AS an avowed beauty junkie and polyglot, Anna Moine has worked in all facets of cosmetics marketing. She decided to focus on the world of spas a decade ago so that she could combine her love of beauty products with her affinity for relaxation and indulgence.

She entered the cosmetics sector after answering a New York Times classified ad (before digital existed!) and launched the first natural French haircare line at retail. As the 2nd employee hired, she learned to multi-task from packing boxes to negotiating complex deals with major specialty stores (Neiman Marcus, Sephora). Sales grew from $100,000 to more than $10 million in a decade.

She developed a reputation as a strategist for niche brands seeking to enter the US market and created her own marketing/branding agency at 25. She facilitated the process of launching campaigns in multiple channels of high-end and mass distribution. She was then recruited to revamp and reposition an iconic fragrance brand and proceeded to upend the staid olfactive “ladies” market. This attracted the attention of a major fragrance house and she led a team of perfumers to create a revolutionary scent based on white flowers that forever altered the fragrance market.

She subsequently opened and established the US subsidiary of a major French cosmetic/pharmaceutical company before finally hanging her shingle in 2005 as a consultant.

Today, she is well known for her business acumen and her passion for the spa industry because of her unique approach to the creation of spa strategy. Her past experience has greatly influenced her non-traditional style to new development projects or those looking to reach the next level of growth. Highly analytical and yet also creative, she offers an intuitive understanding of the market and its targeted customers.

In 2018, she joined CoveyClub as Spa Ambassador to plan and execute spa retreats for members of CoveyClub to meet and share ideas, life experiences, and challenges in an intimate setting. Customised programming and activities centred on instructive and motivating themes will be the focus of these retreats, which will be held at resorts and destination spas around the US. CoveyClub also reinforces its mission of supporting women in search of their dreams by serving as an affordable launch platform for solopreneurs and small businesses who can come to CoveyClub and test new products and ideas.  In addition, she writes a blog where she reviews her experiences of atypical spa treatments and products.

Anna is a frequent speaker at industry events and has served on numerous task forces including the Speaker selection committee (ISPA), Retail/Supplier Events (GSN), Marketing & Membership Committees (ISPA).


May 22, 2018: Anna Moine to create spa retreats for CoveyClub members

April 27, 2018: CoveyClub Appoints Anna Moine Spa Ambassador

January 7, 2018: The Future of Beauty in 2018