A company like Conair Corporation soars above the typical beauty business, spreading its wings as a multinational giant, a relentless innovator—indeed, a true icon of American culture. But despite a meteoric rise and exponential growth since its 1959 inception, Conair's talented team is not one to rest on its laurels. “Harder, better, faster, stronger” may be the anthem for CEO Leandro Rizzuto, but now he's once again zipping his enterprise into the future with some recent shake-ups that are designed to solidify and enhance its collection of brands, particularly in the professional space.

After the departure of Conair’s top executives Alan Stockman and Ken Russo earlier this year and acquiring haircare company Aquage last September, Rizzuto tapped Aquage founder Luis Alvarez—a top-tier stylist who's intrinsically intimate with the entrepreneurial spirit—to head up Conair's professional division, BaBylissPRO, as vice president of marketing, creative and education. Beauty Store Business recently caught up with Alvarez to discuss the details: how he'll use his extensive creative background and fresh perspective to propel BaBylissPRO, his goals for the future, and what will never change about the iconic company.

A FRESH START
With the recent addition of Alvarez—who assumed the position after his own company, Aquage, was acquired by the corporation—Conair is ushering in a slew of exciting changes. Most notably, the company's professional division (including Aquage, Rusk, BaBylissPro, ConairPro, Satin Smooth and Barberology brands) will now be known as BaBylissPRO to better differentiate pro and consumer products. “After our company merged with Conair, I took over the role of vice president of marketing, creative and education—not just for Aquage, but all of the brands,” Alvarez explains. “We're uniting all of the brands we currently have under the BaBylissPRO umbrella, letting customers know we have one vision: to deliver to professionals all the highest-quality tools, techniques and education they could ever possibly want to do beautiful hair and successfully run their businesses—not just to use them, but to retail them.”

It's no surprise that Alvarez was offered the position; his beauty background reaches back decades. During a 20-year stint as a freelance artist, he styled hair for photo shoots, movies, videos, commercials and magazines, helping brands to best express their esthetic identities. He then joined the corporate world as creative director at Matrix Essentials, until he left to start Aquage from scratch with co-founder Dennis Lubin just before the turn of the millennium. Throughout 17 years of building the company, he often directed the labs to create new products, but his job didn't stop there. “It's something that changes your perspective; when you start at the ground level developing a product and then give it birth, you do everything from creating to packaging and marketing to visuals to education and sales,” Alvarez notes. “You develop a level of ownership that someone who works only in marketing or creative doesn't develop.”

By 2016, merging with Conair became a no-brainer. In Rizzuto, he recognized a kindred spirit: someone whose hair-biz family started from scratch, who'd witnessed (then spearheaded) the inventions of revolutionary products and knew the nature of creation from start to finish, and finally to the end user. “He's so passionate about our industry,” Alvarez marvels, noting that even today Rizzuto sits in meetings brainstorming on how to improve a blow dryer's motor. “It's refreshing to work with him; he doesn't only look at the sale of an item, but is involved every step of the way. That makes a big difference. This gentleman doesn't cut corners, and I love working with someone like that.”
Rizzuto, of course, draws upon a deep well of experience (after all, Conair kicked off when Alvarez was all of two years old) and remains obsessed with delivering products that make the company proud, even if it means outspending the competition, Alvarez notes. Luckily, Rizzuto is a sharer and a hands-on leader, and Alvarez avidly picks up morsels of knowledge from the CEO at every opportunity. “It's exciting to be somewhere where not only can I contribute, but I can also learn,” Alvarez says. “That's what I find so thrilling about being part of the BaBylissPRO organization.”

“That's job No. 1 right now: for appliances, liquid and color to achieve results faster than ever before while maintaining the integrity and health of the hair.”

THE SEAMLESS WHOLE

Conair's professional brands cover a range of needs for the industry. Want thermal tools? BaBylissPRO features well-loved products like the lightweight yet powerful Rapido Hair Dryer and the Prima, which Alvarez calls “the Bentley of flat irons.” Want to cash in on the booming men's grooming market? Barberology boasts clippers, trimmers and scissors. Meanwhile, Rusk includes hair colors and liquids; Aquage offers liquids with a spa-level look and high-performance results; and Satin Smooth tackles skincare needs and hair removal.

Hence, a large part of Alvarez's current task is to unite the brands, playing on their individual strengths while presenting them as parts of a seamless whole. “Instead of thinking of Rusk or Aquage or BaBylissPRO as separate companies, the No. 1 thing I'm going to do is combine them all so the beauty professional knows it's a one-stop shop,” he says. “You can get almost everything you need, whether you have a salon with a hundred employees or whether you run a salon of one, by yourself.”

With his background of molding visuals to fit brands' identities in his decades as a freelance artist, Alvarez's expertise will also initiate a total shift in BaBylissPRO's visuals and approach—an elevated look, enhanced educational videos, and more magazine editorial work. Upgraded eye appeal made a splash at the International Salon and Spa Expo and International Beauty Show trade show earlier this year, where fresh, sharp-looking exhibits wowed show-goers. But it's not just about jaw-dropping images. “It's about expressing each brand, but also connecting them together so everything seamlessly fits into the BaBylissPRO umbrella,” Alvarez explains. “That will be a major difference, going forward. When you walk into our area, you get it—you can get your clippers, flat iron, hairspray, hair color and wax all from one company. I live this day in and day out, getting that message across to everyone!”

TOOLING AROUND
Of course, one thing will never change about Conair or its pro division: an unflagging dedication to innovation, especially when it comes to tools. Alvarez relishes working with a company that counts high-quality dryers, curling irons, flat irons and other thermal appliances in its roster. “Being involved with the leader of the appliance business is so exciting for me, coming from a liquids-only company,” Alvarez enthuses. “We were using BaBylissPRO on our stages for years, but now we have the ability to have these precise, incredible tools at our disposal.”

Hence, a focus on technology and quality will continue unabated, but Alvarez is also interested in promoting those tools' benefits—what a pro stylist can do with those tools behind the chair. His goal: to add educational assets that detail all the versatility of those high-performance products. “That's what I've been doing my whole life, exploring how to use the tool and all of the possibilities of what you can create,” Alvarez says. “Whether I was working for the cover of Vogue

or an ad campaign, it's always been about using the right product with the right tool under the right conditions. So, in addition to technology-driven videos that show how well the products are made, we'll add performance advice. Now that you've bought the Ferrari, we'll show you how to drive it.”

To that end, Alvarez is building an in-house studio, allowing the team to create educational videos and other assets on-site, thus allowing the company to raise its profile and boost customer education. Alvarez also brought his entire Aquage team onboard to ensure rigorous product testing—a cornerstone of the company, but one that he wants to bring to the next level to ensure that any product truly meets professional demands. “If you create something a professional will love, the consumer loves it as well,” he explains. “We'll make professional tools with those specifications, so then any consumer can easily use them.”

Indeed, Alvarez calls himself the “hairdresser in-house,” looking at products from their perspective, mulling over their needs for every decision made. He's also “24-7,” he laughs, traveling most weekends of the year (fortunately, his wife serves as makeup artist for the photo shoots). “Our life is our work, and our work is our life,” he says. “We're just totally committed to this industry, and we feel blessed.”

SEEING THE FUTURE
Alvarez believes one of the biggest shifts in the pro arena involves the salon suites that are cropping up coast to coast, where individual professionals are working in a salon of one—leading to a “total change in the dynamics of the industry,” he says. “More and more, people are going to beauty stores to pick up not only tools and products, but information on the tools and products they use.”

That also requires a recalibration from manufacturers like Conair, which are accustomed to communicating with salon owners and employees but now must make those communications available to every individual. For Conair, social media plays a large role in spreading the word, while videos sold at shows make information accessible to all. “Thankfully, technology has leveled the playing field to where you can deliver to one person as easily as to a hundred, but we have to rethink how we deliver education—thinking about the independent as much as the mega-salon,” Alvarez explains. “They're both legitimate customers and represent two important segments of the professional population.”

“Once stores make themselves a resource not just for products, but on how to use those products, they'll see sales increase exponentially.”

To meet the ever-changing demands of those customers, BaBylissPRO plans an aggressive schedule of launches, both tools and liquids, for 2017—almost twice the amount of products than released in 2016. “The lifeblood of our industry is new products as trends change and consumers look for new ways of doing their hair differently,” Alvarez notes. For example, bright hair colors have evolved from messy, quick-fade pigments to long-lasting formulas. Flat irons are constantly evolving to improve plate technology and minimize hair damage. Conair even recently concluded a study with Brown University, using its Rapido Blow Dryer, which boasts an airflow so powerful it displaces water without as much heat, causing virtually no damage.

Ultimately, Alvarez believes, for today's beauty buyers, time is money—an age-old concept to be sure, but more relevant now than ever. Customers seek the in-and-out experience (witness, for example, the rise of the blowout bar), and stylists want to maximize their income. “That's why we're constantly looking for ways to speed up the process, get clients out the door more quickly,” Alvarez says. “Everything we're focusing on revolves around that trend, such as speeding up the drying or color process without damage. That's job No. 1 right now: for appliances, liquid and color to achieve results faster than ever before while maintaining the integrity and health of the hair. And by investing in a higher-end tool or product, professionals make their money back in no time.”

Following his own goals for BaBylissPRO, Alvarez believes that a beauty store's most important point of differentiation can lie in providing access to information for customers. It's not just about snagging a product—customers love access to web-based videos or TV screens in-store to learn more. Staff needn't even know the ins and outs of every product stocked; simply leading customers to those resources on the spot can make the difference in sales. “Once stores make themselves a resource not just for products, but on how to use

those products, they'll see sales increase exponentially,” Alvarez advises. “Some people know what they want, but if they're not sure, they might not even know what's available to them—even if they're standing in front of the shelf. If you can start providing them that information by pointing them to social media or a website, that's huge. It's a massive paradigm shift, and stores that are well-equipped to do it go beyond just a sales center, to a true resource of knowledge.”

Get Connected!
conair.com
Facebook: facebook.com/conairbeauty
Instagram: @conair
YouTube: youtube.com/convideo123
Pinterest: pinterest.com/conairbeauty

Having 500,000 loyal followers on Instagram, owning and running a thriving, new salon and serving as CosmoProf’s first brand ambassador, Larisa Love has achieved tremendous success by, quite simply, being herself. Known for her signature chairspinning hair transformation video posts, Love quickly became a highly sought-after hair artist. The eye-catching videos showcase her exquisite talent featuring natural to vibrant hair colors—while always conveying a sense of fun. The combination has mass appeal. It certainly captured the attention of CosmoProf. The company’s senior marketing director Rachel Jud says, “Larisa’s raw talent, ambition and drive are very inspiring to us ... She works hard and isn’t afraid to take risks— and those are qualities I think we can all be inspired by.”

Born in the Ukraine and raised in a strict religious household, Love moved to the United States with her family when she was 6 years old. She attended Marinello Schools of Beauty in Pomona, California, graduating in 2010 to pursue her dream. The focused discipline she learned as a child served her well as she worked and fed the well-oiled social media machine responsible for making her the artist she is today. Here, Love opens up about how she maintains balance in her busy life, a possible new wet line and her hopes to open more salons and an academy in the future.

Beauty Store Business: Do you go back to the Ukraine often?
Larisa Love: My life is immensely busy now, especially with owning a business, so going back to visit has been nearly impossible; but I would love to when the opportunity arises.

How has social media helped your brand?
It has made my career more amazing than expected by being able to reach thousands of people through just one post. It’s free marketing, if used correctly.

How do you deal with negativity online?
I let it go and don’t pay attention to it. Instead, I stay focused on my goals.

What are some of the changes you’ve seen on Instagram and social media over the years?
Pages are becoming more and more professional, which is making it a lot more competitive. So, one must continuously stand out by being unique and staying creative.

Where do you think social media is going?
It’s definitely a trend that is not fading anytime soon. It is now the new era of showing off your work. Almost like an online portfolio, available 24 hours, anywhere in the world. It’s the new way of living life through a click of a button.

You teach classes with Philip Ring and Jacob Khan; can you tell us about that project and how it started?
Phil and I have been friends for a few years now. Our chemistry was instant and we just knew we needed to collaborate and provide our followers with an amazing new way of teaching classes. We eventually decided to add Jacob as we felt his cutting techniques were impeccable and we are now an amazing trio!

You are CosmoProf’s first brand ambassador ever! Can you explain how that happened and a little about your experience with CosmoProf?
I was invited to do a meet and greet at a CosmoProf-sponsored event. That’s when they noticed the impact I had on the industry, and the outcome was so impressive they decided I would be the perfect fit as their very first ambassador, and, of course, I accepted! My relationship with CosmoProf has been a dream come true.

What are some of your duties with CosmoProf?
Brand awareness, promotions, travel and education just to name a few.

How often are you traveling?
Minimum two weekends per month. Typically, about 10 shows a year.

What is a typical day at a show like for you?
It includes prepping models, live demos, teaching exclusive techniques, meet and greets, dinner with my CosmoProf family and a few hours of rest.

How do you decompress?
I try to squeeze in a personal vacation every three months. At shows, you are constantly getting flocked by your loving fans ...

What has being in the limelight as a talented influencer been like?
It has been the most rewarding experience and I just feel so blessed. Luckily, have people around me who keep me grounded, which keeps me humble, so it’s been a smooth transition. I still sometimes can’t believe fans are there for me, which gives me motivation to continue to be a role model for other aspiring artists.

What is the most challenging thing about owning your own business?
Being on the clock 24/7 and making sure that my staff is content at all times as well as my clients.

What is the best thing about owning your own business?
Being your own boss and creating your own atmosphere where you can provide your clients with a magical experience.

How did you develop your haircutting skills?
I am self-taught and developed my knowledge through practice with trial and error.

How did you develop your creative niche with color?
I have always had visions of what I would want created on myself and so I would practice with my own hair, which then led me to replicate it on clients at an expert level.

How far out is your schedule booked?
I purposely only book six months out now due to my sporadic traveling schedule.

The opening of your salon, you’ve said, is a dream fulfilled. How does it feel to finally be in your dream creative space?
It feels unreal. Every day I feel like I’m going to wake up from a dream!

Your salon is gorgeous and completely custom. How was that process for you?
I’ve always had a passion for interior design. As a little girl, I dreamed of having my own salon and have always had a vision in mind, so it was easy to execute it and make it come to life.

What’s it like being a successful woman in a male-dominated industry?
It feels amazing to be able to empower and inspire other women.

Can you tell us about the brands you collaborate with?
I collaborate with brands that I am passionate about and love, such as Joico, Esquire, Wella, Puff Me as well as others I find at CosmoProf.

You are so true to yourself and believe in the brands you use. Why is it so important that hairstylists and influencers support brands they actually love and use?
In order to have a loyal clientele, you have to believe in what you use, and when I find a product that meets my expectations, I stick to it.

What’s the best compliment you’ve ever received?
“I am pursuing a career in hair because of you.”

What was your most recent highlight?
Opening my dream salon and having amazing artists under me.

What are some of the projects you are currently working on?
It’s a bit too soon to speak about it. It’s very exclusive and I can’t share just yet —but stay tuned!

How do you find balance?
Currently, I am still searching for it because I am a new business owner and am learning every day.

Where do you get your creativity?
From my everyday surroundings. The Earth itself has endless color schemes. If we only take a moment to appreciate what’s around us, everyone can discover their inner creative artist.

What is a typical day like for you?
I wake up at 7 a.m., go to work, then the gym and home.

Who are some artists that inspire you?
Jacob H. Khan, Philip Ring and my team at my salon: Olivia Casanova, Garret Arter, Tonia Jost and Geraldo Caton.

What’s something you’d like to see change in the beauty industry?
I would love less gossip, more competitions and a lot more support amongst all artists.

When are you going to start your own line?
Soon. Stay tuned!

What are three things you have with you at all times?
Starbucks coffee, my phone and my hat.

What is a piece of advice you can offer to entrepreneurs/stylists looking to start their own business?
To stay inspired and to never compare yourself to others. Also, double your budget!

What are your future goals?
To open more salons in different states and to open my own academy. What do you want to be known for? For making dreams come true.

Get Connected!
Facebook:Facebook.com/LarisaLoveSalon
Instagram: @larisadoll
Salon Instagram: @LarisaLoveSalon
Website: hairbylarisalove.com

[Photography by Jason Bennet]

Surprisingly, Mark Spinks didn’t always imagine himself in the beauty business. After growing up in Columbus, Indiana, he attended college at Indiana University as a double major in economics and criminal justice (and remains a rabid Hoosiers fan). But his journey toward the beauty industry would begin with his very first assignment out of college, working within the department store industry, handling retail and operations for locations that boasted a solid dose of salon space.

