The Founder
Stephanie Sherman
Founder & Managing Partner
Thirty years inside prestige beauty — most of them on the side of the table brands are trying to reach.
Stephanie Sherman built her career inside the organisations that define prestige beauty. As Vice President and General Manager at The Estée Lauder Companies and at Clarins UK, she held full commercial responsibility for brands operating at the top of the European market — accountable for profit and loss, for the teams delivering it, and for the retail relationships on which it depended.
That experience shapes how Brandocity advises. Most consultancies approach retail from the outside, as a target to be reached. Stephanie approached it for three decades from the inside — setting the commercial terms, defending the margin, negotiating the space, and deciding which brands earned investment and which did not. She has sat in the meetings that founders prepare for. She knows what is actually being assessed in them.
Retailers do not buy potential. They buy confidence that a brand will perform in their space, on their terms, at their economics.
Experience at scale
Accumulated across three decades of executive leadership at The Estée Lauder Companies and Clarins UK.
£1B+
Profit and loss responsibility managed
3,000+
People led across multiple markets
25
Prestige beauty brands directed
500+
Retail partnerships developed across Europe, the US and the Middle East
20
Market launches delivered as part of the founding leadership team
Why Brandocity Exists
Brandocity was founded on a straightforward observation: beauty brands rarely fail in Europe because the product is wrong. They fail because the commercial architecture beneath the launch was built on optimism — the wrong retail partner, the wrong price architecture, a forecast nobody stress-tested, or an organisation that could not support the growth it had promised.
Those decisions are made early, they are expensive to reverse, and they are usually made by teams who have never made them before.
Brandocity exists to put executive judgement into those decisions before capital is committed — and to remain accountable for the outcome afterwards.