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For a celebrity founder who counts 27.4 million followers on Instagram—and whose brand’s ecommerce reportedly depends on a whopping 80% of its traffic from the same platform—it’s logical to assume that Shay Mitchell’s upstart company Béis sinks major money into the colorful luggage and travel accessories shots that wind up online.
And why shouldn’t it? Béis’ products, though accessibly priced and roughly on par with competitors like Away and Arlo Skye, are designed to appeal to the young and status-conscious—the sort of customers who’ve already watched Mitchell on shows like ABC’s Pretty Little Liars and Hulu’s Dollface.