Managed Danielle-Hannah v.2 Audio.txt
English (US)

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If you start a beauty brand now. Yeah. It must be so difficult. The competition is mental. We have started again. We nearly had to fold the company. We've just been pulled from our biggest retailer. We're in debt. With what? This, that and the other. And I thought I am a massive fraud. Every big loss has been the thing I remember the most.

And it's the thing I've learned. You don't learn from winning. No. Putting money into the promotion and the big photo shoots without putting money into the stock and the things that actually make it tick along. We never, ever intended to have our own brand. We've realized that this is a dangerous combination because we're the same.

What's two together? Running a business, there'd be no money would be bust. We'd be in Selfridges every day.

00:00:43.200 — 00:01:36.740
Welcome back to another episode of manners. Today's guest is really special because she's always been my pen pal for years. It's Danny Gregory from Doll Beauty. We have been in step friends for how long? We love each other, don't we? I've never actually seen. She's like 2020. Yeah. So, like, we've never been in the same room.

So it feels like I've met my long lost sister, but it felt like I knew you. Straight away we've just been like. It's like we've been here all long, isn't it? Yeah. So obviously I do want to speak to you about your business, because Doll Beauty, I would say, is a staple in everyone's makeup care, I think. Like, I think you're an icon anyway.

Like, your Instagram is, like, my favorite. Like, you literally just show the ins and outs of your life. Like the glamorous side. And I know you also have a business partner like the Allen, so she's kind of a bit more like my Ella. I would say in terms of we've realized that this is a dangerous combination because we're the same us two together running a business.

There'd be no money would be boss.

00:01:37.860 — 00:05:46.380
We'd be in Selfridges every day spending all the profits, having a little prosecco, having a great time. Yeah. So tell me about how you started Doll Beauty. Because you were a makeup artist. You begin with. So I was a makeup artist working for a brand, and Sam was working in Harvey Nichols, where I was based.

So we kind of linked up. You wouldn't really put us together as friends, really, because And we're so, so different. Like she is. She's like Victoria Beckham. And I'm like, Jerry, that's. Let's just say it like that. Cheesy. Easy to explain. So we just we connected like over our love of like makeup and spiritual things, whatever.

So I was doing some makeup on the side and I was creating my own lashes, like I was tripling up lashes at the time. The eyelids were just too thin for these northern girls. So I was tripling the lashes and, um, we I just said to Sam, she she would do a little brand, like, start our own business because there was no there was no competition at this time.

The main lash brand, I think, was Lily lashes. They were in America. They were 25 pounds to go. We said, let's just, you know, create something affordable that is big because remember 2016, they were big. So we started this little lash brand. Sam built the website on a little laptop. We just started the lash brand.

And like we got to know all the celebrity makeup artists, all the influencers that were at the time. Um, and we just built from there, really. It was we started with £500. We used to make our own packaging. We used to do everything ourselves. We still. Still do? Really? Um, but yeah, that's how it started.

And then it just blew up. It's it. I'm a little bit of a blogger, a little bit of, uh, what's his name? Um, rod, not Rodney, the other one. Um. Only fools and horses. Del boy. Oh, boy. I'm looking for. That's correct. So I, um, I had a friend that had moved from Harvey Nichols into Topshop. Um, Emma. She'd gone into, like, marketing and Topshop and she said, can you just put a little makeup stand in Topshop this Saturday?

And I thought, I'm going to put my hand in there. So I had a lash stand made, put the lash stand in there. I got two gorgeous girls from Chester in little pink jackets, and they sold out the lashes before 12:00, like the whole standard lashes got sold out. So that was just like Topshop. Just went mad for us then and rolled us out into like 100 stores and that was really the start of it.

And then it's just been like a mad journey ever since, because you just learned along the way, like we're just learning along the way. We never, ever intended to have our own brand, never looked at Estee Lauder and thought, oh my God, I'm going to be you or I want to be you. It was just like, let's do a little sideline.

