22 YEARS AT THE HEART OF BEAUTY RETAIL
THE HEART OF MI
MEET THE TESS EXPERT
Beauty experts. Brand storytellers. Educators. Sellers. Relationship builders.
MI TESS Experts are the people who bring your brand to life at retail. They combine deep beauty knowledge, selling expertise and genuine passion with the professionalism and accountability of the MI field organization. Our TESS Experts don't simply represent your brand—they champion it, creating authentic connections that turn consumers and store teams into brand advocates.
They train store teams, engage consumers, demonstrate products, build relationships, execute events and turn brand education into sales.
They're not there to cover hours. They're there to make an impact.
Your brand. Your message. Your retail goals.
Our people. Our expertise. Your Missing Ingredient.
THE MI DIFFERENCE
22 YEARS OF RETAIL EXPERTISE
BEAUTY RETAIL IS IN OUR DNA.
For more than two decades, Missing Ingredient has evolved alongside the beauty industry—through changing retailers, emerging categories, new consumer behaviors and entirely new ways of selling. What hasn't changed is our purpose: helping beauty brands succeed at retail. Our 22 years of experience translates into retailer knowledge, proven field strategies, trusted relationships and the ability to maximize opportunities and solve retail obstacles.
DELIVERING ROI + MEASURABLE RETAIL SUCCESS
VISITS WITH IMPACT.
MI turns field activity into measurable retail sales performance through strategic store coverage, Train-to-Sell education, client engagement, events and consistent brand advocacy. Our proprietary reporting platform connects execution to insight—capturing sales, consultations, associate training, inventory, merchandising and store-level intelligence in near real time. We don't measure success by hours worked. We measure it by the impact those hours create.
BRANDS DON'T JUST CHOOSE MI. THEY STAY WITH MI.
7 YEARS
Average MI client partnership
WHY BRANDS STAY Many MI brand relationships span years because we continually evolve alongside their business—adapting field strategies, scaling support and identifying new opportunities as their retail footprint grows. LONG-TERM RELATIONSHIPS. LONG-TERM RESULTS. WE HELP BUILD THE BUSINESS. SOMETIMES, WE HELP BUILD WHAT COMES NEXT. Many of our longest-standing partnerships evolve because we've helped brands reach the scale where building an internal field organization becomes their next chapter. We consider that a success story.
LEADERS IN TESS – Training Events and Sales Success
LEADERS IN TESS
Training Events and Sales Success
We don't simply represent brands. We build them at retail—and beyond. Missing Ingredient leads the beauty industry in Training, Events and Sales Success (TESS), helping brands accelerate retail performance through a passionate, experienced nationwide field organization. Our TESS Experts bring deep beauty expertise across skincare, haircare, makeup, fragrance, tools and tanning technologies—giving brands knowledgeable, professional representation at retail and creating meaningful connections with both store teams and consumers. From always-on field support and retail activations to social commerce and influencer experiences, MI brings brands to life wherever beauty is discovered, experienced and sold.
BUILT TO A HIGHER STANDARD
COMPLIANCE, ACCOUNTABILITY, AND REDUCED BRAND RISK.
MI's field organization is an employee-based team—not a network of independent contractors. Full-time and part-time team members are employed by Missing Ingredient, with employment practices managed in accordance with applicable state and federal requirements. Our field organization is backed by MI-held liability insurance, reinforcing the protection, professionalism and accountability built into every partnership. From payroll and employment administration to field policies, retailer protocols and operating standards, MI provides brands with a professionally managed field organization built for consistency, accountability and results. You focus on growing your brand. We’re the force behind the execution.
BEYOND THE SALES FLOOR
RETAIL DOESN'T JUST HAPPEN AT RETAIL ANYMORE.
We activate beauty wherever discovery happens. FIELD SALES Always-on retail execution Our core TESS model—training, selling, events, merchandising and brand advocacy across retail doors. RETAIL ACTIVATIONS Big moments. Brought to life. Launches, retailer events, pop-ups and high-impact brand experiences designed to create engagement and drive conversion. SOCIAL COMMERCE From scroll to sold. TikTok Shop events and social selling activations that bring brand education, product storytelling and conversion into today's digital shopping experience. INFLUENCER EXPERIENCES Creating moments worth sharing. Influencer and creator events that combine brand immersion, education and experience to build authentic advocacy beyond the event itself.
THE MI INTELLIGENCE ADVANTAGE
DATA THAT FUELS YOUR BUSINESS INTELLIGENCE.
MI's proprietary reporting platform was built specifically for beauty field execution, connecting near real-time store-level activity directly to your brand team. From sales, training and consultations to inventory, merchandising, consumer feedback and competitive insights, brands have 24/7 visibility into what's happening across their retail business. Customizable. Actionable. Exclusively MI.
STRATEGY BEFORE THE STORE
We plan for impact before we execute.
Our partnership starts long before the first store visit. Before launch, MI works with your team to build the field strategy behind the brand—analyzing door lists, market opportunities, coverage cadence, education priorities, event strategy and retailer-specific opportunities to determine where and how field investment can have the greatest impact.
Because every retailer operates differently, we customize the approach to the environment—aligning people, education, events and coverage around the moments most likely to move the business.
We don't just deploy a field team. We help build the strategy behind it.
DELIVERING VALUE
Don’t just take our word for it.
"It is with pleasure that I share the Moroccanoil experience working with Missing Ingredient over the past eight years. Upon making the decision to expand distribution with Sephora we knew that having strong instore support was critical to support both the launch and ongoing growth strategy. After meeting with Dina and Terry, Missing Ingredient ownership – understanding their business involvement and passion for the beauty industry, led us to move forward with a business partnership. Moroccanoil and Missing Ingredient's shared vision and values have allowed our teams to align seamlessly - sharing a common vision for growth and customer satisfaction!"
John Gates, SVP Global Retail and Travel Retail
Tammie Basseghi, VP, Global Retail – Direct
HOW WE DO IT
THE SKILLS BEHIND THE SALE
Know the brand. Engage the client. Build the basket. Close the Sale.
Great retail results don't happen by accident. MI develops TESS Experts with the knowledge, selling skills and strategies to turn every interaction into an opportunity for growth.
EDUCATION → EXPERTISE
Deep brand and product knowledge builds the confidence to make credible, personalized recommendations.
TRAIN TO SELL → INFLUENCE
We don't simply educate store teams—we give them the talk tracks, demo techniques and selling stories they need to confidently recommend your brand long after our visit ends.
CONSULTATION → CONVERSION
TESS Experts ask the right questions, identify client needs and translate product benefits into relevant solutions that drive purchase.
DEMONSTRATION → EXPERIENCE
Texture, application, fragrance, technology—beauty is experiential. We create memorable product moments that help move consumers from curiosity to conversion.
BASKET BUILDING → INCREMENTAL SALES
We train beyond the hero SKU. Through regimen building, complementary recommendations and cross-category selling, TESS Experts help increase units per transaction and maximize every client opportunity.
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connect@missing-ingredient.com
702.252.0294
We are the premier field sales team in the beauty industry.
Supporting the Brands you love in the Places you love to shop.
©2026 by Missing Ingredient, Inc.
Sphere at The Venetian Skyline Render (Photo: MSG Entertainment)