HeyJaredBetween The Lines
A place where I explore branding, social media, and culture through observation, sharing ideas, patterns, and reflections on brands that capture my attention.
- Indexed issues, last 90 days
- 9
- Latest publication
- Sep 25, 2026
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- Jul 29, 2026
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Getting let go was the push I needed. (opens the original)
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I’ve always dreamt of building a business. I never knew what it would look like, or what it might be about. But I ALWAYS knew I wanted something of my own. I mean, 15 year old me technically had the right destination, just the wrong route.<img alt="" c
Nobody cares about your USP anymore. (opens the original)
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No-one cares about your unique selling proposition.That’s what I wrote about a year ago. I know it sounds harsh, but the more I sit with it, the more I think it still holds true. We’re in a world where product specs are sooo easy to copy (I mean just look at what happened with the Fenty, Glow Recipe and Huda eye patches…). If every skincare and makeup brand was only fighting over formulas and actives…they’d all blur into one. The brands you can’t stop thinking about are playing another game enti
You can’t win if you’re not in. (opens the original)
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Just 9 months ago, I connected with Brittany Ogletree, the founder of Bri Beauty, on LinkedIn. Since then, I’d been keeping tabs on how the brand was going, and not long ago they officially launched. Seeing the story, from the outside, created more curiosity from my side to understand more.So I sat down with her to get to the root of the story.The format for this is a teeeeny bit different than what you would expect. Although this was conducted as an interview, this article will be more like a s
Trends suck. Build a brand universe that’s remembered. (opens the original)
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My favourite brands in beauty and wellness (and in general tbh) all share one distinct trait: they are built from their own universe. It might sound abstract, but it makes sense once you find a brand that does this. See when a brand has a clear point of view it makes the world of a difference. As soon as the visual choices and the tone and language match up, the community even begins to talk and behave like the brand. It all feels natural and connected, because it’s rooted within a real perspect
Sensitive skin deserves better. (opens the original)
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This is the first of many founder interviews within the beauty and wellness industry. The goal is to unveil the story and reasoning behind the brands, giving founders the space to talk about the things that aren’t spoken as much about.The format for this is a teeeeny bit different than what you would expect. Although this was conducted as an interview, this article will be more like a story. Running through the root (aka the why and how it started), the decisions (why they chose to go one way, a
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