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Wayne Liu is chief growth officer and president of America at beauty and fashion tech company Perfect Corp.
How would you describe your job to someone who doesn’t work in retail? As Perfect Corp’s CGO and president of America, I help some of the world’s biggest beauty and fashion brands bring cutting-edge AI experiences—like virtual product try-ons, skin and hair analyses, and more—to life. My job is to bring together technology, creativity, and business strategy to help brands use these tools to enhance how people discover and interact with products, whether online or in-store.
One thing we can’t guess about your job from your LinkedIn profile? A big part of my job is acting as an interpreter, bridging the gap between technical teams, creative marketers, and brand executives. I often find myself helping AI engineers see the artistry of beauty and brand leaders understand the potential of code. It’s like being multilingual, just across disciplines.
What’s your favorite project you’ve worked on? Creating PerfectGPT, our AI-powered beauty assistant, has been one of my proudest moments. It brings together analytical AI, generative AI, years of domain expertise, and an intuitive user experience to offer shoppers smart, scalable, and deeply personalized beauty advice. Building and perfecting PerfectGPT has been a long and, at times, challenging process. We have high standards for its specificity and accuracy, and meeting them has taken a lot of trial and error! But, we’re gearing up for PerfectGPT’s commercial rollout this year. I’m so proud of the work our team has put in and excited to see the spark in customers’ eyes as they experience AI that just “gets them”—that’s always rewarding.
Which emerging retail trend are you most excited about right now, and why? I’m fascinated by the shift from traditional, linear shopping behaviors—like “search and buy” or “browse and buy”—to a more dynamic, multi-directional journey. Today’s consumers jump between inspiration, education, evaluation, and purchase in a non-linear way, often influenced by social content, virtual try-ons, expert reviews, and AI recommendations—all at once. What excites me is how AI enables brands to adapt to this complexity and meet consumers wherever they are in the journey. AI can recognize intent, preferences, and context in real time to serve up the right experience—whether that’s a product match, a virtual try-on, or tailored advice. Retailers are no longer concerned with leading shoppers down a certain path anymore, but instead about designing a responsive ecosystem that follows shoppers’ leads.
What’s your go-to coffee order? Grande hot latte with 2% milk, no sugar. It’s the perfect blend of calm and focus before a day full of AI, innovation, and investor calls.
Worst piece of advice you’ve received? “Act quick, fall fast, learn faster.” It sounds bold, but the reality is that sometimes you need to act fast, and other times, thoughtful planning is necessary. In high-stakes situations, you can’t always afford to fall—and if you’ve planned well, you likely won’t. Strategy is about timing, context, and clarity—not speed.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? Vinyl records, both then and now. Today, I admire records’ craftsmanship and sound, and the ritual that spinning a record offers. At 15, it was all about the music, the magic of album art, and the process of searching for that perfect record. I remember spending hours digging through the stacks, flipping through rows of albums; when something jumped out at me, it felt like striking gold. That’s one of my favorite parts of retail: that discovery can be an experience in-and-of-itself. In an AI-driven world, vinyl is a reminder that sometimes the best things are unexpected and happen by chance!