In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask eight founders and executives: What are your brand’s New Year’s resolutions for 2018?
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Patrick Kelly Founder, SIGIL SCENT Next year is all about scaling and growing in wholesale. We’re looking for values-driven, like-minded investors to acquire capital for expansion, refining the range and adding on a couple of new categories. While we’ll always be known for clean, long-wearing and unisex fragrances, we’re keen to also explore entry-level price points and complementary products, think roll-ons, tinctures, candles and body care. Next year, we also plan to finalize a five-year roadmap, working toward building an even more transparent and direct-sourcing supply chain.
- Ola Andersson Chief Commercial Officer, Lumene
At Lumene North America, our number-one goal would be to create greater brand awareness and engagement during 2018. We are extremely proud of our products and have a loyal user base in Europe, but not enough women here have discovered Lumene. With a strong Finnish heritage, Lumene harnesses highly potent Arctic ingredients that provide great nutrients and hydration to the skin resulting in a luminous glow that every woman desires. Once a consumer tries Lumene, they fall in love with it, so our goal is to speak with and touch as many consumers and influencers as possible to become a stronger brand for 2018.
- Deb Pereira Owner and Founder, Neon & Co. and TLW Products
My main goal for 2018 is to see Neon & Co. take on the U.S. by storm. 2017 showed me how much can happen in such a short space of time. We launched our first haircare line in New York City in August and it has already taken off to an extent I didn’t anticipate at all. 2018 is all about keeping this up and, with our new body range, we want to become known as the Aussie company making beauty easier with good hair and skin days, every day.
This year, we established exactly who we are and how we fit in amongst the massive amount of hair and skin brands out there and, now, we want to get the word out that it’s not just about the products, it’s about how they can make life so much easier.
- Olivia White CEO and Creative Director, 41 Winks
A top priority goal would be to land a notable press piece that introduces our bed accessories to a larger audience. 2017 was an exciting and big year. We partnered with the amazing nonprofit I AM THAT GIRL, created a new wholesale side to the business and successfully built accounts with boutiques across the country currently selling our latest GIRL POWER Eye Mask Collection. I can feel the momentum more than ever and want to ensure we act on it in 2018.
- Wendi Sudhakar Founder, Kudarat
We just officially launched a little over six months ago and, from day one, it has been a wild and exciting ride. It's critical to keep all of that momentum going and growing into 2018. Our New Year's goals include finalizing our launch into India, which is a great natural fit for us. Indian consumers are very sophisticated, and we are so excited to meet the ever-growing demand for natural, clean beauty that also delivers serious results.
Expanding brand awareness and distribution here in the U.S. is also a major focus area for us. Part of the plan includes attending carefully chosen events like IBE LA in January, where we will be able to share our story while pampering the attendees. We will also be launching several new products, which we will reveal in the first half of the year. It's so hard keeping them a secret.
Finally, our biggest goal of all is to team up with the right investment partner that shares our vision for our brand so that we can not only continue growing, but also become an industry disrupter by redefining what beauty means. Beauty is profoundly connected to health and wellness and that's where Kudarat comes in.
- Diamond Downs Founder, Gehati
Gehati’s New Year’s resolution for 2018 is to broaden our Internet presence, attend market shows and gain more retail accounts. In the fall of this year, we’ve had the opportunity to expand our business into retail stores, gaining more brand awareness. This avenue has been great in helping us grow our Internet awareness and social media platforms. In order to expand, we need to network more by attending and participating in market, festival and vendor shows. We haven’t tapped into these arenas, so this would be a huge resolution for us.
- Lori Kelleher Co-Founder, L & L Hair Products Inc.
My co-founder Laurie and I are really planning to explode into the beauty market this coming 2018. We are talking with our chemists to see what products are working the best and we want to expand into a men's line. We have heard from our male clientele that they are more interested in their hair than we thought they were. Who knew? They seem to be making a more conscious effort with their hair and are looking for products specifically geared for them. So, this is our goal for 2018 and, of course, we are always listening to our current clients and striving to be as beautiful as they are.
- Joshua Scott Onysko Founder and President, Pangea Organics
Every year, my resolution is the same: to visit more organic farms and farmers who grow our amazing ingredients. People want to know these stories. Connection is key.
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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