Doting Beauty × Cashmere Wolf
An Operating Partnership
A proposal for Brooke Monk and Devain Doolaramani. Prepared by KC Holiday and Morgan Buckley.
A proposal for Brooke Monk and Devain Doolaramani. Prepared by KC Holiday and Morgan Buckley.
Doting Beauty did $300,000 in 90 days, on organic alone, with one product. It's the proof that what you've built, the audience, the brand voice, the willingness to put real money behind a real product, is ready to scale.
You sit on something most brands spend a decade and a hundred million dollars trying to manufacture: 85 million people who actually care about Brooke. That trust is the hardest thing in this industry to build. You already have it. With margins of 75 to 80 percent and a price tier that's accessible from day one, the foundation is exactly where it needs to be.
But the inflection point you're experiencing, which we've been through and seen, is that the current strategy, products and team won't take the brand to $10M-plus by end of 2026.
That's where we come in.
85 million people show up for Brooke. The job now is to build the brand they keep coming back for.
An 85-million-follower audience. A category begging for product-led, accessible, beauty-adjacent accessories that aren't another skincare line. The hardest thing, audience trust at scale, is already done. What's missing is the team to turn that audience into a real brand. That's what we're proposing.
Multiple layers, aligned partners, one brand. Brooke makes content and stands behind the brand. We all collaborate on where it's going. We run it.
Brooke owns the soul of the brand. Her aesthetic, the products she'd actually use, the content her audience expects from her, the face of every campaign. The brand exists because she does, and her instinct is the north star.
The 2-to-3-year plan, set together. Where the brand is heading, in what categories, at what scale, on what timeline. Designed jointly, revised quarterly. Big calls like retail entry, category expansion, and partnerships get made at this layer, with all four of us in the room.
The day-to-day running of the company. Every operating function. We are not a vendor. We are the team you would otherwise have to hire, eight, ten, fifteen people deep, built and ready on day one.
The catalog is the product. The brand is the legacy. Brooke is the launch advantage.
Monthly product launches. Lean into what hits. The category structure below is illustrative of where we believe the brand can win: enter through low-stakes, accessible products. Expand into adjacent need-states. Stay in the $8-to-$30 price tier. Build a brand that survives independent of any one personality.
Five moves we've seen work across the strongest accessible-beauty brands of the last decade. The order matters.
Today the brand runs on one channel: Brooke's organic posts driving direct-to-site. That's an incredible foundation. It is also one channel. Here are the four we'd build out.
The foundation. The site, email, SMS, and community: the one place where the brand owns the data, the margin, and the relationship. Rebuilt for a catalog, not a single product. The KPIs we'll set: Site CVR · AOV · Email/SMS revenue contribution · Repeat rate, baselined to your data, not industry averages.
The amplifier. Organic is the engine; paid pours gasoline on it. Whitelisted creative from Brooke, UGC at scale, and brand-led testing turn reach into predictable, scalable revenue. The KPIs we'll set: Blended ROAS · CAC · Creator activation volume · Creative test cadence, calibrated after the first 30 days of spend data.
The conversion layer. The audience is already there. The store is already live. What's missing is creative built to convert and a dedicated operator running it day one. The KPIs we'll set: Affiliate count · Live cadence · Top SKU CVR · Monthly GMV, calibrated once the affiliate program ramps.
The multiplier. Ulta, Walmart, Target. The Kitsch path. Earned only after D2C and TikTok Shop are at scale and the catalog deserves the shelf. The thresholds we'll set: D2C run rate · Catalog depth · Sustained sell-through, the conditions that earn the shelf. The move from $10M to $50M+.
Organic is incredibly powerful. Paid is an amplifier of what already exists. We use Brooke's reach to make every dollar of paid hit harder.
Two milestones. The first one is about effectiveness and speed. The second is systems designed to scale.
A range of brands across different categories, different tiers, and different eras that share one thing in common with where we'd take Doting Beauty: a clear point of view, disciplined catalog choices, and a brand that earned its place in the buyer's life.
