Jinjoo Labs—a women majority and minority-owned company—is looking to break through in the beauty business with a CBD-based skin care line. The formula features a special delivery system that enhances other botanical ingredients. To help chart its course, this New York City-based start-up has tapped industry veteran Louise Caldwell to lead as chief executive officer.

Joining the firm in September, Caldwell is responsible for expanding the brand and preparing the sale of its skin care line in retail stores across the country.

“We are thrilled to have Louise’s expertise. She knows beauty and she’s passionate about it. She immediately understood our brand and mission and has already identified opportunities to take our formulations to the next level,” Rene Shin, founder of Jinjoo Labs, said in a statement in September when Caldwell was hired.

Caldwell served as vice president of sales at Revlon and Elizabeth Arden and, as the senior vice president of sales for Drunk Elephant, is credited with Drunk Elephant’s atmospheric rise at Sephora. Launching her own consultancy, Caldwell served as a key advisor for Dr. Barbara Sturm skin care, and she was also the U.S. president of Birkenstock Natural Skin Care.

Now, it’s time for Jinjoo to tap into Caldwell’s decades of expertise.

CBD I&O caught up with Caldwell about her new post and challenges startups face in the global beauty category.

CBD I&O: What attracted you to the role at Jinjoo?
Caldwell: A leadership role working with a visionary founder that will enable me to utilize the skills learned over three decades in the beauty industry is exactly what excites me at this point in my career. I am excited to create the team and strategy to execute the vision.

CBD I&O: What makes Jinjoo standout from other K-beauty brands?
Caldwell: Jinjoo is a brand that merges the best of Korean skin care expertise, clinical dermatology innovations, and emerging knowledge of CBD and other botanicals to create products to dramatically improve skin.

CBD I&O: Do you have a philosophy on how the brand formulates or approaches NPD?
Caldwell: Yes, it is important to us that the brand not only meets the industry defined “clean” standards but is also vegan, cruelty-free, utilizes functional botanical ingredients, and is focused on sustainability in sourcing, manufacturing, and packaging. We also recognize the growing consumer preference for a simple regimen, so we strive to create products that meet that need.

CBD I&O: What does the brand have planned for Q4 and into early 2022 in terms of new launches, initiatives, infrastructure expansion or other investments? 
Caldwell: In 2022 we will launch Cream Pearls, Serum Pearls, and a facial cleanser, all utilizing our proprietary blend of CBD and other botanicals in pearl encapsulation.

CBD I&O: What are the biggest challenges brands face in the global beauty business today? 
Caldwell: Differentiation. Cutting through the clutter in such a competitive industry is key. This is accomplished by really understanding the consumer and what they relate to and how to communicate with them. It is also critically important that the products are effective!