What is one of the biggest pain points faced by beauty founders?
First of all, to have decided to set up a beauty brand is an incredibly brave and challenging decision and I have huge admiration for anyone who does that. Founders need to be incredibly resilient and have the drive to keep going when things get tough, the time investment is huge.
What is something you have found that brands overlook?
I see many founders who have said yes to everything, whether that is a retail opportunity or brand collaboration. I think it’s really important to have a plan and stick to it.
Another thing that’s often overlooked is the help available outside of your business. Networking and collaborating in the industry is really important and I sometimes recognise that it can take founders a little time to appreciate the impact of this. Furthermore, there is a huge amount to help available from national and local government sources such as grants or schemes.
When I see a founder who has really taken advantage of these kind of things, they stand out to me as a founder who really wishes to succeed.
In your previous experience as a beauty buyer, what is something buyers look for in a brand?
I feel like I speak about this all the time, but having a clear point of difference and communicating this effectively is key. Brands are often hesitant to appear too niche and therefore try to appeal to too many people. Brands should consider and lean into their USP's rather than focusing on mainstream claims such as clean or natural.
What is a brand you think has an impressive strategy?
I loved the strategy that Calling Beauty are using. A new interpretation of community based crowd sourcing. I tell many of my clients to consider the benefit of asking their community for input and I find that brands overall don't take advantage of this enough. Brands should consider and lean into their USP's rather than focusing on mainstream claims such as clean or natural.
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