So it's just all gone from there. It's been a bit crazy. I've tried to keep that short and sweet. Just enjoyed it. Yeah, yeah yeah yeah yeah. It's um, it's interesting because you're talking about 2016, which is obviously a very different time. Yeah. If you had to restart now, do you think you'd have the same effect?

Because I do think if you would start a beauty brand now. Yeah. It must be so difficult. The competition is mental and we have, we have started again because this year was a terrible year for us. January, we were early. We nearly had to fold the company. Really? Yeah, it was really bad. So we've rebranded.

So not just rebranded the packaging, we've rebranded in every sense and form. So we've started from the get go of like rebuilding. Um, but we are established so it's different. I don't know what someone would do if they came in now. They'd have to be very, very different, like a celebrity, because I think all the ones you see now really pop.

They have like a big face. They've got it. It's it's definitely a personal brand. But like Rafi, they come in like 4 or 5 years afterwards, maybe later, they've smashed it. So it is possible you've just got to have something different. Like Rafi came out, didn't they? Everybody was pink and quirky and doing all, like, mad things, like.

But they came out and just brought it simple. So you've just got to be different. If I was to start again, um, it would just be totally different. And. Yeah, but I think your brand is your personality. It is its course. And I just want to go back to you. Obviously. I know you said in January almost folded. Yeah.

What if you say you're another brand in that position? Yeah. And you know we don't need to go into the international. But how what advice would you give them. Because I think like I remember when we first started, you know, the first few years were really tough for us. And we did the same thing. We rebranded, but obviously we used all of our savings to do it, of course.

So it's been you.

00:05:47.420 — 00:11:33.460
Yeah. So what advice would you give to and maybe another company or a brand in a similar position now and maybe really struggling? Because I do think people feel like they're from, like floating water. It's it's it's it's so hard at the minute. Um, you've got to rein it in. Which what we've done, we've took it right back.

We was we was at a time one at one point where we had 200 staff, maybe more, but we've we've reined it right back. We've literally got seven people running the whole business. That's warehouse, that's graphics, that's marketing, that's social. That's me. That's pickers, packers, everything. There's seven people.

You've got to get it back to that stage to realize where you went wrong. So this is what I'm doing now. I'm looking at every part of the business and just learning from the mistakes of the past and looking where we've gone wrong. So I sort of talk about this a lot, running before you can walk. And that is I think people forget that, especially in the, in the world of social media.

Yeah, sometimes you do get a bit excited and you go, I want everyone to see I'm a bigger CEO and I'm this now, this is the thing. And then you haven't got a base. Yeah. And then you're like kind of like folding cards and it's just but it's, it's it's all about now looking good on the outside, but maybe not on the inside.

So everybody's about what what the showing at the front. And that's that's maybe a mistake. Maybe. Did we make that we'll be putting money into the wrong things. Really putting money into the promotion and the influencers in the big photoshoots without putting money into the stock and the things that actually make it tick, make it tick along.

Um, so it's just rein it in. But like I was, I was going to say, if you've not got the passion anyway, you know this, you're so passionate. You're the best at what you do. If you've not got the passionate passion anyway, you're not going to make it succeed. You know what I mean? So you've got to find something that you really, really love.

Because I would not let this fold. There's no way I had a hold of it like this because it's my passion. I don't know what I'd be without Dol. I always say I would die trying to make 100%. Like if there's no way, I can't even imagine. Never. Because it's. It's in our hearts and this is what we love to do. So just make sure it's in your heart and it's what you love to do and just prepare to just rein it in.

Just just cut back on all these massive, big costs like big. We're talking like big costs. I'm sure we took, like, Pete Wicks and all these bleeding influencers to Ivy for it was the best holiday we've ever had. We took about 30 people, and I don't think we had probably any good video content at the end of it.

It was amazing because it's so good for everybody to see that we was away with these people, and we just had a ball and made friends for life, like Ariana, Aja was there, Holly Boone. But really we was absolutely like, because it it didn't matter because Topshop was like amazing for us. So now I am so thrifty.

