Can you recount the moment when you realized you were onto something special in LA, and what inspired you to focus on eyebrows?
In the ‘90s, eyebrow grooming was not a prevalent practice in the U.S., quite contrary to my experience in Romania where attention to eyebrows was a regular part of facial aesthetics. After moving to LA, I noticed this gap in the market. Drawing from my art studies, particularly lessons on Leonardo da Vinci's techniques, and my personal experiences with eyebrow shaping back home, I saw a clear opportunity to explore this uncharted territory. I delved deeper into studying the impact of eyebrows on one's facial expression and began to modify my eyebrow shape. Upon noticing the refreshing change it brought to my face, my clients started showing interest. Despite the initial reluctance from the salon owner regarding the feasibility of offering eyebrow shaping as a service, I was convinced about its potential. This led me to rent a room and initiate this service independently, combining science and beauty to offer instant transformations through eyebrow shaping.
Looking back at your journey, could you share some of the key challenges you faced and how you managed to overcome them?
Starting from scratch was indeed a herculean task. The early days were replete with challenges, including financial constraints and a lack of credit history, which made it difficult to even rent a room for my services. However, I never gave up; I had an appetite for learning and sought help whenever necessary, driven by a relentless spirit and the dream to carve out a space for myself in the beauty industry.
The adversity did not wane as time went on; it constantly tested my perseverance. The journey required knocking on closed doors repeatedly, not backing down, and showcasing a level of persistence that was rooted in a deep desire to learn and grow. It was about breaking barriers, nurturing a willingness to ask, learn, and not giving up, which gradually paved the way to build a foundation strong and resilient, fostered by hard work and a genuine passion for the craft.
What do you believe is the strength and value of being a founder-led brand in today's market?
Being at the helm as a founder for so many years gives me a profound understanding of the art of eyebrow shaping, more than anyone involved in product development could have. Every product created under my brand came from a genuine need observed while working closely with clients, thereby solving real problems rather than just following market trends. It is this hands-on experience and in-depth knowledge that aids me in guiding product development effectively, bringing forth products that not only meet but exceed customer expectations.
Furthermore, having spearheaded both the creative and business aspects, I garnered a comprehensive understanding of building a brand from scratch. It is this dual expertise that empowered me to create and steer a category in the beauty industry that didn't previously exist. The firsthand experience, deep-rooted understanding, and unyielding passion for eyebrows position me uniquely, allowing an unparalleled insight into both the artistic and business avenues, therefore enabling the creation of products that truly resonate with the customers and meet their needs proficiently.
How has your approach to product development evolved over the years and how do you stay attuned to what consumers want in a rapidly changing market?
Our approach to product development is rooted in being consumer-led, a philosophy that has remained unchanged over the last 25 years. Initially, it was about attentively listening to the clients in the salon, understanding their individual needs and preferences, and creating products accordingly. The advent of social media amplified this approach, offering a broader platform to understand consumer preferences, needs, and feedback. We remain committed to offering not just products but education on how to use them effectively, ensuring customers get the desired results.
Moreover, the advanced technology in labs today aids in enhancing product quality, meeting the evolving demands effectively. We consistently focus on innovative solutions, be it creating a product to offer the trendy laminated look without the issues associated with the makeshift soap solution or reformulating the pomade to be waterproof leveraging newer technologies. The emphasis remains on being proactive in identifying what the customer needs or might need, sometimes even before they realize it, thereby offering products that not just meet but exceed their expectations, all while being guided by feedback and insights garnered through social media.
What trend in the current beauty and wellness industry are you most excited about, considering the recent inclinations towards health, pro-aging, and sustainable brands?
I am incredibly excited about all the emerging trends in the beauty industry; it's vital to remain receptive and involved in the continuous evolution. What particularly excites me is the sustainable facet of the industry, a direction we attempted to take many years ago with replaceable eye-shadow palettes, but the market was not ready at that time. Now, it's heartening to see that consumers have grown aware and are actively participating in sustainable practices. Moreover, it is essential to note that predicting exact consumer behavior is quite challenging because the market is incredibly dynamic, and consumer preferences can change drastically over a period, as seen with the evolution of skincare trends.
Social media has played a remarkable role in altering product distribution dynamics globally, especially in the beauty industry. Our brand was a pioneer in leveraging Instagram for promotion, initiating a relationship with influencers quite organically and facilitating their growth by providing them with the necessary tools. While the dynamics have changed with larger brands entering the space, it is vital to maintain authenticity and trust with consumers, offering them products that genuinely benefit them and staying true to the brand's values. The landscape has become significantly competitive, and consumers have become more discerning, which necessitates a more strategic and versatile approach to reach and retain them.
In light of the dilution of trust on social media platforms, how has your go-to-market strategy evolved, and how do you foresee the role of emerging technologies like AI in the beauty industry's future?
Our go-to-market strategy has adapted to encompass diverse platforms, including physical retail spaces, retail websites, and our own platform where we can narrate our story more effectively. It is crucial to stay abreast with the rapidly evolving trends. Currently, I am delving deep into understanding artificial intelligence (AI), as I believe it holds the future. We have already initiated steps in this direction with our app, which utilizes our golden ratio principles to offer personalized advice to users, symbolizing our commitment to staying at the forefront of technological advancements in the industry.
How do you think the cosmetics industry will evolve over the coming five years?
It is somewhat difficult to pinpoint the exact trajectory, but AI surely holds a pivotal role in shaping the industry's future. Perhaps, AI can facilitate personalized makeup tutorials, allowing users to visualize exactly how to apply makeup optimally according to their facial features.
The dynamism of consumer preferences poses a challenging yet exciting landscape for the beauty industry, where the integration of art and technology through makeup can continue to empower individuals, providing them a canvas to enhance their natural features with a masterstroke of creativity, instilling confidence and a sense of power. It is a constantly evolving field, where learning and adaptability are the keys to success.
Reflecting on your journey, what advice would you offer to your younger self?
I would advise my younger self to try and learn something new every day. Do not be afraid to ask and don’t be afraid to say, ‘I don’t know’.
