOUNDER & CEO
John Nelson
John Nelson has over 20 years of startup, rapid scaling, brand development, general management and financial planning experience within the beauty industry. In 2014, he co-founded SEED Beauty which has incubated and rapidly scaled five brands; ColourPop Cosmetics, Fourth Ray Beauty, Sol Body, Kylie Cosmetics, KKW Beauty with other brands in the incubation stage. SEED Beauty was built on the vertical integration of SPATZ Laboratories, a family business where John served as CEO for 12 years. In 2014, John along with his business partner and sister, Laura Nelson, disrupted his family business from the inside out by transforming the business from being one of the largest outside suppliers to the global beauty brands to a vertically integrated platform focused on launching and building its own brands. John received his MBA from Northwestern’s Kellogg School of Management in 2002.
FOUNDER & President
Laura Nelson
Laura Nelson is president and co-founder of Seed Beauty where she oversees strategy, research and development, sales, and marketing. Laura co-founded Seed Beauty with her business partner and brother, John Nelson, in 2014 after identifying an opportunity for a new model in the cosmetics industry. After only three years, Seed Beauty has become known for the popularity of its brands, ColourPop and Kylie Cosmetics, as well as for its ability to bring products to market in record speed based entirely on consumer demand.
Prior to founding Seed Beauty, Laura held several positions, including vice president of sales and marketing and product development manager, at Spatz Labs, which became one of the top suppliers to the largest beauty brands in the world during her 15-year tenure. Laura began her career in special events and sales promotion at Nordstrom where she worked for several years after earning her bachelor’s degree in retail and consumer studies from the University of Arizona.