Not not majorly I know not I've got better with things like haggling things down like prices of shipping and just like before, I would never like look at the details of just like, let's pay the invoice. But now I'm looking at the details, I'm comparing prices. It's made me like more conscious of where we're spending money.

And I think if you can do that from the beginning, you're going to fly anyway. We didn't do that at the beginning. I also think there is a power in like learning because. Yeah, and honestly, like I say this a lot. I every big loss. Yeah he's been the thing I remember the most and it's the thing I've learned. You don't learn from winning.

No. Ever. So it's I think yeah people might get it from, from the beginning, but they will always be in a position where they have to learn from it. And I think especially in a product based business, if it's so different, I'm service less. Yeah. But product based businesses, it's it's always hard because you got to have the stock before you've even sold so hard.

And it's not like you can do like a preorder thing. And you know, it's just crazy. It's it's the stock situation has got so much worse since we started in 2016. Shipping is like sky high. It's just hard to even get your product there. Take six months now. You know, an economy thick issue. I don't know because I don't watch this.

They have anything to do with the House of cards and all these people talking ballocks. I just know that things have been. Maybe I should learn. I don't think you need to. I think people like the honesty of like we were saying before, that there's a lot of things that people assume you would know that we don't know know, and I don't think.

But you I always say you hire the best. Yeah. And people who are better at you, better at you, better than you. You do things. You can't do everything. No, you can't do everything. And you've got to be. I'm creative. That's just it. I'm not a numbers girl. I never have been like, what did they teach you in school?

Let's be honest. They taught you algebra. You're not going to pay attention. Yeah. What? Why not sit the girls when boys down and, like, show what cash flow is? Show what this is. We'd we'd be a lot more forward in our country if we had that from the get go. I haven't got a clue. I'm learning now. I didn't bother in the beginning because Sam and the accountants were looking after that, so I never really looked at things like that.

People assume you're going to know your margins and your figures, and you're this and you're that. You don't always look into it. Yeah, but you still have a good business. Yeah. It's well, especially because it's not business fun, you know. Yeah. But it's now I sound so stupid, but like, it's just my interest is the front end of things like it's the product, the product development, the people using it like the community, the social media.

That's my interest. I'm not interested in figures, but my goal. I've got a goal. Go on. So we've we've always employed friends, which is fine because they are amazing. Friends and family are so good, but we've never actually gone out and hired experts in certain fields. So this is the part of the rebrand.

I want a financial director that works in-house, like somebody that's literally that revolutionized my life, by the way. Yeah, we've never had it. We've never had anybody going through figures every day making sure that we're really understanding it. Yeah. And also understanding your budget. Yeah.

So before you know, we're we've already financially planned for next year. So we know exactly.

00:11:35.100 — 00:20:11.210
But like you know we know where we're making hires and what we need to make sure like the goals we need to hit to do that and what that looks like. And I think in terms of also, you know, Christmas, we want to make sure that the people who could, like, create this business. Yeah, like staff talent feels so appreciated.

But that comes obviously at a cost. You might make sure all that balance is out. And I do think in no matter what business, when it starts to well, people just think are rich always like believe everywhere and they think you're rich. And it's like I had to do a big TikTok because, um, everybody was like, oh my God, you're smashing it.

You're doing so well. This, that. And you know, but it wasn't at the time we weren't smashing it. We was competing in a market where everybody was discounting. We was trying to join the Joneses, and we were discounting our products to a level we couldn't afford. We hadn't broke it down and everyone was like, oh my God, you smashing it, doll, doll, doll, doll, doll.

We've just been pulled from our biggest retailer. I don't know if you've seen the TikTok. We were in debt with what, this, that and the other. And I thought I am a massive fraud. Like we had to let go of our biggest. We had a massive warehouse in Manchester, like on the parts where GDR, you know, it was huge. And I thought, this is all like crashing down.

