For years, corporate boardrooms across the US have resembled locker rooms. Men simply have dominated the seats in many industries for years—beauty included. The Women on Boards Project (WOB) was formed in 2020 to do just as its name implied: increase the number of women with seats on corporate boards.

And if there was ever a category in which there’s no shortage of savvy female business minds, it’s beauty and personal care. WOB says its mission is to empower women business leaders and improve diversity and inclusion at the board of directors’ level across consumer brands.

The initiative, which is just two years old, is making significant progress.

Since its inception in 2020, Women on Boards Project has helped connect 35 women to new board opportunities, according to Executive Director Cassie Burr.

“Notably more than half of these placements are first-time board members, supporting our industry-wide mission toward greater gender diversity in the boardroom. We’ve operated under the assumption that there was never a supply problem to begin with; there are more than enough capable women to fill available board positions. As catalysts for change, we continue applying pressure on consumer investors to create demand for these roles and helping to facilitate those connections,” Burr told Happi.

The WOB Project embarked on its mission at time of change culturally.

“WOB was founded at a pivotal time when a series of cultural events led to heightened awareness of existing disparities. While gender equality remains a pillar, we aim for leadership teams to expand their definition of what it means to have a diverse boardroom, including race, ethnicity, age, socio-economic status, sexual orientation and gender fluidity,” Burr said. “Additionally, the remote work environment has provided more geographic flexibility when considering board placements. Some of the prior limitations that existed when conducting a board search are less relevant compared to sourcing the right talent for the job, no matter where they’re located.”

Women drive 80% of purchasing decisions. And even in a market like beauty, where usage is heavy, female representation on boards has been lacking.

“More than any other category or vertical, consumer companies have a vested interest in ensuring their organization and board reflect the consumers they’re serving. Companies that primarily sell to women (e.g. beauty and personal care) should also recognize that one female board member isn’t sufficient,” said Burr, noting that WOB is working with several companies to add their second or third female board member.

A bright spot in the beauty space has been the frenetic growth of indie brands—many of which have founders that are female and more diverse. Their background, skillsets and expertise can benefit consumer product companies.

“Early-stage businesses require specialized knowledge and an understanding of the all-in effort required to grow a business from the ground up,” said Burr.

WOB has supported the placement of several founders on consumer boards including Nancy Twine, founder and CEO of Briogeo Hair Care who joined the board of Mented Cosmetics; as well as Jane Park, founder and CEO of Tokki and Julep Beauty who was named to the Glo Skin Beauty board in January.

Park’s placement was supported through the company’s collaboration with WOB Project and its private equity partner Swander Pace Capital.

“Jane’s innovative thinking and her vision for Julep was ahead of its time and we are excited for her to bring those next-generation ideas to Glo Skin Beauty,” Sharon Collier CEO of Glo Skin Beauty, said when Park was appointed to her post. “During the decade of our friendship, I have seen her achieve great success while being a passionate advocate for women in the industry and we are thrilled to continue making strides to place women on boards through Jane’s addition to the team and our support of WOB Project.”

Park has years of c-suite experience. She was the first Korean-American woman to ring the bell on the New York Stock Exchange. Later, she successfully raised more than $50 million in venture capital financing from Silicon Valley firms for beauty brands.

Burr contends, however, that phrases like “board-worthy” and “board-ready” can be problematic.

“Their use signals that candidates need to meet a certain threshold or notable achievement to qualify. Unfortunately, this belief disproportionately affects women who may self-select out of the running. We want women to ‘opt in’, and our success at placing numerous women who are now assuming their first board position is smashing the theory that prior board experience or CEO status be a requirement for serious consideration,” she said.

Burr said progressive companies are removing the bias that board members need to follow a specific career path to be considered—like “retired CEO.”

According to Burr, the profile of an exceptional board candidate is highly dependent on where any given company is on its journey.

“Every search we support is highly customized as a result,” she said.

“In many cases, it’s advantageous to seek out a functional expert that can serve a very specific role in the boardroom. Taking a company to the next level may require a deep understanding of digital transformation, organizational dynamics, or a shifting regulatory landscape, just to name a few.”

What’s Next

According to Burr, 2022 signals another significant shift for the WOB Project.

The group is expanding its reach and impact by welcoming more than 40 women to serve across six newly formed committees. Their efforts will provide greater capacity and creativity for WOB to further its mandate to increase gender representation in private consumer companies. They will work on sponsorship, mentorships, public relations, search, nomination and governance and more.

“Specifically, we are looking to double both our sponsor commitments and (quality) board searches this year allowing us to place more women on boards than ever before,” Burr said.