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Lindsey Wiefels is SVP of merchandising at health and wellness online retailer iHerb.
How would you describe your job to someone who doesn’t work in retail? My team and I source, curate, and negotiate terms and pricing to ensure iHerb has the best value and assortment of supplements, sports nutrition, beauty, bath, personal care, and grocery items for our customers in 180+ countries. Our goal is to be the No. 1 destination globally for health and wellness and as such, we work hard to provide our international customers access to reputable, trusted brands, many of which are made in the US.
One thing we can’t guess about your job from your LinkedIn profile? While I’m a Californian by way of Virginia, you may be surprised to know that iHerb is a truly global company. Through e-commerce, my team and I aim to break down borders and barriers to ensure our customers can easily access the health and wellness products they need no matter where they live.
What’s your favorite project you’ve worked on? In my current role, I would have to say the onboarding of the K-beauty skin care category—it was just plain fun! I found the product innovation and novel packaging fascinating and the quality and attention to detail exceptional. While some brands are known to provide quality skin care, they don’t have the playful and engaging packaging that Korea is known for. In many ways, the K-beauty industry is now at the forefront of skin care and makeup trends.
Which emerging retail trend are you most excited about right now, and why? I’m especially excited that health and wellness is top of mind for consumers today. We saw an overwhelming demand for vitamins and supplements as individuals and families were seeking to build up their immune systems and prioritize their health as a result of Covid-19. While the height of the pandemic is behind us, consumers continue to see the benefit of taking daily supplements such as vitamin C, zinc, and immunity blends…Weight loss has always been a focus for individuals and recent innovations around GLP-1s have helped consumers jumpstart their weight loss journeys. Products that help enhance and sustain weight loss efforts have already taken off, with GLP-1 support products being an area where iHerb is getting involved.
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What’s your go-to coffee order? I typically make coffee at home and like to try the new brands we have recently introduced at iHerb…I also like to visit new coffee shops and try the top seller that most aligns with my preferred flavor profile, which usually leans toward notes of caramel and vanilla.
Worst piece of advice you’ve received? Back in my fashion days, I was told that I needed to live in New York to be successful in retail. That’s not true, especially given the strong junior, denim, and surf markets in LA. In fact, many revered brands and retailers got their start in California and have continued operating their multinational business from the West Coast. Given that iHerb is based in Irvine, I am happy I stayed in California and took the path that I did as it all turned out best for me.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? As a teenager in the ’80s, I spent a lot of time in department and drug stores looking at skin care and beauty products. When I was 15, I had a bit of acne, so my skin care faves were Clinique, Sea Breeze, and Bonne Bell Ten-O-Six. I also loved Lip Smackers—all flavors, particularly watermelon!...Today, I am mostly obsessed with eye patches, vitamin C serums, and snail mucin, but I am constantly trying new items including many of the sample products we receive for review at iHerb.