And I thought, everybody's saying this, smashing it. I'm going to tell you we're not. And I did a massive TikTok and I just was so like, relieved to be able to talk to people and say, this is not real life. Like what I'm putting out there to show you this isn't what's happening behind the scenes. This, this, this and this has happened.

So do you think you helped business doing that and being really honest with you? Yeah, I do I think it's I think it's helped a lot with everybody that's new us because I always like I come across as like everything's all right. It's amazing. So people just think, oh, Danny's all right. It's it's all good. But I think there's so many friends that we've had in the industry and like our community that we're like, wow, we didn't know this was going on.

This is, this is and it's just made. They're more invested into the rebrand now because they thought the rebrand was just about changing the packaging. It's not it's like a whole new beginning for us. So they were just like, they're all behind so much more. And I think I've never wanted to be a personal brand just because I'm a little bit gobby and I could say the wrong things.

So I never wanted your beauty, though, I know, but sometimes people have told me maybe previous PR agencies that it's not the right thing. So I was always too scared to step in front of my brand and like, be that ambassador kind of thing, but I do. Now I've started to have a bit more confidence in myself and feel.

No, actually, I'm more relatable than quite a lot of people would be. I'm not going to be like Hailey Bieber level, but I'm a bit more relatable to it, to the to the girls and guys in the UK, you know. But I think even that one TikTok really shows the power of being honest with your followers and your customers.

Yeah, and understanding them. Like one of the things I was going to ask you, which I find really interesting, especially a brand that's been around from 2016. Yeah. Has your customer evolved with you, like, or is it a similar demographic you're going for, or has that evolved with you as you guys have evolved?

So we we didn't evolve really. We stayed the same. Do you get what I'm saying? I'm just saying with the with the products, they were always that good. So when we had the pink and the love hearts, it was so attractive because Mac was black, everything was like quite a bit a little bit boring really. Back in 2016, I can't think of a brand that was a bit that was like fun and quirky, probably maybe two faced, but I don't even, I don't know.

So we stayed. Stayed like that big mistake. Because all our customers were growing up. Yeah, they were growing up. And they were becoming, like, esthetic, esthetically pleasing, you know, beige ladies. So but we, we stayed for a little bit too long in that, in that pink era which was still pink now. But I'd say we're a bit more grown up and more esthetic in, you know, but we did stay a bit too long in that era, and that was just maybe us overlooking and not having our eyes on the ball by thinking, actually, our customers changed.

We need to change quick. But we've done it now, which is it's been amazing for us, you know, so it's really amazing to hear the honesty of that because I don't think I think a lot of brands don't take accountability when things go wrong or anyone really, because we're in this era of looking a certain way, like looking rich rather than being rich and, you know, and like you said, looking at the shopfront and out of house.

And I was with someone the other day and he manufactures clothes And he was like, you know, what's mad is every brand puts so much money into this, into the marketing campaign. Yeah, but actually the product is not great. Yeah. And people buy into that for sure. But when they realize the product isn't great, then you're not having a lot going to be repeat.

We did get the repeat because of the product is great by the way. The product inside highlighting that she's gorgeous. I love that. Um, but we were always a makeup artist brand, so the product has always been insane because it's like the quality is another level. Obviously it's approved by us. We were a makeup artist, but the packaging was just looking kid ish.

And it's I, I've told this story before, but I went to Ashley Stobart event and she introduced me to, um, to to a lady and she went, oh my God, this is Danae that owns Doll Beauty. But she said, oh my God, someone loved your products. I think her name was Summer. Summer was nine and I thought, oh, I want her to be the future customer.

I love Summer and I wanted to enjoy the products, but I also want you to be my customer because that's who I created the brand for. And it was a big panic. I thought, no, I think those things are like quite eye opening. And then you go, okay, hold on. So this is amazing. I've got this customer about how she's our future summers, our future.

She'll stay with us. But I want to be in your back. I want you to be proud to pull out your solid start brush. You know. So that was. Yeah, that was it. That's really, um, interesting to see like that change. And I think in terms of like how your influencer marketing works now compared to before, what would you say is the biggest change for you that you've seen?

