Given that Michelle Shigemasa’s 25-year career path has included working with behemoths in the beauty industry such as Estée Lauder-owned Smashbox and Bobbi Brown, it was going to take a truly special opportunity to lure her away from corporate life.

“It needed to be the right time, brand and founder, and something that was poised for really strong growth,” said Michelle. “Shani Darden was that trifecta for me. I took a little bit of a leap.”

Since July 2021, Michelle has been CEO of the aesthetician-owned brand, which is now sold in a majority of Sephora doors nationwide, and operates a thriving direct-to-consumer business, especially its signature product, Retinol Reform.

“It has a cult following,” Michelle said. “Shani’s products speak for themselves. And what I’ve learned from the beginning is that success always starts with remarkable product.”

Shani is a noted Beverly Hills aesthetician with a devoted celebrity fan base – her clients include Shay Mitchell and Kelly Rowland – who she sends home with customized products.

“I was impressed with her philosophy of highly efficient skin care with real results,” said Michelle. “I really liked her attitude. She’s simple and straightforward and gives no-nonsense advice, and I’m excited to take this brand from what it is in its infancy and set it up for long-term success.”

Product development is one focus; there are presently six products, including a skin care device, a Weightless Oil-Free Moisturizer, and a Sake Toning Essence. Michelle and her team are looking to create other items that solve problems, too.

“I never see this brand as having 100 SKUS. It’s always going to be on the tight side. When we think about our innovation pipeline, it’s extremely robust, and treatment and ingredient led. Shani is very passionate about aesthetician-grade devices, they are a big part of her routine and we are trying to bring that experience and those results to the consumer more broadly. If we create a product, we have to go after it in a way that is disruptive and solves a pain point.”

Michelle has eased into the new experience of  going from being part of a vast corporate team to  working in a much smaller and more intimate environment.

“The brand is at a real sweet spot in their journey,” she said. “The team has been small and mighty, I can count the number of members on both hands. My plan now is to build up the team. I am looking to invest in growth, and part of that will be people and capabilities…but our goal is to preserve the culture and the family entrepreneurial environment.”

Its Sephora presence has given Shani Darden visibility, which Michelle will leverage.

“For the brand to garner the attention of Sephora and get a full rollout there is incredible,” said Michelle. “It nods back to the strength and potential of the brand.” She is looking to take the brand global, while also reinforcing its in-store retail presence, allowing customers to experience it in person.

Over her two-plus decades in the industry, some of the biggest changes Michelle has witnessed lie in how people shop.

“Back in the early 2000s, we predicted the consumer shift to a self-select mode, and consumers really appreciated the more unbiased approach. We saw consumer loyalty being less about a brand and more into buying the best of multiple brands. And what COVID did was introduce a whole different set of alternatives as people became more comfortable buying online. They’ll still go into a store to touch and feel, and skin care is a big part of that.”

Michelle is optimistic about the future of the beauty industry, and Shani Darden’s role in it.

“It’s so cool working side by side with her and supporting her mission and being such an important part of her future. It’s meaningful to wake up every day knowing I can make an impact.”