The problem How I work Engagements Superdaptive™ Case study Contact Book a Growth Diagnostic
Fractional Marketing Leadership

The beauty brand accelerator.

Beauty · Wellness · CPG
Twenty years inside the houses and brands that set the category
Procter & Gamble· Revlon· CoverGirl· Coty· Paula's Choice· Louis Vuitton· Neiman Marcus· Max Factor· Almay· Revlon Professional· Lottabody· Roux· Curl Life· Prilosec OTC· Metamucil· Pepto Bismol· Align· Iams· Eukanuba
The problem with the moment you're in
Capital raises the expectations, not the odds.

Beauty and wellness brands in the $5M to $50M+ range hit the same wall in one of three situations.

The marketing stalls and no senior leader is in the seat to fix it.

Your CMO needs a specialist on a high-stakes problem outside their wheelhouse.

Your sponsor wants an independent read before a raise or an exit.

All three need a senior marketing operator who has made these calls at scale. Not a strategy deck you execute alone.

The record

I know where growth comes from in this category. And where budget goes to die.

Two decades of decisions in the exact channels your brand is fighting in.

01

Positioning & brand story

Proof: Lottabody, repositioned into a 10X growth run
02

Retail, DTC & Amazon go-to-market

Proof: Paula's Choice Sephora Canada launch, DTC, and Amazon
03

Innovation & product pipeline

Proof: Bluesky innovation, Coty and Revlon
04

Marketing efficiency & ROI

Proof: Transformed CoverGirl digital media from 3% to 50% of budget
Three ways to engage

Start with a diagnostic. Scale the engagement to the mandate.

Every relationship opens with a fixed-fee diagnostic. You see the thinking before you commit to more.

01
Growth Diagnostic
Fixed fee · Weeks

A rapid, senior read on where growth is stalling and what to do about it.

  • Brand, channel & competitive audit
  • Prioritized growth opportunities
  • Execution-ready roadmap
02
Growth Project
Scoped fee · 60 to 90 days

A focused engagement on a single high-stakes mandate.

  • Go-to-market or launch playbook
  • Repositioning & brand architecture
  • Demand creation & media strategy
  • Retail or Amazon channel build
The operating framework

Superdaptive turns pressure into a plan.

A repeatable path from ambiguity to an execution-ready roadmap.

  1. 01DiagnoseRead the brand and the economics without flattery.
  2. 02PrioritizeRank moves by return. Kill the vanity work.
  3. 03RoadmapA sequenced plan your team can run.
  4. 04ExecuteStay in the seat. Keep the number honest.
Superdaptive
Insight → Execution
Tuan Tu, Founder of Covet Branding
The operator

Tuan Tu

Founder, Covet Branding

Twenty years leading brands at P&G, Revlon, CoverGirl, Coty, and Paula's Choice. Now I put that experience inside funded beauty and wellness brands.

20+
Years scaling beauty brands from startup to global icon
5
Category-defining houses operated inside, from mass to prestige
3
Channels commanded end to end: retail, DTC, and Amazon
"The advice Tuan gave us was grounded, practical, and actionable. It was based on results and financial outcomes, not pretty words, pictures, and slides."
Jay Sung
President · CMO · Private Equity
Let's talk

Put a senior marketing operator on the problem this quarter.

Start with a Growth Diagnostic. You'll leave with a clear read on where the growth is and a roadmap your team can act on.