Because you've worked with quite a few of our clients and you have all the best because you're the best. GK is the one, you know. I mean, we're aiming for that. Let's have a little collab. Look, when I'm a multi multi-millionaire and I'm doing these figures of road, I want that GK on my um, I want to collab with her, but it's changed because you've always gone really high end, because even so used to work with Von Victoria, who we had and she is incredible.

But you've always worked with these most incredible talents. I that's my thing. It's like, I, I know you're the definitely the same because you'll find somebody who's like, up and coming. Like, I could find some. I do street, street walk, you know. Like I'll go through Chestertown and I can pull someone out who I know is gorgeous, and she's going to look on camera and I got that.

I feel like I know who's amazing and who's going to work for the brand. I just know people get stopped by Danny. She's not weird. She's actually once, you know, I do it all the time. Like, you know. No, all the time I stopped people in Waitrose or somewhere like, you know, and I'm like, My God, I've got a brand called Soul Beauty.

Like, could you come and model for us? And then we get them into the studio. But London's the place for it. Jesus Christ. There's a lot of people. People. Oh my God, you're walking up. I feel a little bit more embarrassed here than I do in Chester. I feel silly because they think, who's this idiot? No. Sometimes I do that game on the tube.

Yeah. And if someone's, like, really beautiful, I'm just like, you need to get. No, but I wonder if they do. But I always think it's like model vibes. Yeah, because if it's an influencer, usually I can kind of figure it out. Yeah. And but I also am a little bit shy in that sort of respect. So I won't go up to someone on the street.

Yeah, and I get really surprised. I was no, I am shy in terms of that side of things. Like if you put me in a boardroom or a meeting room. I'm not shy. I know my shit. I know my figures. I know my like, my talent. But at the back of my hand, like I know that I know their mums names. I know their birthdays and their horoscope.

I know everything about what they want to do, where they're going to be in the next five years. And that's like my superpower, but on the street. No chance. Or if I'm like an event, someone goes, oh, hi, you're Hannah and I'm like, and I almost like, lose the ability to speak. I find it very like when I'm taken out of my comfort zone and lose that control.

Yeah, I'd be like, oh, look good in your space. Yeah. When I feel safe. Yeah. Not feel safe. But you know what I mean? I know exactly what you mean. That was a I had a lot of that. It was because we're both loud. Yeah, but this really, I think you're going. No, but you're going to be all out. Yeah. Talking to him.

Are you all right? Like. Yeah. No. Anything. I usually walking quite sheepish. I feel like people sometimes maybe have a preconception of you. So you kind of almost don't even want to prove people right. So you're very cautious of how you come across and overthinking. Yeah. And also, I think you get blamed for more things when you're loud.

Yeah. Oh, I'm not the loud person in the room. Definitely. No. Definitely not. And people, we're the same in that sense. It's so odd. I think that's a little. Do you not think what you've just explained? There's a little bit like imposter syndrome, a tiny bit. I get a little bit. I get a little bit. I've never called it that because I know when people say imposter syndrome.

Yeah. I'm not I'm not diagnosing you with it. Definitely. No, no, but.

00:20:13.250 — 00:26:15.850
When people say it, I just think because you shouldn't. Because I just think I do deserve to be where I'm at. Because I've worked so hard and the same with you. But maybe there's different elements to it. So I like when people talk about it. I kind of like go along with it. I don't really understand it. Yeah, yeah, yeah.

What people mean. Like, surely you know the work you've put in, so you know you're in the right place. I don't know, I, I had a bit of that. Like I still probably can't go into like, I couldn't have gone into a retailer meeting with the high level people, and we had someone to do that for us. A retail manager. Um, but that kind of outsourcing.

