Today’s retail executives are no stranger to supply chain disruptions and consumer behavior shifts. Vivian Weng, brand president of ColourPop, addressed how the cosmetics brand is navigating these fluctuations during a panel discussion at the 2025 Women in Retail On the Road: Los Angeles event this past fall.

Shoppers have changed how they consume content and discover products, which has caused challenges in forecasting and marketing. “The biggest challenge for us, and it’s a good challenge to have is, is TikTok shop,” Weng noted. “How do you put in the right indicators so that you’re getting an early read on what’s about to take off?”

Erica Buxton, president of Razor USA, discussed how the brand has diversified its supply chain within the last year, expanding its factories from China into Thailand and Vietnam. In prep for this past holiday season, Razor was “constantly pivoting to get kids their scooters under the Christmas tree.”

Both leaders also addressed the importance of value to attract consumers as well as how to keep shoppers interested in their brands. “ Sometimes it’s not necessarily lowering your price,” commented Weng. “It’s that storytelling aspect that gives the consumer value in terms of how she’s going be able to use this product three different ways, not just on one specific occasion.”

Buxton and Weng were joined on stage by LaNiece Douglas, president, North America, Yonex Corporation; Olivia Gentin, chief commercial officer, ANINE BING; and moderator Catherine Morisano, president, ProfessioNext.

Women in Retail Leadership Circle members can view the full panel discussion here and session recordings from all previous On the Road events here.