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Brought to you by Adopt US Kids, the U.S. Department of Health and Human Services, and the Ad Council. Hey I'm Veronica Dagger and this is the Wall Street Journal Secrets of Wealthy Women,

where women share how they tackle career, money, and the world.

Today we're speaking with Marla Beck, co-founder and CEO of the luxury beauty company Blue Mercury.

Back when Marla got started, most beauty products were either sold behind glass at department

stores or at the local drug store.

For Marla, who was living in the DC area at the time,

that meant driving about 40 minutes just to buy her favorite brand of lipstick.

So in 1999, she and her husband opened their first Blue Mercury, a

neighborhood store that offered luxury cosmetics much closer to customers, and they sold

products through their online store which at the time

was pretty innovative. Marla's approach to Beauty got the attention of investors,

researchers, and eventually retail giant Macy's, which bought Blue Mercury for more

than $200 million.

Marla's here today to tell us the secret to spotting trends,

how the beauty business is changing

amid the coronavirus pandemic,

and what's ahead for Blue Mercury. Welcome Marla,

...