Shay Mitchell’s DTC travel brand BÉIS leads with creative
Before launching BÉIS, Mitchell already had a following in the travel space, Johnson noted. The actor had a popular YouTube series called “Shaycations,” where she posted videos of her traveling to locations globally. This made her decision to launch a travel brand feel authentic and natural, Johnson said.
But the brand has found success with influencers and social media stars beyond its famous founder. Mitchell in a 2022 interview with Page Six credited TikTok for helping to grow the brand in an “organic and playful” way. While social media platforms are always evolving, Johnson said they provide a way to showcase a brand.
“I always say ‘content is queen’ in our world,” Johnson said. “We lead with content; we lead with creative. We’re bringing the world of fashion and function together in our product, and we take a very similar approach when we look at social media.”
Johnson said BÉIS views TikTok as a “how-to” platform that allows it to organically showcase its products, while Instagram functions more like a book. BÉIS creative team, led by Mitchell, focuses on being authentic yet aspirational. “The fandom is real,” Johnson said, noting that the brand uses influencers and other social media fans to solicit feedback on things like design and new products.
BÉIS is a direct-to-consumer (DTC) brand, but has partnerships to sell products through Nordstrom and Revolve. Unlike other popular DTC retailers (Warby Parker, Glossier, Our Place, etc.), Johnson says BÉIS has no immediate plans to open its own retail store. Instead, Johnson says the brand will continue to focus on pop-ups in retailers such as Showfields following its first pop-up last summer at The Grove in Los Angeles.
“We’re going to be taking the learnings from that and doing very more of those,” she said.
Hear more about what BÉIS is working on by listening to Retail Leader’s full interview with Johnson. Subscribe to "Trend Talk" wherever you listen to podcasts.