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How Brooke Wall Changed The Rules Of Behind-The-Scenes Beauty

Jun 20, 2014

Follow CommentsFollowing CommentsUnfollow Comments Welcome to the era of the celebrity makeup artist. To be clear, it’s not just the makeup artist who has risen to public prominence; there are also the fashion stylists, hair stylists, colorists, manicurists, men’s groomers and production designers who no longer operate invisibly. It’s impossible to talk about this major shift without mentioning The Wall Group ‘s CEO and founder Brooke Wall, who moved what was previously behind-the-scenes to the forefront when she started her agency 16 years ago. Now with branches in New York and L.A., her company represents the top tier of the beauty and grooming set, handling all facets of their talent’s careers. You name it, they do it: daily bookings, annual contracts, endorsement agreements and licensing deals. With a roster that includes names like Jen Atkin and Katey Denno , their collective client list could very well cover the entire red carpet—not to mention the countless magazine covers and ad campaigns they’ve worked on. Of course, no one understands the relationship between industry, talent and the public better than Wall herself. Below, her thoughts on the evolving landscape of beauty, and what it means for today’s consumer. Brooke Wall (Image courtesy fashionweekdaily.com) How would you define The Wall Group’s role within the beauty industry? Brooke Wall: “We find and develop talented individuals within the fashion and entertainment industries who, in turn, create and enhance publicly perceived beauty and style in today’s world. Our talent are pioneers in the discovery of new trends that trickle down into the everyday life of the consumer.” What sets you apart? Brooke Wall: “Our diligence and focused representation of a niche set of individuals that have historically been underrepresented in a large industry. The concept of behind-the-scenes talent has previously been viewed as secondary. We view our clients as integral parts in the creative process.” How do you choose the talent you represent? I’m wondering what that process looks like from a technical standpoint. Brooke Wall: “We look at a prospective talent’s body of work to determine whether or not The Wall Group and its agents are the right fit. Reputation in the business is considered, and oftentimes can be a deciding factor. We have a strong ability for spotting talent, and I rely heavily on intuition when it comes to talent selection. However, it’s also important to consciously observe whether or not an artist’s talent can properly translate across various mediums. Additionally, the artist must possess a particular magnetism that will breed success in a competitive landscape and above all, be manageable. Finding the perfect combination of ability and personality is key; it’s a fun and exciting process.” The artists on your roster work behind-the-scenes, but in recent years there’s been a shift—to the point that there’s now the idea of the celebrity stylist or artist. What brought this about? Brooke Wall: “I have a very in-depth theory about this, but I will try to encapsulate it here. Consumers have become very savvy as a result of advances in technology and social media, and they’ve discovered the behind-the-scenes world. Television shows and movies like The Rachel Zoe Project, The Devil Wears Prada and The September Issue have catapulted what was traditionally unseen to the forefront. Even before this, creative editorial stories in magazines like Vogue and Harper’s Bazaar started moving products off the shelves at department stores, almost more so than standard advertising. For example, if a makeup artist credited a particular lipstick color from a luxury brand in their editorial mentions, often that lipstick would sell out in a Neiman Marcus in Dallas. This indicates that the consumer is doing their homework and has a real desire to know who is using what, and how those products can be utilized within their own lives.” You started The Wall Group 16 years ago. In your eyes, has the beauty industry changed since then? Brooke Wall: “Tremendously, and at the same time, not a lot.” How so? Brooke Wall: “Over the last 10 or 15 years, brands created by makeup artists have succeeded in taking a large portion of the market share away from the conglomerates—because of what I just mentioned. However, most have been sold to the bigger beauty companies and become slightly homogenized, unless the founding makeup artist managed to stay at the helm. As it has always been, it is today; the market is incredibly saturated with a ton of misleading product information. I think customers have to consider their beauty needs like a wardrobe, and keep a tightly organized edit. Beauty products tend not to be one-size-fits-all. Everyone requires something different to achieve the optimum results they desire. In my opinion, the future is about expert-curated beauty that addresses what each customer actually needs, or what’s most effective and suitable based on their beauty end-goal. There are new shopping sites that offer this type of guidance like  VIOLET GREY . So: let the experts help steer you through the bewildering product landscape before you turn your bathroom into a beauty wasteland!”

Brooke Wall Investments

1 Investments

Brooke Wall has made 1 investments. Their latest investment was in Package Free Shop as part of their Seed VC on September 9, 2019.

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Brooke Wall Investments Activity

investments chart

Date

Round

Company

Amount

New?

Co-Investors

Sources

9/26/2019

Seed VC

Package Free Shop

$4.5M

Yes

Day One Ventures, Neil Parih, Primary Venture Partners, Rain Engel, TQ Ventures, and Undisclosed Investors

2

Date

9/26/2019

Round

Seed VC

Company

Package Free Shop

Amount

$4.5M

New?

Yes

Co-Investors

Day One Ventures, Neil Parih, Primary Venture Partners, Rain Engel, TQ Ventures, and Undisclosed Investors

Sources

2

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