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Welcome to Ethos

Building equity  in the BIPOC community


The mission of Ethos Beauty LA is to create equity for BIPOC and women-led brands. The aim is to empower the emerging founders of tomorrow by fostering community, sharing educational resources, and ultimately, providing opportunities for economic growth.

Make Your Brand Unique

The Ethos team offers a Rolodex of professional resources and services that will cater to the needs of each individual business at any stage in its journey. This one-stop-shop approach has benefited businesses ranging from the concept phase to growth and beyond! 

We're here for you

Business Development

Build a comprehensive roadmap to achieve business goals, and implement growth opportunities.

Website Design

From User Interface to Design and everything in between. We guide your Brand through the entire web development process.

E-Commerce Strategy

Employ tactics to promote your online store through various channels and drive sales.

Brand Strategy

Create a custom plan that will enhance your strengths and take your business to the next level!

Logo + Graphics

Partner with innovative graphic designers and artists to elevate your product branding / graphics.

Merchandise Management

Advise brands on what items to carry, inventory levels, and how items should be priced to maximize sales and profits.

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Founded in 2020, Ethos Beauty LA was created in direct response to the ​​increased attention on diversity & inclusion, which generated a heightened demand for multicultural products in national retailers. With over 20 years of combined retail buying and e-commerce experience, the founding partners felt a calling to help their BIPOC community reach success in the retail space, despite historically being left out. 

Before beginning this journey the founding partners asked themselves three transformative questions about how to bring change to their community:

  • How can they leverage their skills to help retailers achieve DEI initiatives?

  • What forums are most advantageous to bring awareness to emerging brands?

  • How can they support BIPOC founders to achieve and sustain retail success?

As they look to the future, the Ethos Beauty LA team is excited to tackle these questions and provide solutions that will aid BIPOC founders who struggle to launch their brand as well as achieve and maintain retail placement. Additionally, they will educate retailer partners on founder pain points and look to create mutually beneficial processes and partnerships. By creating space, the team will ultimately achieve its mission of creating equity and economic growth through community building and continued education.


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Randall Bailey

Randall Bailey is a University of Delaware alumna with a degree in Art History, who quickly learned that retail was her true passion. Randall has worked in various aspects of the retail industry throughout her careers including sales, retail buying and e-commerce retention channel marketing. 

As a buyer for a top Fortune 500 company, Randall was hyper focused on finding the best products and driving profitable sales. She brought that same focus and excitement to her career as an e-commerce manager for email and SMS. She is strategic, analytical and collaborative.  

In 2020, Randall became a founding partner of Ethos Beauty LA, because she knew her skills and expertise could help empower BIPOC and women led companies. Randall is determined to make the retail space more equitable for everyone.


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Contact Us!

If you are interested in learning more about Ethos Beauty please provide your contact information below. We are confident that we can help your brand achieve its goals. We look forward to meeting you!