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July 14 -15, 2021

Biography Tina HEDGES



Beauty innovator and seasoned entrepreneur Tina Hedges is a strategic marketing
professional with the reputation of building successful corporate portfolios and startups
in the USA, Europe and Asia. Her work has spanned the categories of lifestyle, personal
care, consumer packaged goods and tech and her career to date includes tenures at
LVMH, The Estée Lauder Companies and L’Oréal, as well as consultancies with clients as
varied as COTY and The Clorox Companies.
Throughout her career Tina has significantly contributed to the global growth of both
Fortune 500 companies and entrepreneurial ventures. An accomplished trend-tracker,
she has created and next-leveled disruptive, innovative brands. Tina uses key insights
and new media platforms to cultivate an emotional connectivity with the consumer in
order to drive sales in luxury, mass, direct-to-consumer and branded retail distribution.
Tina has successfully launched brands in diverse segmentations, from wellness and
beauty to beverage and digital. As a founder of a breakthrough vegan hair care brand in
2005, Tina delivered top line sales of $28MM and profit of $4MM in profit in just 18
months by pioneering the use of a reality TV show as the launch vehicle. She also helped
turn the functional beverage sector on its head with the creation of a new category of
"hangover prevention" drinks.
LOLI – short for Loving Organic Living Ingredients – came to her when she began
resorting back to old holistic methods to treat personal health issues. Her meals
consisted of juices and foods made with fresh, raw ingredients that she was able to
purchase at markets and health food stores around New York City. It was the idea of
being able to shop for beauty the same way she shopped for her food, coupled with
Tina’s knowledge of how most beauty products are made (comprising 95% water and
tiny doses of potent ingredients) – that led to the birth of LOLI. The brand takes a blend
it yourself approach to beauty, offering pre-made BASE products made up of organic,
natural ingredients and MIX-INS (The Raw Collection) that can be added to a base
product to enhance or personalize for each consumer. Launching November 2017, LOLI
will start with 10 BASES and 15-20 MIX-INS (The Raw Collection) that will work for both
skin and hair.