FOR BEAUTY & WELLNESS FOUNDERS

Know your real margin after every fee, samples, and GWP.

Fractional CFO, accounting, and analytics for beauty and wellness brands navigating retailer partnerships, subscription economics, and formulation costs that don't show up in your gross margin.

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The questions that keep you up at night.

These are the problems our clients bring us. If any of them sound familiar, we should talk.

Retailer math

"Sephora margin looks good until I add co-op, samples, GWPs, and returns. Then I'm not sure what's left."

Subscription

"Our subscriber LTV looks amazing on paper. Real-life churn and delays tell a different story."

Formulation

"We reformulated for clean beauty compliance and COGS went up 22%. I haven't repriced and I'm nervous."

Growth

"We have the runway to scale marketing or launch into a new retailer. Not both. I need better numbers."

We don’t just advise. We build with you.

We augment the financial, analytical, and strategic capacity of your executive team. We lead projects and functional areas, and then we execute. Above all, we view ourselves as members of your team and take responsibility for delivering.

Constant communication

Weekly working sessions with the founder or operations lead. When launches happen or retailer reviews come up, we tighten cadence to match the stakes.

Always on

Available 24/7/365. When Sephora calls Tuesday with a program ask or your co-manufacturer flags a formulation cost change over the weekend, your finance team picks up.

Data clarity

Our proprietary tooling pulls your ERP, Shopify, Amazon, subscription platform, retailer EDI, and 3PL into one view. True landed margin after samples, GWP, co-op, and returns; subscription cohort economics; and formulation cost tracking.

WHAT TO EXPECT

Your first 90 days with Greenleaf

Three phases. Concrete outcomes. No ramp-up theater.

1

Month 1

Diagnostic

We rebuild true margin by SKU and channel after samples, GWP, co-op, and returns. We rebuild subscription LTV on real cohort data and benchmark your retailer programs against their true cost.

Goal: You see which channels, retailers, and subscribers actually make money.

2

Month 2

Quick wins

Retailer program cleanup on partnerships that aren't paying back, subscription offer adjustments on segments with low real LTV, and marketing reallocation toward channels with real margin.

Goal: Real profitability starts showing up in the numbers.

3

Month 3

Structural work

Capital strategy for the next growth phase (retailer expansion vs. marketing scale vs. product launch), financing plan if needed, and a monthly operating rhythm tied to your launch and program calendar.

Goal: You know which growth lever actually compounds.

Common questions

Everything you need to know before we talk.

  • All of the above, and often brands running multiple retailer relationships simultaneously. Each retailer has different economics: Sephora's margin, co-op, and program structure is very different from Ulta's, which is very different from Credo's or Bluemercury's. We build reporting that treats each retailer as its own P&L so you know exactly where each partnership stands.

  • Properly, which is rarer than it should be. We build cohort-based LTV that accounts for real churn, real reactivation costs, and real payment failures. We separate customers who subscribe once and cancel from customers who genuinely stick. Most subscription brands we work with discover their LTV was 30–50% lower than they thought, which changes acquisition strategy meaningfully.

  • Yes. Formulation changes, clean beauty reformulations, supply chain shifts, packaging upgrades, frequently move COGS significantly and brands struggle to decide whether to absorb, reprice, or reformulate again. We build the margin model at the SKU level, model elasticity on your top products, and help you plan a repricing cadence that doesn't lose shelf placement at retailers.