Gisou CCO Emma Bunyard on Navigating Growth and Leadership in Beauty

Emma Bunyard, the Chief Commercial Officer at Gisou, has had a diverse career spanning multiple industries, including beauty, food, and toys. She joined Gisou in January 2025 as Managing Director International and later took on the role of Chief Commercial Officer. In an exclusive interview, Bunyard shares her perspective on the beauty industry, its biggest opportunities and challenges, and the key skills required for leadership in the sector.

## Introduction to the Beauty Industry Bunyard's interest in the beauty industry was sparked by a personal experience with Charlotte Tilbury, where she had her makeup done for her wedding. She was impressed by the quality of the products and the customer experience, which led her to join the company. Throughout her career in beauty, Bunyard has valued the industry's combination of innovation, creativity, and strong leadership. She believes that the beauty industry celebrates smart, ambitious, and entrepreneurial women, and she has found a collaborative environment where people support each other and share advice.

## The British Beauty Industry Bunyard thinks that the British beauty industry is unique and exciting, with a diverse retail landscape that includes luxury department stores, mass retailers, and a strong e-commerce environment. This diversity creates opportunities and complexity for brands, which need to operate across multiple channels and adapt to varying shopping behaviors. The UK consumer is highly knowledgeable and engaged, with a willingness to discover new brands and concepts. Bunyard admires the industry's inclusivity and openness to innovation, where consumers are interested in product efficacy, brand purpose, and storytelling.

## Opportunities and Challenges in the Beauty Sector Bunyard identifies several challenges facing the beauty industry, including the impact of AI and the changing media landscape, the broader macroeconomic and geopolitical environment, and changing consumer expectations. However, she believes that every challenge presents an opportunity for brands that are willing to adapt and innovate. The biggest opportunities for beauty brands lie in finding new ways to engage consumers, creating meaningful experiences, and using technology to build deeper relationships. Brands must also prioritize diversity and inclusion, as consumers want to see themselves represented in product development, marketing, and brand storytelling.

## Key Skills for Leadership in Beauty Bunyard believes that empathy, clarity, and culture are essential qualities for leaders in the beauty industry. Leaders must be able to listen, understand different perspectives, and make people feel heard. They must also provide clarity on the purpose and strategy of the business, and create an environment where people feel supported and valued. Continuous improvement is also crucial, as leaders must always be looking for ways to optimize and learn. By combining these skills with a relentless focus on the consumer, beauty brands can build stronger connections and deliver products and experiences that add value.