Dustin Cash is the founder of SOS Beauty, a Los Angeles-based brand incubation agency working with some of the newest and most exciting new brands in beauty. As an innovative product developer and go-to-market strategist, Dustin tailored the SOS business model to adapt to the ever-shifting landscape of the industry. He and his team specialize in working with passionate brand founders and investors to launch new prestige and luxury brands and product innovation.
Cash founded SOS Beauty with Hourglass Cosmetics veteran, Charlene Valledor, with the goal of creating a full-service, boutique resource for all sectors of the luxury beauty space. SOS Beauty now services over 20 brands across hair, color, and skin internationally, supporting all stages of new brand development, from concepting brand identity, product experience, and launch assortment, to managing operations and retail relationships. Their current and past client roster in the US includes OUAI, Patrick Ta Beauty, Shani Darden Skincare, Summer Fridays, NatureLab Tokyo, and Rita Hazan.
As a core tenant of any brand’s success in today’s crowded market, Cash and his team at SOS emphasize the importance of dedicating the time and resources to establishing a unique visual identity and distinct voice. “The customer forms an opinion about your brand and your product quality the second they see your imagery and logo. The most successful brands understand the importance of making this initial investment in branding. We guide our clients through this process, and ensure that there is consistency from end-to-end.”
Cash holds a degree in Visual Communications from the Fashion Institute of Design and Merchandising in Los Angeles, California and is an active board member of BIW and PBA. He is also a judge and committee member for the North American Hair Stylists Awards.