Fast forward to today, and he’s firmly entrenched in the industry as president of CosmoProf and Armstrong McCall for Beauty Systems Group (BSG). While spearheading the largest full-service professional beauty products distributor in the world, he’s gearing up to accept one of the industry’s highest honors: the Spirit of Life Award, bestowed by the National Professional Salon Industry and the City of Hope, the life-changing organization that supports cutting-edge research and treatment of cancer, diabetes and other serious diseases. As the City of Hope’s most prestigious philanthropic accolade, the award is presented annually to “an industry leader who has demonstrated outstanding business and philanthropic achievement,” according to the organization.

As he prepares to be honored for his unflagging fidelity to the cause and decades of dedication, Beauty Store Business sat down with Spinks to discuss his beginnings and journey within the industry, why it’s crucial to give back, and the secrets behind his personal and professional success.

IN THE BEGINNING
Spinks’ journey in the beauty industry started at the outset of his career: working for the Mercantile Stores Company, a traditional department store retailer where salons enjoyed a major presence. “Within our stores, each location had a hair salon that varied from 2,000 square feet up to 5,000 square feet, and the salons reported through the store operations team that I was a part of, so we worked very closely with them,” Spinks recalls. “Some of our salon teams had in excess of 40 stylists working in them, and that was my first exposure to the professional beauty industry.”

Spinks was immediately inspired by the passion and energy of the beauty business and the hairdressers who wielded their tools of transformation at the in-store salons. After 13 years at Mercantile, he moved on to Saks Incor- porated, where he managed all salon and beauty-related businesses within its department store network. At Saks, he also enjoyed plenty of flexibility to work creatively—allowing him to try new ideas within the stores, like nail bars, spas and cross-promotion of the salon with the rest of the department store team. “This was also my first exposure to the distribution side of our industry, since we worked with distributors to supply our salons,” Spinks notes. “While at Saks, I had the opportunity to work with the supplier side of our industry, which eventually brought me to Sally Beauty and BSG.”

“I think getting involved where we can and giving our time and efforts will make a difference. My biggest hope is that within my lifetime we can say that we have found a cure for cancer.”

When Saks starting selling off its department store division (and the beauty-related business, which Spinks was responsible for), he was contacted by Sally Beauty about an opportunity. The timing was right; he joined the company in September 2005 and never looked back.

“I really enjoyed running the salon business, working directly with distributors in terms of our suppliers, and I got to know people like John Golliher [the former president of BSG],” Spinks remembers. “The one thing that has stood out to me over the years is the people within our industry. It seems that once people become a part of the professional beauty industry, they never want to leave. The relationships I have made over the years are what our industry is all about.”

ASCENDING THE RANKS
Since 2005, Spinks has steadily risen through the ranks of the organization. After joining Sally Beauty as director of business development, he was promoted to senior director of business development, working directly for Golliher for a couple of years. Switching gears to Armstrong McCall (BSG stores are branded as company-owned CosmoProf stores or Armstrong McCall franchise stores), he became the vice president and general manager, running the franchise for nearly five years. Then he assumed the position of chief operating officer at BSG, until Golliher retired and Spinks accepted his current position as president of CosmoProf and Armstrong McCall for BSG just over two years ago.

In his role, every day is different— one of the biggest draws of the business, Spinks says. “I don’t know if there’s a typical day or week. I tend to talk to our manufacturer partners every week and meet with the internal team here, but there’s always so much going on in our industry: shows, meetings with vendor partners and events around the country.” Spinks frequently travels with his team (his favorite spot is “anywhere with a beach”), taking note of new trends and meeting customers and external team members nationwide. And, of course, happenings like trade shows or manufacturer events fill plenty of weekends each year.

“When you think of how many lives cancer touches, you have a difficult time finding a family that hasn’t been impacted.”

No one said heading up behemoth BSG would be a breeze. Headquartered in Denton, Texas, BSG began with 39 stores in the Midwest and, through organic growth and acquisitions, has now become the largest full-service professional beauty products distributor in the world. Through a vast network of more than 1,300 CosmoProf and Armstrong McCall stores, plus about 950 direct sales consultants in North America, BSG sells exclusive professional salon brands to licensed beauty pros—roughly 10,000 products from beloved brands like Paul Mitchell, Wella, Sebastian, Nioxin, Joico, ISO, Rusk, Aquage, Goldwell, Schwarzkopf and Kenra.

Spinks is thankful for the opportunity—and up for the challenge. His deep-rooted background with leading salons, stylists, store operations and the franchise business within BSG has uniquely prepared him for his current role; he’s also quick to point out that his army of backers remains a crucial key to success.

“My philosophy is to surround yourself with the most talented team you can assemble, then get out of their way and let them run the business,” he explains. “I think any successful leader would tell you that much of their success is a direct result of the team surrounding them. And I also love surrounding myself with competitive people who want to win as a team, not win at the expense of others.”

Spinks oversees many arms of the sprawling organization: a store division led by Mike Flahaven, a full-service group led by Mike Heinz in the U.S. and Mark Shaw in Canada, and the Armstrong McCall franchise group led by Reed Boyd. In addition, the Denton headquarters houses vice president of marketing Jen Wilder, vice president of merchandising Stacy Gaspard, senior director of human resources Annette Igo and vice president of finance Jeff Harkins. Each oversees his or her own key people and teams, and these pillars directly report to Spinks.

To be given the opportunity to lead such a capable group at BSG, in fact, has been “the highlight of my career,” he says. “Every week, I get a chance to meet the many talented people on our team that take such great care of our customers. I get the chance to work with the leading brands in our industry as well as lead our teams that service salons and stylists across North America.”

JUST CAUSES
Amid such impressive success within BSG over the past 12 years, Spinks notes that he has always taken the approach of earning every opportunity along the way—including treating people with respect, honesty and integrity in all facets of life. And this year, his efforts and ethics will be celebrated in a major way as the Spirit of Life Award recipient.

“Mark is an industry leader and respected amongst all the elite executives in the industry; his unparalleled work ethic and philanthropic mindset made him a great fit for the Spirit of Life Award,” says Andrea Courtney, director of corporate and national volunteer philanthropy for City of Hope, headquartered in Duarte, California. “It’s our pleasure to join forces with Mark Spinks and the entire BSG team.”

But Spinks stresses that the beauty industry as a whole is a natural force of change, always seeking to give back. “I have been amazed over the years at the beauty industry’s generosity and willingness to support worthy causes; it seems like every time there is a need, the industry is there,” he notes. “Whether it is contributing to local communities when natural disasters occur or supporting causes that positively impact society, the beauty industry makes a difference. And it’s important for all of us to give back—when you think about how many lives the beauty industry touches, we have a unique opportunity to make a positive impact on society.”

Indeed, Courtney agrees that the beauty industry has supported City of Hope for more than 30 years now, and in many ways. Most recently, she notes, the industry joined together to donate product, furniture, design support and more to completely renovate the Positive Image Center on the City of Hope campus. (The Positive Image Center is a safe place for cancer patients to go and get necessary beauty products, wigs and other items to help make them look and feel good as they undergo treatment.)

BSG specifically has always supported City of Hope campaigns by helping fund the campaign of the Spirit of Life Award each year through generous donations. And, over the years, the National Professional Salon Industry has raised more than $20 million in the fight to find a cure.

“We wanted to be a part of such an important mission,” Spinks says. “I had an opportunity earlier this year to tour the City of Hope campus, and I can tell you it was a life-altering experience. When you get a chance to see the work they are doing to find a cure, you can’t help but want to support all the work they are doing.”

Spinks even had the opportunity to meet some of the patients that City of Hope is currently treating—an unforgettable chance to match the cause with the real faces of those who benefit from the tireless work of City of Hope, BSG and the industry as a whole. “I will never forget some of the people we had a chance to meet and spend some time with,” he reflects. “When you think of how many lives cancer touches, you have a difficult time finding a family that hasn’t been impacted.”

Despite all of BSG’s amazing efforts for the City of Hope, Spinks was surprised when—instead of helping the Spirit of Life campaign behind the scenes as usual—he found himself front and center as this year’s award winner.

“It’s very strange to be on the other side, but receiving this award is a reflection of all of the talented people I have had the honor of working with over the years,” Spinks says. “I wouldn’t be where I am today without the support of some of the most passionate and dedicated people in our industry. This award isn’t about my achievements; it’s about the achievements of the many talented people on our team that I have been given an opportunity to lead.”

“This award isn’t about my achievements; it’s about the achievements of the many talented people on our team that I have been given an opportunity to lead.”

And, of course, he points out he couldn’t do it without the support of some very special people in his personal life: Maggie, his wife of 30 years who has been with him “every step of the way,” and their three sons. “Success in life is not really success if you don’t have a great family to share it with,” Spinks says. “I’ve been very fortunate to have my wife and three beautiful boys to enjoy it with.” Ultimately, Spinks hopes that this year’s event will prove yet another great opportunity to spend an evening with the leaders in beauty to celebrate the industry and its charitable contributions to worthy causes.

“I hope that we bring our industry together for a fun evening and unite to make a difference,” Spinks says. “I will continue to support the City of Hope as well as other organizations that make a difference. While we would all like to be able to do more, I think getting involved where we can and giving our time and efforts will make a difference. My biggest hope is that within my lifetime we can say that we have found a cure for cancer. With organizations like City of Hope, that dream is possible.”

HOW TO HELP
Inspired by Spinks’ story? Here’s how to get involved.

Every dollar matters when it comes to finding a cure for cancer, and getting the support of the professional beauty industry can make a difference. “I think it’s important we all give back in whatever ways we can,” Spinks says. “There are so many ways we can make a difference in someone else’s life. It doesn’t have to be in the form of money—often our time and personal involvement are just as important.” At the salon and stylist level, the new initiative Love Out Lavender is helping raise money for City of Hope through cut-a-thon efforts. Meanwhile, the manufacturer community can support the City of Hope at Cosmoprof in Las Vegas by attending the annual Spirit of Life Annual Gala on July 8, and anyone can reach out and make donations at cityofhope.org.

Get Connected!
cosmprofbeauty.com, armstrongmccall.com
Instagram: @cosmoprofbeauty
Facebook: @cosmoprofbeauty
YouTube: Cosmoprof

As a veritable force of nature continuously forging ahead throughout her decades in the beauty industry, Carlotta Jacobson isn’t usually one for looking back. She’s always onto the next, biggest, brightest thing—whether growing Cosmetic Executive Women (CEW) to record membership numbers in her role as president since 1996, her continuing education both
inside and outside the industry, or giving back in a big way.

Luckily, Beauty Store Business was able to score some talk time with the ever-evolving, always learning Jacobson to discuss her now legendary career and evolution from a top-tier beauty editor to overseeing one of the most respected organizations in the industry. What’s more, after 20-plus years of dedication to the advancement of CEW membership, she shows absolutely no signs of slowing down.

BOUNCING BACK
When Jacobson started at Seventeen magazine as an assistant beauty editor with zero journalism experience, she was the only assistant with a two-year-old in tow. Previously, the New York native had been living in Paris, working as a fashion stylist for a photographer.

“I thought it would be a natural transition to work in an editorial department, but it was a very big learning curve,” she recalls with a laugh. “I was the oldest assistant there, just starting my career.”

But, to no one’s surprise, juggling responsibilities—and excelling at anything she set her mind to—was already intrinsic to her character. Soon, Jacobson likes to say, she went “from acne to wrinkles.” Following her two years at Seventeen in the early ’70s, she spent nearly two decades at Harper’s Bazaar as associate beauty editor and then beauty editor, while at the same time working as a beauty consultant in the ‘90s, producing editorial content for big-name brands like Chanel, Donna Karan and CEW.

“Being a beauty editor is all about covering the marketplace: knowing and trying the new products, identifying trends, conceptualizing pieces, meeting with manufacturers,” Jacobson says. That know-how would serve her well in her career’s next phase. When she (along with most of the staff) was fired from Harper’s after a new editor took over, Jacobson didn’t stew. She pivoted and advanced forward by assuming one of her most accomplished roles to date, president of the New York-based CEW, an organization started in 1954 (then called Cosmetic Career Women) for women to network in the industry. Despite a solid base of insider contacts and an intimate knowledge of the industry, and even gaining experience serving on the board as chairperson of CEW while still an editor, she knew that overseeing the organization was a completely new ball game.

“CEW was and is still growing, but back then it was small enough, and I felt I had ideas that would benefit and promote women in the industry,” Jacobson says. “It felt like it would fulfill things for me that I wanted to do.”

Indeed, a quick look at the numbers demonstrates her success. Starting with only one part-time assistant in 1996, she has since grown the organization to 30-plus employees. In 2000, CEW counted 400 members; today, it’s comprised of more than 7,000 (8,800 internationally). In 2010, memberships became open to men, and now they make up roughly 10 percent of the constituency.

Moreover, Jacobson has significantly built the board to reflect the demographic and has maintained a rigorous events schedule to keep pace with the growth of the industry and CEW membership. She also spear- headed online development and growth with Beauty Insider articles and videos, which report on beauty trends, mergers and acquisitions, financial news, and digital and social media marketing; webinars; a membership directory; and the Mentor Match program, an online networking and career development tool for mentors and mentees within the CEW member community.

“I had the best people to learn from, as far as business and marketing, since our board was always comprised of top women in the industry who were very helpful in guiding me,” she says. “I’ve always had a great staff, even when there were two of us! And a lot came from my experience as an editor, to know what people want and give it to them in a way that’s easy to grasp and satisfies their needs. Everyone needs knowledge of the entire industry, not just their own company.”

GIVING BACK
Working in the first-ever organization with a mission to help advance women in the beauty industry, Jacobson is understandably proud of growing the board and its members while boosting the industry’s esteem for CEW. But she’s also proud of touching so many lives in a profound way, whether it be through events, recognizing women’s achievements with the Top Talent and Achiever Awards or through the nonprofit Cancer and Careers, which helps cancer patients navigate the workplace while in treatment.

“My position has meaning—support- ing people in the industry, recognizing their accomplishments and giving them access to industry leaders and valuable contacts,” Jacobson says. “I try to support and give back to the people who support CEW—our board members, sponsors and members. I’m very grateful for the support CEW has received from the industry and always look for opportunities to recognize them.”

“I think the real change will come in stores as they need to play a different role—what can the store offer them? What can’t they get online?”

Jacobson’s support has also shone through with the creation of Beauty Insider Awards, a way to let consumers know about the best products on the mar- ket thanks to its expert members’ ranking prowess. As CEW’s only outward-facing event, the award ceremony has grown tremendously since inception 22 years ago, bringing attention to innovation in the industry. And, of course, she assumes responsibility for the well-being of her own staff, working with team members to help them become more self-aware, build on their strengths and assist in their professional development. “I try to empower my staff and am very clear on what our goals are, but I also spend time with our board members and take courses at Harvard. I think there’s always some- thing to learn, and everything effects the industry,” Jacobson says.

Creating Cancer and Careers (now 11 staff members strong) remains a true highlight—both personally and professionally. The inspiration came when, over a period of five years, a number of board members were diagnosed with cancer. Some of them told their colleagues at work; others kept it private. But they all continued to work during or following treatment and experienced one common dilemma—a lack of information on how to work while undergoing treatment.

“Today, Cancer and Careers is the definitive national authority on work and cancer, empowering and educating people with cancer to thrive in the workplace,” Jacobson says. “Our innovative programs for survivors and healthcare professionals provide the vital support, tools and information they need to navigate the practical and legal challenges that follow a diagnosis.” The foundation has built a massive network of support over the last 16 years. Online, in print and in person, Cancer and Careers helps more than 365,000 individuals each year, across all 50 states.

PUSHING BACK
Jacobson stays on top of an ever-changing industry by remaining a true student of life. She reads voraciously, speaks to people across many different industries and always asks questions. She even mentored a group of Fashion Institute of Technology students about five years ago—and still regularly helps them out. Her busy schedule also brings her to CEW’s many events, where speakers share insights with members, or where awards honor lifetime business achievements and women on the rise. And, of course, she stays in the know through events and trade shows throughout the year like Cosmoprof, Luxe Pack, Elements and Axis, among others.

Through all of that real-life research, she’s noted some top trends for 2017, including K-beauty, the evolution of retail in an online world, the indie brand explosion and a host of antipollution products with a focus on true sustainability.

“I’m not a retail expert, but I think beauty stores can adopt certain trends such as personalization, with big stores acting small, more intimate,” Jacobson says. “Since consumers can buy products and do their own research online, the store can become the place to experience the products and to get advice, beyond just the salesperson. I think the real change will come in stores as they need to play a different role—what can the store offer them? What can’t they get online? The answer is, more service and education about beauty and products.”

And, like anyone in the industry, Jacobson struggles with her own challenges, even amid so many standout successes. Her greatest goals include remaining relevant to all generations and building more programs online. However, still having a small staff that works tirelessly to produce more than 20 near-perfect programs per year with limited resources means that CEW doesn’t have the capacity to execute all her great ideas.

