Chief Beauty Innovator

Patricia Valera grew up in the world of beauty. Her grandmother, an immigrant from the Dominican Republic, owned a salon in the Washington Heights area of Manhattan in NYC. There she learned all about roller sets, blowouts, and hair treatments.

Fast forward to high school where she became the first person in her entire family to embrace her curly hair, which was a mission in and of itself. Enter the era of product discovery to figure out which products would actually work in her hair (that’s a whole other story). Little did she know how impactful these experiences would be to a career she stumbled into entirely by chance.

After attending NYU (with the goal of going to law school) Patricia signed with a temp agency and was thrilled to be placed at the corporate offices of L’Oreal USA, where she landed a permanent position at Redken 5th Avenue… and didn’t look back.

Since then, Patricia has worked with some of the most successful and influential beauty companies in the world, including Kenzo Parfums (LVMH), Keratin Complex, and Hairfinity.  With over 20 years of diversified experience, Patricia is an expert at spotting emerging trends, creating original brand concepts and executing highly impactful campaigns. 

But during her career managing multi-million dollar beauty brands at Fortune 500 global corporations, she realized how insulated and secretive the beauty industry can be and rarely found resources online that could even help her. Throughout the years, she had also come across so many new brands that were in desperate need of help, as there is so much information and so many details to keep straight, but didn’t know where to go or who to talk to. That’s when she decided to leverage the knowledge she gained over the years to help startup and emerging indie beauty brands succeed.

Patricia Valera is on a mission to create a space where indie beauty founders at any stage could easily find the resources and knowledge they need to help them create phenomenally successful brands and products.

Throughout her career, Patricia has collaborated with and developed projects for the following companies & brands...