How To: Build Your Beauty Empire

So you’ve decided to start your own beauty brand?


If you’re feeling a little lost, don’t worry, you’re far from alone. Many people who decide to start their own business have no idea what they’re doing. It’s the uncertainty, however, that makes it so exciting and rewarding when everything finally falls into place.

If you feel like someone’s taken their concealer to the rule book, read on to discover some key points that will help you build your empire.


Be passionate.

This one may seem fairly obvious but you have to care about what you’re doing.

You can’t expect anyone else to be excited about your product if you’re not.

Be emotionally invested in your project and show customers why they should be too.


What’s in a name?

When the perfect name comes to you naturally that’s great, but it isn’t always the case.

If you’re struggling to decide what to call your business, don’t just go with what’s easy. Your brand is going to be built around it so you want a name that you love and can be proud of.

Nude Brand Creation’s Business Director, Tom Hearn summed it up perfectly in a piece for Minutehack:

“When launching a brand from scratch, a strong foundation is everything. It’s essential to tell the consumer who you are, and to give them confidence in your integrity.”


Do your research.

The next step is gathering all the information you’re going to need to ensure that your business is successful.

This includes steps such as:

  • knowing the relevant regulations.
  • completing detailed market research.
  • deciding on the best ways to locate your business (online, small local store, etc.)
  • anything else that you need to know in order to successfully establish your business plan.


Own your space.

Owning your space is understanding things such as:

  • who you are as a business.
  • how you fit into your customers’ lives.
  • what your goals are.

This is the part where you lock everything in and your company starts to take shape.

It also includes:

  • establishing your branding.
  • knowing your point of difference.
  • creating a clear company mission that you can utilise to help you stay true to yourself and refer back to.


Develop, test, and test again.

Now that your little company has its own identity, you can start producing your product, or providing your service on a larger scale.

Remember to double and triple check every formula and product that is created.

Large scale manufacturing produces vastly different results to what you’ve previously created and you want to be sure that everything is perfect.

Not only is your reputation on the line, but in many cases, your customers’ health and wellbeing can be impacted as well so you want to make sure that everything is correct before you go to market.

It is also important to ensure that you know how and why your products work in order to avoid future issues with the formulation of new lines.


Shout it from the rooftops.

No matter what people may tell you, no product ever actually “sells itself”. There’s a lot going on behind the scenes even with items that seemingly fly off the shelves of their own accord.

Now that you’ve perfected your product and have a strong understanding of your brand identity, it’s time to promote your business.

The first thing you’re going to want to do is establish a marketing plan.

Remember: all great marketing plans are multi-channel and engage customers on various levels.


Social Accounts.

To begin with, create social accounts for your business and start building your following with general, engaging content.

You’ll want to include your business and product information but this stage shouldn’t be purely advertorial.

It is also worth considering creating a blog or vlog as this will allow you to share more detailed information.

Consider posting content such as behind the scenes videos or tutorials and remember to link back to your blog via all of your socials.

Check out our article on the top two social media sites your beauty brand needs to pay attention to but remember that variety is the spice of life so diversifying with bring you a larger community.


Your marketing strategy should also include networking with key players in your space.

This includes your peers, investors and influencers who share the same values as your business.

Be aware that all relationships are two way streets so it is important to offer something to your new circle rather than just requesting what you need.

Paid Advertising.

In an ideal word we could all gain exposure purely organically. The reality is, however, that until you’re well known, you’re probably going to have to spend some money.

While traditional advertising channels are slowly losing precedence to their online counterparts, it is important to still consider them when creating your marketing plan.

If television or radio ads seem unrealistic, or they don’t align with your aims, consider placing paid content on your target audience’s social feeds in order to spread the word.


Listen up.

Being a part of the discourse surrounding your brand is key to your success.

Actively listen to and engage with your followers, fans and critics and grow from their comments.

You don’t have to “feed the trolls” but negativity should always be addressed.

On the other hand, positive feedback provides you with the perfect opportunity to build relationships within your community.

Your audience is your best growth tool, listen to what they want from you and implement it if it aligns with your values and goals.


There is obviously a lot more to building a beauty empire than what is outlined in this article, but the points highlighted here will help you establish yourself in the market.

Everything else comes down to your organisation, hard work and determination.

If you believe in yourself and make smart business decisions your reputation will grow and provide you with the stepping stone you need to be the next household name.


Good luck and have a beautiful day.

Hair Care Tips And Tricks

The importance of caring for your hair should not be underestimated, your locks frame your face and are a major player in defining your overall appearance.

Our environments are constantly harming our hair, causing breakage and dullness and our aim should be to repair this damage and avoid habits which will further harm our crowns.

But what does the way we treat our hair actually do to it? Read on to discover tips for keeping your hair luscious.


Don’t go outside with wet hair.

This one may remind you of when you were young and your parents told you not to go outside with wet hair because you’ll catch a cold.

While we can’t speak to medical repercussions, what we do know is that taking your freshly washed locks for a Winter walk in the park is a bad idea.