Even so, another new program is on the horizon: the organization’s first-ever conference, based on research that identified the critical areas that its members wanted CEW to focus on. The half-day event, titled The Connected Consumer, is scheduled for October 12 in New York, and will explore the new paths to purchase: How are consumers purchasing now, primarily online? What works and doesn’t work? “The event will mix outside experts with companies that are really advanced on this front,” Jacobson says. “If it’s successful, we can look toward doing a full-day conference next year.”

Meanwhile, Jacobson is looking for- ward to crafting more membership benefits. CEW is already surveying members’ needs and wants to add more educational content, including intimate workshops on specific topics that are most affecting the industry, such as finding success with Facebook and Instagram. And the organization is now building a new website with more content to complement its popular e-newsletter, while further expanding its online capabilities.

“We’re always evaluating our events and programs; after every event, we survey attendees on key metrics—relevance, learning, topic, demographics, suggestions—so we can institute changes quickly,” Jacobson says. “A physical event is always well-attended because people want to network and get to know each other, but with 7,000 members in the United States, not everyone can always attend. That makes online development so important.”

With a focus on constant innovation that shows no sign of slowing, it’s obvious that Jacobson has found an industry that ideally suits her. And as much opportunity as it has given her, she has given even more back. She says, “This is an indus- try where women can advance. Each year, we’re seeing more programs to support women’s advancement. The men and women in this business are so impressive, smart and philanthropic—they’re unbelievable thought leaders. I can’t think of a better industry to build a career.”

Get Connected!
cew.org, cancerandcareers.org
Instagram: @cewinsider
Twitter: @cewinsider
Facebook: @cosmeticexecutivewomen
Linkedin: linkedin.com/company/cew

When Michael Napolitano, owner, president and CEO of HairUWear, launched American Hairlines in 1980 with wife, Denise, and mother, Eleanor, he couldn’t have predicted the explosion in popularity of hairpieces, extensions, wigs and accessories in the coming decades; but he did have a strong premonition. Even years later—after acquiring Eva Gabor International in 1996 and introducing Great Lengths in 1997—many skeptics remained.

“Everyone thought I was crazy,” Napolitano says. “In 1997, there was virtually no hair extension business in the United States, outside the ethnic markets. But I didn’t believe that.” His hunch proved correct—and drove him to play a major role in reigniting consumers’ passion for the category. Beauty Store Business recently chatted with Napolitano and a few key executives in his thriving enterprise to learn more about the company’s humble roots and meteoric rise to becoming the No. 1 alternative hair company in the world.

MODEL PORTFOLIO
Napolitano may have once seemed like an unlikely haircare innovator; after graduating from Rutgers with a mass communications/journalism degree, he plunged into marketing and sales for the then-nascent computer industry. His mother also worked in sales at wig manufacturer Eva Gabor International. By 1980, mother and son decided to join forces and take a chance on their own venture, American Hairlines. “We decided to start a business from ground zero,” Napolitano says. “We jumped into the deep end and learned everything really fast!”

“Everyone thought I was crazy; in 1997, there was virtually no hair extension business in the United States, outside the ethnic markets. But I didn’t believe that.”

With few employees on hand, he did it all—packing boxes, monitoring finances, drumming up business, and often forgoing a paycheck. When he purchased Eva Gabor International, he didn’t acquire a broad-based company with a deep portfolio; Napolitano laughs remembering the company’s reputation as a provider of “little old lady wigs.” Faced with the daunting task of completely reinventing the brand, Napolitano renamed Eva Gabor International in 1996 to HairUWear, Inc., intending to turn the business into a multi-branded, fashion-focused company.

The following year, Great Lengths USA, which provides professional hair extensions made from 100-percent human hair of guaranteed origin, was added to the fray—along with a comprehensive three-day certification program for stylists throughout the nation. In 1998, the Raquel Welch Signature Collection marked its first celebrity rollout, featuring the Hollywood icon as the muse and creative director promoting the fashion-forward wigs and hairpieces. HairUWear also kicked off an onslaught of ads and marketing campaigns to create customer awareness, which propelled the business to expand its portfolio. Today, the company encompasses a range of brands to meet just about anyone’s needs. In addition to Great Lengths and Welch’s collection, the company boasts:

1. American Hairlines: Natural Advantage, Virtual Reality and Virtuesse provide nonsurgical hair replacement systems for men and women.
2. Hair2wear: The Christie Brinkley Collection promises supermodel hair, from clip-in extensions and perfect ponytails to camera-ready wigs and other designs.
3. Hairdo: It’s “style at the speed of life,” sans commitment—think clip-in extensions, ponytails, wraps, wigs and more.
4. Gabor: This go-to women’s hairstyle collection features effortlessly wearable looks and modern classics inspired by salon stylists’ most popular cuts.
5. HairUWear Professional: Developed for haircare professionals by industry experts, this high-quality, non-permanent hair extension program is exclusively offered in the professional market to build service revenue for salons and stylists.
6. POP by Hairdo: With affordable, easy-wear options, POP “flips the script” on basic hair, offering looks from boho braids and shiny metallic trends to beauty-queen topknots. Napolitano continues to build his family company’s vision: inspiring women and men worldwide to discover the possibilities of alternative hair, and bringing together the best stylists, designers and artistic talent to innovate and create tomorrow’s looks. “Being a family business is our culture; though we’ve grown tenfold, we’ve maintained the way we operate,” Napolitano notes. “And I like the power and flexibility to do what I want!”

ETHICS OF CARE
From initial design to finished product, quality is a top priority, and Napolitano insists HairUWear delivers gold-standard products by maintaining strict standards for quality control. This mission involves several overseas offices, including locations in northern and southern China, Indonesia and Hong Kong, working closely with company headquarters in Lenexa, Kansas, and Sunrise, Florida. “We’re the only [alternative hair] company with offices and full-time employees on staff supervising the manufacturing process on-site,” Napolitano asserts.

“We employ an extremely stringent and formalized quality-control process, where production is monitored for quality assurance every step of the way. Each brand has its own benchmarks and unique criteria for the materials and techniques used, while employees also receive regular education to maintain quality standards.”

From sourcing 100-percent certified hair to manufacturing, packaging and distribution processes, quality has become a bona fide obsession.

Branding is another priority, which oozes from the new company headquarters, completed in the spring of 2014. Clocking in at 141,000 square feet, the loft-like design “resembles a Manhattan creative or advertising agency,” Napolitano says, noting the entryway flanked by a two-story glass wall and an open, expansive reception area. “We wanted an environment in our new building that stimulated creativity and innovative thinking,” Napolitano explains. “When you walk in, you’re walking into a brand.”

“Your biggest asset is your team, so we make sure everyone is aware of how valuable they are to carry out our goals and vision. They believe in making a difference.”

Of course, the employees who fill the company’s offices, both stateside and abroad, are key to success. Napolitano believes company culture starts at the top. Passionate and driven through the decades, he seeks like-minded team players who truly believe in the company’s mission. From office cleaning staff to box packers and educators, “there’s not a soul who’s not critically important,” Napolitano notes. “Your biggest asset is your team, so we make sure everyone is aware of how valuable they are to carry out our goals and vision. They believe in making a difference.”

STAR POWER
Raquel Welch—screen legend, ageless beauty and international sex symbol—fulfilled yet another iconic role when she partnered with HairUWear to introduce the Raquel Welch Wig Collection. Known for its bold, sensuous looks, her eponymous line has been one of the largest and most-respected wig collections worldwide for nearly two decades. “When you feel good about your hair, you radiate beauty and confidence,” Welch says. “My style is simply beautiful: the freshest looks, the easiest to wear. A wig should be as easy and effortless as slipping on a T-shirt and jeans.”

HairUWear also recently launched Raquel Couture, her first ultra-luxury collection featuring six styles with dramatic cuts and sumptuous textures made from 100-percent, certified Remy human hair and designed with a French drawn top for a natural-looking, glam feel. The collection’s success spurred the introduction of two new styles in October. Welch’s mantra: “Make it timeless, but keep it on trend. Make it new. Make it now. Make it fun. Make it fashion. Make it dazzling. Then all you have to do is make it you!”

Another wildly successful celeb collaboration features supermodel Christie Brinkley and HairUWear, a line inspired by stars who change looks by the minute. “Updos, side ponies and other off-the-face options are driving the explosion of this hair category, so we thought the timing was right to develop a brand for the mass market,” Napolitano says. He teamed up with Brinkley to launch Hair2wear—and his star spokesperson wears the looks virtually every day.

“I’ve worn hair extensions and various hairpieces over the years on numerous photo shoots and TV appearances,” Brinkley explains. “I’m a working mom; my day starts by jumping out of bed, and I never stop running. I learned at work that hair extensions are a great way to have instant volume and style—or make messy, thin hair instantly look finished, or short hair look longer. When HairUWear called me a few years ago about develop- ing a new line and I saw the quality of their products and people, I knew immediately it was a match made in heaven!”

NEW AND NEXT
Hairdo, a collection that includes on-trend styles and colors with patented technology—easy to use, easy to style—offers a variety of clip-in extensions, ponytails, bangs and more, for freedom and individual expression. The company’s recent brand makeover includes a new marketing, lifestyle-oriented campaign featuring millennial personalities in relatable experiences. “Hairdo is all about style at the speed of life; hair with no commitment and unlimited style, day or night or all night long,” Napolitano says. “It perfectly positions the brand to capture the huge, elusive millennial generation, which has become a force in fashion and beauty, and we’re thrilled with the response from consumers and customers.”

Meanwhile, because hair can never be too long or voluminous, the new Hairdo Invisible Extension offers a new take on the halo extension by using a clip-free multi-level design, making it eminently wearable. The piece blends seamlessly into the wearer’s own hair, adding instant length and volume, and has already been nominated for best new product and best hair extension for the Annual Stylist Choice Awards. After so many decades of success, Napolitano looks back in amazement on how far the company has come—and gazes even more fondly on his “tremendous” team members. “We ventured into uncharted territory,” he muses. “I’m so proud of the relationships we’ve built, the image we’ve built—how the brands are viewed—as well as our education.”

“Change your look, change your life! Whether it’s a runway-inspired updo or long, sleek locks, nothing can transform your attitude like a bold new hairstyle.”

Looking forward to 2018, the HairUWear family is excited to celebrate, with loyal customers and employees, 50 years since Eva Gabor’s conception—think special collections, promotions, customer contests, social media sweepstakes and more. “This is a terrific industry I’ve spent my life in, and we’re extremely passionate about what we do,” Napolitano says. “Change your look, change your life! Whether it’s a runway-inspired updo or long, sleek locks, nothing transforms your attitude like a bold new hairstyle.”

Intent to continue changing the way stylists and consumers think about hair extensions and clip-in accessories, “We want every woman to view ready-to-wear hair the same way she thinks about what blouse she’s going to wear or what color lipstick she puts on,” Napolitano says. “HairUWear is more than just a hairdo; it’s a style statement. I’m very excited about the future!”


Business Boosters
After decades of entrepreneurial success, Michael Napolitano offers key advice for fellow business owners.

1. Be willing to do everything.
2. Have a passion for what you do. If you’re doing it just for money, don’t bother.
3. Create a culture and lead by example.
4. Value your team; that’s your biggest asset.
5. Keep your mind and body in shape. Get proper nutrition and exercise.
6. Don’t micromanage. Surround yourself with great people who are smarter than you in their field.

Get Connected!
hairuwear.com
Instagram: @hairuwear_inc
Twitter: @hairuwearinc and @huwpro
YouTube: youtube.com/hairuwear

We caught up with HairUWear at Cosmoprof 2017 to view their new fall collection, out this month! Take a look to see Global Marketing Manager Sofia Berman walk us through some easy updos using the new products and how your customers can get the looks themselves at home. For more information, see Beauty Store Business mag's September cover story or visit hairuwear.com.

[Photo by Jason Bennett]

Ali Mithavayani, founder and CEO of Miami-based Xtreme Beauty International, the maker of OKAY Pure Naturals, has been an entrepreneur for decades. He forged his start by locally distributing products as a teenager, working as a beauty salesperson from age 13 until he moved stateside to seek an education after graduating high school.

“Back home, I was a salesperson for a company in Kuwait as a kid. I had responsibilities to take care of my family even then,” Ali says. “In our country, you always work hard and strive for the best. The goal is always to do something big, and that was my goal.”

After arriving in the U.S., he obtained his college degree and became an electrical engineer at General Electric in 1982—a career that lasted for 27 years. In 1989, Ali decided to get back into the beauty industry, and would eventually own and operate everything from salons to beauty supply stores to overseas manufacturing of hair dryers and curling irons. Ali’s wife, Mira, managed the stores, handling purchasing and payroll until the decision was made to sell the stores and focus solely on manufacturing.

“Satisfy the different categories, from head to feet; that increases your chances of being successful.”

–Osman Mithavayani

“My father first had a couple of beauty salons in the States, and that evolved into beauty supply stores—that’s when I jumped into the family business,” says Osman Mithavayani, Ali’s son and vice president of Xtreme Beauty International. “Then, the operation became a wholesale business, as we’d buy products from other brands and resell them to stores.”

Seven years ago, an irresistible opportunity cropped up to buy a small manufacturer that consisted of two brands: Clear Fast and OKAY Pure Naturals (the latter then consisted of a single SKU). They took it. “In 2010, President Obama was encouraging people to bring businesses to the United States, so we decided to purchase a small company,” Ali says. Over the past seven years, that humble venture has soared to remarkable heights as OKAY Pure Naturals has morphed into the company’s flagship brand—think hundreds of products and multinational reach—even as the family learned some harsh lessons along the way.

ON THE RISE
With decades of experience in the industry between the family members behind OKAY Pure Naturals, manufacturing a quality product in the U.S. was always the most important priority—and the key to achieving that goal was maintaining control of the entire process. Mira pitches predominantly on the finance side, and today acts as treasurer and office mastermind for OKAY. Meanwhile, Ali focused on creating and developing the business, and Osman, now 32, has spent half his life learning every facet of the industry.

“Manufacturing for ourselves really pays off: We have control over quality and quantity. We can produce whatever we want,” Ali says. “If we used a manufacturing contractor, we’d have to abide by their rules. We did not have much experience in manufacturing products but started hiring chemists and designers to help, and we learned from the company we purchased from.”

“We struggled a lot along the way, but those experiences have given us a great edge.”

–Osman Mithavayani

Indeed, their various strengths have contributed to a business that has grown exponentially since it was acquired. “We started out very small, but now we’re much bigger, dealing with so many major retailers (including Walmart, Target, Marshalls, T.J. Maxx, Rite Aid, Bed Bath & Beyond and Harmon Discount), plus nationwide beauty supply stores in general, and exporting to more than 35 countries,” Osman says. “We manufacture more than 500 items in-house, so we’re able to sell to all markets: professional salons and barber shops, spas, traditional OTC beauty supply stores, supermarkets, pharmacies and boutique stores. We sell products that care for the top of your head to the bottom of your feet—the only things we don’t do are makeup and nails!”

For the Mithavayanis, remaining a family business has always been a priority—even today, with 50 staff members on board. Osman stresses that their painstaking attention to process helps monitor profit margins, keeps overhead low and delivers top-quality products to customers. Even ingredient sourcing and brand image are carefully cultivated.

“It always gets easier, but we have a good team,” Ali says. “Many people have been with us for years, and we treat them right while being very family-oriented. My son is instrumental in closing deals with major retailers, we have salespeople who travel the world with us, and I’m just back from China meeting with buyers. I wear multiple hats! As a family business, we have to be involved. If a customer needs something, he or she can talk to us directly, without waiting.”

But it wasn’t always an easy road. When Ali was juggling a career at GE, even he experienced a period of failure. “We had no one there managing the business in wholesale, and my father’s partner at the time was robbing him,” Osman recounts. “The warehouse stood still for several weeks, so I stepped in and started managing—while doing everything else, like packing and shipping orders by myself. We struggled a lot along the way, but those experiences have given us a great edge.”

START TO FINISH
Despite some rocky moments—or perhaps due to them—the family now focuses fully on its fast-growing enterprise, having learned from past follies. With a two-story office that houses accounting, sales and marketing, plus an attached 54,000-square-foot manufacturing facility in Miami, the Mithavayanis keep a close eye on operations at all levels, and they’re decidedly hands-on at every step. “We manufacture in-house literally every item we sell, except for the actual plastic or cardboard packaging—everything in the product is made by us,” Osman says.

As of 2017, the company manufactures only OKAY’s brand of products, which boasts “tons of collections,” Osman explains, most labeled according to the main ingredient featured. For example, coconut (the star ingredient in a top-selling collection for OKAY Pure Naturals) infuses formulas such as shampoo, oil, conditioner, facial scrub, body butter, lip balm and foot scrub, all helping add moisture to dehydrated skin and hair. Meanwhile, the Black Jamaican Castor Oil collection promotes healthy hair growth and conditioning in products from hair gel to a hot oil treatment.

