{"id":20603,"date":"2016-05-06T16:00:45","date_gmt":"2016-05-06T20:00:45","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=20603"},"modified":"2020-03-30T19:26:31","modified_gmt":"2020-03-30T23:26:31","slug":"launching-beauty-line-3-experts-tell","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell","title":{"rendered":"Launching a beauty line? Three experts tell you how"},"content":{"rendered":"\n

Walk into any Sephora and you\u2019d swear the beauty industry has already produced all of the lipsticks, soaps, and bronzers that you could ever want.<\/p>\n\n\n\n

But, as is the nature of fashion, that doesn\u2019t mean there isn\u2019t room for more\u2014there are products for every season, skin type, and time of day. It\u2019s a market with seemingly endless demand and constantly changing trends. It\u2019s also one that is fueled by passion\u2014and that\u2019s precisely what sets companies apart in the competitive beauty aisles.<\/p>\n\n\n\n

We spoke with three companies based at WeWork offices about what it takes to start a beauty brand from scratch.<\/p>\n\n\n\n

\"Launching<\/figure><\/div>\n\n\n\n

Start with your passion <\/strong><\/h2>\n\n\n\n

Sasha Suresh, founder of recently launched brand Jolii<\/a>, is a self-described \u201cbeauty junkie.\u201d It was this love of makeup that planted the seed that she should start her own company to create and sell the products that she was constantly searching for during daily trips to Sephora.<\/p>\n\n\n\n

\u201cIf you\u2019re a makeup lover, you will know that anything related to beauty makes you happy,\u201d says the New York-based WeWork member<\/a>. So I think just the process of picking out the packaging, having it branded, and trying to get the shades and mixing the shades and getting the right formula has just been very rewarding.\u201d<\/p>\n\n\n\n

While the same passion fueled the creation of Kent & Bond<\/a>, an organic grooming brand for men, and OSEA<\/a>, a natural skin care line, the inspiration for both was also born of necessity. The founders of the two companies began searching for safer, more organic alternatives to their normal products, ones that would avoid unpronounceable ingredients with unknown side effects. When they came up empty-handed, they decided to create their own lines.<\/p>\n\n\n\n

\u201cWe just started looking into what organic personal care products were available for men and very quickly realized there was really nothing in the marketplace,\u201d says Ben Bond, co-founder of Kent & Bond, based at WeWork Wall Street<\/a>. \u201cEspecially when it relates to men\u2019s grooming, the branding and marketing needs to be really on point to target that male customer and start to form that relationship, and that male customer is being completely ignored.\u201d<\/p>\n\n\n\n

\"Launching<\/figure>\n\n\n\n

Make a product that stands out <\/strong><\/h2>\n\n\n\n

But just having a passion for beauty isn\u2019t enough; success hinges on making your mark with the perfect, unique product. For Jolii, that started with finding the right manufacturing partner. After attending \u201ca lot\u201d of beauty expos, Suresh settled on an Italian lab that she felt had the best formula for liquid lipstick, her debut product. The one downside: the logistics of international shipping.<\/p>\n\n\n\n

\u201cI highly recommend that anyone getting into it hire an agent to deal with international shipping,\u201d Suresh says. \u201cIn the beginning, you\u2019re going to be having so many expenses\u2026and when it comes to logistics, you can actually control it, but you definitely need help.\u201d<\/p>\n\n\n\n

Kent & Bond chose to base their manufacturing in the U.S. to avoid the complications of international shipping and customs, but that doesn\u2019t mean there weren\u2019t some pitfalls along the way. Bond says that while he and his partner in grooming, Kent Santin, were very lucky when it came to developing their products, they had some close calls.<\/p>\n\n\n\n

\u201cYou can get yourself in very sticky territory very quickly,\u201d Bond says, mentioning everything from unexpected manufacturing minimums, to issues with the shelf life of products, or ingredients that have bad reactions when mixed.<\/p>\n\n\n\n

The takeaway is to be ready for \u201cunexpected surprises.\u201d But Santin also stresses the flip side: \u201cyou end up with something you truly love and want to use on a daily basis just for yourself. That\u2019s also very rewarding.\u201d<\/p>\n\n\n\n

For OSEA founder and New York-based WeWork member<\/a>, Jenefer Palmer, on the other hand, finding her core ingredient was the most crucial aspect of production. On a trip to South America, she discovered Gigartina algae, a type of seaweed that is produced on the Patagonia coast and that \u201cactively hydrates skin, protects against external aggressors, stimulates cell regeneration, and boosts collagen production,\u201d Palmer explains.<\/p>\n\n\n\n

When Palmer launched her brand in 1996, she says her biggest challenge was turning skeptics into all-natural converts. Fast forward 20 years, and \u201cit\u2019s become much more common knowledge that what we put on our skin is just as relevant to our overall health as what we put in our bodies.\u201d<\/p>\n\n\n\n