When our hair is wet it’s structure is compromised by the moisture in our strands. If the molecules in that moisture expand due to cold weather, our locks become more susceptible to damage and, in the worst case, breakage.


Don’t wash it too much.

Washing your hair every day is actually one of the worst things you can do to it.

Shampoos are designed to strip our hair of dirt, grease and pollutants but when we wash too often they can cause our hair to become dry and damaged.

This is because our products cannot differentiate between our natural oils and outside factors. No one wants oily hair so this isn’t necessarily a bad thing, but if we remove all of the oils daily, we’re taking away the hair’s protection and nourishment.

Instead, try to have at least two to three days between washes unless you’ve been exercising heavily or hanging out in particularly dirty places.


Dry it correctly.

The generally accepted consensus among stylists is that we should let our hair dry naturally whenever possible. Sometimes, however, we just really need our trusty hair dryer to speed up the process a bit.

While the act of drying your hair may seem fairly straightforward, there are certain methods you should avoid if you don’t want to damage your hair.

Things such as blow drying your hair the second you step out of the shower, using the wrong brush or hair dryer and even not cleaning your dryer often enough can all be detrimental to your strands.

Make sure you use a heat protection spray and that you are not making too many damaging choices when drying or styling with your hair dryer.


Reduce the things that make your hair unhappy.

Exercising is great for you but not so great for your strands. When we work out we get sweaty, and so does our hair. Sweaty hair then becomes oily which attracts more dirt and pollutants and gives them an easier surface to stick to.

While the easiest way to rectify this is to wash our hair after a gym sesh that isn’t always possible so taking measures to reduce the amount of sweat and oil that builds up in our hair during our workout is a good idea.

Hairstyles such as braids can help protect your strands and apple cider vinegar will be one of your best friends in the fight against oil.

You should also do your best to avoid going places with high levels of pollution and it probably goes without saying but getting random substances in your hair is never a good thing so keep it away from things such as food and drinks and anything else that it really shouldn’t come into contact with.


Treat it right.

No matter how healthy your hair is, it will always benefit from a nourishing treatment.

You can do this through the application of leave in serums and products, wash out masks and super treatments or even through the use of a specific type of brush.

Boar bristle brushes provide natural conditioning and treatments such as argan or macadamia oil are touted as great little hair helpers.


Trim it.

It may seem counterproductive to regularly cut your hair when you’re trying to grow it longer but removing split ends before they can take over the whole strand will greatly improve your hair’s health, thus allowing your locks to grow longer and stronger.


Get a massage.

Many people tout the effectiveness of “oiling” your hair (massaging hair friendly oils into your scalp and strands) but it actually has an underrated little sister.

Simply massaging your scalp for five minutes a day can increase blood flow, reduce stress and aid in keeping your hair healthy and happy.

The health benefits also extend to the rest of your body as stress can cause many negative implications so reducing it as much as possible will be greatly beneficial to your overall quality of life.


Follow these suggestions and you will have stronger, healthier hair in no time.

If you’ve got a tip we haven’t mentioned, drop it in the comments section and let us, and the Beauty Istanbul community, why it’s awesome and effective.

Skin care: What’s Necessary And What’s Not?

Our skin is our body’s largest organ. It stands to reason, therefore, that we should take care of it, just like we would our hearts or brains.

However, not all skin care routines are created equal.

It is important to tailor your regime to your skin type, lifestyle and desired results.

Some steps, such as washing your face properly, should be universal, but processes such as the application of a serum should be highly personal as everyone has different issues that they want to tackle.

If you really can’t be bothered, consider at least using a cleanser, exfoliant, moisturiser and sunscreen regularly, however extra step will mean better benefits.



Cleansers are absolutely essential to good skin health.

During the day all sorts of nasties settle on your face and if you don’t remove them properly, they can create some serious, long-term problems.

Your ideal cleanser is going to depend on your skin’s needs so try to buy products that match your skin type.

Many cleansers will list what kind of skin they’re suitable for but remember that not everyone’s skin is the same so if you don’t think you’re getting any benefit out of a product, don’t feel like you have to stick with it just because it fits your skin profile.

Side note:

You may also want to consider using a cleansing brush to elevate your routine.

They’re great tools but fall into the optional category so don’t stress if you don’t want to use one.



Toner also falls into the optional category but if you have issues with ache, pH levels or dehydration you may want to seriously consider incorporating it into your routine.

Conventional toners were alcohol based and not so great for skin but newer variants have many ingredients that will be highly beneficial in targeting any problems you may be having.



Moisturiser is definitely necessary in helping you take care of your skin.

It is generally accepted that humans are at least 50% water so it makes sense that you would want to add extra moisture, and lock in what’s already there, in order to support your skin.

As with other products, be mindful of what kind of moisturiser you use as different sorts are formulated for different types of skin.



While consistent use of sunscreen is universally recommended, don’t panic if you find yourself unable to use regular products due to allergies or other adverse reactions.

Speak with your healthcare professional to work out what’s best for you and your skin.


Different Routines for Morning and Night.

This one is another necessity.