“We try to maximize those natural ingredients’ benefits to combat certain conditions, and when developing products we always try to find the next best category to add to our current offerings,” Osman says. “We want to remain close to our core without going too far off-path, so stores that already carry our line can easily add extras, from body butters to soaps.”

Most products from the brand are all natural; even those that aren’t remain a healthy choice for consumers, sans silicones, parabens and sulfates. Happily, consumers’ increasing knowledge of and demand for natural products has certainly helped fuel the company’s success. “When I was a kid, you didn’t hear ‘natural’ in beauty, and most thought that ‘natural’ meant bad results,” Osman says. “For example, some African-American consumers would use relaxers years ago, which caused breakage; 10 years later, that same customer can get great results with natural products, instead growing and maintaining healthy hair.”

And, because there are fewer natural products on the market than traditional ones, Ali and Osman believe this category presents the biggest opportunity for future development. “We started as a multicultural brand, but as we grew, we expanded into all demographics—Latin, men, teenagers, babies, international customers,” Ali says. “Everyone loves using natural products ... We want to keep growing the business and perhaps get a big investor to grow further, but right now we have zero debt. That’s a miracle in itself. Our goal is to bring the business to $500 million or even $1 billion per year, within 10 years.”

“Our goal is to bring the business to $500 million or even $1 billion per year, within 10 years.”

–Ali Mithavayani

FORGING CONNECTIONS
Unsurprisingly, the brand’s hands-on approach extends beyond its inner workings, all the way to its customer connections. OKAY Pure Naturals ensures its presence in events and trade shows, but the majority of the company’s outreach takes place on social media. In only a few years, the brand’s fans and followers have grown to more than 2.3 million on Facebook alone. OKAY also connects directly with consumers through its own website with a rewards program that allows buyers to rack up points, coupons and discounts. (Though the website may charge higher prices, fans have access to all 500 SKUs.)

The family also understands the importance of intimately working with stores to ensure retail success. Ali and Osman believe beauty stores must foster trust with customers, which can be aided by working with a manufacturer that offers help and support in selling products. “The main thing I learned in my earlier beauty businesses is that honesty—with yourself, your employees and your customers—pays off,” Ali says.

When a brand brings confidence and trust, Osman believes, customers who might have bought one or two products often purchase several. He says, “Work with companies that invest their time—we go out to a store, help set up banners or provide anything the owner needs, even something customized for the store. ... Satisfy the different categories, from head to feet; that increases your chances of being successful.”

But perhaps the company’s most personal relations form when asking users for their input. “For a recent product, we sent 50 samples to consumers for feedback; then we take that input and modify accordingly,” Osman says. “Over our years in the business, we’ve met so many stylists, store employees and owners. We personally deliver the product with only its name and usage directions, and then we’ll send someone to get feedback in person or ask a list of detailed questions on a phone call.”

Osman insists that OKAY Pure Naturals doesn’t have a specific target demographic; and with an international reach, the company finds pockets of success around the world for different formulas. For example, henna-based products thrive in India, but they’re also a hit with Indian expats who live in the States.

“That’s been the joy of our company: I’m most proud that we’re able to offer something for everybody, and we don’t depend on any single customer for our business,” Osman says. “I remember when we were smaller, there were always a few customers who would make up the bulk of our business, but now we’re spread among so many markets, we don’t have a slow season.”

There’s proof in the company’s numbers, which have steadily increased each year since inception; its worst year, Osman reports, logged 25-percent growth. “We’ve been able to bring in more retailers every year, and we have very big things happening with some major retailers in the year ahead,” he says. “We’ve grown a great reputation and respect for our brand. We started from nothing, and I believe this company will be worth well over $1 billion one day. I know we’ll be one of the big brands out there.”

Meanwhile, the Mithavayanis are seeking stronger bonds with stores, including a focus on customized marketing materials according to retailers’ needs. For example, beauty supply stores can obtain printing and installation of any necessary graphics, from signage to stands. Recently, Walmart wanted to revamp its footcare section and tapped OKAY for inspiration, leading to a new look now in development. Osman says, “We want to give unique, independent service to each store, to create something specific for them ... We have great leaders, and we have the passion that consistently drives us to the next level.”

Get Connected!
okaypurenaturals.com
Instagram: @okaypurenaturals
Twitter: @okaypurenatural
Facebook: @okaypurenaturals
Pinterest: @okaypurenatural

[Photography by Marc Hickman]

Osman Mithavayani, vice president of Xtreme Beauty International (the maker of Okay Pure Naturals), recently spoke with Beauty Store Business's Kim Henderson to discuss the company's new, all-natural, gender-neutral line of baby products. For more information on Okay Pure Naturals, read the October cover story or visit okaypurenaturals.com.

[Videography and photography by Jason Bennett]

The world of online shopping is more integral to a business’ success today than ever before. But that doesn’t mean that brick-and-mortar stores will become obsolete anytime soon. For customers, in-person shopping of makeup, skincare and haircare products is a sensory experience that can’t be replicated online. Though good customer service, dazzling displays and testers have always been integral to a brick-and-mortar store’s success, beauty retailers are now offering unique incentives to drive more people into the stores.

Here, we explore the advantages of companies having brick-and-mortar locations by examining two recognized retailers, Planet Beauty and NYX Professional Makeup, which have used creative, digital-savvy ideas to keep customers coming back for more. For independent beauty store owners who may not have the resources to incorporate some of the flashier in-store features these stores have, use their innovation to inspire new ideas that you can implement to enhance your customers’ in-store shopping experience.

PLANET BEAUTY
Now boasting 38 locations in California, with approximately 250 employees, it’s safe to say that Planet Beauty is one of the top retailers—with a strong in-store and online presence—in the beauty industry.

Founded in 1992, Planet Beauty’s first brick-and-mortar store opened in Newport Beach, California, and to this day remains one of its busiest locations, says marketing and PR manager Jennifer Piraino. It’s also important to note that the company’s first store opened “long before the e-commerce boom,” she says, meaning that the chain was able to adapt to the changing market in the face of increased competition from online retailers.

Because social media’s influence played a smaller role in the retail industry at the time Planet Beauty was founded 25 years ago, the store’s key to success relied on its top-notch customer service, Piraino says. “And this mentality still drives the company’s culture.”

For brick-and-mortar stores, location and appearance are everything. It’s well known that grabbing a customer’s attention starts with a building’s façade and window displays. At the various Planet Beauty locations, careful attention is paid to such displays, which are meant to draw in customers walking by. The products are kept well stocked, and new and exciting items are placed within view, which are changed out depending on the season. As soon as you walk into the store, candle heaters and chandeliers create a luxurious look and an inviting ambience.
Planet Beauty ensures that its stores are brightly lit and precisely merchandized to create the best experience possible for the consumers. “Shelves are kept stocked, clean and fronted. The makeup counters are inviting and the music is kept at a medium volume so we can engage our customers on the sales floor while maintaining an upbeat environment,” Piraino says.

"Planet Beauty’s success relied on customer service and this mentality still drives the company’s culture."

-Jennifer Piraino

With many of Planet Beauty locations strategically placed in quaint neighborhood communities, Piraino says it’s not uncommon for employees to know their repeat customers on a first-name basis. Remembering a customer’s preferences and tastes makes it easier to recommend new products for them to try and creates a friendly environment that facilitates trust and loyalty. “We take pride in our one-on-one approach to customer service,” she says.

Planet Beauty’s staff members are experts who are knowledgeable about beauty and can give customers great product recommendations tailored to their specific needs. Piraino says that the company hires beauty advisors that “undergo rigorous corporate training from the start of their employment.” She adds, “Planet Beauty has one of the most extensive on-boarding programs in the industry,” which includes training for new-hires, special master classes and ongoing, monthly vendor training classes to stay informed on exciting new beauty trends.

Planet Beauty’s brick-and-mortar stores also offer other incentives to draw new and online customers inside. For example, many of their locations offer luxurious in-store salon and spa treatments, giving clients a true “one-stop beauty shop” experience that fulfills multiple needs in one trip. Professional stylists and estheticians are also on-hand for customers who need an expert opinion or answers to hair- and skincare-related questions.

In an effort to keep customers constantly interested in shopping both online and in store, Planet Beauty offers separate promotions as incentive for its buyers. This allows customers to take advantage of the best deals for their needs, Piraino says.

"With many of our locations in neighborhood communities, beauty advisors often know their customers on a first-name basis."

-Jennifer Piraino

The stores also hold special events, including product or service demonstrations to grow the consumers’ brand awareness for the various items that it carries. “Samples and gifts with purchase give our customers an extra incentive to attend our events and learn more about the products,” she says.

Today, to spread the word about Planet Beauty’s special discounts and events, no other tool is as valuable as social media. But, the company’s various social media platforms also serve as an avenue for employees to stay abreast of beauty trends and the release of new products. This knowledge is then used to create content for Planet Beauty’s blog, The Pulse, Piraino says.

As Planet Beauty continues to grow, fans of the chain can expect to see more brick-and-mortar locations open this year. At the end of 2016, the company also effectively integrated a rewards program so patrons can earn cash back and save on their favorite items. Despite more people buying their beauty supplies online in an age where social media vloggers are now the biggest beauty influencers, the company’s continual success relies on its in-store customer satisfaction, trained staff members and word of mouth.

Get Connected!
Website: planetbeauty.com
Facebook: facebook.com/planetbeauty.us
Instagram: @planetbeautyofficial
Twitter: @planetbeauty

NYX PROFESSIONAL MAKEUP
We’ve all seen NYX Professional Makeup products in our favorite retailers across the country, including Target, CVS Pharmacy, Ulta Beauty and Nordstrom Rack, to name a few. Founded in 1999 by entrepreneur Toni Ko and headquartered in Los Angeles, NYX’s debut product was its Jumbo Eye Pencil, still one of its bestselling items. Hundreds of SKUs have followed in the past 18 years, spanning makeup, skin and nail care, and the brand is now one of the biggest names in the industry, praised by beauty vloggers worldwide.

NYX’s general manager of Marketing and Global Business Development, Nathalie Kristo, attributes the store’s success as a cult-favorite brand among beauty junkies to “the professional quality of the products, affordable price point and strong social media following.” Created as a way to make high-quality makeup super affordable and easily accessible to the masses, these are still NYX’s biggest draws for consumers.

With more NYX partners than ever before, the company now ships its products worldwide to more than 225 countries and is available in thousands of retailers. With no signs of slowing down, “There are now many more NYX Professional Makeup stores worldwide which have launched in the last year,” Kristo says.

First carried in Ulta in 2007, NYX has solidified many retail partners since its acquisition by L’Oreal in 2014. As the company saw much retail success, the next natural step for the brand was to open up its very own brick-and-mortar locations. The first NYX store opened in 2015 in the Westfield Santa Anita Mall, featuring all the products available on the website. Since then, a total of 23 stores have opened their doors for business in the U.S., with the company’s flagship store (its 20th location) in New York City’s bustling Union Square.

As an incentive to draw fans of the brand into its brick-and-mortar stores, NYX offers in-store promotions that differ from its online ones, “if they are tied to a specific in-store event,” Kristo says. These special events include fan meet-and-greets and grand opening ribbon-cutting ceremonies attended by fan-favorite YouTubers like Jordan Hanz and Patrick Starrr. Celebrating its relationship with social-media influencers, these beloved makeup artists also act as the store’s campaign models. And although consumers have access to the same products in-store as they do online, both shopping experiences are distinctive from one another. Featuring striking, sleek, glossy black exteriors, NYX locations are brightly lit and easily recognizable from afar. Inside, customers experience a mix of hands-on and digital features that celebrate its strong online community. For instance, the exclusive Beauty Bar allows people to watch custom, interactive video tutorials in front of a mirror; as the videos play, shoppers learn valuable tips about products they’re interested in as they test them out.

"Our stores encourage fans to have fun swatching, testing and learning about our products and the latest makeup trends."

-Nathaniel Kristo

In-store shoppers can also view a digital community wall, where live user-generated content is posted, focused on showcasing the hottest new makeup trends, Kristo says. The digital imagery of real-world makeup lovers acts to inspire self-taught beauty lovers to create and share their own looks online, making seemingly difficult techniques more accessible to users. “The NYX Professional Makeup in-store shopping experience is very unique—all of our stores are digitally enhanced, essentially bringing the online beauty community to life,” Kristo says.

Certain stores, including the Union Square location, also feature exclusive perks, such as offering shoppers one-on-one lessons with professional makeup artists on subjects like contouring and brows.

But that’s not all: NYX’s brick-and-mortar locations have other perks: When customers use special in-store scanners on a product they are interested in, photos on a screen pop up of how that certain item or shade looks on real people. “The NYX Professional Makeup stores celebrate our makeup lovers community—from the digitally enhanced walls featuring user-generated content, to the Beauty Bars featuring exclusive tutorials by beloved vloggers,” Kristo says. “Our stores encourage fans to have fun swatching, testing and learning about our products and the latest makeup trends.”

These unique in-store services work to overall enhance the shopper’s buying experience. Another added bonus: Devoted makeup artists are available to answer questions or provide professional opinions that “help educate and empower customers” to try new techniques and products—turning them into repeat, loyal buyers for life.

Get Connected!
Website: nyxcosmetics.com
Facebook: facebook.com/nyxcosmetics
Instagram and Twitter: @nyxcosmetics

[Photo by Mahzad Nasimi]

The Hispanic population is the fastest-growing group in the United States, accounting for 56.6 million of the U.S. population, as of 2015. Hispanics are projected to comprise nearly one-third of the nation’s population by 2060, as researched by the United States Census Bureau. When it comes to buying power, the Hispanic market is a notable force. According to consumer-insights agency Nielsen, U.S.-based Hispanics commanded $1.3 trillion in buying power in 2015 and are expected to reach $1.7 trillion by 2020. As a recent Nielsen article entitled, “Hispanics Transforming the Consumer Landscape,” put it, “If U.S. Hispanics were their own country, they would have the 14th largest economy in the world.” For the beauty industry, this means that Hispanic consumer beauty trends and buying influences should be an integral part of any retailing strategy. After all, Hispanic consumers spent $27.7 billion on beauty products in 2014, according to Liz Sanderson, vice president of strategy and insights for Univision Communications, which specializes in the Hispanic market. Sanderson adds that a 34-percent growth in this spend is expected over the next five years, versus 17 percent for non-Hispanics.

Hispanic-American consumers are a diverse group, representing numerous Spanish-speaking countries, ranging from Puerto Rico and Cuba to Guatemala, Mexico, Argentina and more. As a result, one of the first things a beauty retailer must do to serve this burgeoning group is to offer beauty products that appeal to the culture of the distinct countries of origin and ancestry of its particular Hispanic beauty customers.

Eddie Jhin, president of Jinny Beauty Supply, recommends that retailers offer the “best mix possible” to support the diversity within the Hispanic population. “It is necessary [that you] identify the Hispanic consumers that shop in [your store],” says Jhin. “Hispanics differ. They come from different countries, cultures and traditions. They are constantly looking for products—either those that come from their country of origin or products that are made here in the United States, but [that] are understandable for them, suit their needs, can be related to and/or have brand recognition.”

Although diverse, experts have found some commonalities among Hispanic consumers when it comes to beauty product preferences. One commonality experts agree on is the strong tradition of beauty that exists within Hispanic culture. Beauty is a major part of the Hispanic cultural experience—a factor that is underscored by the continued growth in beauty sales among American Hispanics, even as it faltered among non-Hispanics, in recent years, according to the Nielsen article: “Hispanic Consumers Are the Foundation for Beauty Category Sales.”

“Hispanics have a strong culture of beauty. Personal appearance is essential for Latinos, both women and men. In fact, seven of Hispanics’ Top 10 non-edible categories come from cosmetics, health, beauty departments, fragrances, hair care and men’s toiletries,” says Monica Gil, senior vice president of multicultural growth and strategy at Nielsen. “For many consumers, beauty products are considered discretionary expenditures. While sales have declined overall across several categories in recent years, on the contrary, these same categories grew within Hispanic households (cosmetics, hair care, personal-care appliances and shaving needs).” Gil adds that “across total beauty care, Hispanics spend on average 34 percent more than the general population.” That’s a number that beauty retailers can’t afford to ignore.

“Across total beauty care, Hispanics spend on average 34 percent more than the general population.”