Yeah, of course, but I did feel like, oh, I did have a little bit of imposter syndrome. Definitely. But my confidence is really growing now. But you are insane. I've got to say this while I'm on this pod, because I've always said if I was to ever go on Love Island, or if I was to ever be a celebrity in any way, shape or form, you would be the first person I would come to what you've done with your people, especially, you know, who, um, DK is phenomenal.

It's actually mind blowing, honestly, and you should be so proud of yourself. So I hope you don't have imposter syndrome because it's insane. And I always, always say that about you. And I mean it. You've you're amazing. So what you've done is amazing. So let's get me in there. Girls in Love Island for over 40 years.

Really? Fine. Thank you. Do you know, one of the things that I want as much about is. And we spoke about it before, we actually had too many good conversations off camera. I know he was thinking, leave it, nice guys. Keep the energy. Keep the energy is personal branding. And obviously we spoke before about, you know, you wanting to now kind of step more in front of the camera.

And people before maybe weren't as supportive of that. I think personally, personal branding is one of the things that really have shot up. And I really encourage my staff to and we've got a whole thing for next year. I really want to see more. I don't want to see myself always in front of the camera, which is why this part I've got my staff involved.

I think it's so important, but I know you're a little bit shyer with it, but then I also don't think you are because your Instagram is fab. I'm getting better now. I'm just I'm getting a lot better and more confident in myself in, like being the front, front person. But there's there's people in the past that have taught me out of it just because I'm a little bit outspoken and that's a superpower.

But these people are so used to somebody being like the stiff front of house, whereas I think our like this generation has changed. Like, not everybody's perfect. And I think, you know, when you see people like Ashley Stobart with the cosmetic consultant. Like she she says what she thinks and it's not, you know, it's not looked down upon like it's amazing.

She's people really respect her and they buy into her brand a lot more because of that. And I think that that this community of people that are doing a personal brand is giving me more confidence to think, well, actually, no, I am okay to be to be the front of my brand. And I bought as well the team. I think it's so important, like you said, to showcase the people behind the brand as well, not just the one person, because we I like to think of ourselves now as the people's brand so they can relate to some, like many people in our team, not just one.

So we show loads of the behind the scenes like on TikTok and stuff. But yeah, I think it's really important to show the person behind the brand 100%. It's also, I think, um, I think sometimes I used to feel like I was judged for what I look like, how I present myself to the world. Yeah. And I think when you're a woman who really takes pride, I will take pride in what I look like.

And yeah, I'm also from a different generation where, you know, maybe I do want to wear something that maybe other people wouldn't think of. Business where our styles could look quite similar. Yeah, like, you know, I'm trying to say this in the nicest way of like, I how I dress it, however I feel and how body confident I am and whatnot.

And I think there's such a power to that. But I think sometimes people assume you can't be smart and a bit sexy or smart and want to wear a full face as well. Yeah, yeah, yeah. And I think one of the things we're trying to tackle here is I think you can look whatever you want. Anyone you always say, say you don't have to come to work with me with no makeup on.

Just like, obviously wash it off from the night before. Yeah, yeah, yeah. I like, you know, like, don't come in. Hung out. I love that. Yeah, yeah, yeah. Last night's outfit. Oh, God. No you can't. And I just think, you know, someone's presentable. Can come however you want. And everyone stars different.

Yeah, but have you ever had that sort of either criticism or felt like people have judged you when you've walked into a serious conversation because of how you present yourself? Probably, yeah. Yeah, I think so, because my style is a little tiny bit out there. I like it a little bit, boobie. A little bit of boobie here in there, a little bit Donatella Versace, you know what I mean.

This is what you've been trained in. But I love her. She's fabulous. But yeah, probably like I said, I didn't feel that I fitted in that box. Like I didn't feel I felt there was a box to be a front person, like a Charlotte Tilbury. And I felt I didn't fit in it. And that's just the way it is. But now my confidence, I think it comes with getting older.

Like when you hit 40, you start. I'm 42, but you look fantastic, honey. Um, but you, you do when? Mum, I think my mum used to say this to me. She's like, you won't be giving a shit when you're four. And I thought, whatever. That's like years off and I definitely will, but it does hit you where you do start to care less about what people think.

