# Annie Kreighbaum
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Eyewitness Beauty
Clark interviews “Necessaire” and “Into the Gloss” co-founder Nick Axelrod-Welk, and Former VP Brand of “Glossier,” Annie Kreighbaum. Nick and Annie also co-host the popular beauty podcast, “Eyewitness Beauty.” Nick details his own journey with the beauty world, starting as an assistant at the fash…
236. - Annie Kreighbaum
Annie Kreighbaum is the cofounder of skincare brand Soft Services and hosts the podcast Eyewitness Beauty. She is from Texas and is currently living in New York. We chat about Met Gala hits and misses, Chris' celeb-packed afternoon, TJ hitting the Virgil x Carbone activation, gender-neutral brandin…
Soft Services co-founders Rebecca Zhou and Annie Kreighbaum on what's changed since 'DTC 1.0'
After meeting while working at Glossier, Rebecca Zhou and Annie Kreighbaum went their own ways in the DTC world. But in 2019, they decided to get back into beauty. Nearly a year ago, they launched their body-care startup, Soft Services, which offers products addressing skin issues such as body acne…
75. Buffing Toward A Billion with Soft Services
The fellas welcome Soft Services co-founders Rebecca Zhou and Annie Kreighbaum to the pod to discuss all things body-care. From breaking down the most common causes of body acne to discussing their approach toward marketing to men, the DTC pioneers walk us through their products, how their solution…
Spring Into Beauty Part 3: “Wetness is the Essence of Beauty” with Eyewitness Beauty
If you don’t have an overflowing cart yet, well, third time’s the charm. Industry insiders Nick Axelrod-Welk and Annie Kreighbaum join the aunties for this spring fling. Along with co-hosting Eyewitness Beauty, they have founded amazing beauty brands like Nécessaire and Soft Services. Nick is perpe…
Hot Takes with Annie & Nick of Eyewitness Beauty
Welcome to the ultimate beauty group chat, with Nick Axelrod and Annie Kreighbaum, hosts of the podcast Eyewitness Beauty. We're sharing our unfiltered thoughts on the beauty and wellness world, including celebrity brands, microtrends, Midjourney mistakes, Stanley cups, Ozempic, poor product design…
Failed Celebrity Beauty Brands with Eyewitness Beauty
Too Niche partners with Eyewitness Beauty for the collaboration of the century. Lara and Elizabeth are joined by Annie Kreighbaum and Nick Axelrod to haul a bevy of failed celebrity beauty brands. From Khroma to JLo Beauty, they're naming names and hauling flops.
Mentioned in the haul:
Desserts b…
News Roundup: Is the "Clean Girl" Trend Over? Embarrassing Boyfriend and New Brands
In this week’s GlowJob news roundup, Julia & Sasa break down the beauty, business, and culture stories dominating your feeds. They kick things off with Black Friday fatigue and ask whether the clean girl aesthetic is officially dead — a debate reignited by Mikayla Nogueira and her comments in a rec…
Out of Scope with Annie Kreighbaum
Kraum founder Annie Kreighbaum sits down with HL's VP of Brand Avani Johnson to talk the Glossier blueprint, the bro-ification of marketing, and living plots from HBO's Girls.
KRAUM Founder Annie Kreighbaum on Fast Beauty, Creative Integrity, and Staying Human in the age of AI
Find Deep Reading lists for each episode at phoebe.substack.com
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Deep Read #49 is with Annie Kreighbaum, a creative director and beauty-world architect who helped shape Glossier in its defining era and is now building KRAUM, a brand that begins with five exquisitely small makeup brushes made to …
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