Beauty in black and white


the fwrd group

a strategic consulting firm by Amy Kapolnek

how brands

power fwrd

Specializing in business development and advancement, we offer customized strategic solutions designed to build brands, launch new products and accelerate business growth.

“Amy is not only a pleasure to work with, but is incredibly talented in strategy and producing growth-oriented results. Since we began work with her, we’ve seen 230% growth on Amazon through a strategic partnership she initiated and spearheaded for us. She also connected us to an activewear brand who became an incredible partner in hosting a community activation that boosted brand awareness and increased our following and engagement on social media. From building our annual marketing strategies to helping us implement every single one of them, Amy truly helped beia level up .”

brittany lo, founder beia beauty

/ who we are / who we are / who we are /

Founded in 2014 by Amy Kapolnek, accomplished marketer, strategist and entrepreneur, the ​fwrd group guides early stage, forward-thinking companies and fast growing small businesses ​from concept to capital. We collaborate closely with brand founders to craft innovative and ​results-driven development, growth and expansion strategies to drive their success.

To date, we have powered fwrd 116 brands in 24 countries.


first month lipstick sales

Executed content marketing initiatives for the Gucci Beauty Relaunch in collaboration with Coty


YoY direct-to-consumer growth

Developed and executed a series of organic growth strategies for Editrix direct-to-consumer expansion


P&G brand developments

Partnered with Procter & Gamble on the development of Olay, Braun, Pantene, NBD x Target, SeeMe Beauty and more


net sales

volume increase

Led brand development and product naming for Diageo Bailey's Irish Cream new flavors and TreatBar concept


Copyright trademark icon

ourtone bandaid sales

Led brand strategy and product naming for Johnson & Johnson inclusive band-aid product line


amazon gross sales increase

Spearheaded the Amazon partnership and retail strategy

for beia beauty


location scaling

Scaled AIREM to 3 locations in 3 years in competitive markets including Hamptons New York City


first year retail sales

Developed and launched 2 brick-and-mortar retail locations and eCommerce platform within 1.5 years of conception

/ what we offer / what we offer /

yearly & go-to market plan


brand development

& strategy



inquire for rates




1:1 strategic advising with Amy Kapolnek


fractional marketing team


marketing accelerator

coming soon

“Amy is an exceptional marketing expert and strategist. Her guidance has been instrumental in growing our digital marketing strategy and expanding our D2C business. She helped improve our TikTok and Instagram ad strategy as well as influencer marketing, providing invaluable advice along the way. Whether you're embarking on your marketing journey or seeking advanced expertise, I wholeheartedly recommend working with Amy.”

elina wang, founder esw beauty

/ who we work with / who we work with /

Woman in Black and White Striped Blazer
Woman in Black and White Striped Blazer

We specialize in early stage and small businesses in the following ​consumer goods and services:


cosmetics hair care nail care skin care


accessories apparel jewelry footwear

packaged goods

beverage food home care personal care • pet


apps • artificial intelligence • augmented reality • SaaS


health fitness motherhood • self-care sexual care

"This project meant a lot to me and Amy understood it very well. Amy and her team delivered results that really met my highest expectations. They were very helpful and communicative at every stage of the development process, and even helped me make informed decisions. They made the entire journey confident and enjoyable. I thank them a million times!"

avenux & co

/ why partner with us / why partner with us /

At the fwrd group, we don’t simply provide strategic services – we forge meaningful connections, understand unique challenges and pioneer innovative solutions to drive real impact. Our unwavering dedication to upholding the highest standards and delivering a personalized experience differentiates us in a crowded market, and allows us to create lasting partnerships and extraordinary results.

Which is why for the past decade, our team of highly innovative and data-driven experts have been industry leaders at offering high-performing strategic services, individually customized to each client and their needs.





At the heart of everything we do lies a relentless pursuit of excellence. From onboarding to execution, our team is committed to delivering nothing short of perfection. With us, you can expect strategies that are meticulously crafted to elevate your brand and drive unprecedented success.




Forget one-size-fits-all approaches. With the fwrd group, it's all about hyper customization. We take the time to get to know you, your goals and your distinct challenges. By immersing ourselves in your world, we can offer insights and strategies specific to your company to drive tangible results and sustainable growth.




Innovation is the lifeblood of progress, and we are at the forefront of it all. Our team thrives on discovering new approaches, exploring the unprecedented and challenging the status quo. With our innovative strategies, we transform ordinary campaigns into extraordinary experiences, sparking unparalleled growth and success for your business.




From optimizing operations to enhancing marketing strategies, we leverage our expertise and innovative approaches to unlock growth opportunities and deliver measurable outcomes. With a focus on collaboration and a commitment to excellence, we partner with you to navigate challenges, seize opportunities, and ultimately, achieve results.

the fwrd group

a strategic consulting firm specializing in development, growth and expansion ​strategies for early stage, forward-thinking companies in consumer goods and services.

(‪(347) 565-4019‬

New York, NY








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