It’s easy to understand the reasons behind Bite Beauty’s popularity. Looking back on the company’s immediate success following its launch in 2011, Bite Beauty checked all the boxes for the criteria of a rising star within the beauty sphere. In the early stages of its launch, the company had everything going for them with an exclusive spot on Sephora’s shelves and a growing interest from David Sultineau, the former CEO of Sephora and Kendo, shortly after.
“The brand launched exclusively at Sephora and I met Susanne,” Sultineau shared with Women’s Wear Daily in response to his acquisition of the company in 2014. At the time of the acquisition, Sultineau was the CEO of beauty incubator Kendo, which separated from Sephora in 2014 to join luxury beauty brand Louis Vuitton Moet Hennessey (LMVH), per Women’s Wear Daily. “In the beauty business, there are very few legitimate creative powerhouses, and she’s one. Second, it was hard not to like the idea of a brand that was built around the idea of edgy, edible, innovative products for lips. And the brand has flourished.”
On top of the acquisition, founder Susanne Langmuir also celebrated the successful 2013 launch of Lip Lab in Soho, New York, according to Yahoo, before she left Bite Beauty in 2018.
