In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 12 founders and executives: What is one of the most valuable lessons you’ve learned about building a brand?
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Lucy Cloonan Founder, James St Organics When I first started our brand, I made far too many products. I think I actually had 12 products and not a very large audience, so that was a mistake. I had thought at the time that this was the way to go, but, in reality, I should have started with just one or two products.
My other mistake was to not listen to the ideas of our graphic designer, so the packaging didn’t turn out so well the first time. However, we are thrilled with our existing packaging and, due to this, we have been asked to take our products to New York. My advice would be to ensure you take your time to get the right help.
- Marie Aoun Director, Saint d'lci
I would liken the excitement of building a brand to shopping a sale. A little bit of this, a little bit of that and, oh, why not add this too? At some point, you realize you've overloaded your brand with too many value propositions, and customers are confused about what it is that you offer.
I'm currently in the process of editing Saint d'Ici back to one core value proposition. Once you hone in on just one thing, the rest falls into place. So, the most valuable lesson? Don't aim to tick all the boxes. It will confuse you and the customer. Find your focus and make sure you remain focused.
- Toks Fahm Ajayi Founder, SKÔT Beauté
Being in the beauty industry can sometimes be daunting, especially if you're a small indie brand. My brand is still very young, and I am an African-American woman who faces the woes of inclusivity, or lack thereof, most times. I've learned a few valuable lessons along the way, but the one that stands out is to take feedback and criticism as the best advice you've ever gotten.
When you initially receive feedback, it may seem harsh or cruel, but you have to look past that. Work on what needs working on to grow and learn. I was lucky enough to get feedback about my packaging after an exhibition I was invited to. I thought for sure my packaging was beautiful. Hearing the feedback hurt to the core, but I quickly turned it into a positive.
Knowing where I want to see my brand, how I want it perceived and the people I want to attract in the business, I made a few tweaks and couldn't be happier. In fact, I'm eternally grateful for that feedback.
- Emma du Plessis Brand Manager, Skoon
Successfully implementing branding for a business is a hard task that often gets underestimated. We have made endless mistakes and have learned that it is exceptionally important to get to the core of who you are and stick to that. It isn’t easy to remain true to the brand while coming up with new and exciting concepts. Write it in bold as big as you can on the largest wall in your office and make sure you stick to it at all times.
- Janis Covey Founder, Kosmatology
One of the most valuable lessons I have learned is that there is no such thing as overnight success. Skincare is such a personal product, and people do not tend to impulse buy skincare products. Consumers, especially those who are extremely interested in clean skincare products, are very particular and like to research ingredients, the founder of the company, etc.
What's amazing is that, through this process of people getting to know your brand and you, you develop true connections with your customers and get to know them and their families. Building a brand is not an easy experience, but it is extremely rewarding. I wouldn’t change the journey for anything.
My advice for others is to be certain they know their state regulations and educate themselves on FDA guidelines and requirements. Also, they should be very careful not to infringe upon a competitor's trade name, trademark, logo design, etc. The last thing they would want to happen after launching their products is to have to shut down due to an oversight.
- Cathryn McCann Co-Founder, Revelry Hair Co.
As difficult as it may be when making big decisions, remember to trust your own instincts. There is a reason why you have the passion and the vision for what you do, so don’t be influenced by others if your gut is telling you otherwise. Always take advice on board, but, at the end of the day, you know exactly what you want, so stay true to that, and don’t let anyone convince you otherwise. There’s always a way, it might just take some time to find it.
- Alice Cheng Founder, GALS
One of the most valuable lessons I learned is that it's OK to start small, but remember to think big. I'm a dentist, so naturally when GALS lip care products first debuted I was selling them at my dental office. Profits from sales go to charity, and I thought I'd be happy to make even a small difference from my corner of the world. I soon realized how much more potential there was in the GALS mission and make my brand known to the world.
Through word of mouth, social media and good old-fashioned physical contact with like-minded businesses, GALS products are now carried at other dental offices, and being used as far as London and Hong Kong. My advice to others about to embark on a similar journey is to be open-minded, look for opportunities big and small, and you may find yourself pleasantly surprised.
- Danielle Conte Founder, Conscious Coconut
I learned quickly that the key to this whole thing is forgiveness. Forgive yourself. Then, forgive yourself some more. You’re going to make mistakes 100 times a day, but they’re not mistakes. You’re learning how to function both personally and professionally. And eat. Remember to eat fruits and vegetables, and drink water and teas and not too much coffee. Try not to eat that big sandwich for lunch because you’ll crash early evening and realize you still have eight hours of work to accomplish. Eat the soup and almonds instead.
Start your day with some sort of a ritual because the rest will be complete insanity. You planned on an accounting day and next thing you know you’re halfway to Miami with a trunk of coconut oil and succulents from Lowes for a pop-up at Exhale Spa. And you’ll love every moment of it. And if you’re sensitive like me, people will say to not take things so personally, but, of course, you will.
So, breathe and send a quiet “I forgive you” to the person you dislike in the moment and forget about it immediately. Because five minutes later, you’ll get an order from a large boutique hotel on South Beach wanting to carry you in 500 rooms and then 20 minutes later an Amazon customer will write an email calling you a moron. It’s truly magical, and it all flies by.
- Julia Teren Founder, Thesis Beauty
I learned so many lessons, many the hard way. One of the biggest is that marketing expenses add up faster than we can imagine and can eat a considerable hole in the budget and, ultimately, not deliver the best results. There are so many exciting opportunities and the more expensive it is, the more it promises to bring your brand on top of the world. But, you have to actually assign a strict marketing budget, and try to stick to it because truly not everything that shines is gold.
- Betty Guerre Founder, Aim HI Every Day
The lessons that immediately jump to mind is to be open to suggestions, listen to your customers and ask for help when you need it. There is no negative feedback, only different opinions you might not think of on your own. As fun and exciting as it is to create new products, definitely do the math before launching one. And, most importantly, do not let anyone tell you that you can’t do something.
- Deb Pereira Owner and Founder, Neon & Co. and TLW Products
Since the start of my journey with my two brands, I’ve learned three very important lessons. The first is to acknowledge the importance of having quality people around you. This involves getting a great team behind you who are smarter than you are, as I willingly admit, and fostering a culture of openness, respect and trust above all else.
The second is to make sure you secure sufficient funding. It sounds obvious, but, if you run into trouble, you need to ensure you have the space to maneuver and make things work without compromising the DNA of your brand.
Lastly, it’s all well and good to have a brilliant idea, but execution and implementation needs to be spot on to translate it into results. I always keep myself and my team accountable for every decision we make and exactly how it has impacted the bottom line as it’s easy to forget to look past the fluff when it comes to marketing of products.
- Andrea Barone Founder, Crystal Hills
There have been many lessons learned on my journey, and I’ve had my fair share of challenges from switching website developers a few times, as they did not deliver what was promised, to managing my time as a working mom of twin boys. These were in addition to finding the time to actually complete all the tasks that needed to get done: making product, running the farm, writing blog articles and product details, running the social media, etc.
I would say that the most valuable lesson I learned is to stay focused on your end goal of having a successful brand and persevere through the challenges. Everybody encounters disappointment, and it’s important to stay positive and focus on your vision for your company so that the path unfolds before you.
If you have a question you’d like Beauty Independent to ask beauty entrepreneurs, please send it to editor@beautyindependent.com.
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