And I think that's helping a lot. No, you look absolutely beautiful. And I also you are really into your fitness and look how important is fitness for you in running a business so important. Like I, I put all that to one side like it was always work, always comes first. Of course it does. But you've got to put yourself before work because otherwise, if you've not got that headspace and that free time and that piece of mind, you're not going to be productive, are you?

In the workplace? I do a move it Monday with a T to my team. Hated fitness. Some of them still do, but I do move it one day and I do boxing now. It's because we've all just decided we prefer boxing over kettlebells and running or whatever. Yoga be fair. So fair kettlebells as hell. It is hell. So they love it. So we do boxing on a Monday.

Imagine that on a Monday morning. You've had a heavy weekend, whatever. But you go in and you know, you know what it feels like after a boxing sesh on the pads. You feel great. Don't you ever think of people when you're doing it? Sometimes. Yeah, yeah, yeah, I really like sometimes I have to really hone in where that is your uppercuts a lot better and you know.

Yeah.

00:26:17.250 — 00:31:50.930
It's just like any part of life I think. Because also if your personal life isn't, isn't steady, it affects your business life. You don't have a space. I say to people the time don't bring your personal life to work. I'm so guilty of it. Yeah, always. It all affects your whole week. If you've had a bad luck.

If you've had bad news. But I just think breaking it up with that bit of fitness, it does help. It does help so much. So yeah, I think that I always put my fitness. I get that in every morning. I'm a morning person. You do, you work out in the morning. I can't do that. I wake up like if I'm doing like kettlebells at 6 a.m. so I wake up at five.

So I'm 5 or 6 every day. So mine is ranges which you can sit. Yeah. For. So if it's airport time for me now I know you know what, it does sound really, really muggy. But basically I have if I have the gym at five because I basically moved myself into the countryside, it takes me like half an hour to do. I have to get up, feed the dogs, get myself ready.

Like 15 minutes or so? Yeah, yeah they do. And then I got a rope. So it takes like it's like four. But if I start to do it five and if it sets 6 or 7, then I get a bit of a lion. Yeah. But I enjoy waking up early because I feel good. So I feel productive when I'm early morning. Then I do have to have a little nap for ten minutes at work sometimes.

Yeah. You got a bed in here. Not just that little sofa there, though. Not for it. Route. It is. I just take it back. That five minutes just makes all the world of difference. Really? It's just that I like that. I've just been the conversation back around. Go on. How would you say since the rebrand, your leadership style has changed?

As obviously you're saying that you've really changed your sort of mentality on how you're looking at things. So when you're leading your team, how do you think that remained the same or slightly changed? No, I'm more professional. No, I wasn't a professional. I wasn't professional before. No, I was more I was like leading like by with friendship, which I still do anyway.

We're all really, really good friends, but I'm just more professional and I'm planning better. Um, I've. I've gone into a whole new, like, business era where I'm interested in the figures now, and everybody can see the difference. I think I was always interested in Dahl, but just not the intricate details of, like, the stuff I found boring.

But I just feel like now I'm the. The planning is better for me and the team. Like what? And then the goals are better, like for me and the team. So I think, yeah, it's more professional. And also our warehouse was outsourced not outsourced, but it was in a different area to where I lived. I brought it back into Chester now.

So everything's more in-house. So yeah. So every single thing that we've got, the office, the salons, the, um, warehouse is all in Chester. So we're in every single day. Less holidays. You know, when you have all this, the staff, you're going to obviously take your eyes off the ball a little bit, aren't you?

Because you don't need to oversee the warehouse. You don't need to oversee this. You don't need to oversee that because you've got loads of stuff to do it. It's the one thing I've learned is because no one's ever got to do it the way you do. 100%, I do. I don't think anybody's as creative as the person that's made the brand.

