Breakout Brand Leaders 2023: Chelsea Riggs, Amika

Since Chelsea Riggs joined haircare brand Amika in 2010, she has been laser-focused on keeping the company true to its core values while maintaining an agility that has allowed it to thrive. In the past 13 years, Riggs has worked her way from business development manager to global president. She helped the company achieve significant sales growth in 2022 and facilitated its acquisition by Bansk Group the same year. In 2022, Amika was among the top 10 haircare brands in the U.S. prestige beauty (department and beauty specialty stores) market, based on sales revenue, according to Circana data. See all of Ad Age’s Breakout Brand Leaders here Amika has carved out a space in the haircare industry by offering clinically proven hair products in an inviting way that encourages self-expression and celebrates individuality. Riggs credits that approachability, authenticity and adaptability to the company’s success. “The last three-ish years, we’ve doubled down on what’s working, being flexible and being able to pivot from a marketing strategy perspective,” she said. For instance, in 2020, as TikTok gained popularity, Riggs brought in a team to adapt Amika’s social media strategy. “But we make sure we don’t lose focus of our core hero products that really drive customers to the brand,” she said. Her commitment to equity and sustainability is evident in Amika’s B Corp, Climate Neutral and Clean at Sephora certifications. Amika has surpassed the $1 million donation mark with its longstanding charity partner, HairToStay, and has partnered with Beauty Changes Lives and the SoGal Foundation to increase equity in the beauty industry. Amika has also created a mentorship program specifically for the professional hair industry. The program helps brands such as Halo Braid, an automatic braiding machine for braiding natural hair, and Rebundle, which sells plant-based hair extensions created from banana fiber. See all of Ad Age’s Breakout Brand Leaders here Which entrepreneur do you admire the most and why? I admire all entrepreneurs, because it’s tough. I was very fortunate that I came into the business super early in my career, but for the people who take a big pivot and leave maybe an industry that they’ve been in for a decade plus, it is extremely admirable. What’s currently on your bedside reading list? “The Diary of a CEO: 33 Laws of Business & Life” by Steven Bartlett. What is the best career advice you’ve gotten? The one that I’ve put into practice is to build a super strong and skilled team around you that are smarter than you. I think I see a lot of senior leaders who are afraid to hire people who are better than them because they’ll outshine them. That pulls the whole team down. Name one brand, other than the one you work for, that you admire. There’s a newish CPG brand called Olipop. It’s a probiotic soda. They’ve been so cool to see from a marketing perspective on their advertising strategies. There was a product placement in the “Barbie World” music video by Nicki Minaj and Ice Spice. It was so epic the way they fully integrated into the video. What is your secret weapon for business success? There is no silver bullet, but I think it’s really critical to get your priorities in order and understand what work-life balance actually means. The scale will tip in different directions at different moments in time. That, and having passion. See all of Ad Age’s Breakout Brand Leaders here

Chelsea Riggs brings adaptability to haircare brand Amika’s marketing strategy

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