Joseph Maine is the Co-Founder of Trademark Beauty, a hair care and styling tools brand on a mission to make premium beauty products more accessible. Joseph is a renowned celebrity, salon, and editorial stylist whose portfolio includes styling global campaigns for iconic brands like Ralph Lauren and participating in Fashion Week worldwide. His work has graced the pages of prestigious publications, including Vogue, Allure, and Cosmopolitan. Joseph started Trademark Beauty alongside his sister, Sabrina, drawing on over a decade of industry knowledge and a shared childhood obsession with beauty.

During the interview, we learned how Joseph and Sabrina have navigated rapid growth without traditional funding, the steps they go through before launching a new product, and how Joseph views every experience, good or bad, as an opportunity to learn. Joseph also shared how he and his sister have weaved honesty and transparency with their customers into their brand as a core value.

Let’s jump right in!

What was the inspiration behind Trademark Beauty and how did you get started?

The trend of crafting waves with a flat iron sparked an idea, reminding me of the triple barrel wavers of the early '90s that produced a crimped effect. I realized larger barrels could create a more relaxed beach wave, offering a simpler solution than flat iron waves. We decided to begin with one product and gauge the response.

After extensive research, I started looking for a manufacturer. Most didn’t want to partner with a smaller company, but we finally found one willing to grow with us. After months of sampling, we launched a single item with a batch of 1,000 units. It was a hit, selling out within a month, and we found ourselves in an exciting race. I was working on the website and content from my apartment in New York City while Sabrina was fulfilling orders in her studio apartment in Los Angeles.

This one product journey provided insights into our brand identity, answering critical questions like who our target audience is, what gap we are bridging, and how we wish to position ourselves in the market. Our focus has always been on the understanding that women don't typically spend much time or money on hair styling tools that they don't find enjoyable to use. Our mission was clear: How could we make the hair-styling process swift, enjoyable, and affordable?

What does your creative process look like when working on a new product?

The process is fluid, but we're perpetually in the field, trying out hair tools. I use every brand and product on my clients, and Sabrina tests them on herself. We maintain an ongoing dialogue about what aspects we appreciate and which ones we don't. We remain fully tuned into haircare trends and keenly observe how women recreate these styles at home. We always ask ourselves, how can we simplify this process? Or when we notice a trendy product, we consider how to enhance it.

We diligently sift through reviews to understand feedback on popular items.

In today's digital era, consumers are vocal about their desires – it's our responsibility as a brand to genuinely listen.

Once we've honed in on our ideas, we collaborate with our manufacturers to comprehend what's feasible within an achievable price range. After months of sampling, testing, and collecting feedback, we decide on a winning product.

The real excitement begins at this point – we start focusing on product positioning and creating engaging content. If you watch our content closely, you might notice sneak peeks of new items as we test significantly ahead of launches. As we collaborate with retail partners, we carefully analyze their product gaps.

What is one challenge you have faced as the Co-Founder of Trademark Beauty and how did you navigate it?

Every day brings a fresh challenge, and often these hurdles seem insurmountable. Some of our most formidable obstacles have revolved around financing since we've never accepted institutional investors yet have needed to expand rapidly to satisfy the demands of our retail partners.

I've always tackled this business as a rigorous academic course, viewing every situation as a learning opportunity. This approach often means that tasks take me longer than others, as I prefer to research, learn, analyze, and consult others before devising a strategy.

However, this method has proven beneficial, creating efficient systems that don't demand the same level of attention when they reoccur. The entire process has catalyzed my personal and professional growth significantly.

We have also been really lucky with brand loyalty. We also had a few hits with influencers where we would sell thousands of units overnight. Our total transparency with customers has helped with their patience, especially during COVID and hiccups with the supply chain. In these cases, my sister and I personally write to people about the situation, and customers like being in the know. This fosters a personal relationship, which creates brand loyalty and allows us to be more rigorous in our strategy. 

What is your long-term vision for Trademark Beauty?

Initially, our focus was on becoming a direct-to-consumer (DTC) brand, which led us to create a pricing structure that allowed us to offer savings to customers by cutting out the need for physical storefronts. Fortunately, with growing brand awareness, retail partners have shown increasing interest in collaborating with us. While our competitive pricing posed challenges for wholesale, this partnership introduced us to a warm audience that might have been more costly to reach independently.

Also, I aim to establish an organization and foster a community that instills a sense of excitement in coming to work and promotes empowerment through the beauty industry rather than enforcing a single set of beauty standards. We aspire to branch out into other categories and push our innovative endeavors beyond what we've achieved. Above all, our commitment to crafting high-quality products grants us the freedom to pursue our passions with those we care for. 

If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?

Move forward as if there’s no backup plan. 

There was a time after the two-year mark when we felt like this was a real business. We have multiple products, employees, and office space, and we're starting to see some growth. It was around then when we got interest from retailers like Target. We were in a phase of saying yes to everyone and everything and unsure if we were over-committing. It was extremely stressful. However, in those moments when you feel like throwing in the towel, remembering your initial vision and purpose is crucial. The yin and yang my sister and I operated under was those days' backbone. We would find a way only to allow one of us to break down while the other picked up the slack. I can't say enough about having that support when it feels like giving up is the best option.

The statistics revealing the number of businesses that collapse within their initial three years are staggering. Giving up can sometimes feel more enticing than pressing on, especially when doors close in your face. It's crucial to distinguish between a missed opportunity and feedback that should be harnessed to propel you toward your next venture.

What LGBTQ+ owned brands are your go-to's and why? 

CoolHaus: As a big ice cream guy, CoolHaus has some of my favorite flavors.

One/Size: I don't personally wear makeup, but I’m impressed by the innovation Patrick has created and think the brand authentically speaks to inclusivity. 

Peace Out Skincare: I’m a big fan of their branding and know they’ve done well amongst Gen Z.

Tell us about one of your core values and how you’ve incorporated that into your brand. 

I've always placed great value in honesty and transparency, reflected in every aspect of our brand, from our pricing model to customer service communications. During the supply chain disruptions caused by COVID, we made a point of being candid with our customers. Whenever customers were particularly upset, I would personally contact them, explaining the ship blockage in the Suez Canal and how it caused a backlog and increased our costs. I reassured them that we hadn't anticipated such a sellout of this item and were doing everything possible to expedite their orders without resorting to price inflation like many other brands.

Honesty, combined with making an effort to keep your customers informed, is always well received.

How do you care for yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills passed and increased violence against our community)? 

The current climate has made me aware of my surroundings and cautious about which large gatherings I will attend. I find peace in the idea that in nearly every area of life, we are in a more peaceful era than ever before in human history. The media and rapid transmission of information through social channels will lead us to think otherwise, but the truth is - we are actually on a path toward a better world. It’s frustrating that so many basic rights are still up for negotiation, so we must remember to fight every day like those who came before us did.

Who is your favorite LGBTQ+ celebrity and why? 

I've always held immense respect for Elton John's fearless celebration of his sexuality, particularly during the AIDS crisis, which was undeniably one of the most challenging times to be openly gay. He leveraged his influence not only to uplift our community but also to raise funds for research and provide support to those afflicted by the disease.

Can you share one fun or unusual fact about yourself?

I'm excellent at Beer Pong. 

Check out Trademark Beauty’s profile here.