—Monica Gil, Nielsen

Hispanic consumers may spend $46 versus $30 (non-Hispanics) on cosmetics, $44 versus $31 (non-Hispanics) on skin care and $47 versus $29 (non-Hispanics) on hair care each month, says Sanderson. She adds that Univision’s research shows that Hispanics have more positive emotions attached to their buying experiences than non-Hispanics. “When asked about how they feel about shopping, Hispanics are more likely to say they feel confident, happy, excited and pampered—all positive emotions,” explains Sanderson. “Whereas non-Hispanics report feeling frustration, boredom and confusion. This may be one of the reasons why Hispanics shop almost twice as much per month for beauty products compared to non-Hispanics (14 times per months compared to 8 for non-Hispanics).” She adds that Hispanic consumers often shop at a leisurely pace and with no specific product in mind. “In fact, 72 percent say they always walk the beauty aisle, even if they don’t need anything.”

HIGH-DEMAND BEAUTY CATEGORIES
Research shows that hair care, skin care and cosmetics are the top beauty categories sought by Hispanic beauty shoppers. However, nail care and fragrance purchases are also popular. Demand for organic and natural products, as well as men’s grooming options, is also on the rise, giving retailers a variety of beauty categories with which to appeal to and meet the needs of their expanding consumer base.
Sanderson notes that within skin care, Univision has found that Hispanics use more specialized products, including face masks, body oils and scrubs, than their non-Hispanic counterparts. Furthermore, their contribution to total sales is particularly high in the categories of false eyelashes, permanent hair coloring, hair styling, lip liner and lipstick. She adds that these categories are growing faster among Hispanics. “Eighty-four percent of Hispanic women say they use cosmetics to enhance their features, while non-Hispanics are more likely to use products that aim to cover flaws (39 percent),” explains Sanderson. Experts concur that Hispanic beauty consumers gravitate to more visible cosmetics, such as lipstick, mascara, eyeliner and eyeshadow—essentially, products that provide color.

“Hispanics shop almost twice as much per month for beauty products compared to non-Hispanics (14 times per month compared to 8 for non-Hispanics).”

—Liz Sanderson, Univision Communications

At the other end of the spectrum, Hispanic beauty consumers show a strong preference for natural and organic products. Gil notes that this trend is especially prevalent among millennials, regardless of ethnicity. However, Fabian Lliguin, hairdresser and cofounder (with his wife Anna Ayers) of Rahua hair care and Amazon Beauty, which use Amazonian ingredients, sees natural and organic products as trending specifically within Hispanic culture. “One of the new things I’m seeing in [Hispanic] purchasing habits is that women are more interested in having natural products and organic products; and they want them to be effective. They are [seeing] a relationship between organic and natural ingredients, and their heritage. Essentially, [natural and organic products remind them of] what their mothers and grandmothers used to do—such as using chamomile and quinoa [creatively]. They find natural and organic products familiar; but they want performers as well.”

A notable trend within Hispanic beauty consumption is the men’s grooming category. As it turns out, Hispanic Men “outspend their non-Hispanic counterparts in many beauty categories,” notes Gil. This makes men’s grooming another category that retailers must be vigilant in as they seek to interest Hispanic beauty customers. In other beauty categories, Jhin has found that synthetic hair extensions are popular among Jinny Beauty Supply’s Hispanic beauty customers. And Naturally Curly’s content and marketing manager Devri Velázquez has observed that “a universally pleasant fragrance that the entire family can use matters.”

Looking forward, Gil says the Hispanic beauty consumer will also add to the growth in the baby and antiaging categories—something retailers ought to keep in mind. “In the short- and long-term, Latinos are a very promising consumer for the business,” says Gil.

THE RETAIL RESPONSE
Engaging Hispanic beauty customers on a cultural level is key to meeting their needs and interests as consumers. In the Google article “New Research Shows How to Connect With U.S. Hispanics Online,” food, family, holidays and tradition ranked highest in terms of Hispanic market appeal—suggesting the type of messaging and imagery that resonates with them. Experts agree that reaching Hispanic consumers through cultural connections far outweighs any marketing efforts using bilingual or Spanish language.

“Retailers can send signals Hispanic shoppers will pick up on very quickly,” says Sanderson.

“For example, if their lifestyle images have relatable talent, and approach beauty with a Hispanic sensibility, Hispanic shoppers will notice and think ‘this is a store for me.’ Once you have signaled that you are inviting the Hispanic consumer in, you must have the right assortment and the right experience to win their hearts. In the beauty space, Hispanics like to explore, feel, smell and try things on their skin. Retailers that allow for such exploration will win with Hispanics. Additionally, they need to have a range of colors for foundation, concealers and bronzers that will appeal; as well as colors that pop for lip and eyes.”

Luis Izquierdo, marketing and sales manager for TCN, a distributor of Hispanic beauty products, suggests that retailers partner with distributors and vendors that specialize in the Hispanic market and demographic. “Most of our customer base comprises first-generation Hispanics. They tend to consume imported brands (from Latin America) and U.S. brands that are specifically designed for the Hispanic population.

“In general, first-generation Hispanics tend to use nostalgic brands or brands they already knew or used in their countries. Some of those brands belong to international corporations; but they tend to prefer the Latin American version versus the American one,” continues Izquierdo. “U.S.-born Hispanics, generally, have been more exposed to other U.S. and international brands, and therefore are more inclined to use brands that are considered more mainstream and easier to access. Both generations look for a good value in price versus quality. But according to our experience, first-generation Hispanics are willing to spend a little more (for imported products) for a brand they knew before moving to the United States.”

“While a lot of these customers are already shopping in our stores, their full buying potential has not [yet] been reached.”

—Eddie Jhin, Jinny Beauty Supply

Speaking of price, it’s one of the chief influences in Hispanic beauty-buying decisions, as are accessibility and brand knowledge. Whatever the case, Gil concurs with Jhin that retailers must discover what motivates their particular shoppers’ product and brand choices. In her experience, predominantly Spanish-Speaking beauty consumers tend to spend more on hair coloring, hair growth and personal care while English-speaking Hispanics tend to spend more on hair spray and powders. Generationally, there are also differences. “Older generations place greater emphasis on skin care while younger Latinos are more easily influenced by celebrity endorsements,” explains Gil. “Younger Hispanics are more likely to buy in the moment than older Latinos. So, for marketers, it is important to understand that this is not a one-size-fits-all approach. Differences exist among Hispanic consumers, [including] by age, gender and preferred languages spoken at home.”

The current and projected population growth and collective buying power of Hispanic beauty consumers makes it a worthwhile endeavor for beauty retailers to stock their stores, accordingly. Jhin sums up the opportunity with the following: “What does this multicultural-market opportunity mean for our beauty stores? While a lot of these customers are already shopping in our stores, their full buying potential has not [yet] been reached. [Therefore], Jinny Beauty Supply is creating new sales by offering the assortment of products [Hispanic] customers are looking for.”

[Photo by Jon Feingersh/gettyimages.com]

If there were ever a generation that deserved your thoughtful planning, merchandising and product selection based on its sheer magnitude of population, shopping prowess and buying power, it’s the millennials. Born between 1982 and 2000, millennials have officially surpassed baby boomers as the largest generation, accounting for roughly 25 percent of the American population—about 80 million people, per the U.S. Census Bureau. Not only that, the millennial population is still growing, as immigrants continue to populate the United States. If that weren’t sufficient to pique the interest of savvy retailers, experts estimate millennials will spend $200 billion annually by the end of 2017.

A few things are clear about millennial beauty shoppers: They are smart spenders and knowledgeable shoppers who don’t mind splurging when something excites them or is exactly what they’re looking for. “Compared to older generations, millennial households underspend their expected share across beauty as a whole. On the other hand, millennials spend 20 percent more than their fair share in haircare accessories and 14 percent more in cosmetics,” explains Jordan Rost, vice president of consumer insights for Nielsen. In other words, they spend where it matters to them.

What’s even more interesting is that skin care and personal care are among the more important beauty categories for millennials, bumping up against makeup, of course. A couple of factors may contribute to this trend:

Millennials are an extremely conscious group. They’re aware of the ingredients in the products they use, and they care about how the brands they buy impact the world around them. So, it makes sense that millennials are mindful of spending their hard-earned cash on beauty products that really count. And truth be told, this group is not getting any younger, with the oldest millennials now in their mid-30s. This insight rings true at organic and natural beauty retailer Vert Beauty. “At Vert Beauty, you will find millennials spending the most on skin care,” says Vert Beauty founder and owner Amanda Hume. “They are getting to the age where aging is a concern for them. So, they tend to splurge on a facial serum versus a new eyeshadow.”

Rost adds, “Personal-care products are the second most commonly purchased consumer goods online, behind only certain health products. This is particularly true for millennials, 60 percent of whom will purchase personal-care products online over the next six months.”

Katie Matthews, director of stores east for beauty retailer Cos Bar, notes millennials’ tendency to invest in one or two products, rather than an entire regimen, when it comes to skin care. Retailers would do well to be aware of this fact when selecting products for their own stores.

Millennial males are increasingly purchasing men’s grooming products.“We see men who are on the later spectrum of millennials who are concerned with aging,” says Hume. “We sell a lot of facial cleansers, moisturizers and beard oils. It is definitely a category that will continue to grow. At Vert Beauty, we just expanded our men’s selection, so that the men can have more options available (even though everything in our store is unisex).”

Aside from makeup, skin care and personal-care products, natural ingredients are another big draw for millennials. A variety of shopping characteristics and preferences apply to millennial shoppers. As Rost puts it: “The millennial generation spans a wide range of life stages, from young adults still dependent upon parents or guardians to older millennials starting families of their own.”

Here are some top millennial insights retailers should know.

THE TOP 10

1. Open to New Ideas
“Generally speaking, millennials are more open to new ideas than older generations,” says Rost. He adds that 77 percent of millennials are willing to try new brands. This means that your millennial customers are likely to explore those new products you add to your shelves that are unfamiliar and even different>P>.

“They want to see the latest and greatest,” concurs Christine Sandoval, Cos Bar’s director of stores west. “They are confident, adventurous, trend driven and attracted to newness. Other generations come in with specific concerns that they want to address. Millennials come in for an item or brand that they’ve heard about.”

2. Experience Matters
Millennial shoppers are a sensory and experientially driven group. They want to see, hear, taste, touch and smell their prospective purchases. And they want to have a good time doing so. Atmosphere, customization, personalization and experience all matter.

“They are independent shoppers and look for an environment where they can do their thing

: fix their lipstick, spray their hair, touch up their mascara,” says Sandoval. “They are not always coming into the store to buy, but rather to experiment and discover. If they’re coming into a store instead of buying online, they want the one-on-one attention. Here, millennials can receive a personal experience, but still have anything and everything at their fingertips to try.”

3. Tech Savvy
This generation is a tech-savvy one. Thus, retailers are advised to keep current with the latest and trending technologies that affect retail. Millennial customers are making mobile payments, purchasing online and using digital coupons and location-aware apps. “Online sales exceeded $12 billion, according to Adobe Digital Insights in 2016, which reinforces the importance of your brand's access and ease online in addition

to the store retail experience,” says Joan Kuhl, founder of Why Millennials Matter. “Millennials want access to both, but, for sure, are going to be banking on the option of purchasing online.”

Jenna Hilzenrath, public relations director for beauty subscription service and retailer Birchbox, says most of Birchbox’s traffic comes from mobile. As a result, the company is giving even greater attention to mobile. “It's been a huge priority to maximize our mobile experience—through both our app and mobile web—and make it as fast and easy to use as possible.”

Retailers that follow suit and align their operations with their customers’ technological habits keep their stores competitive and relevant.

4. Intelligent Shoppers
Millennial beauty shoppers are smart, experienced, curious and discerning. “Millennials are savvy shoppers who can research your brand/product everywhere and anytime,” says Kuhl. “So, top Google searches and your brand homepage are critical.”

Sandoval adds, “They are independent shoppers and are comfortable browsing and trying on their own. They comparison shop and do a lot of research online before they buy.” Consequently, smarter retailers that are more experienced, curious and discerning will capture millennials’ trust and interest.

5. Budget Conscious
Many millennials entered adulthood amid the recession, receiving a crash course in discerning value before making purchases, due to limited funds. Hume’s experience underscores this observation: “Millennial shoppers look for value and quality. For instance, they will purchase a more expensive facial serum—if they are sure that it will be worthwhile—and a less expensive facial cleanser—that they trust—to meet their budget. They tend to think about the pros and cons of purchasing products, and if their money would be well spent.”

Karen Grant, global beauty industry analyst at The NPD Group, concurs: “Millennials shop most frequently, but cannot afford to waste their limited resources on anything that does not work or that does not either elevate their status or benefit their look.”

6. Loyal? Maybe…
Beauty retailers and experts express varying opinions about the loyalty of millennial shoppers. On one hand, retailers say millennials are loyal to the brands they’re truly passionate about. And, yet, they’re still open to discovering brands that have an edge over their current products. “In my experience, millennials are the trendsetters. When it comes to shopping, they are adventurous with trying new products; but are extremely loyal to the products they love,” shares Hume.

Kuhl presents a slightly different perspective, noting that “Millennials are loyal, but on the prowl for better experiences and stronger alignment to a brand's impact and message.”

However, Sandoval sees an open-mindedness and, consequently, a lack of brand loyalty among millennials. “They may know what works for them, but are open to finding something that works better.”

The answer may be dependent upon the segment of the millennial population that shops your store.

7. Messaging and Source Matter
“More than 50 percent of millennials make an effort to buy products from companies that support the causes they care about (Barkley agency), which is even more aligned to female millennial shoppers in their late 20s and early 30s, as their income rises,” explains Kuhl. “They are sensitive to a brand’s messaging and mission to impact the world beyond making a profit.”

Millennials are prone to doing research to discover those products that align with their values, whether efficacious, sustainable, eco-friendly, organic, cruelty-free, fair trade and so forth. “[This is] very important. I think it is probably one of the most important factors. They like to know where things come from and how they were made,” says Hume.

8. Try Before Buy
“The Next Gen of beauty power shoppers (millennials and younger) not only want or prefer to try before they buy, but they see it as a need,” says Grant. “Financially and socially, product trial fills a real void. They are the most cash-strapped generation and the most likely to state their need to factor cost and budget among their top purchase concerns.”

One might argue that this try before they buy characteristic not only serves their budget but satisfies their thirst for “experience.” Therefore, retailers would do well to offer samples and keep testers readily available, along with other similar incentives. “Millennials are attracted to discounts, gift with purchases and samples, as they tend to be try-before-buy shoppers,” affirms Matthews.

9. Save to Splurge
Believe it or not, millennials’ try before they buy habit may help increase retailers’ profits, as millennials are also apt to splurge when they discover products that are efficacious and exciting.

“Value, price and quality are all very important to the millennial shopper, but she will splurge on a higher priced item if it delivers on its promises,” explains Matthews. “I would venture to say that efficacy is more important than brand name or price. They’ll save up and splurge on an item that they are really excited about.”

10. Chief Influences
A combination of the internet and user reviews may be a retailer’s key to capturing millennials’ dollars. Experts did not hesitate to list these two factors as chief influences on millennials’ buying decisions.

“Real user experience drives their confidence over direct advertising,” says Kuhl. “They need the validation from customers that actually used the product or service to connect with its benefits and the necessity to their own personal life.”
What’s more, “Their beauty authority is the internet,” adds Sandoval.

RETAILER RESPONSE
Observing your millennial customers and continuing to gain insight into how they interact with and select products will always prove profitable for your store. Keeping your staff attentive to customer needs and experiences, as well as continually adding fresh selections to your shelves will keep your millennials happy and attentive.

Kuhl reminds you to tap your millennial workers for their firsthand knowledge of their generation’s shopping experience. She adds these words of wisdom: “Get social. Pick two social platforms to really focus on (even your brand blog). It is not about the number of followers, but more about the authenticity of the conversation! Build an experience that allows for an insider VIP view of your brand from start to finish. [Regarding your content/marketing], you don't need the biggest celebrity. Focus on real people—[stories of] young consumers living their life. Finally, zero in on specific segments, such as the Millennial Mom and study her journey from start to finish to identify the key moments when she needs and relies on your [products or retail brand] emotionally.”

In the end, David Olsen, CEO of Cos Bar, says it best: “Stay relevant and current. Be genuine. Create experiences. Have a strong digital presence.”

[Photo by fotostorm/gettyimages.com]

Inventory. It’s not as simple as restocking the shelves when they’re low—or worse—empty. Mastering the perfect equation of how much or how little inventory to keep in your store is a highly individualized skill and requires constant monitoring. Maria Rush, vice president of business development at Beauty Collection, an upscale chain of beauty stores in Southern California, explains that even though the chain uses software to track its inventory, she and her staff “analyze our inventory constantly.” Not something to be ignored, inventory issues can quickly get out of hand.

Managing your own inventory is a multi-tiered task that takes customers’ opinions, needs and wants into account. Understanding customer demographics and knowing when to stop buying more inventory so as not to overwhelm your customers with too many choices are vital components of inventory control. When it comes to new products, rather than purchasing a gross of one product, consider opting for a gross of several SKUs if the manufacturer will accommodate it. Our experts offer tips to tally how your inventory management stacks up.

