Biography of Dr. Anika Goodwin-Hildebrand: Founder of OpulenceMD Beauty
Biography of Dr. Anika Goodwin-Hildebrand:
Visionary Behind OpulenceMD Beauty
Dr. Anika Goodwin-Hildebrand is a highly accomplished
board-certified oculoplastic surgeon with over two decades of experience. As a
Fellow of the American Academy of Ophthalmology and the American College of
Surgeons, she has built a strong reputation in both the medical and business
worlds. With a background in pharmacy from the University of North Carolina at
Chapel Hill and a medical degree from the Medical University of South Carolina,
she possesses an impressive foundation in healthcare. Beyond her clinical
expertise, she is a telemedicine thought leader, entrepreneur, and innovator in
the beauty industry.
A Personal Journey Leads to Innovation
Dr. Goodwin-Hildebrand's journey into beauty
entrepreneurship was deeply personal. After enduring the emotional toll of
losing both her parents and experiencing the breakdown of her marriage, she
turned to eyelash extensions as a way to regain confidence. However, as an eye
specialist, she was well aware of the risks associated with traditional lash
extensions, including infections, allergic reactions, and damage to natural
lashes due to harsh adhesives. When she personally suffered lash loss from
using extensions, she recognized an opportunity to create a safer, healthier
alternative.
The Birth of OpulenceMD Beauty
In 2019, Dr. Goodwin-Hildebrand launched OpulenceMD Beauty,
a luxury beauty brand specializing in innovative magnetic eyelashes. Unlike
traditional extensions that require glue, OpulenceMD’s lashes featured a
magnetic band that adhered to a specially formulated liner, eliminating the
need for harmful adhesives. Additionally, these lashes were designed to be
lightweight, durable, and reusable up to 40 times—offering both convenience and
value to consumers.
A Shark Tank Opportunity
Seeking an investment to streamline her business operations,
Dr. Goodwin-Hildebrand appeared on Season 12, Episode 20 of Shark Tank USA. She
confidently pitched OpulenceMD Beauty, highlighting the booming demand for
eyelash enhancements. To illustrate the ease of use, she gave each Shark a set
to try, and even Mark Cuban successfully applied a pair, proving the product’s
simplicity.
The Investment Pitch and Negotiations
At the time of her Shark Tank appearance, OpulenceMD Beauty
had already achieved $685,000 in lifetime sales, with $213,000 generated online
in just one month. Despite boasting impressive profit margins of 88% to 95%,
the company was struggling with backend logistics due to reliance on multiple
contractors. Dr. Goodwin-Hildebrand initially sought a $75,000 investment for a
5% equity stake in her company.
Sharks Compete for a Deal
Kevin O’Leary was the first to make an offer, proposing
$75,000 for 20% equity. Guest Shark Kendra Scott, who had extensive experience
in the beauty industry, quickly matched his offer, arguing that her network of
over 2,000 female employees would be an asset to the brand. After some
negotiation, Dr. Goodwin-Hildebrand countered with a request for a 12% equity
deal. Scott ultimately proposed a final offer of $100,000 for 20% equity, which
the founder accepted.
The Post-Shark Tank Sales Surge
Following her Shark Tank appearance, OpulenceMD Beauty
experienced a significant spike in sales, a phenomenon commonly known as the
“Shark Tank effect.” This exposure boosted brand awareness, drawing in new
customers eager to try the innovative lashes. Dr. Goodwin-Hildebrand expressed
her excitement about partnering with Kendra Scott, stating that Scott’s
mentorship was exactly what she had hoped for.
Biography of Dr. Anika Goodwin-Hildebrand: Founder of OpulenceMD Beauty#startup#age#net worth#shark tank#investor#OpulenceMD Beauty story
A Deal That Never Closed?
Despite the excitement surrounding the investment, there
were no clear indications that the deal with Kendra Scott ever officially
closed. The OpulenceMD Beauty website and social media accounts made no mention
of Shark Tank or Scott’s involvement, leaving many to wonder if the partnership
had fallen through. However, a product named "The Kendra Lash" was
listed on the brand’s website, suggesting some form of collaboration.
Adjusting the Pricing Strategy
Initially, OpulenceMD Beauty’s magnetic lashes were sold at
a premium price of $240 per set. Over time, the brand adjusted its pricing,
with most pairs eventually retailing for around $45. This shift likely aimed to
make the products more accessible to a broader consumer base while remaining
competitive in the evolving beauty market.
Facing Industry Challenges
As demand for ethical and cruelty-free beauty products grew,
OpulenceMD Beauty faced backlash from animal rights activists over its use of
Siberian mink fur. While the company emphasized that the fur was ethically
sourced from naturally shed hairs, critics continued to voice concerns. The
controversy sparked debates among customers, with some praising the quality of
the lashes and others condemning the use of animal-derived materials.
The Decline and Sudden Closure
Despite the initial success and growing customer base,
OpulenceMD Beauty began offering steep discounts, including an 85% off sale
across its website. This raised concerns among followers, with some speculating
that the company was struggling financially. Eventually, the brand announced
plans to cease operations, leaving many wondering about the reasons behind its
closure.
Speculation Around the Shutdown
The brand’s decision to shut down led to speculation among
customers and industry observers. While some attributed it to backlash from
animal rights activists, others suggested that Dr. Goodwin-Hildebrand may have
simply chosen to move on from the business. A comment on social media even
hinted that she might no longer have had the desire to run the company.
Dr. Goodwin-Hildebrand’s Broader Impact
Regardless of OpulenceMD Beauty’s fate, Dr.
Goodwin-Hildebrand has left a lasting impact on both the beauty and medical
industries. Her innovation in the lash extension space showcased how medical
expertise can contribute to beauty product safety and effectiveness.
Furthermore, her advocacy for eye health remains a crucial part of her mission.
The Future of Magnetic Lash Technology
OpulenceMD Beauty was not the first nor the last company to
explore magnetic lash extensions, but its introduction into the market helped
drive awareness of healthier alternatives. As the beauty industry continues to
evolve, more brands are likely to develop and refine similar products, ensuring
safer options for consumers who love false lashes.
A Legacy of Innovation and Resilience
Dr. Anika Goodwin-Hildebrand’s journey—from a successful
surgeon to a beauty entrepreneur—demonstrates resilience, creativity, and a
deep commitment to empowering women. While OpulenceMD Beauty may no longer be
in operation, her contributions to both healthcare and beauty continue to
inspire professionals and entrepreneurs alike. Whether through her medical
practice, public speaking, or future ventures, she remains a leader in her
field, proving that reinvention and innovation go hand in hand.
Timeline for story
2019 – Dr. Goodwin-Hildebrand launches OpulenceMD Beauty.
2021 – Appears on Shark Tank Season 12, Episode 20; accepts
Kendra Scott’s $100K offer for 20% equity.
2021 (Post-Shark Tank) – Sales surge; "The Kendra
Lash" appears on the brand’s website.
2022 – Pricing strategy shifts; lashes reduced from $240 to
~$45.
2022-2023 – Faces backlash over mink fur use; controversy
grows.
2023 – Offers 85% discounts; speculation about financial
struggles.
2023 (Late) – Announces OpulenceMD Beauty's closure.
