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Missing Ingredient was established in 2004 by Dina Cianchetti.  With an extensive background in the beauty and cosmetic industry, Dina founded the company with the vision to support the retail development of brands.  In 2010, joined by Terry Lawrence, the company began its evolution to where it is today-- the leading service provider for TESS (Training, Events and Sales Support).  Our proven formula and strategies have created many success stories and long-term relationships with beauty tool, fragrance, suncare, haircare, cosmetic, skincare and wellness brands.


We provide our services to brands who require a complete or joint retail field team across North America, or to brands who may only require our services in select markets or retailers.  Because it is our priority to know the retailers and their protocols well, we have the expertise to uniquely formulate a plan for every brand. Missing Ingredient employs dedicated leadership strategically positioned across the United States to ensure the brand's plan and message is on point and consistent.  


Brands choose Missing Ingredient because of our strong reputation, retail relationships, our decades of success in the beauty industry and our ability to help brands scale.  We are proud to be a retailer and client referral-based business.


Our experience supports the road to retail success.

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