Beauty Collection
Knowing the numbers is vital to the company’s success, as is an analysis of the brand and its representative products. One strategy Rush uses to select inventory is continuing to stock the proven performers with regular forays into smaller, perhaps lesser known brands’ offerings. Both popular and new products need company and sales support, backing and packaging that reflect Beauty Collection’s values and mission. Carefully selecting products ensure customers leave happy with what they need—products that truly do what they promise to do.

“We have six locations in Southern California,” Rush says. “We have to be on top of what’s selling in each store. We use NetSuite software to keep track of it all. Items that might be turning over quickly in, say, our Malibu location might actually be slow movers at our Calabasas store.” (Malibu, California is a wealthy but generally laid-back beach community just north of Los Angeles. Calabasas is an upscale suburban residential area about 20 minutes from Malibu.) To counteract the effects of sluggish stock, Rush explains, “We have been known to move items or brands that aren’t moving that quickly in one store to another store—sometimes it’s just a regional thing” and those products may turn over faster in the new location. “Customers are fickle and we are always aware of customer feedback,” Rush adds, noting that it’s not a smart move for stores to completely run out of items, because customers will very quickly turn to the next available item in your store or even worse, stop buying from your store if a favorite item is out of stock.

Rush understands that some businesses languish and even go out of business due to an overabundance of inventory, which is why she and her staff are constantly analyzing statistics and inventory turns for the chain as a whole and for each location in the chain. “It’s important to know your target market for your brand” when analyzing what will go into inventory, she says.

Interestingly, Rush finds that social media is a key component of the inventory purchase strategy. “We monitor social media constantly,” she says. Specifically, they look for product feedback to better learn what customers want. “Customers will tell you what’s missing in your store! They’re on social media telling you what they want. They want technology, innovation and they want products that deliver,” explains Rush. When looking for new inventory, she says selecting products or brands that represent the company’s culture and philosophy is crucial.

Retail Minded
Buying, selecting and reordering inventory is a pretty simple analogy for Nicole Leinbach Reyhle, founder and publisher of Retail Minded

(a retail lifestyle publication, website and blog that offers news, education and support for independent businesses) and cofounder of the Independent Retailer Conference. Reyhle compares inventory purchase strategies to a home kitchen. “I always advise retailers to consider what their staples and their statements are within their inventory. Staples would be the bread and butter of your store, so to speak, while statements would be your eggnog. In other words, what do you need to always have that is always selling? And what—and how much—should you introduce to your customers that is seasonal or trendy and should not be consistently re-ordered?” She adds that reviewing your store’s POS-generated data is also essential to success in maintaining proper inventory levels.

When it comes to inventory software, Rehlye has a few favorites. “I’m a fan of many point-of-sale systems and other inventory-based systems, such as ShopKeep POS, Square, Brightpearl and Intuit.” But she’s quick to explain that it’s important to do your homework before choosing a system to make sure you pick the one that’s ideal for your operation. “I recommend merchant[s] take the time to review at least three [systems] before deciding what may be right for them,” she advises.

Gauging buying risk is a double-edged sword that Rehlye warns can come with both reward and failure, so it’s important to review and analyze potential risks before acting. Consider the investment costs, time sacrifices and marketing efforts, “at the very least,” Reyhle warns, before you invest in new products. She also asserts that smart inventory purchases require that you “Always remember that when you are buying for your store, you're not buying for yourself.” She reminds that buyers think of their customers and what their needs and budgets are. “Buy for them to help sell more. Sometimes it really can be that simple,” she adds.

SleekHair.com
Christina Krasch is a buyer and marketing coordinator for SleekHair.com, an online beauty retailer that offers beauty products and tools for women and men, buying guides, beauty workshops and lookbooks. The Sleek Hair showroom features more than 500 brands and 30,000 SKUs. When selecting products and brands for the showroom, Krasch considers three key factors:
(1) Can the customer play with it? “Some items (that although are cult classics) don't encompass that ‘stay and play’ environment we want the walk-in customers to experience.”
(2) Does it represent the Sleek Hair beauty culture we have evolved into? “As a diverse company, we want to assure our customers that when they visit our store that we have something for everyone of all ages, genders and skin colors,” and
(3) Does the brand support Sleek Hair as a retailer? “A showroom requires lots of attention and we invest a ton of energy into perfecting it, so when deciding on which brand to feature, we always consider the level of support the brand offers us as a retailer.”

Buying and restocking strategies are time-consuming, Krasch notes, adding that she clues in on researching the consumer base to determine what consumers are interested in, the trends they’re following and how it’s all reflected in the sales reports. “This can be extremely tricky because here at SleekHair.com we are a full-service e-commerce platform. We carry over 30,000 unique products across over 500 brands and ship to over 60 countries worldwide. Luckily, my main focus is on cosmetics and trending new products. My job wouldn't be possible without the team I have backing me that all play [integral] parts in managing inventory,” shares Krasch. The company’s inventory coordinator runs reports to alert Krasch about what needs to be replenished. She then works individually with each brand to place purchase orders (POs) and get insider scoops on new releases so she can plan future POs for product launches.

Her recommendations for inventory software are simple: “I always recommend the grassroots method for starter companies. Get to know the product, get to know the platform and you’ll discover that you are so immersed in the brands and products that replenishing them becomes second nature. I like to think creating a system that works for you is always going to be more productive than using a system created for you,” Krasch adds.

To avoid potential buying risks, Krasch uses social media. In particular, she relies on “…Instagram, Facebook, Snapchat, Pinterest, Tumblr and YouTube to get a feel for what's trending” as well as beauty magazines and partners’ subscriptions to make sure she’s always in the loop of what's trending. Sales reports to compare data on new items round out what she calls “A perfect storm for marketing and buying when bringing on new products and brands.” She works closely with the company’s brands to ensure they understand Sleek Hair’s needs as a retailer as well as their needs as a brand. “Because we are a growing company with limited warehouse space, we face challenges when bringing on any new products, whether it be from existing lines or new brands. [We] pride [ourselves] in strong partnerships and work extremely hard to bring on new brands and SKUs by compromising on minimum-order quantities and more frequent POs,” Krasch concludes.

Get Started With Inventory Software That’s Right for You
Asset Panda: AssetPanda.com
Brightpearl: Brightpearl.com
Cin7: Cin7.com
Intuit: intuit.com
NetSuite: NetSuite.com
ShopKeep POS: ShopKeep.com
Square: Squareup.com
Stitch Labs: StitchLabs.com

[Photo by Dave and Les Jacobs/gettyimages.com]

JD Beauty Group, the parent company of WetBrush, has announced its acquisition of Bio Ionic professional electrical beauty appliances. Focused on building a well-rounded product offering of hair brushes, electrical appliances and liquids, the acquisition rounds out JD Beauty’s existing brands. Bio Ionic will continue as a leading, global professional-only brand under JD Beauty.

“I am thrilled to have this well-respected and established professional brand join the JD Beauty family. It is our mission to continue and grow the wonderful heritage that Fernando Romero started. We will work closely with our professional partners to bring the best in product innovation, inventory management and new exciting marketing opportunities domestically and internationally,” says Jeffrey Davidson, CEO of WetBrush.

Fernando Romero, founder of Bio Ionic adds, “We are so pleased to pass the baton to JD Beauty Group, whose support signifies an exciting chapter in our company’s history. Their invaluable resources and insight will undoubtedly grow the Bio Ionic name in the professional beauty industry.”

The acquisition was completed in partnership with Topspin Partners, a private equity firm and the majority owner of JD Beauty, and Deerpath Capital Management, which provided financing for the transaction.

[Image: Repost @bioionicla]

Budget-conscious beauty enthusiasts overwhelmed by an endless selection of makeup and haircare products are discovering their favorite brands in a whole new way: via beauty subscription services that conveniently deliver items right to their door. Offering a selection of products handpicked by experts or consumers themselves, curated beauty subscriptions not only save time, but money too.

We go behind the scenes to learn how the top beauty subscription services in the industry got their start—and how you can partner with these companies to grow your own brand.

BIRCHBOX
One of the pioneers of the beauty subscription movement, Birchbox is well-known for offering personalized beauty picks tailored to each customer’s skin, hair and style—for just $10 a month. Founded in 2010, chief executive officer and cofounder Katia Beauchamp says the idea behind Birchbox was to change the way people find and shop for beauty supplies online.

“We wanted women to enjoy it on their own terms,” Beauchamp says.

While Beauchamp and cofounder Hayley Barna were attending business school, Barna had an editor friend who worked at Condé Nast who sent her exciting new beauty items to try.

“It was a lightbulb moment—if only we could all have a beauty editor best friend!” recalls Beauchamp. “So that was the consumer insight that inspired what the customer experience would look like,” she adds.

Birchbox’s many exciting milestones over the past six years include taking the brand overseas, hitting one million subscribers, opening a store and launching Birchbox Man.

“Since Day 1, we’ve focused on offering customers a full and valuable discovery experience, from the first try of a new sample to the ultimate purchase of the full-size product. It was never just about sending a monthly box; the idea was to leverage the subscription to build a relationship with our customers, introduce them to new products and get them to shop for beauty online with us,” Beauchamp says.

Eric Neher, vice president of merchandising, says that brands interested in partnering with Birchbox can start by sending a sample for their team to try. The products are then tested to determine if they’re a good fit for an upcoming box, which are curated with a particular theme in mind.

“We are planning up to a year in advance, but also like to be nimble and work quickly. Sometimes, just a few months will pass between our initial contact with a brand and their launch in Birchbox,” Neher says.

“Our customers respond best to products that are effective, simple and intuitive.”

Testimonial: There have been many success stories for the more than 800 companies that are partnered with Birchbox, including the haircare company amika. “When amika first began working with Birchbox in 2012, our goal as a young, indie company was to reach their niche, beauty-enthusiast demographic and build brand awareness,” amika’s national retail sales and education manager Dana Amador says. “However, over time, due to the unique relationship Birchbox has built with their audience, brand awareness transformed organically into brand loyalty for amika … Their insight and influence has truly shaped the ‘who, what and how’ in every step of our brand growth.”

Get Connected
* Website: birchbox.com
* Facebook: facebook.com/birchbox
* Instagram: @birchbox
* Twitter: @birchbox

HAPPY DOT BOX
Still in its infant stage, the up-and-coming Happy Dot Box, founded in 2015, promotes positive beauty lessons and mental health—and even donates 5 percent of its proceeds to charity organizations.

“What is happiness? Great products, inner beauty, health and giving back,” founder Courtney Copeland says.

With a background in manufacturing and distribution and as a mother who worked for a nonprofit for 27 years, Copeland created a unique experience for customers by offering four to five full-size luxury products in every box, along with a bonus gift and self-help teachings, for $24 a month.

“It feels really good to know you are contributing and helping different nonprofits by subscribing. I would say that quality and experience is what sets our service above the other boxes,” she says.

Currently, about 50 brands are partnered with Happy Dot Box. New brands looking to be featured can send a sample and the company will review them to see if there’s a “hero product” that fits into one of its upcoming themes.

“If selected, brands can donate product, get paid a percentage of their manufacturing cost, or we may really like a product and pay for the full amount of the manufacturing cost,” Copeland says. “We look for products to be special and unique … Seasons of the year and trends have a lot to do with the selections.”

Though Happy Dot Box doesn’t sell products offered in past boxes for repeat buys online, they have helped smaller mom-and-pop brands only found on Etsy and local stores get a lot of exposure.

“Our mission is to provide subscribers the opportunity to get hooked on products that we believe are special, and then send them to the original brand’s website for repeat purchase. Allocating a marketing budget through sampling programs is a much bigger advantage for brands to get their product not only seen but sampled … Those [testers] end up being loyal brand customers,” Copeland says.

In 2017, Copeland says fans can expect to see more vegan and all-natural products geared toward a healthy lifestyle. She adds, “We are also working on some major partnerships for the inner-beauty bonus gifts and nonprofit fun!”

Testimonial: “As an emerging brand, it is critical to create awareness and marketing for Manna Kadar Cosmetics and to partner with a great subscription service such as Happy Dot Box,” says Manna Kadar, founder of Manna Kadar Cosmetics. “Their subscribers are engaged, savvy and are looking to discover new products, which have proved to be one of the most effective ways to create a buzz for new products as well as gain loyal new customers.”

Get Connected
* Website: happydotbox.com
* Facebook: facebook.com/happydotbox
* Instagram: @happydotbox
* Twitter: @happydotbox

SCENTBIRD
Scentbird, a unique fragrance subscription service, allows customers to pick one scent per month—from over 450 fragrances—for $14.95 monthly.

“There are quite a few things that set us apart,” chief marketing officer and cofounder Rachel ten Brink says. “First, we’re totally focused on fragrance. We reach over 2.5 million fragrance aficionados monthly through our social media, PR, emails and website traffic. Secondly, we’re truly consumer-driven. [Customers] get to call the shots and pick what fragrance they want to receive each month … This results in a much higher conversion to full-size purchases.”

Wanting to create a smarter, more affordable way for people to discover the perfect fragrances, ten Brink cofounded Scentbird in 2014, to offer “very accurate recommendations” using an algorithm that pulled keywords from the fragrances a consumer already liked and matched them with similar keywords used by other customers. “Getting recommendations is great, but you have to experience it in order to want to commit to buying it. This is how the sampling subscription was born,” she adds.

Last year, Scentbird launched a subscription service for men, which now accounts for 25 percent of their subscriber base. The company will also soon offer a two-perfume-per-month subscription.

“Brands on Scentbird get to build a relationship with our community; it’s not a one-shot deal where the consumer only sees you once,” ten Brink says. “Some consumers will pick your fragrance in January, others in November; they will review it, recommend it to more members and thus continue to build the relationship and create awareness. Finally, this system offers unique customer relationship management and analytics for brands.”

Scentbird offers fragrances from high-end, niche, new and well-established brands that are the best fit for their “millennial consumers.” Brands that want to be featured can also reach out to Scentbird. Seasonal and new products weigh heavily in their decision about which items to include and feature as the cologne and perfume of the month, says ten Brink.

Testimonial: One brand that has seen great results through a partnership with Scentbird is Lisa Hoffman Fragrances. “We launched a curated collection of her scents on Scentbird in April 2016. Their marketing team specifically attributed Scentbird as one of their key drivers in growing their EDP sales over 550 percent year over year,” ten Brink says. “Overall, brands tend to see a 10 percent conversion from sampling to full sizes, which is higher than any other sampling option out there.”

Get Connected
* Website: scentbird.com
* Facebook: facebook.com/scentbird
* Instagram: @scentbird
* Twitter: @scentbird

BOXYCHARM
Partnered with some of the biggest brands in the industry, such as Tarte and Makeup Geek, BoxyCharm offers subscribers products from brands they already know as well as others they’ll be excited to discover. Each box contains four to five full-size beauty products valued at $100 or more at a subscription cost of just $21 per month!

Launched in 2013 by chief executive officer and founder Yosef Martin, BoxyCharm pays the full manufacturing costs of the products it features, whereas most companies pay only a percentage of this cost. Its approach allows the company to be very selective about what each box contains. The company holds curation meetings a few times per week, where products are tested on people of many ethnicities and skin types to confirm that each item is universally liked.

“It’s not a secret ingredient; it’s more of a secret recipe,” Martin says. “What makes us different is that you have a full experience with a full-size product, so you’re more educated about it and you can really decide if that product works for you. Secondly, because we can pay for manufacturing costs, we’re not forced to place anything in the box; we are always just looking for the right products to fit our subscribers.”

BoxyCharm also launches new products, such as full-size eyeshadow palettes. “But they’ve got to agree with our standards of quality,” Martin says.

Currently, about 100 brands are partnered with BoxyCharm. If customers wish to buy more of what they receive, they are redirected to the brand’s site. Customers can also leave reviews on BoxyCharm’s website to create a true community of makeup lovers.

“A big part of our growth was learning how to grow organically, by word of mouth,” Martin says.

Every brand that has worked with BoxyCharm has continued to work with them, Martin says. “We are very tuned in to what will be trending. We won’t just be on the curve, but ahead of the curve.”

Testimonial: “We enjoy working with BoxyCharm,” chief executive officer of Mirabella Beauty John Maly says. “They expose our brand and products to a new audience. For us, it is a very small cost of advertising. Additionally, BoxyCharm has been helpful to allow us to exit old collections.”

Get Connected
* Website: boxycharm.com
* Facebook: facebook.com/boxycharm
* Instagram: @boxycharm
* Twitter: @boxycharm

GLOSSYBOX
Founded in 2011, the world-renowned Glossybox has sold more than 11 million boxes globally to over 305,000 monthly subscribers across the globe and currently ships to 10 countries, says the company’s U.S. president and managing director Britta Fleck.

Partnered with 1,200 brands, Glossybox subscribers experience luxury items from a wide range of high-end and niche companies—with five luxury travel or full-size items in each carefully curated box ($21/box).

