Avigon Paphitis is a Beauty industry marketing consultant, and founder of Paphitis Advisory. She previously worked at Beautycounter and Youth To The People, and has a wealth of knowledge across global makeup and skincare brands, and the changing consumer landscape over the last 10-15 years. We discuss the expectations of beauty brands vs the reality, and the ugly side of the beauty industry as she turns the questions on us as to why we started, and how things are going.