how to start a beauty brand

Manchester-born, Anna Priadka is a make-up artist and founder of Fiils, a luxe hair and body line offering custom refillable, designed to overhaul bathrooms of single use plastic and waste. Anna has been in the beauty industry for over 15 years, working as a makeup artist for some of the largest direct-to-consumer brands such as MAC/Bobbi Brown, and assisting some of the industry’s biggest talents.

After being on the front line Anna progressed into a global role with NARS, where she assisted with new product development, artistry, and events direction. It was here that she discovered she had a passion for not just the creative, but the business side – she’d always said that she would like to own her own business and took the chance in 2018, leaving her corporate role to start her first brand in the lip category.

The lessons Anna learned from this venture as an entrepreneur were invaluable and although the business was successful in the very short term, she realised it wasn’t sustainable.Anna’s current company, fiils, was born out of her mission to contribute positively to the industry by reducing consumption, as well as a personal need to reduce waste in her own routine.

“If you enjoy creating things, creating a brand is actually quite easy. The hardest part is what do you do afterwards? There’s so much more that goes into launching a product and running a business. That was a real struggle for me, but I wouldn’t change anything about my journey.”

Topics

• Becoming an entrepreneur
• Failure
• Accelerators
• Rebranding + building a brand
• If you could do anything different, what would you do?

Fiils Website:

www.fiils.co

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Every week we will take a deep dive into a business and share with you some of their marketing & business strategies that helped these businesses scale. 

In Episode 31, we dissect Sol De Janeiro’s business & marketing strategy – In Just 4 Years This Brand Blew Its Ass Up In The Beauty Industry By Focusing on Building A Sexy Product Around Butt, Feet, and Body Hair. In 2019, it raised 14.5 million dollars & its one of Sephora's best sellers. Learn how you can master some of their marketing & business strategies into your business.

Timestamps:

00:50 Background on Sol De Janeiro & Why The Brand Was Created
2:40 Ask yourself why. Sol De Janeiro wanted to create a skincare line that focused on the 3 pillars that majority of luxury skincare brands don't focus on because it isn't sexy.
5:30 Leverage tools like SEM Rush to research your competitors and identify what your customers are talking about. This can help you write up content across what people are searching for..
6:02 Implement a layered lead capture strategy
8:26 Stay focused on growing your customer base, not your product line. SDJ really focused on their main products before expanding into new product lines.
12:15 Setup Your Instagram & Facebook Commerce Account To Expedite Your Customer's Checkout. SDJ setup their pages such that you don't have to force the customer to leave their app. The customer can instantly purchase from Instagram & Facebook. These apps are basically becoming Amazon. People love buying from Amazon since it's fast & if you're an existing Amazon customer your payment info is already saved. So all it takes is 1 click to purchase an item.
14:29 Be able to pivot & launch products rapidly.
16:10 How Sol De Janiero pivoted during the pandemic (COVID19) & partnered up with non-competitors with similiar audiences to reach new users.
18:42 RETAIN CUSTOMERS WITH SHIPMENT MARKETING. Sol De Janiero turns their shipping experience into a branded one. Sol De Janeiro is delighting customers, driving revenue, converting traffic back to site, and keeping customers engaged with branded content while they wait for their package.
23:10 Use your surroundings as your content creation studio — SDJ's photographer uses his bathroom as his photo studio & has his girlfriend assist with modeling with some of their products.. During these shoots, the art director uses Zoom to provide direction

ABOUT MATT SKOPAK:

An adventure and fitness addict with a passion for entrepreneurship and numbers. Lead Investor in Sweetberry Bowls and CFO of Sugar & Kush CBD.  Rutgers MBA 2020 in Entrepreneurship & Accounting

ABOUT SEAN AZARI:

In 2015, Sean launched a creative ad agency called Breakthrough Social specializing in content creation & distribution, marketing campaigns, & paid media that helped brands build awareness and drive sales. Prior to starting his agency, Sean worked in finance for 4 years as an Investment Banking Analyst at Credit Suisse & studied Mathematics & Statistics at Rutgers University.

Connect with Sean:

• Instagram @Sean_Azari
• Facebook @azarimedia
• Twitter @Sean_Azari
• Email: Sean@breakthrough.social
• YouTube
• His Agency: Breakthrough Social
• His eCommerce Brand: Rebhorn