“It is important to feature a diverse range of products throughout the year; if we just featured a lipstick, we will make sure that we won’t include another one in the following box,” Fleck says.

Brands can approach Glossybox if they’re interested in getting their product featured. The company then evaluates if the brand is the right fit by learning about their objectives and expectations, Fleck says.

“We offer many different services. For example, a brand launches a new product to the U.S. market and needs to gather consumer insights. Since each product in the box gets its own survey, we are able to provide direct consumer feedback—which is extremely valuable to the brands. Afterwards, we select the best product and decide in which box it will be featured,” she says.

Glossybox has formed many lasting partnerships as a result of its successful model. “Our re-participation rate is more than 90 percent,” Fleck says. “We have formed great relationships with many brands and Glossybox is an integral part of their marketing plan.”

With a team comprised of beauty experts and beauty addicts, Fleck says Glossybox has their finger on the pulse to keep its subscribers up to date with the latest trends in the industry.

Testimonial: “As a new brand, Glossybox was able to provide a wide reach of awareness for our product to a very large audience that we would have been unable to reach on our own,” creator and brand manager for Florapy Beauty, Kristen O'Connell, says. “We greatly enjoyed working with them and trusted them with our brand image and were happy to work closely with their creative team to make sure that the brand voice came across authentically through all their channels of exposure. They worked hard to understand our brand and our philosophy, which created a lasting relationship that feels like a partnership, not a transaction.”

Get Connected!
* Website: glossybox.com
* Facebook: facebook.com/glossyboxus
* Instagram: @glossybox_us
* Twitter: @glossybox_us

FABFITFUN
What started as a women’s lifestyle magazine in 2009 is now the hit subscription box FabFitFun. “We realized that we were writing about all these amazing products—why not take it a step further and actually put them into people’s hands?” cofounder and editor-in-chief Katie Rosen says.

Debuted in 2013, FabFitFun includes 6 to 12 full-size items in each box, with top brands like Dermalogica, Josie Maran and Trina Turk previously featured. Subscribers can expect a range of high quality products that includes not only beauty and fashion but health, fitness, home and technology. A subscription (four boxes) is $49.99, but is valued at $200.

“There is a little something for everyone. And because of the mix, many of our most loved products are both unexpected and super useful,” Rosen says. From an herb garden kit to a power bank, FabFitFun picks its products by analyzing data and forecasting trends.

“We survey members like crazy to understand what they love and want to see,” Rosen says. “We also have an amazing team of chic, smart, beauty-loving trendsetters who guide the process. Each season our team puts together a short list of goals that we want to hit—products and brands that you can’t live without each season.”

FabFitFun also sometimes works with brands to create exclusive, limited edition products. From creating original videos and social media content to throwing events with influencers and celebrities to promote upcoming boxes, many brands—big and small—have formed long-lasting partnerships with FabFitFun.

Brands interested in partnering with FabFitFun typically send one or two products for the team to sample and review, which typically takes between three to six months. “We give brands feedback on everything we try,” Rosen says.

There are also perks, such as discounts and access to members-only sales offers, for its consumers. “Each box also has an amazing give-back component,” Rosen says. The company has helped nonprofit organizations in the past, including the American Society of the Prevention of Cruelty to Animals and I Am That Girl.

Testimonial: “One of my favorite partnerships was with a wonderful brand called Tribe Alive,” Rosen says. “Tribe Alive utilizes their passion for fashion and responsible commerce as a platform to help alleviate poverty among women. They work with artisan partners all over the world to employ impoverished women at fair-trade wages and give them access to a safe job, sustainable income and a chance to determine their own future. We worked with Tribe Alive on an amazing collection of beaded bracelets for our fall ‘15 box. After the partnership, we received a wonderful note explaining that we helped change the lives of an entire village of women in Honduras.”

Get Connected
* Website: fabfitfun.com
* Facebook: facebook.com/fabfitfun
* Instagram: @fabfitfun
* Twitter: @fabfitfun

Man Made
See how Dollar Shave Club stands apart from the competition.

By now your customers have heard of (or maybe even subscribe to) Dollar Shave Club, which debuted in 2012. Though the launch initially started with razors, the company has since expanded to include five grooming categories: shaving, skin care, hair styling, shower care and fresh, says chief innovation officer Fadi Mourad.

As a company that manufacturers its own products rather than simply featuring other brands’ items, Dollar Shave Club is continuing to expand its merchandise to encompass all areas of the men’s bathroom category. If you own a business that offers a wide variety of grooming or beauty products, starting your own subscription service could be a viable way to grow your company online.

Inspired by the negative shopping experience many men have had with buying overpriced razors, the hugely successful Dollar Shave Club now has over 3 million members, who also receive a monthly magazine called The Bathroom Minutes.

“We’ve tapped into our 3.2 million members to understand their frustrations in all areas of grooming, and our product development team has sourced the most effective ingredients, technologies and innovations to build efficacious products directly for them,” Mourad says. “No other subscription service provides the depth of grooming solutions we provide to men.”

Get Connected
* Website: dollarshaveclub.com
* Facebook: facebook.com/dollarshaveclub
* Instagram: @dollarshaveclub
* Twitter: @dollarshaveclub

[Photo courtesy of FabFitFun]

The Digital Age is transforming the way beauty businesses are launching and expanding their retail ventures, products and services. It used to be that when small businesses needed funding, they would toil through their fundraising efforts via the means and “hoops” required by banks, venture capitalists, angel investors, small business loan providers, family and friends; even draining their savings and retirement funds. But in 2016, many small businesses and hopefuls are gaining capital to fund both business needs and new ideas through what some are considering a much easier and, arguably, more profitable route: crowdfunding.

Taryn Hemmings, COO of Sweat Cosmetics for Active Beauty, says the popular crowdfunding site Indiegogo helped the company raise needed capital with greater ease than a traditional source of funding would have provided—while also giving the brand traction early on. “It was a perfect way to get some excitement built up and information about the brand out, without having to fully launch anything. It was nice receiving encouraging feedback from it. Our expectations were definitely more relaxed with our crowdfunding campaign than they would have been with traditional fundraising,” notes Hemmings. Sweat Cosmetics for Active Beauty creates cosmetics that are suitable for physical fitness and contain SPF.

Experts contend that the general concept of crowdfunding has been around for centuries in some form or another. The concept, generally speaking, is simply the effort of amassing the support and financial means necessary to complete, produce or bring to market an end product via its end users and other supporters.

For Janice Fredericks, CEO of Fabulous Freddy’s Beauty Supply & Boutique, crowdfunding was an answered prayer. She says that after praying about how to finance the opening of her second store in Brooklyn, New York, she decided to create a crowdfunding campaign. “So I did,” she says. “Doing a crowdfunding campaign gave me so much more enthusiasm, because I was out there telling my story, basically talking about my business to anyone who would listen. I received so much support from my community, locally and nationally. It meant so much to me to get the support from people who resonated with my story as a young, female African-American entrepreneur,” adds Fredericks, whose campaign was fully funded on Indiegogo.

CROWDFUNDING VARIETIES
Determining the right type of crowdfunding platform for your venture is critical to success, so you’ll want to consider each type. Crowdfunding platforms exist for every cause imaginable, from families seeking financial support during unfortunate circumstances to real estate investors’ endeavors. “I think it’s important to pick a site that caters to your industry; a demographic that you may represent,” explains Fredericks. “For example, there were a few female crowdfunding sites that I considered, but unfortunately, they did not have a large following. I looked for how popular the site was and the fees.”

Indeed, crowdfunding has become so popular that the sky’s the limit when it comes to available options. Crowdfunding platforms generally fall into the following categories: rewards-based, donations-based, equity-based and debt-based. While some platforms specialize in a specific type of funding, others allow users to fund absolutely anything at all. A summary of crowdfunding categories follows:

• Rewards-based crowdfunding allows the campaign to offer goods, services or some other reward in exchange for a donation.
• Donations-based crowdfunding is characterized by campaign fundraising for disaster relief, nonprofit, personal needs and the like. The goal is to meet personal needs.
• Debt-based crowdfunding connects businesses with a host of investors who are themselves seeking investments, bypasses bank requirements and provides faster processing time.
• Equity-based crowdfunding facilitates a partnership in which the donors become part owners in the business, including shares and royalties.

From there, users may choose from hundreds of crowdfunding varieties.

TOP CROWDFUNDING SITES AND SUCCESS RATES
Today’s top crowdfunding sources, including frontrunners KickStarter and Indiegogo, are all online.

Different crowdfunding companies offer a variety of support options, from design, promotion, marketing and analytics to post-campaign resources, such as fulfillment and manufacturing options. “We mainly chose Indiegogo over others because we [connected] with a company that exclusively helped design, create and run campaigns through it, and so had a lot of expertise for us. It was also a bit more flexible than others we looked at,” shares Sweat Cosmetics’ Hemmings. Indiegogo offers its users varied support, from the design and implementation of a campaign to audience analytics and post-campaign retailer partnerships.

Thomas Clipper, which offers small-batch and limited edition men’s grooming products rooted in modern British design, had specific reasons for choosing Kickstarter. “It's the biggest, most renowned and competitive crowdfunding site. Most importantly, Kickstarter backers (those who pledge toward campaigns) really value quality craftsmanship, which is at the heart of Thomas Clipper,” says co-founder Antonio Weiss.

Although crowdfunding to date has been responsible for raising billions of dollars for individuals, nonprofits, business ventures and so forth (donations-based GoFundMe, alone, has had users raise $2 billion in just the past year), business entrepreneurs need to temper expectations for success. According to Entrepreneur

magazine’s January 2016 article, “Less Than a Third of Crowdfunding Campaigns Reach Their Goals,” between 69 and 89 percent of projects fail to reach their goal. Furthermore, less than one-third of projects, across some of the top crowdfunding platforms, actually reach their goal. Kickstarter, for instance, was highlighted as having the highest number of successes at 31 percent.

Indiegogo prefers to observe a neutral, more optimistic perspective of campaign success versus failure. “Our flexible option allows campaigns to be successful even if they don’t reach their goal because they can keep what they earned,” says an Indiegogo spokesperson. The company offers users both Flexible Funding and Fixed Funding options. Its flexible option allows users to keep all of the contributions they receive, even if they don’t meet their campaign goal. The fixed option allows all contributions to be returned in the event that the campaign does not reach its goal. As a result, success versus failure truly becomes relative, as companies may see whatever contributions they do receive as a win, in addition to any exposure, feedback and loyalty they may gain in the process.

PREPARING FOR SUCCESS
Crowdfunding companies have observed certain characteristics generally associated with successful fully funded campaigns. Ryan Rutan, chief innovation officer and founding partner of Fundable’s Startups.co, shares: “Having had the privilege of observing thousands, and working directly with hundreds of campaigns per year on Fundable.com, I can state with certainty that the main drivers behind the success or failure of a campaign boil down to two specific factors: First, the development of an audience to market the campaign to prior to launch. Second, the product/market fit of the offering within the campaign.” Rutan says it’s critical that businesses make sure their products and offerings meet the needs of their core audience. He further notes that campaigns that fail to develop an audience prior to launch have exponentially higher failure rates. So, “those that spend the time to build and communicate with their core audience enjoy significantly higher levels of success,” he explains. “No amount of marketing will overcome a poor product/market fit. If the crowd doesn't want what you're selling—failure happened before you started.”

Indiegogo’s spokesperson concurs that building a relationship with one’s audience is key to experiencing a successful campaign. The company notes that campaigns that fail tend to be the less compelling ones. So, it recommends that businesses take time to really share their story and share why they’re using crowdfunding—authentically, transparently and with clarity. In addition, the successful companies tend to use a compelling, well-produced video to share their stories. While it may require time and expense, a visual presentation via video explaining your venture makes a greater impact than words. Successful companies also frequently give their backers updates. “Campaigns with more updates tend to raise more money,” the spokesperson adds.

Fail or no fail, the global crowdfunding industry, as a whole, raised $34.4 billion in 2015, according to Massolutions, Inc., which offers leading research and analysis on crowdfunding platforms. And, just to put its rapid growth in perspective, the industry reached $16.2 billion in 2014, up from $6.1 billion in 2013, underscoring its multiplied growth year by year, as reported by Massolutions. Millions of people are flocking to these sites to invest in great ideas and contribute to great causes out of their pockets! This fact begs the question: Why?

WHY INVESTORS CHOOSE TO PARTICIPATE IN CROWDFUNDING
Crowdfunding sites give individuals an opportunity to donate money to causes or invest in ideas in which they see potential, with minimal risk or hassle. They see a need or an idea they like, and they pledge an amount that is affordable for them, even anonymously should they so choose. Furthermore, it provides the opportunity for people to feel a part of something bigger. And it gives them an opportunity to help bring to life new ideas and businesses that may increase their quality of life in some way.

Often their pledge is protected by parameters set up by the crowdfunding platform. These safeguards give pledgers the added comfort and confidence they need to make their pledge with peace of mind. For instance, Kickstarter protects pledgers by requiring an “all or nothing process.” In other words, if the project they invest in doesn’t meet its goal, the pledgers receive their money back. However, if their preference is to give without expectation, they can do that as well. Indiegogo, for instance, offers flexible funding, where the company chooses its funding end result. Companies can choose to keep all contributions, regardless of whether they meet their goal. They can also choose to have all funds returned to contributors in the event their goal isn’t met. (Some companies prefer not to deal with looming customer expectations when they have not received full funding.)

UNIQUE BENEFITS OF CROWDFUNDING
One of the most noteworthy benefits of crowdfunding for small businesses is that it allows consumers to prequalify themselves as customers and loyal fans. Other advantages include:

• Crowdfunding provides flexibility and control over one’s fundraising efforts.
• It makes fundraising public, giving opportunity for friends, family and absolute strangers to participate in the effort.
• It provides the opportunity for one’s fundraising campaign to reach millions of people via social media.
• It allows the product or business to be tested in the market, and provides room for feedback.
• It saves time and energy, since the business owner or creator doesn’t have to pound the pavement, looking for potential investors and loans.

THE CONS
As does any opportunity, crowdfunding presents pros (as previously mentioned) and cons. Crowdfunding cons are largely relative to the expectations and needs of the user. For instance:

• Some businesses may be reluctant to use a public platform for raising capital due to the potential for public embarrassment in the event that the goal isn’t reached or the market is unresponsive.
• Companies must be prepared to stay engaged with the campaign’s backers, whether via social media, the platform itself or even as a result of media attention.
• Once the funds have been raised, the company or creator has the added pressure of meeting the expectations of its backers and making good on all promises.
• Crowdfunding is generally not free for businesses. There are fees and taxes that vary by crowdfunding company, as well as the potential for additional expenses.

To the end, it’s just a matter of deciding which pros and cons a business is willing to accept. For those who choose crowdfunding, Fredericks notes that she would include the additional step of reaching out to bloggers if she were to attempt another crowdfunding campaign. “These campaigns are all about word of mouth. The more people that click your campaign, the better the chances of reaching your goal. Make your story compelling! People need to feel emotionally connected to your business mission and vision statement.”

THE TOP 5 CROWDFUNDING SITES
Of the hundreds of crowdfunding sites to choose from, we bring you the Top 5 most popular crowdfunding platforms that are suitable for beauty business:

Indiegogo: Beauty businesses can fund absolutely anything on this platform. The company prides itself on being a springboard for entrepreneurs and small businesses, providing a variety of features that users can take advantage of, from marketing to analytics support to logistics, manufacturing and more.
Kickstarter: This platform is mostly project-based. So if, for example, you’re looking to bring a beauty product to market, it just may fit your needs. Kickstarter also provides a variety of support for success.
Fundable: Entrepreneurs gain access to funding from investors, customers and friends on this platform, which also offers worthy resources.
Circle Up: Marketed as the “world’s largest network of consumer and retail investors,” this investment marketplace facilitates privacy during the deal and offers a host of services.
MicroVentures: This venture capital investing platform hosts many types of businesses. Specific criteria are required for acceptance.

[Photo by BrianAJackson/gettyimages.com]

When people find their passion in life at a young age, they’re able to cultivate valuable skills in their adolescence to become masters of their craft early on. Such is the case for hair stylist Jay Rua, whose passion for hair care started as a child while playing with his favorite toys.

“They were my sister’s dolls and my horses with long hair. I always wanted to do my family and friends’ hair, and remember thinking that hair was what I wanted to do when I grow up,” Rua says.          

Today Rua is known for his stylish ombres and hair extensions as the professional stylist and owner behind the 4,000-square-foot Jay Rua Glam Hair Salon in Las Vegas, Nevada. But his journey to becoming a well-known hairdresser, Instagram sensation and business owner did not happen overnight. Here, he shares a glimpse into his success story and provides his best tips for how to open a thriving salon.

