High Stakes Growth

AJ Patel is the SVP of Global Growth at U Beauty, a fast-scaling luxury skincare brand that just launched a Sephora partnership.


Expect to hear about:

– Career Shifts: Why AJ moved from analytics into commercial growth, and from Unilever to a startup.

– Growing Without Promos: Why U Beauty limits discounts and focuses on education over price cuts to build long-term brand trust.

– Sephora: How the Sephora partnership came together and why AJ sees it as an awareness and credibility engine.

– Creative > Targeting: Why creative is now the primary growth lever on Meta, and how U Beauty tests 100+ creatives per month to scale efficiently.

– Profit Over Growth-at-All-Costs: Why AJ prioritizes retention, margin, and long-term brand health as U Beauty scales.


Find AJ on:
LinkedIn – https://www.linkedin.com/in/aj-patel-ecommerce/

What is High Stakes Growth?

High Stakes Growth™ takes you inside the boldest decisions behind today’s most exciting consumer brands. We bring you candid conversations with the founders and CMOs who built them—unpacking the high-stakes moments, tough calls, and game-changing strategies that made these brands what they are today. No fluff. No surface-level insights. Just real stories from the leaders who made it happen. Hosted by Forest Bronzan and Leah Lloyd, they bring a combined four decades of consumer brand expertise to these conversations.