Beauty Store Business

JUL 2016

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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30 July 2016 | The line was built on four texture-specific products designed to help consumers identify their unique needs. "I really wanted to create a line that everyone could find something with," Twine says. Briogeo has since expanded to include 14 products for women of all hair types. For Twine, seeing the collection grow has been one of the most exciting parts of the journey. "We went from having one cleanser and conditioner to offering our client a whole regimen," she says. The support of major retailers has also been pivotal in Briogeo's success. "We have a really great partner- ship with Sephora. They obviously know the business so well and have helped to build small brands. Its platform, both digitally and in-store, is so significant." More so, Briogeo's commitment to all things natural is what truly distinguishes it from other brands. "There's an element of realness that is really important; espe- cially with today's consumer," Twine says. "I'm not a stylist, I don't have a big corporation behind me. The fact that we leave out a lot of ingredients that are commonly found in products has helped us quite a bit." As for the future, the horizon is wide open, Twine says. "Every day, I wake up, and I'm just really excited, because I feel there's so much potential for the brand and opportunity that we haven't even tapped into yet." . . . . . . . . . . . . . . . . . . . . . . . . . . . . WHAT'S IN A NAME? Briogeo's products, history and mission are all rooted in an overall down-to-earth and wholesome vibe. Anchoring all three is its name. "'Briogeo' is a unique word to our haircare line. [In Italian], "Brio" means 'colorful, vibrant and full of life.' When I was creating the package line, I took a lot of inspiration from New York City. Fun bright, energetic products—little pieces of artwork. "Geo" is a Latin word meaning 'of earth and nature'—that speaks to what's inside the bottle. [The name] really encompasses who we are from inside out." . . . . . . . . . . . . . . . . . . . . . . . . . . . . "You should be able to use a few products that let your skin shine through." Amanda Hume Founder/Owner, VERT Beauty Age: 29 FB: IG: @vertbeauty After obtaining her cosmetology license just a year after graduating high school, makeup artist Amanda Hume spent eight years working for major brands, such as Bare Escentuals Beauty, Estée Lauder and Trish McEvoy, before stumbling upon the world of green, eco-friendly beauty. "During my years of working with clients and applying makeup, I would often get asked what the ingredients were in the products I was using," Hume says. "I would never have a clear answer, so I started researching the ingredients." The results of her research proved shocking. "Learning what companies were using was terrifying. I started to make my own skin care and body care at home before realizing there had to be companies out there that [were] just as good and clean—that [did] it better," she says. After investigating a few favorite green-beauty lines, and falling in love with their products, Hume sought to help consumers, like her, who were on the hunt for clean, eco-friendly products. Better yet, she wanted to be able to offer them all [of that] in one place. "I wanted to have my favorite products available to others in a beautiful, eco-chic store," she says. In 2013, VERT Beauty was born. From exterior reclaimed wood to the one-of-a-kind antiques and plants that fill the interior, the store is the picture of natural beauty. Today, VERT Beauty carries 30 different lines, including a few key brands, such as Tata Harper, Jane Iredale, RMS Beauty and One Love Organics. Though it often means turning down new brands, Hume is dedicated to offering a diverse mix of products that meet the mark of natural ingredients. The result is streamlined, natural beauty for all. "When I first started in the industry, we were told to use eight to 10 different products on our faces at all times. Now, less is more. You should be able to use a few products that let your skin shine through," Hume says. To aid in this effort, VERT will be releasing its own makeup line this year. "I am really excited about our makeup line. I am launching four products in differ- ent shades that I can't live without," Hume says. "The green-beauty world is definitely growing rapidly, and I am excited to see where it will be in 10 years." . . . . . . . . . . . . . . . . . . . . . . . . . . . . OVERCOMING THE ODDS "[My age] has been challenging at times. People often look at me and think I am too young. Then they find out that I am the owner and a mom, and [they] want to know how I got there in life. It's surprising to most people, but to me, it doesn't matter," Hume says of her early success. Her tip for tuning out the naysayers? "Always believe in yourself, make goals for yourself and surround yourself with positive like-minded people." . . . . . . . . . . . . . . . . . . . . . . . . . . . . "We need innovation that will be an industry disrupter." Ric Kostick CEO, 100% PURE Age: 38 IG/ Twitter: @100percentpure FB: "Tenacity is my best trait. Even if I'm not the smartest or the most gifted, I will be the most persistent out of any peer. I just don't give up," says Ric Kostick, a CEO who gives 100% to his company—which promises 100% pure, organic cosmetics and skin care. Clearly, "100%" is a theme for Kostick, and it's one that was formed early on. "I attribute [my tenacity] to the many challenges I faced as a kid, from being bullied extensively throughout my childhood, to fighting both dyslexia and bipolar disorder," he says. But it's thanks to this determination that 100% Pure has been able to survive 12 years of peaks and pitfalls. After graduating from the University of California, Berkeley, Kostick launched 100% Pure with business partners Susie and James Wang. Kostick and Susie had similar experience, both having already grown and sold separate product lines. "I enjoy managing and leading people, and creating and executing long-term strategy. Susie enjoys and is extremely talented in creating products; and James could run production lines like no other," Kostick says. Despite their strengths, the team faced challenges early on. "We could not afford the leadership necessary to support our less-experienced workers, and scale the company," Kostick says. "Bringing [venture capitalists] through our office, I would often hear, 'It seems like you need more adults around.'" After making smart changes in leadership, 100% Pure was able to sell $1 million in its first year to the flagship stores of Bath & Body Works, also agreeing to exclusivity. "They were 90% of our business, but then they killed the concept and we lost the customer," Kostick says.

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