Dec 13, 2024
Known for guiding top beauty brands to find success at retail, the sales management and strategy partner takes time to mark its many wins throughout a decade.
From humble beginnings as a small start-up, Beauty Barrage has evolved into a full-service solution offering brands unparalleled white-glove service. And as the company celebrates its 10th anniversary, it has more than a few milestones under its belt.
As a Latina and women-owned company, Beauty Barrage has dedicated the last decade to redefining what it means to provide exceptional service to beauty brands across the retail landscape. Founded in 2014 with just 10 field members and two brands, Beauty Barrage has grown into an industry powerhouse, now employing over 300 W2 employees across the U.S. and Canada in the field and partnering with many brands, ranging from indie to heritage brands.
Beauty Barrage supports all retailers including Ulta Beauty, Sephora, Bluemercury, Macy’s, Neiman Marcus, Bloomingdale’s and Nordstrom, ensuring clients achieve meaningful growth and engagement at every touchpoint. The company has been a must-know in the beauty industry and has been recognized through many awards including the 2023 and 2024 Beauty Innovation Awards, the Los Angeles Business Journal Beauty Awards and in the Inc. 5000 America’s Fastest-Growing Private Companies, among others. Notably, Beauty Barrage is also B Corp. certified.
Throughout the years, Sonia Summers, founder and chief executive officer of Beauty Barrage, has often said that at the heart of Beauty Barrage’s success is its “dynamic team, driven by the core value ‘evolve or die’.” This principle has propelled the company to continually innovate, adapt and anticipate the ever-changing needs of the beauty industry.
A Technology-driven Partner
“Beauty Barrage is more than just a sales support team,” said Summers. “We are a technology company at our core. Leveraging our proprietary BBApp and client portal, we empower brands with real-time data and insights that help us create strategies that drive results.”
The Beauty Barrage app, or BBApp, utilizes GPS geofencing to track field activity with precision, while the Beauty Barrage portal and dashboard provide clients with instant access to inventory and sales reports, photos and insightful customer feedback.
“This is not your average clock-in-and-out app; it’s proprietary technology developed from the ground up, with significant investment and collaboration from expert developers” said Summers. Drawing on her experience from the brand side, Summers designed this platform with precision and sophistication, ensuring it meets the exact needs of brands and delivers the insights they truly value. The technology gives Beauty Barrage’s partners the transparency and actionable data they need to make informed decisions, ensuring that their brands thrive in today’s competitive market.
The company is also leveraging AI operationally across all functions, including scheduling during peak store hours, ensuring maximum efficiency and coverage.
A Holistic Approach to Excellence
"In-house capabilities," said Summers, "are what set the company apart. Beauty Barrage is more than a field team — we provide a comprehensive suite of services.”
These services include:
Account Management – Dedicated teams delivering customized strategies for each client.
Talent and Recruiting – Robust recruiting services to source, screen, and onboard top-tier talent who align with your brand’s values and goals.
Sales – Field teams trained to drive measurable sales results with KPIs and sales goals, focusing on elevating customer experiences and brand awareness.
Custom Scheduling – Tailored support and scheduling to ensure seamless execution in-store.
Elevated Education – Ongoing training that empowers our Brand Ambassadors with deep product knowledge.
Signature Events – From intimate activations to large-scale experiences, we deliver unforgettable brand moments.
Reporting and Real-time Data – Comprehensive reporting that provides real-time insights into sales performance, inventory levels, and customer feedback
to drive data-informed decisions.
A Decade of Memorable Moments
“Beauty Barrage has had the privilege of supporting some of the industry’s most iconic brands,” said Amanda Fitzpatrick, vice president of brand partnerships and business development. “One standout moment was our recent partnership with Rahua Beauty at the In Goop Health Event, where the brands created an unforgettable experience for attendees.”
The intimate daylong event was at Hollywood’s Milk Studios and included thought-provoking conversations with many celebrities and thought leaders like Cameron Diaz and Allyson Felix for conversations on physical, mental, and emotional well-being. Gwyneth Paltrow was of course on the scene in support of the immersive wellness experiences like the Goop beauty pop-up station, Vitamin B12 and antioxidant shots and the many gifting suites.
“We were honored to help introduce Rahua Beauty to others at the Goop event,” said Fitzpatrick. “The booth was full all day, and many times there was a line for the hair refreshes. Between 80 and 100 guests sat in our styling seats and Beauty Barrage helped perform hair consultations for more than 130 guests. Our team engaged attendees so well and delivered meaningful, in-person experiences.”
Fitzpatrick continued, “In today’s highly competitive industry, the human touch is more critical than ever. Consumers crave authentic connections with brands, and nothing bridges that gap like face-to-face engagement. Our team brings products to life, helping guests experience their benefits firsthand while building trust and loyalty. It’s about creating moments that resonate long after the interaction, which is something only the human element can deliver.”
Anna Ayers, founder of Rahua Beauty, said “Working with Beauty Barrage has been a seamless and professional experience, the team was well organized, and showed up with great energy and helped us execute an amazing day.”
A Bright Future Ahead
The Beauty Barrage team is actively developing event and in-store support strategies for over 45 brands in 2025, spanning everything from exciting new launches to established heritage brands. As a leader in retail field sales and brand ambassador support, their proactive approach includes preparing for impactful spring and summer events well in advance. For brands seeking to collaborate, timing is key. With schedules filling quickly, securing support early can be a decisive factor for success in the highly competitive beauty landscape.
The agency’s expertise in executing tailored events and enhancing the in-store customer experience positions them as a trusted partner for driving brand growth in the coming year. Michelle Luna Cason, director of national events at Ulta Beauty says, “Events, education and so much more. Beauty Barrage can be a game changer for brands in a retail store environment. From brands that don’t have their own field team to brands that need help to reach open markets they will benefit from the services and support that Beauty Barrage offers.”
“As we celebrate our past, we are equally excited about the future,” Summers told Fairchild Studio. “Beauty Barrage remains committed to empowering beauty brands with the tools, talent and expertise they need to thrive in an ever-evolving industry. Thank you to my passionate field team and our brand and retail partners who have trusted us along the way. Here is to 10 incredible years and many more to come!”