How Actress Lili Reinhart Is Scaling A Skincare Brand And Fixing The Broken Indie Film Model

Key Concepts

• Multi-hyphenate Career: Lily Reinhardt's career encompasses acting, producing, and entrepreneurship (skincare line).
• Authenticity in Branding: The importance of genuine connection and avoiding forced celebrity endorsements.
• Startup Mentality: The necessity of a small, agile team wearing multiple hats in a new venture.
• Strategic Marketing: Utilizing social media platforms like TikTok for unconventional promotion.
• Industry Evolution: Adapting to changes in the film and television landscape, including shorter seasons and the rise of "content."
• Independent Film Challenges: The difficulties in getting independent projects made, sold, and seen.
• "Bend the Knee": The concept of making strategic compromises with industry norms to achieve project realization.
• Intentionality in Career Choices: Making deliberate decisions based on career advancement or passion.
• Mental Health Advocacy: Incorporating themes of mental well-being into storytelling.
• Personal Recharge: The necessity of downtime and self-care to maintain creative output.

Summary

Balancing a Multi-faceted Career

Lily Reinhardt discusses the challenges and strategies involved in managing her diverse career as an actor, producer, and founder of her skincare line, Personal Day. She explains that while actively filming, balancing her production company and skincare line is demanding. However, she emphasizes the crucial role of her team, including her producing partner Katherine and the Personal Day team, in keeping her ventures running smoothly. Reinhardt notes that opportunities in her career have often presented themselves organically, requiring her to decide whether to pursue them.

The Genesis of Personal Day Skincare

The idea for a skincare line, Personal Day, emerged from Reinhardt's public and honest discussions about her struggles with acne, which began at age 12 and were amplified during her time on "Riverdale" starting at 19. Initially hesitant due to a consumer's skepticism towards celebrity brands and the crowded market, she was motivated by the potential to create a brand that felt authentic and trustworthy. The ethos of Personal Day is built around being an "older sister you could trust," embodying compassion and empathy, coupled with inventive social media campaigns. This approach filled a perceived gap in the market, leading her to fully commit to the venture.

Startup Operations and Growth Strategy

Personal Day operates with a small, agile team where each member wears multiple hats, a common characteristic of startups. Reinhardt highlights that they are currently in their first year of operation and are already in 700 Ulta stores. Their growth strategy involves "leveling up" and trusting the expertise of smarter individuals for business decisions, while ensuring the entire team shares the same vision and "north star." They focus on products that tell a story and aim to connect with their audience through relatable, unfiltered social media content, such as demonstrating product use in a personal setting.

Navigating Production and Acting

Reinhardt finds that her role as a producer provides a greater sense of ease on set, as she has a clearer understanding of who to approach if issues arise. This involvement allows her to be part of the entire filmmaking process, from pre-production to post-production, rather than just performing her acting duties and then waiting for the final product. This deeper engagement makes her feel more at ease as an actor, as it reduces the reliance on solely trusting others to make her performance look good.

Diversifying Acting Roles and Intentionality

Having acted for over 17 years, Reinhardt's career trajectory includes her significant role on "Riverdale." She explains that her strategy for diversifying her acting projects, especially during her time on "Riverdale," was to take on roles in different genres and characters that allowed her to showcase her range and avoid being typecast. Projects like "Hustlers" were a deliberate departure from her "Riverdale" persona. She emphasizes that her career choices are intentional, driven by either strategic career moves or passionate pursuits, and that each project must have a clear purpose.

The Appeal of Independent Projects

Reinhardt is drawn to independent projects, particularly those that are challenging to get made. She finds that these projects often resonate with her due to compelling characters, stories, or filmmakers, even though they are harder to push through the industry. She discusses two recent independent projects:

• American Sweat Shop: This project, shot in Germany, focuses on a content moderator who is deeply affected by disturbing videos. Reinhardt was drawn to its exploration of mental health, a cause she actively advocates for, and the script's compelling nature. The quick turnaround for this project was unusual in her career.
• Helen Harper: This series features a complex character and intricate relationships. Reinhardt was deeply impressed by the script, describing it as the best she had ever read. She was initially surprised to be considered for the role by director Cooper Raiff, who cast actors based on their interviews to understand their human essence.

The Indie to Mainstream Pipeline

The process of getting independent projects made and sold is described as extremely difficult. Filmmakers often work with limited resources and without the guarantee of distribution. Reinhardt highlights the heartbreaking reality that many independent films, despite the passion and dedication of those involved, may never be seen. She advocates for greater recognition and support for independent filmmakers. "Helen Harper," for instance, took two years post-shooting to be sold, and Reinhardt expresses relief that it will eventually be released.

Factors Driving Indie Success

Reinhardt attributes the success of "American Sweat Shop" and "Helen Harper" to different factors. "American Sweat Shop," a thriller, benefits from the genre's inherent appeal and its modern relevance in an era of constant digital content consumption. "Helen Harper," on the other hand, is distinguished by its unique, indie-film-like quality within the television landscape, making it appealing to platforms like Movieline that champion independent filmmaking.

Navigating Social Media and Industry Shifts

Reinhardt acknowledges the shift in the industry towards "content" designed to capture immediate attention, often consumed on mobile devices. She discusses the strategic use of platforms like TikTok to promote her work, even if it means adapting the marketing approach to suit the medium. For "Helen Harper," she uses TikTok to highlight the show's themes in a relatable, even humorous, way to attract an audience that might not otherwise discover it. She emphasizes the challenge of standing out visually in the first few seconds to capture attention in a landscape where viewers are often multitasking. This has led to a shift in filmmaking towards faster pacing and constant engagement, sometimes at the expense of artistic depth.

Small Victory Productions and Future Development

With her production company, Small Victory, and her first-look deal with Amazon, Reinhardt is involved in developing numerous projects. She stresses that development is a lengthy process, often taking years. Her production company focuses on ideas that are "propulsive, modern, and relevant," but she is committed to not creating content for the sake of it. She prioritizes quality and meaning over simply adding to the existing volume of content. Currently, they have around 14 projects in development, mostly films, with a smaller television slate.

Adapting to Industry Demands

Reinhardt uses the term "bend the knee" to describe the necessity of making strategic compromises with industry norms to get projects made. This can involve adjusting the format of a show, like shortening "Helen Harper" from 10 to 8 episodes, to be more "consumer friendly." She believes it's better to have a project seen, even if not exactly as originally envisioned, than not at all. However, she stresses the importance of balancing these compromises with artistic integrity. Her production company aims to be strategic and selective, understanding that projects may take up to five years to come to fruition.

Advice for Brand Building and Personal Branding

For those building brands or personal brands on social media, Reinhardt advises honesty and experimentation. She notes the unpredictability of the market, where her initial assumptions about product bestsellers have been proven wrong. She encourages trying different approaches, observing what resonates with the audience, and then leaning into those successful strategies. Flexibility and the ability to pivot are crucial.

Personal Recharge and Future Outlook

Looking ahead, Reinhardt is focused on recuperating and recharging during the upcoming holidays. After a demanding year of filming, she plans to spend time at home to "build herself back up" before embarking on new acting roles. She emphasizes the importance of self-care and taking time for oneself to be able to show up as one's best self. She is excited about the prospect of returning to set feeling refreshed and ready.