ng the brand, her struggles adapting to the American retail landscape and her faith in the power of building a brand through community. Inside Retail: What inspired you to launch Tomorrow-Today Beauty? Indianna Roehrich: I realized skincare was still largely solving yesterday’s problems, despite the way we live having fundamentally changed. We spend our days in front of screens, under artificial light, exposed to pollution, heat and other modern stressors, yet very few brands were developing products with those realities in mind. That insight became Tomorrow-Today Beauty. I launched the brand in December 2023 to create skincare for the digital era, combining biotech innovation with nature-inspired ingredients developed alongside leading chemists in Australia and South Korea. As the demand grew in the US, I purchased a one-way ticket to New York City from Australia and took over two suitcases filled with the one product I had at the time, the Tech Protect Serum, and really started to pound the pavement. A majority of our online customers were based in the US. Being closer to our customers has given me invaluable insight into how they shop, the trends shaping the market and the opportunity to build the brand within one of the world’s most influential beauty ecosystems. Tomorrow-Today Beauty is my second company, but it feels like the one I was always meant to build. Inside Retail: What were the toughest challenges you faced in the initial stages of launching and running the brand? Indianna Roehrich: When I moved to New York City, I didn’t know anyone there, so it really forced me to get out of my comfort zone and introduce myself and my company to the movers, shakers and decision makers of the city. I was not only new to the city, but I was new to the beauty industry. Business, though, I wasn’t new to. I had to prove myself and earn my place, and not only tell people, but show them I was here for the long run. If I saw a celebrity or influencer in SoHo, I would go up to them, introduce myself and hand them my products. I knew they would love them the minute they tried them. I often compare building a business to putting together a puzzle. At first, you’re working with pieces that don’t seem to fit. You test, adapt and solve one problem at a time until the picture starts to emerge. The more experience you have as an entrepreneur, the quicker you become at recognizing where the next piece belongs. You may not know exactly how it will all come together, but if you can clearly see the finished picture, you’ll find a way to build it. Inside Retail: What strategies did you incorporate to overcome these issues? Indianna Roehrich: I kept showing up. More than anything, I got close to the consumer. From day one, I made it a priority to meet people where they already were. We’ve popped up at founder summits in Toronto, San Francisco and New York, hosted activations in the Hamptons and Miami, and even taken over high-traffic cafes in the West Village. Every event has been an opportunity to hear directly from our community, watch how they interact with the products and build genuine relationships. When I first moved to New York, I remember there was a Shopify event for tech founders during my first week in the city. Instead of just attending, I stood outside handing out Tech Protect™ Serum samples. I thought, “What better way to get in front of my consumer?” It’s funny looking back because I’ve since run into people from that event who have said, “I still remember the sample you gave me. I bought the full-size serum afterwards, and it’s now part of my daily skincare routine.” To me, that’s gold. It reminded me that no marketing strategy is more powerful than getting a great product into someone’s hands and letting them experience it for themselves. That approach still shapes the business today. We don’t build products in isolation; we build them alongside our community. Inside Retail: What have been the biggest highlight moments of running the business thus far? Indianna Roehrich: There have been so many moments that have felt surreal. Seeing Tomorrow-Today Beauty on the shelves of retailers I genuinely admire, like Happier Grocery in SoHo, Revolve, Moda Operandi and Spa Hôtel Fouquet’s New York, has been incredibly rewarding. They’re the kinds of places I always dreamed the brand would one day call home. Beyond retail, the biggest highlight has been watching people connect with the idea behind the brand. Hearing customers tell us they finally feel like someone has created skincare for the way they actually live, whether they’re working long hours in front of a screen, constantly traveling, or simply navigating a fast-paced lifestyle, has been the most validating part of the journey. Building a completely new category is never the easy path, but seeing that vision resonate makes every challenge worth it. Inside Retail: What is a piece of advice you would give to the day one version of yourself on your brand founder journey? Indianna Roehrich: I’d tell myself to trust my instincts sooner. Some of the biggest opportunities in my career came from backing an idea before anyone else could see it. I’d also remind myself that building something meaningful takes time. In the early days, it’s easy to compare yourself to businesses that have had years to grow, but every founder starts with zero customers, zero retailers and zero brand awareness. Progress compounds if you simply keep showing up. My mom said something to me when I moved from Australia to New York that I’ve never forgotten: “Indi, this isn’t a rehearsal. Now’s the time.” That’s still the best advice I’ve ever received. If you have a clear vision, don’t wait until you feel ready. Start now, trust yourself and know that what’s meant for you won’t pass you by. Inside Retail: What is your current favorite SKU from the brand? Indianna Roehrich: Hydration Hero Balm! It gives your skin that Botox-look, instantly plumper, smoother and more hydrated. It’s always in my handbag because it’s perfect for travel days, long hours in front of a screen or whenever my skin needs an extra boost of glow. Further reading: Tomorrow-Today Beauty founder Indianna Roehrich discusses US expansion strategy