Building a Social Brand

Our Guest

Natalie Mackey

Founder of Winky Lux

Natalie Mackey is the founder of Winky Lux, a joyful, fast-to-market brand of cruelty-free, whimsically-colored luxury cosmetics and cosmetics.

After an early career in the finance world, Natalie stepped out with the initial entrepreneurial vision to launch a tech-inspired beauty marketplace, but soon realized through endless focus groups that consumers were craving a unique beauty brand experience.

This realization led Natalie and her team to launch Winky Lux, a multi-million dollar beauty business that spans across top retailers (including Nordstrom, Ulta, Macy’s and Bloomingdales) and has two standalone experiential stores in both New York City and Nashville. Winky Lux’s unique supply chain and commitment to incorporating direct customer feedback have helped the brand grow to more than $20 million in sales.

A Francophile at heart, Natalie has always been inspired by ornate patterns and joyful messages. Natalie’s long standing goal has been to speak to that mission: to redesign the beauty industry into something more delightful. For Winky Lux, that means more transparent supply chains, closer customer relationships and ethically-sourced ingredients that still provide real results.

Natalie sits on the advisory board of Verizon Media and is a member of the Milken Institute Young Leaders Circle. Above all, she’s passionate about creating spaces and experiences where women can play, connect and inspire each other.