Accessible accessories scaled into mass retail with category discipline.
Accessories done with restraint. Strong category discipline.
Sleep silk done right. Premium tier, creator-friendly aesthetic.
Proof there is volume in hair accessories beyond the entry tier.
Premium-tier reference. Object-quality and brand storytelling.
Adjacent (lashes, nails). Category-scaled to nine figures. Proof of ceiling.
Creator-led, tightly disciplined brand build. Different category, same craft.
Creator-led, large brand. Useful as a cautionary tale on execution.
Between the two of us, we've built, scaled, advised, and sold consumer brands across two decades. A short selection.
Founded by KC in 2013. Pioneered the silicone ring category for active lifestyles. Built to $150M in sales, and 100+ employees before KC's exit in 2020.
qalo.com
KC ran The Daily Mentor as CEO, partnering with creator Davie Fogerty, coaching 1,500-plus ecommerce operators through scale and running a team of 40 people.
Morgan led Feastables on Shopify's VIP creator team, building Mr. Beast's snack brand into one of the platform's largest creator-led businesses.
Morgan led CrunchLabs on Shopify's VIP creator team, scaling Mark Rober's subscription engineering toy business across global distribution.
Built with creator and founder Mary Lawless Lee. Clean, dermatologist-approved skincare for mothers across pregnancy, postpartum, and beyond. Now stocked at Target. EWG Verified, Leaping Bunny certified.
nemah.com
Cashmere Wolf-led ecommerce build. Storefront, email, paid, ops. Full operating stack delivered.
When you say yes, this is the squad you'll have with you.
Founded QALO (silicone wedding rings) in 2013, scaled to a global brand in 4,000 retail locations - exited in 2020. Managed a $45M venture fund and studio in Australia.
After VC, became the founder/CEO of The Daily Mentor, coaching 1,500-plus ecommerce founders through the same operating problems Doting Beauty is hitting today. Left to start Cashmere Wolf, where this work is now full-time.
Strategic and operational lead on every Cashmere Wolf engagement. Will be in the room with Brooke and Devain on every major decision.
Nine years at Shopify on the VIP and creator team. Helped build the ecommerce businesses behind Paris Hilton, Lewis Hamilton, CR7, Mr. Beast, and Mark Rober. Knows what scaling a creator-led business actually looks like at every stage of revenue.
Founded Buckley Commerce, his agency, working directly with influencer-led brands. Met KC at The Daily Mentor coaching brands together.
Operations and conversion lead. Owns the playbook for the entire executional layer of the partnership.
We prefer to share our approach to partnership before getting into the details of the numbers. It's very important to us that we are all aligned before moving forward.
We come in equity-aligned, embedded, and accountable to the same outcomes you are. Not a vendor. Not an agency relationship with a retainer. We are the team you would otherwise hire as ten or fifteen separate roles, and our success is tied to the brand's success. If Doting Beauty wins, we win. If it doesn't, we don't.
Reference points: the way Rhode operates with its team. The way Skims structured early. The way Prime built around Logan and KSI. Long-term operating partnerships where the operating team has equity in the outcome and runs the company day-to-day. We can walk you through what's worked and what hasn't, and design the right structure for Doting Beauty together.
If you are interested in moving to the next steps, we are happy to discuss partnership structure in more detail.
A handful of things we couldn't answer from the outside. The answers shape the first 90-day plan, so we'd want them before kickoff.
A short list of operators and creators we've worked with who'd take a call about us. Contact info on request.
Cashmere Wolf operating partner. Built Nēmah skincare with us. Now stocked at Target. Will speak to operating partnership, brand-build process, retail expansion, and what working with us at scale actually feels like.
Built and scaled Archie's Footwear past $100 million in annual revenue. Will speak to operating discipline, scaling decisions, and what working with us at this scale looks like.
Additional references available on request.