Amyris Inc. became the breakout star of 2021 with its rapid brand launch and acquisition strategy. Known initially for its flagship brand Biossance and its proprietary squalane ingredient, Amyris is also responsible for the newly launched makeup brand Rose Inc. and JVN Haircare, founded by Rosie Huntington-Whiteley and Jonathan Van Ness, respectively. Rose Inc. and JVN Haircare are each expected to exceed $20 million in revenue by the end of the year.
The visionary behind this is John Melo, CEO of Amyris Inc., who has led the biotech and consumer company since 2007. In addition to the launches of Rose Inc. and JVN Haircare, his goals for this year included doubling the revenue of Amyris’ Biossance and baby care-focused Pipette brands. In March, Amyris also acquired Costa Brazil, among other brands. That has allowed the company to access talent, which Melo said is critical to positioning the company as a leader in clean beauty. Ahead, Melo talks about what he’s planning for next year, what he finds most compelling in the industry and how he approaches leadership.
What are your plans for 2022?
“The big goal is accelerating the consumer transition to sustainable consumption. We want consumers to consume what is good for them and the planet. I always shorthand that [we describe Amyris] as the L’Oréal of clean beauty. We have three new brands in the pipeline that we expect to launch in the first half of next year. And we have three major acquisitions that we’re in the process of working through. The [new brand] I’m most passionate about is the menopause brand we’re creating with Naomi Watts, because I believe women need a place that they can go to be comfortable and speak openly about what has been somewhat of a taboo topic. The other brand that I’m most excited about for next year is Ecofabulous Cosmetics, which is what I believe is the hottest Gen-Z brand to come to market.”
What excites you most about beauty?
“There are three things. The first is this conversion of health and beauty into wellness, where personal wellbeing and the wellness of our planet are all at the core of where the consumer’s mind is right now. The second thing is how social platforms and influencers are becoming more of a direct channel to the consumer. It reminds me of the ’50s and how P&G [sponsored] soap operas as a way to place products in the homes of millions of people. We have about 130 million engaged consumers [who we reach through] our key influencer partners and brands. The third thing is the beauty industry seeking better ingredient sources to really be a clean, sustainable industry.”
How would you describe your leadership style?
“I’m learning and discovering my leadership style every day. I always say the best sign of a great leader is self-awareness — knowing what you’re good at and what you’re bad at. A big part of my leadership style is inspiration. I love to inspire amazing minds. I always start with a belief that the person on our team is a lot more capable than they even know themselves. My objective in life is to turn on that fire and help them become aware of their true power, and then inspire them to go where they fear going.”
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