There’s a sense of fatigue in the industry. Every week, a new brand launches. Many of them backed by influencers, celebrities, or VC capital, built for Sephora, built to scale, to be acquired, but none of them built to last.
I have always known that Gorgeous Nothings would be different. And for those who I have built this for, they will understand, emotionally connect and feel the difference.
For me, it comes down to quality, integrity, creativity and values. The kind of quality I must admit that only comes from experience… real, deep industry experience. The kind that lets you see the gaps. That gives you the instincts to ask the right questions. That lets you say no, again and again, for the right reasons. Because good brands aren’t built in two years. They aren’t thrown together in trend decks or AI generated concepts. They aren’t built by incubators, by think tanks, by industry executives joining forces to scale another brand that will be forgotten just as quickly as it was launched. They are built slowly by people who’ve done the work. Who understand why certain decisions are made and what it costs to do things differently.
I’ve been working on this brand for more than five years now. I began before the pandemic, quietly researching, speaking to people, traveling, questioning whether the world really needed another beauty brand. I already had (and have) a great job. I didn’t need to do this. I was building brands for others. But I couldn’t shake the feeling that this one, this idea, was missing from the world. All founders say this, but I genuinely feel this to be true. I do hope our framework will give rise to a new wave of values, creativity, impact.
I’ve found that doing something for yourself brings out a different side of you. A more uncompromising one. I’ve always been someone who could collaborate and adapt, but when it comes to Gorgeous Nothings, I’ve surprised myself with how clear and uncompromising I’ve become. I say no now more than I say yes. And for the first time, I’m in a position to do that.
As a woman, we’re often raised to say yes. To be of service. And as a consultant, I’ve lived in that world too, helping others bring their ideas to life, often putting my own opinions second. But this is different. This brand is different. The no comes from a place of love. A desire to protect something meaningful. To do things properly. To maintain quality at every single step.
I’m involved in everything. I don’t hand things off and hope they turn out. I’m in the details, the creative, the sourcing, the operations, the copy, the testing. There’s not a single part of this brand that hasn’t lived in my hands. Because I care too much to let anything slide.
And the reason I can do this, the reason I can challenge manufacturers, tweak a brief, question a campaign direction, is because I’ve done the work. I’ve run clinical testing protocols, negotiated with chemists, worked through logistics with operations teams, updated NPD timelines. I’ve sat in meetings at Sephora, written product copy, led global launches. Every part of the process is familiar to me because I’ve lived it.
And all of that experience is now being channelled into something of my own. Something I believe will be unlike anything else out there, not because it’s louder, but because it’s sharper. More precise. More thoughtful.
Gorgeous Nothings isn’t for everyone. It was never meant to be. It’s for the ones who want less, but better. Who care how things are made. Who value patience over performance.
And for those who get it, I hope it’s worth the wait.
Our waitlist will open in two weeks’ time. From there we will be sharing a special vial and formulation preview with a few of our community members.
If you would like to be a part of our list, you can either email me at avigon@gorgeousnothings.com or wait for our waitlist to be officially open.
We can’t wait to share our beautiful world with you.
Sending love,
Avi xx