Beauty Store Business

NOV 2018

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beautystorebusiness.com | November 2018 49 "One o my earliest memories is o sitting in the beauty salon with my mother, waiting or my grandmother to have her hair done. She would go there once a week; she wore this kind o big, silver beehive. I was mystiied as to how they manipulated her hair into that shape—it deied gravity!" Troy Surratt, the ounder o Surratt Beauty, recalls. A teenager in the '80s, he was inspired by makeup o the British New Wave invasion era, and his early inluences included Boy George, Annie Lennox and Duran Duran. "I loved the way Boy George used makeup to express himsel," Surratt says. "When I came to New York to study ashion as a budding illustrator, I oten ound mysel translating those skills, the knowledge o color, shadows, lines and so on, to makeup." Ater working at Henri Bendel and Alcone (which he calls "the epicenter o all things makeup in New York"), Surratt was bitten by the makeup-artist bug. To this day, many o his celebrity clients, like LeAnn Rimes, eel more like amily. "I've watched her grow up and become the most amazing woman and perormer," he says. A culmination o lie-changing experiences lead to Surratt ounding his own cosmetics line: studying ashion in New York, assisting Kevyn Aucoin, becoming a proes- sional makeup artist, traveling the world over the past 10 years and conceptualizing his dream cosmetics line, which oicially debuted in 2013. "Surratt Beauty stands by three descriptive terms: artistic, expressionistic and impression- istic. I believe cosmetics have become a modern accessory and a medium or sel-expression. Makeup has the power to enhance or completely reinvent, and the Surratt customer is always looking or new ways to express personality and creativity through personal style." Surratt believes that makeup artists are the ultimate beauty junkies. His love o cosmetics is so ar-reaching that his riends in Japan nicknamed him "beauty otaku" (which loosely translates to beauty "geek"). "The Japanese have an attention to detail and pursuit o mastery and perection that I relate to because I'm a perectionist as well. That attention to detail has been a constant throughout my career, whether it's inding the best o the best textures and ormulas or conjuring up a new innovation in the category," he says. Though he doesn't believe in trends, Surratt encourages consumers to experiment with his makeup and enjoy the ride. His philosophy is simple: "I you think a color is pretty or i there's a cool new shade you want to try, try it! There should be a bit o whimsy. It should be about having un and using makeup as a medium or creativity and sel-expression, not about ollowing trends." While a beauty brand must have social media platorms to stay relevant in today's competitive market, Surratt admits to having a "love/hate relationship with social media," and says that it doesn't come naturally to him the way other aspects o the business do. "For me, as with everything I do, my main goal is to keep our messaging in line with the core o the brand–to inspire and promote creativity," he says. Many believe that the beauty industry is overly saturated with makeup brands, but Surratt begs to dier; he lives by the ideal that there's room or everyone in this ast- paced, ever-changing industry. He says, "Yes, there are so many brands, both established and new, but I believe there's ininite room or creativity and innovation. The success o Surratt is a testament to that." GET CONNECTED! Surratt Beauty @surrattbeauty surrattbeauty.com @troysurratt TROY SURRATT Company: Surratt Beauty Founded: 2013 BEHIND THE HERO PRODUCT "To be honest, I really don't have a favorite or hero prod- uct, but the Smoky Eye Baton comes close," Sur- ratt says. "My entire career, the most asked question that I've received from both beauty editors and clients is, 'How do you do a smoky eye?' So, I tried to create a product that made it as easy as possible and demys- tified the elusive process." A double-sided pencil with eyeliner on one end and an eyeshadow dispensed from a teardrop- shaped sponge applicator on the other, Surratt says the sponge hugs the contours of the eyes to make blending a breeze—without fallout. SRP: $35 (each) Courtesy o Troy Surratt

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