\"Launching<\/figure>\n\n\n\n

Build a strong social media presence <\/strong><\/h2>\n\n\n\n

Instagram is the name of the game when it comes to advertising beauty brands these days, and having a strong visual presence that represents your mission is important to gaining followers\u2014and turning them into real-life customers.<\/p>\n\n\n\n

Suresh says she had this in mind from day one. She knew she wanted to create a brand that had \u201ca luxurious feel, even though it\u2019s affordable,\u201d and had visions for the look of her packaging before she had even finalized what product she would offer first. This look is carried over in Jolii\u2019s chic and minimalistic Instagram presence<\/a>.<\/p>\n\n\n\n

It\u2019s not always easy to be a beauty entrepreneur in today\u2019s competitive market, but all three founders agree that the rewards of starting a business that you are excited about more than make up for the constant curve balls that they have to handle. And if that\u2019s not reason enough, there\u2019s always the best perk of all: being your very own product tester.<\/p>\n\n\n\n

Photos: Jolii, OSEA<\/span> Malibu, Kent & Bond<\/p>\n","protected":false},"excerpt":{"rendered":"

Walk into any Sephora and you\u2019d swear the beauty industry has already produced all of the lipsticks, soaps, and bronzers that you could ever want. But, as is the nature of fashion, that doesn\u2019t mean there isn\u2019t room for more\u2014there are products for every season, skin type, and time of day. It\u2019s a market with […]<\/p>\n","protected":false},"author":1575,"featured_media":20609,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-20603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nLaunching a beauty line? Three experts tell you how<\/title>\n<meta name=\"description\" content=\"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Launching a beauty line? Three experts tell you how\" \/>\n<meta property=\"og:description\" content=\"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-06T20:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-30T23:26:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1173\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Launching a beauty line? Three experts tell you how\",\"datePublished\":\"2016-05-06T20:00:45+00:00\",\"dateModified\":\"2020-03-30T23:26:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\"},\"wordCount\":924,\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173\",\"articleSection\":[\"Professional Development\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\",\"url\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\",\"name\":\"Launching a beauty line? Three experts tell you how\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173\",\"datePublished\":\"2016-05-06T20:00:45+00:00\",\"dateModified\":\"2020-03-30T23:26:31+00:00\",\"description\":\"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173\",\"width\":2048,\"height\":1173},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Professional Development\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Launching a beauty line? Three experts tell you how\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"name\":\"Ideas\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wework.com\/ideas\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\",\"name\":\"WeWork\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"width\":55,\"height\":55,\"caption\":\"WeWork\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\/\/www.wework.com\/ideas\/author\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Launching a beauty line? Three experts tell you how","description":"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell","og_locale":"en_US","og_type":"article","og_title":"Launching a beauty line? Three experts tell you how","og_description":"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.","og_url":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell","og_site_name":"Ideas","article_published_time":"2016-05-06T20:00:45+00:00","article_modified_time":"2020-03-30T23:26:31+00:00","og_image":[{"width":2048,"height":1173,"url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#article","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell"},"author":{"name":"","@id":""},"headline":"Launching a beauty line? Three experts tell you how","datePublished":"2016-05-06T20:00:45+00:00","dateModified":"2020-03-30T23:26:31+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell"},"wordCount":924,"publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","articleSection":["Professional Development"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell","url":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell","name":"Launching a beauty line? Three experts tell you how","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","datePublished":"2016-05-06T20:00:45+00:00","dateModified":"2020-03-30T23:26:31+00:00","description":"Three beauty and skin care companies based at WeWork offices say what it takes to start a beauty brand from scratch.","breadcrumb":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#primaryimage","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","width":2048,"height":1173},{"@type":"BreadcrumbList","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/launching-beauty-line-3-experts-tell#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/ideas"},{"@type":"ListItem","position":2,"name":"Professional Development","item":"\/ideas"},{"@type":"ListItem","position":3,"name":"Launching a beauty line? Three experts tell you how"}]},{"@type":"WebSite","@id":"https:\/\/www.wework.com\/ideas\/#website","url":"https:\/\/www.wework.com\/ideas\/","name":"Ideas","description":"","publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wework.com\/ideas\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wework.com\/ideas\/#organization","name":"WeWork","url":"https:\/\/www.wework.com\/ideas\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","width":55,"height":55,"caption":"WeWork"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"","url":"https:\/\/www.wework.com\/ideas\/author"}]}},"jetpack_featured_media_url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Launching-a-Beauty-Line-3-Experts-Tell-You-How1-2.jpg?fit=2048%2C1173","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/20603","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/users\/1575"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/comments?post=20603"}],"version-history":[{"count":3,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/20603\/revisions"}],"predecessor-version":[{"id":65717,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/20603\/revisions\/65717"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media\/20609"}],"wp:attachment":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media?parent=20603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/categories?post=20603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/tags?post=20603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}