I actually think Shay mitchell is really underrated as a brand builder.

@secondbest_2

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The video provides high-value, researched business insights about a celebrity's professional life, satisfying audience curiosity with a structured, informative format.

Summary

The creator analyzes Shay Mitchell's business ventures, specifically focusing on the leadership and operational history of her brands Beis, Onda, and Rini. She highlights Mitchell's strategy of partnering with incubators and experienced operators to build her companies.

Structure

1Introduction to Shay Mitchell as a brand builder
2Analysis of Beis and its incubator, Beach House Group
3Discussion on the status of Onda tequila
4Overview of Rini skincare and its leadership
5Conclusion on Mitchell's business strategy

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Follow for the next part.

On-screen text

Shay Mitchell's exec team I'd love to see Rihanna and Shay Mitchell CEO is Adela Hussain Johnson BEACH HOUSE GROUP Pattern Beauty Florence by Mills Moon Oral Onda ROC NATION this and yap 'Dystopian': Skin Care for 4-Year-Olds Gets an Icy Reception Rini's CEO THE PARENT COMPANY TORY BURCH

Original caption

from pll to the founder of 3 brands 👀 #shaymitchell #beis #rini #cpg #beautybrand

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Transcript

Thank you for asking for this. I actually think Shay mitchell is really underrated as a brand builder. Let's get into it. First up we have Beis. CEO is Adela Hussain Johnson. She previously held leadership roles at Target, then rose through Beach House Group, which is the incubator that actually launched Beis. And Beach House Group is almost like a brand architect. It helps build brands like Pattern Beauty, Florence by Mills, and Moon Oral. Next we have Onda which is her tequila brand. Their former CEO was Noah Gray, who left in January of 2025 to become the head of commercial at Roc nation. Now, based on what I see on linkedin, a lot of their execs also left around that time. And the brand hasn't posted on instagram since october of 2024. So that makes me think that the brand is currently paused, but there's been no formal shutdown announcement. And then last, we have Rini, her children's skincare line. It definitely got some heat when they first launched. Rini's CEO is Esther Song. She was the former CMO of the Parent Group, which is a CBD brand, and held leadership roles at Tory Burch. So it's been really cool to see Shay Mitchell's track record of partnering with incubators and operators to build brands. Follow for the next part.