NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


James Sun: Chairman & CEO, Beautytap

My NativeAdVice:


James Sun is an entrepreneur, managing partner, and angel investor of several companies. He is currently the chairman and CEO of Beautytap, which aims to be the largest online beauty community focused initially around Asian/international beauty products. He is also the owner of Dramabeans, which is the largest Korean drama online recap and community site focused on the English speaking market. Previously, he was the founder & CEO of Pirq, a loyalty application for small and medium sized businesses which was successfully acquired by one of the largest payment processing companies in the U.S. He was the first Asian American contestant on Donald Trump’s The Apprentice where he placed runner up, and then had his own show with BBC called Sun Tzu War on Business. James graduated Cum Laude from the University of Washington with a Business and Computer Informations Systems Degree.

How did you get into the industry?

I’ve been a fan of good skincare since I was a little kid. My mom was probably a big influence on that. I would rub my face with the inside of orange peels thinking that the acid will neutralize the oil on my face. Then, as I progressed my career in consumer tech, it was a natural progression to start an omnichannel online/offline business within the hot beauty sector.

Any emerging industry trends?

Technology is disrupting the beauty industry in a big way. The internet and social media are changing the way people discover and shop for beauty products. Instagram is a BIG piece to this. However, beauty is still mostly purchased in person due to the touch and feel nature about it. In the future, I see nanotech having a big impact on actual beauty products, whereas, now, we are seeing the disruption in the distribution and marketing of beauty today.

Any industry opportunities or challenges?

I think Amazon, Alibaba, and are all creating a big challenge for many beauty brands. Beauty is one of those industries where the experience and branding still matters. It’s not as simple as purchasing a phone cover or commoditized gadget. Purchasing beauty still has an artform to it. However, with so many grey market resellers, counterfeits and close expiration products out there, the consumer needs to be careful who they purchase their beauty products from. After all, it’s going on their actual face and skin. Many beauty brands are starting to opt out of selling on Amazon due to the lack of luxury shopping experience and due to Amazon favoring the lowest price by a reseller who may not even be certified to sell the product. This is also an opportunity for someone like us,, where we work directly with the brands and only sell products that our team has verified the authenticity and expiration dates of.

Inspiration for the business idea, and your vision for the Business?

Originally, the inspiration for the business was to allow anyone around the world to discover and purchase cross border beauty products. This is still the vision, but we are realizing the importance of omnichannel since touch and feel are a huge part of beauty discovery. Now, after launching our first brick-and-mortar store, our vision is to maintain a physical presence where people can try samples from all types of products in person before making a final purchase online.

What's next for the Business in the near future?

In the next 18 months, we plan on opening up 5 more flagship premium stores and more than 50 automated popups so customers can touch and feel the products before making a purchase. We are also planning to launch some new product lines as we have found some gaps in the market through our data points. Lastly, we are launching an online television show called BeautytapTV that will feature top beauty experts and celebs sharing the latest on their beauty and skincare secrets. This show will launch in December 2018.

Your key initiatives for the success of the Business?

Investment in digital content and Instagram have contributed to the digital increase of our business. We have written over 600 articles just on beauty and it’s led to a 65% in the organic growth of total traffic from Google. Opening up a flagship physical store at South Coast Plaza in Costa Mesa has really invigorated sales and our brand presence. The initiative to open up physical stores has been a game changer for an online digital company like ours.

Your most difficult moment at the Business? (and what did you learn?)

Making decisions without all the data points has been the most difficult. We have to take qualitative and limited quantitative data and make real time decisions. Our greatest strength as a startup is the ability to quickly adjust, but doing so also presents many difficulties if we are constantly changing each week.

Ideal experience for a customer/client?

Our ideal customer is someone who appreciates the knowledge and quality combined with a fair price. We do not want the customer who only cares about the lowest price at the sacrifice of quality. We seek the long-term customer who can appreciate a company who wants to give a great omnichannel experience when purchasing their beauty products.

How do you motivate others?

The best way to motivate a team is to lead by example and be engaged in the business. Show that you care about the results by giving feedback and real tangible solutions. Help your team come up with the solutions also.

Career advice to those in your industry?

Understand the combination of online and offline strategies for beauty. 91% of beauty is still bought in person so it’s important to understand this consumer mindset.