Retail Remix

This episode is brought to you by Commerce.

For Patrick Ta Beauty, the key to growth isn’t just great marketing — it’s an experience that educates, inspires and converts.

In this episode of Retail Remix, host Nicole Silberstein chats with Heidi Lim, VP of Ecommerce at Patrick Ta Beauty. With experience leading digital growth at brands like ThirdLove, Estée Lauder and Fashion Nova, Heidi shares how she’s now helping Patrick Ta Beauty stand out in the crowded, trend-driven beauty market. From breaking through the noise on TikTok to building smarter marketing flows, she reveals what it really takes to scale a prestige beauty brand today.

Together, they discuss:
  • How the brand turns product education into a powerful driver of conversion and trust;
  • Why a diversified channel mix — DTC, Sephora, TikTok Shop — is key to building both reach and resilience;
  • What makes creator partnerships work — and how to keep them aligned with your brand story;
  • How the team achieved 8X year-over-year growth during BFCM by doubling down on retention;
  • PLUS the beauty trend you’ll be hearing about all summer. 
RELATED LINKS

-----
How to Win Customers Across Every Channel

This guide from BigCommerce brings you expert insights on data, branding, and marketing to help you grow sales across every major channel. Read the Guide.

What is Retail Remix?

The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.