How sampling built Estee Lauder’s global beauty legacy
Sarvangi Shah, founder of Noya Beauty Works, revisits Estée Lauder’s iconic sampling strategy that built a $80 billion brand without ads. In contrast to today’s influencer-heavy marketing, Shah highlights how trust through trials still holds value. Referencing MyGlamm and Smytten, she urges beauty startups to focus on product experience over paid visibility.