If you're wondering how to get your product into retail stores or how to grow your brand once you're on the shelf, Lindsay Holden's journey building Odele Beauty offers valuable lessons in retail growth.
As co-founder of Odele Beauty, Lindsay built a clean, salon-grade hair care brand that landed in Target, Ulta Beauty, Walmart, and CVS.
Her story offers practical insights for founders looking to scale in retail.
From Retail Buyer to Beauty Founder
Before launching Odele, Lindsay spent eight years as a buyer at Target.
She learned:
- What buyers want
- How products earn shelf space
- Why some brands succeed
During that time, she noticed a gap in hair care.
Consumers had to compromise. They could find clean products that were expensive, affordable products that didn't perform, or salon-quality products that weren't clean.
There wasn't an affordable, high-performing, clean brand for the whole family.
That insight became Odele Beauty.
Lesson #1: Solve a Real Problem
Many founders create products they find interesting instead of solving real frustrations.
Lindsay and her co-founders saw that consumers were overwhelmed by the hair care aisle. Products were confusing, premium options felt out of reach, and families needed multiple products.
Odele focused on simplicity, inclusivity, and performance.
The lesson is simple:
Retail buyers want brands that solve real problems.
Ask yourself:
- What problem am I solving?
- Why does it matter?
- Why isn't someone else solving it?
If you can't answer those questions clearly, buyers may not see your value.
Lesson #2: Know Your Category
Lindsay approached the category like a merchant.
She studied products, pricing, and consumer behavior.
Founders often skip this step.
If you want to get into Target, Whole Foods, Ulta, or Walmart, you need to understand:
- Your competition
- Gaps in the market
- Why your product is different
You're not just selling a product.
You're showing a retailer how you can help grow the category.
Lesson #3: Buyers Want Growth
Don't walk into a meeting and say your product is amazing.
Every founder says that.
Instead, explain:
- Why your brand is different
- Who it brings into the category
- How it helps the retailer grow
Retail buyers are responsible for driving sales.
Make their job easier.
Lesson #4: You Don't Need Every Store
Many founders think success means national distribution right away.
Odele took a different path.
The brand launched in about 1,000 Target stores, not every location.
Growth was intentional.
Going into retail too quickly can hurt your brand.
A better question is:
"Which stores give my brand the best chance to succeed?"
Lesson #5: Let Consumers Try the Product
When Odele launched, the team had a small budget.
They focused on sampling, reviews, and community.
Getting products into consumers' hands became their growth engine.
Ask yourself:
- Are people trying my product?
- Are we generating reviews?
- Are we creating word-of-mouth?
As Lindsay said:
What consumers say about your brand is more valuable than what your brand says about itself.
Lesson #6: Don't Expand Too Fast
After Target, Odele waited before entering more retailers.
The team wanted to learn.
They studied their customers and built carefully.
Eventually, Odele expanded into:
- Ulta Beauty
- CVS
- Walmart
- Amazon
The result was strong growth at Target and successful expansion into new channels.
Growth is not a race.
Strong brands build a foundation first.
Lesson #7: Innovate With Purpose
Beauty is crowded.
Yet Odele continues to grow.
The company doesn't launch products just to launch them.
Every new product must answer:
- Is it meaningfully different?
- Does it solve a need?
- Does it add value?
Sometimes fewer, more purposeful products create stronger brands.
What Founders Can Learn From Odele Beauty
Lindsay Holden's story shows that retail success isn't about moving fast.
It's about moving strategically.
The key lessons are simple:
- Solve real problems
- Know your category
- Show buyers how you grow the business
- Start with the right stores
- Invest in community and reviews
- Scale responsibly
- Innovate with purpose
Today, Odele Beauty is sold in Target, Ulta, Walmart, CVS, and Amazon.
Its success came from discipline, patience, and a deep understanding of both consumers and retailers.
For founders looking to earn and keep shelf space, Odele's journey proves that the right strategy matters more than speed.
Want to hear Lindsay Holden's complete journey, including how she pitched retailers, used sampling to drive growth, and scaled nationally?
Listen to this episode of Shelf Talks for practical insights on getting your product onto retail shelves and growing once you're there.
Spotify: https://open.spotify.com/episode/2Z8bOB9kUT6tLgiGocXjE1?si=3fc3efda146d4b47
Apple Podcast: https://podcasts.apple.com/us/podcast/how-odele-beauty-went-from-startup-to-target-ulta-walmart/id1773675543?i=1000773705474
You Tube: https://youtu.be/Pzh14_Kd6J4
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