It’s a Vibe
What We Do
We are Vibe Partners. A beauty and wellness incubator and operator that builds and commercializes future brands. We seek out the founders and talent solving unmet consumer needs and creating connections beyond product.
Our Vision
To partner with expert entrepreneurs and build consumer-centric challenger brands rooted in purpose, culture, and community.
Our Difference
Our team have all worked directly with founders to build and develop brands from start up to scale up. We know the passion, hard work and vulnerability of a founder turning a vision into reality. We believe support and expert skill alongside smart investment is critical to bring a disruptive concept to market and enable next stage scale.
OUR FOUNDERS
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Noelle Shine, CEO
Noelle Shine is Co-Founder and Chief Executive Officer of Vibe.
Noelle has more than 30 years of experience in the beauty industry and was part of the original management team at Charlotte Tilbury Beauty where she developed the global customer, distribution, and trading strategy for the first three years.
Since then, Noelle has worked as a management consultant, supporting the development of over 25 indie beauty brands, including community-driven Trinny London, lipstick customization brand Code 8, and expert influencer-founded DTC makeup line VIEVE.
Noelle has built a career around her obsession with the consumer. She started on the shop floor at Harrods, followed by 11 years in senior management roles at The Estée Lauder Companies. She understands the importance of the high touch experience and uses her deep understanding of the consumer to successfully translate that experience digitally. -
Allie Carter, CBO
Allie Carter is Co-Founder and Chief Brand Officer at Vibe.
Allie has more than 15 years of experience in communications and digital marketing, most recently as brand communications lead for the UK & IRE at The Estée Lauder Companies.
Known for delivering consumer-centric, results-driven influencer, media and content strategies, Allie believes that modern brands need to approach storytelling with a deep understanding of brand identity and a focus on virality and disruption. Identifying opportunities to cut through and being agile enough to seize them.
Allie began her communications career in Canada at start up hair care brand Ojon as head of PR. Ojon successfully disrupted the cluttered hair care space and in 2007 was acquired by The Estée Lauder Companies. Allie was transferred to New York in 2010, becoming director of global communications for the brand.
VIBE VIEWS