YEARS IN THE MAKING
When Jay Rua began pursuing his passion for hairstyling in 2005, after attending the Marinello School of Beauty in Las Vegas for a hair design license, he started out the only way he possibly could: by making the most of what he had and working from home—out of his garage. His home business venture lasted for a few years, allowing him to build up a strong following of regular clients and gain valuable experience working with different hair types. “My neighbors noticed that my clients were taking up all the parking spaces, so I knew it was time to get my own salon with four chairs,” Rua says. “So, I sold my car to buy used salon furniture and saved the rest to buy me a decent car.”

Rua opened his first salon “before the ombre trend started” in 2011—a 1,000-square-foot space with four chairs and two employees in Las Vegas. After two years at this location, Rua attracted regular clients that would travel long distances to come visit him, and who often complained about how far his location was. So Rua decided to relocate once again to downtown Las Vegas, this time setting up shop in a 1,500-square-foot space with seven chairs and five employees.

“We got really busy in that location to the point where we were all booked for a total of one month at times. People were flying in to get their hair done by us—that was definitely an honor and a blessing,” he says. After two years at this location, it was once again time to upgrade to a larger space.

“[One] of the challenges with each expansion was making sure I could help keep everyone busy; with each move it was a bit scary, because we didn’t know if current clients would follow us to the new location,” Rua says. “It was a very stressful time when I would see our bookings and not much was going on.”

Another lesson Rua had to learn by diving head first into the beauty industry was to not let his fear of failure hold him back. He says he found the courage to expand his salons and discovered new tricks of the trade along the way.

ONWARD AND UPWARD
With business booming, Rua decided to take on more clients, more employees and a lot more responsibility. He opened a shop at a 4,000-square-foot salon with 28 stations, and now has a team of 13 stylists and growing, who he mentors at the Jay Rua Glam Hair Salon. “I thank God we did this move—it was the best decision we have ever made,” he says.        

Despite constant growth since starting out as a stylist, Rua has always maintained that regardless of how large his team gets, his high standard of excellence still stands.

“For me, I’d rather have quality, talented stylists than quantity. I love getting to know my stylists on a personal level and getting to know everyone that I take in the salon. What I look for the most in an employee is humbleness, passion for hair and wanting to genuinely take care of people and their hair needs. With that in mind, growth in the hair industry is inevitable,” he says.    
                     

“For me, I’d rather have quality, talented stylists than quantity.”

GAINING INDUSTRY RECOGNITION
The road to success was paved with many obstacles that Rua has had to overcome. When he first started, Rua had regular customers, but there were days when not even one client would show up to his salon. “I thought I wouldn’t make it,” he recalls.

In an effort to get his salon noticed through a guerilla marketing campaign, Rua made flyers and, with the help of his partner and family members, walked door to door handing them out. He would also stand across the street from his salon with signs to drum up the attention of drivers by.

But the most helpful platform for building his clientele came in the form of social media. “I just knew I couldn’t stay at the salon and just wait for clients; I had to do something, and that something worked,” he says.

Using social media as a tool to draw more clients into his salon, Rua posted photos of “big hair transformations and color corrections that no one had seen before.” By making impossible hair creations seem possible, he attracted followers from around the world. Posting before and after pictures of his styles on Instagram gained him the attention he needed, he says.

“I learned that I had to make some moves and changes to our advertising to build more clientele for more stylists,” Rua says. “We quickly realized that social media advertising hadn’t really been done that much, so we tried, and it worked out great. That opened some doors for me to meet social media bloggers, and one of them was @Vegas_nay (Naomi Giannopoulos), who I greatly admire and look up to.”

Rua’s account now boasts more than 285,000 followers (at the time of publication), and people know him specifically for his unique, signature style of ombre balayages, hair extensions and color corrections.

“Now, at this point in my career, getting my salon and stylists to be established and busier is on my to-do list; and to be the best stylist I can be,” he says.

Other stylists wanting to learn Rua’s coloring techniques often contact him through Instagram, which has made his venture into education a natural progression. “I became an educator to my stylists when I realized they needed to be mentored and guided for me to have a team I could depend on. I had to teach what I learned in my struggles and mistakes to have a dependable, strong team. I feel confident that I can help any stylists that are ambitious and motivated,” he says. “Being able to give them the essential tools to help them in their careers is something I am very proud of.”

THE IMPORTANCE OF EDUCATION                                                                             
Rua likes to educate his stylists and stresses the importance of keeping up with trends to ensure that his customers get the look they dream of; but his teaching doesn’t stop there. The Jay Rua Glam Salon also carries a variety of haircare and styling products, and he uses Salon Iris software to keep track of the salon’s inventory and place new orders weekly. Rua takes special care in picking out what items are sold in the store because he feels that it’s his responsibility to instruct and prescribe the right products to suit the needs of each individual client’s hair type.

“To me, it is very important for [clients] to take care of their hair—especially after coloring or lightening processes. It’s like going to the doctor and not getting medication to cure your illness. It’s a must to talk to our clients about haircare products before they leave our chair,” he says.

It’s this advocacy and dedication to hair-styling education that has taken Jay Rua so far in his career. “My advice to other salon owners is education; education for your stylists to stay [knowledgeable about] new trends and products. Also, showcase your work of before and after [looks] on social media, such as Facebook and Instagram,” he says.

“I think there is a salon environment for [every stylist], it just depends on what stage they are at in their styling career,” Rua says. He strives to maintain a family-oriented feel in his salon where employees encourage one another and can all have a steady stream of clients. He hires stylists with a wide range of experience levels, from fresh out of school to those with eight-plus years under their belt. Working closely with all his employees, Rua ensures they are equipped to handle any situation that arises in the salon.

“My advice to other salon owners is education; education for your stylists to stay [knowledgeable about] new trends and products.”

THE NEW SOCIAL MEDIA MARKETING
In recent years, the industry’s top beauty influencers have been discovered through social media. Platforms like Instagram and YouTube have allowed hair stylists and makeup artists to create visual portfolios to showcase their latest creations as well as their progression over the years to a devoted fan base. Rua feels that this movement has caused hair styling to be seen in a whole new light. Instead of a necessity, it’s now become an art form.

“The beauty industry has changed in so many ways, but the most noticeable to me was that being a hair stylist has changed from calling it ‘work,’ a way to make a living cutting hair, to an art form—a way of expression through hair color, style and haircutting. It has become a form of artistic behavior in the way that it’s done to achieve a certain look,” he says.      

Rua adds, “What I have learned along the way running my own business is to have patience, to be consistent with everything I do and to be honest with yourself, employees and clients.”

Salon Savvy
Hair stylist and salon owner Jay Rua shares his top 6 tips for starting your own salon.

1. Education Comes First: Invest in education and learning as much as possible. Rua stresses the importance of also staying up-to-date with the latest trends and styles. “Coming from Marinello School of Beauty, and learning only the basics after graduating, I had to learn from my mistakes and work on getting better on my own. Though you think you’ve got something down, like a new color formula, a new technique or some product has come out, there’s always something new that just keeps you on your toes.”
2. Build a Solid Clientele: “Building a solid clientele is very important because before social media, my clients were all referrals—and without them, I wouldn't have had the confidence to open a salon of my own. Social media has been very helpful with bringing in new clients to stylists that are just starting, and it’s a great way [to increase exposure] for new salon owners as well,” he says.
3. Try, Try Again: “Don’t be scared of failure, because one thing or another is going to happen at the beginning,” Rua says. “Have that motivation to continue and never give up. [Keep in mind] that the opinion of others can be hurtful, but it didn’t affect me on my journey, which was a learning process. I always believed in myself, stood for what I believed in and didn’t let anyone change that.”
4. Hire Like-Minded People: Rua looks for employees that are as dedicated and passionate about the industry as he is, and who set goals for themselves. “[Your employees] are the backbone to your salon, and as they grow in this industry, so does your salon and its reputation,” he says.
5. Work Hard:“Whatever you decide to focus on, make sure that you put your all into it—without laziness or shortcuts, as that will only hurt you and your business. The way I work and how I decided to do ombre hair colors might not be for everyone. People might not even like my style, but by always giving it my all and being truthful to myself and my clients, I will be respected, and that’s what really matters,” he says.
6. Inspire Each Other: Rua says the best thing about owning a big salon now is that there is a group of creative people who inspire one another. Teamwork makes the business run successfully, and each team member has a unique style that helps build the reputation of the salon. Hire people who are passionate and who love what they do, which will make the job seem less like work, Rua advises.

Get Connected!
Instagram: @jayrua_glam and @jayrua_glamhairsalon
Facebook: facebook.com/JayRuaGlamhairsalon
YouTube: Jay Rua

[Photo by Michael Block]

With over 300K Instagram followers, Lara C. Kay can be found gracing the internet’s most popular social media platforms showcasing her talents in makeup and hair. Her recognized brand circles around her salon, haircare line and collaborations in the beauty industry. She owns Studio Kay, a successful salon in Glendale, California, that draws much attention through its impressive online presence with 100k Instagram followers who can’t get enough of Studio Kay “beauty inspo.” In addition to feeding “the gram” and running her trendy salon, Kay founded LCK Haircare in 2014. Saying that Lara C. Kay keeps busy is an understatement. The beauty guru prides herself on hard work and staying humbled up.

Beauty Store Business: How did you get started in the beauty industry?
Lara C. Kay: I got into the beauty industry not knowing what I was doing. From a young age, I loved playing with my friends' hair and of course styling all of my dolls. As a kid, I attended a private school and wanted to go to public school so bad. Unfortunately, the one I wanted to attend was not in my zip code. The only way to attend the school I wanted to was by enrolling in an R.O.P. class. Luckily, they had cosmetology. That being said, at the age of 14, I was enrolled in a cosmetology class and from then on I've been hard at work furthering myself as a stylist.

Can you tell us about Studio Kay?
Studio Kay is a full-service hair salon located in the heart of Glendale, California. It’s my heart and soul; Studio Kay represents so many hours of hard work, dedication and pride. I work so hard to keep my clients happy and my staff educated with our main focus being quality and affordable prices.

What is LCK Haircare?
LCK Haircare is a luxury haircare line used both by professionals and regular people. This coming Black Friday marks our two-year anniversary!

What was LCK Haircare’s most recent highlight?
Our Marilyn Brightening Shampoo is our biggest hit. It's used in salons by professionals and also by clients at home. It instantly whitens and brightens blonde, while cleansing and hydrating the hair.

What are some of the projects you are currently working on?
Boy oh boy, I don’t know where to start. The biggest project I am currently working on would definitely have to be expanding my hair salon.

You are involved in so much, how do you find balance?
Having such a solid team at Studio Kay behind me really helps so much. Everything I do revolves around work, so at times it is hard to find balance and time for myself. But when I do, it's definitely my mom who pushes me to.

How did you develop the idea for your company?
My brand was not an overnight journey. It took nearly nine years of hard work to build the confidence to open up Studio Kay. I was so dedicated, working day and night, not only on my personal clients but also helping my co-workers build their clientele as well. There were times where I became so overwhelmed with the high amounts of clientele that I would refer my clients to other stylists. I had a boss in the past that one day told me I was wrong for referring my clients and helping other stylists out. I was baffled by her comment and I will never forget that day. At Studio Kay, we're a team and operate as one. That's something I take pride in. I'm continuously encouraging my coworkers and helping them along their journey as well. I believe that when you surround yourself with positive, motivated and dedicated people you'll go much further.

Who are some of the celebrities you work with?
I feel like all my clients are glamorous stars! I’ve worked on Kate Linder, Courtney Lopez, Leyla Milani, Asifa Mirza, a bunch of housewives from Bravo, playmates, Instagram models and plenty more.

What is a career highlight of yours?
I definitely have to say the first year my salon was open. I remember working one day and out of nowhere, I just stopped and took a look around me to realize that at the age of 25, I had about 35 employees, all extremely happy to represent my dream.

“I believe when you surround yourself with positive, motivated and dedicated people you'll get much further.”

What has been your biggest challenge as a CEO?
The biggest challenge has luckily been keeping up with social media. The larger we grow, the more we are in demand and the happier employees and stylists will be.

If you could work with anyone, who would it be and why?
I’ve never really dreamt to work with anyone in specific. The only people I would love to have the ability to work with one day are the Kardashians due to their fashion forward sense of style.

What are your future goals for your company?
To grow my business worldwide, and some day become a well-known, legendary hairstylist.

How many employees do you currently have?
I have about 40 employees—it’s kind of crazy, I love each and everyone one of them so much. They are my family away from home.

What do you look for in an employee?
Loyalty and respect, above all. If you’re not loyal to your salon, who’s going to help you grow? If you’re not respectful to one another, who’s going to respect your work ethic? Those two are a must have.

What did you do before starting your company?
I attended Pasadena City College because my mom refused to allow me to choose cosmetology as a career. She was so adamant on having that as my back up plan. She forced me to enroll in college, and I chose to study psychology. It was the only major that was interesting for me.

What do you do on your spare time?
I rarely get spare time, and when I do, I am at the spa with my book having some quality “me time.”

What is a typical day like for you?
I usually wake up in the mornings around 7 a.m. and work out for about an hour. Then I glam up and drive to downtown L.A. to film at Live Glam for my Instagram/YouTube videos and online classes. Later, I get to the salon and work until about 6-7 p.m. Once I get home, I answer all my emails for LCK Haircare and Studio Kay. Then, I finally get to sleep.

Who inspires you?
So many people do, however, I really look up to Anna Petrosian. She is the founder of Dose of Colors. She is a mother of two, and the hardest-working creative woman I have ever met in my life.

What are three things you have with you at all times?
My laptop, Marilyn Glow Serum from my very own LCK Haircare and Dose of Colors Stone Matte Lipstick.

How does social media influence your company?
Social media has given me the opportunity to turn my salon into an internationally known beauty salon. We have people calling us from Kuwait asking us to style hair for their wedding.

What is a piece of advice you can offer to entrepreneurs looking to start their own business?
To never give up. Don't ever let anyone ruin your dreams by discouraging you. Always keep a positive circle to uplift you. Failure is okay.

“Social media has given me the opportunity to turn my salon into an internationally known beauty salon.”

What do you want to be known for?
I want to be the Mother Teresa of hair. I want to help as many hair stylists as I can to grow their business and never give up on their passion.

What retailers are you currently in?
I am currently in Ricky’s NYC, online, a bunch of hair salons, and My Beauty Supply Center.

Get Connected!
Instagram: @larackay
studiokaysalon.com
Instagram: @studio_kay
lckhaircare.com
Instagram: @lckhaircare

[Photo courtesy of Lara C. Kay]

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BCA Special Edition Brushes SRP:
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CoverGirl has been reaching a wider audience the past couple years, showcasing a number of new faces to advertise the cosmetic brand. With a high celebrity profile list such as Ellen DeGeneres, Sophia Vergara, Zendaya, Katy Perry, Janelle Monáe, and other big names, CoverGirl has been breaking trends and signing on faces that aren’t regularly seen in the beauty modeling world.

CoverGirl’s latest ambassador is 69 year old model and registered dietician nutritionist, Maye Musk. Maye Musk is a successful women with two MAs and a modeling profile that she’s been building since she was 15 years old. Maye is also the mother of the CEO of Tesla, Elon Musk. Maye expressed her excitement about her new partnership with CoverGirl on her Instagram, stating “Who knew, after many years of admiring the gorgeous CoverGirl models, that I would be one at 69 years of age? It just shows, never give up. Thank you CoverGirl, for including me in your tribe of diversity. Beauty truly is for women of all ages, and I can’t wait to take you all along this amazing journey with me!”

Along with Maye Musk, now the oldest CoverGirl model, CoverGirl also signed on Shelina Moreda, motorcycle racer, and Massy Arias, fitness trainer, to the CoverGirl family. Shelina Moreda’s career is dominated by the male population, and Shelina finds that makeup allows her to set herself a part from her fellow competitors and takes pride in feeling pretty. Shelina finds that “More importantly, it makes me feel strong, and confident. As a female athlete who competes in the male dominated world of racing, I'm proud and stoked to represent a brand who allows me to stand up and say that it is powerful to feel pretty.”

Massy Arias, a fitness trainer who has a following of 2.3 million on Instagram, shows her followers routines, tips, and tricks on how to stay fit and eat healthy. Throughout many of Massy’s posts, she is seen wearing makeup throughout her workouts. Massy shares that “It's extremely humbling now to be in a position where I can possibly inspire young girls and women around the world.”

This is not the first time CoverGirl has broken cosmetic modeling traditions. Last October, CoverGirl signed its first CoverBoy, James Charles. The new male face of the brand allows for a following of a different audience to support the advancement for males in makeup. CoverGirl’s family continues to grow larger and all-inclusive, representing new faces across all races, ages, religions, and profiles, emphasizing the beauty in diversity, and the diversity in beauty.

[Photo via Maye Musk's instagram]