Different products serve different purposes and not all are appropriate for both daytime and nighttime use.

It would be pointless to apply sunscreen overnight and a pretty bad idea to lather thick moisturiser all over your face on a hot morning.

Having separate routines also allows you to target different outcomes which may conflict with each other if steps are performed simultaneously (think acne treatment and deep moisturising)


Washing your face twice a day.

Some people wash their face morning and night, others only do so at night time.

While both are acceptable, the preferable option for each individual will vary depending on desired results and skin type.

It is recommended, for instance, that those with sensitive skin only use products to wash their face at night, keeping their morning routine to a simple wipe over with warm water.



Facials are a commonly debated topic, but while they may seem like a self-absorbed indulgence they actually have some fairly solid benefits for your skin, health and wellbeing.

Not only do facials offer a little pampering and me-time (important factors of self-care) they also provide an opportunity to supplement your usual routine with some professional help.


Face Masks.

Face masks are possibly one of the most popular skin care products on shelves right now. They relax our minds as well as our bodies and can offer deeper nourishment than our standard moisturising routine.

You’re not going to die if you don’t regularly use a face mask but they definitely make you feel better, physically and mentally.


Dermo-cosmetics and serums.

Dermo-cosmetics are essentially medicated skin care. Many people use them when stronger results are required than can be attained by standard products.

You can read our explainer about them here but please remember that it is important to consult with your healthcare professional and/or dermatologist before commencing use.


Now you’ve got a better understanding of what each step of your routine actually does for your skin, you can create your own tailored skin care regime.

Just remember that the more in-depth the expected result, the longer it will take to appear and stay consistent with your applications.

Dermo-Cosmetics: A Brief Explanation

Dermo-cosmetics are ‘beauty’ products which have been proven to provide health benefits.

Often referred to as being “where skincare, health and wellness meet”, the industry is steadily increasing its size and worth.

To gain the prestigious “dermo-cosmetic” title, a product must undergo rigorous testing, follow strict guidelines and provide a solution to, or prevention of, one or more health issues.


Dermo-cosmetics tend to have three main functions:

  • Protection
  • Hydration
  • Correction


They provide these benefits by operating in the skin’s dermis (middle layer) and being designed to cause as few negative reactions as possible.

Dermo-cosmetics are also often seen as being a medical solution to skin issues. Health professionals commonly recommend them for skin conditions as their ingredients are tested to ensure safety and effectiveness.


So now you know, go forth and have better skin.

Two Social Media Platforms Your Beauty Brand Needs To Pay Attention To

There is no traditionally offline industry quite so integrated with social media as the beauty industry.

Everything revolves around who is talking about what and where and if you’re not getting air time you may as well not exist.

A recent study by Facebook IQ has uncovered an increase in online beauty product purchasing which is unsurprising when we consider the amount of effort that goes into a company’s social media strategy these days.

Even if you don’t have a full social suite, there are two platforms that, as a beauty brand, you cannot afford to ignore.



Let’s start by crunching some data:

If we consider only videos that are relevant to the industry, there were 88 billion YouTube views in 2017.

The global population is approximately 7.6 billion.

This means that there were more than ten times as many views are there are people on Earth.

97% of these views belong to beauty bloggers, the remaining three percent (approximately 2.6 billion), were attributed to big beauty brands.

So what does this mean for your brand?

To put it simply, this means that your brand needs to be on YouTube. You need to grow a loyal following and carve out as many of those views as possible for yourself.

Create a channel and start sharing with the beauty community. If you don’t have the skills or time consider partnering with a current vlogger or influencer.

It is important to note that consumers want content that actually benefits them in some way and traditional marketing practices will not work here.

If you’re in cosmetics, create a makeup tutorial, for the hair industry, give styling tips, etc.

Just remember to be honest about the fact that you are, in fact, promoting your product/service or you might find yourself on the wrong side of YouTube’s beauty community.



It can be argued that Instagram has an even larger impact on the industry than YouTube does. The video platform may be where audiences rival those of traditional media giants but it’s Instagram where engagement is most prevalent.

The photo sharing platform has shifted the power balance in favour of consumers in many conversations and diversified what we see represented as “beautiful”.

Through this, we have seen brands create new products based on what their followers are telling them and an increasing focus on unique, ‘instagrammable’ packaging.

This is mainly due to the fact that if your product doesn’t look good it isn’t going to get much coverage. No matter how much someone loves your brand, you won’t find it featured on their page if it doesn’t match their aesthetic.


While social media is not a complete marketing solution, it can go a long way towards advancing your business.

Physical interaction and an online store will also help your brand flourish.

Websites are fairly easy to create these days but getting exposure IRL (in real life) can be a little harder due to geographic and language barriers.

You may like to consider registering for an event such as Beauty Istanbul.

Our physical event will be held at the at Istanbul Conference Centre on October second, third and fourth, 2019.

Upon registration, you will gain instant access to our advanced O2O platform which is a 24/7, 365 online trading exhibition.

This approach allows us to maximise the benefit which we can provide participants with and ensures that we can keep up with the ever changing beauty industry.