You've got to literally have your eyes on everything, or it's not going to be as good as what you want it to be. But yeah. So yeah, we, you know, I think you were speaking to me before about the being a doer and then being a leader. But I've gone back to being a doer because I want to see everything from the ground up.

I want to see how we pack an order. I want to see is that pack to perfection? Do we need to add anything to it? I want to see how we stack the shelves. I want to see how the orders come in. I want to see everything. I want to see the shipping. Why it takes so long, how much it costs. So I've gone right back to the beginning where I've done that though.

Yeah, I'm not delegating because I want to. I want to be able to delegate it right when the right time comes. So I want to do every single thing myself. So this has been a blessing for sure for me. And and it's going to be a really good journey again because I know what mistakes I've made in the past. So it's going to make us a better leader, isn't it?

Because we've seen it all from the ground up again. But I think it's what, as you grow, sometimes there's so many more things are added into the equation. So it's almost like you have to relearn your business, because when you start and you only have two members of staff, it's so easy because you're doing everything.

Everything. I used to do my own back return back in the day with my accountant. Obviously I don't do that now, but I remember knowing VAT so well. now I have to, like, remind myself. Yeah. And go. Okay. Reminder of why we do that. And etcetera. That sounds so silly. No, it's not because I'm not an accountant or anything like that.

I think for me, sometimes I have to sit back down and go, okay. So if you're if you're all going to join us as a talent, what does that journey look like? Is it how easy is it for you in every set of the world? Know it all and you know what? Like, what is that whole process? Yeah. Even down to say, you know, it doesn't always work out with talent.

What's that exit plan? How do we make that also easy. And and we leave it in a great way. Yeah, yeah. And I think for us, that's that's been really important in learning the processes across the board. Because when you're small you don't have to do it that way. So you as you grow people, people I think especially who aren't in business, don't realize how complicated something so small to it becomes.

Yeah. And it's a real, um, labor of love. Yeah. You know, especially, as I was saying to, um, my MD that this year is the first year where we've worked. Feels like we've worked so hard, and as a business, we've just not been praised the way we did the year before. Yeah, yeah, yeah. Um, not that that's the biggest leader, but it's, you know, it is a bit of a hard, um, pill when it feels like no one's watching.

Yeah, but they are, because everyone's watching that moment to to when you get bigger and you grow. Yeah. So have you felt that before? Yeah. Um, felt like

00:31:52.410 — 00:34:41.159
we're not doing a good enough job. You feel like people just maybe just don't see the work that goes into it. So, of course, you know, you just go. Hold on one minute. Yeah. It's it's all the time because you. You're not showing everything, are you? What you what you're doing. And sometimes you think the work that you've put in.

Yeah, of course I feel like that. But now I'm showing everything on the behind the scenes. I'm making sure I get the recognition. I wanted everyone to know. What? There's two people that's on this bloody rebrand. Um, but yeah, yeah, I get that. The things that people don't see. You know, because there's always the stuff that you love creating makeup.

Yeah. So in terms of how you start with a product. So say your new product, you've been coming out. How do you decide what that product's going to be? Check the quality. What is that process for you? This is a lot. So I said we're rebranding. Yeah. I want everything wiped out. I want all this old stuff wiped.

Wiped out. Gone. Get rid of the heart. Everything. We'll sell through. We'll do sales, and then we're just going to rebrand. This is the new simple. It's the new logo. Let's go. It's only going to take three months. This was in January. We're only just starting to get the new products now. So you. It's a new product.

So we've got say for instance we've got foundation now. That process is a long process. So we've been working with like mugs from like a whole range of ways to get the tones, the colors that everything right. You've got to create the molds to make sure your packaging stands out from everybody else. And nobody can rip you your brand off.

So it's like a custom molds that has to be go into it. So your ingredients need to be like ahead of the game. Now you can't just make a foundation. It's got to be hyaluronic acid. You this you that you're in it and you go through your sample stage. You go through your trialing stage. You're marketing, you know, your market research stage.

It's it's a lot to do quite a lot. And then it's a lot of money. You have to pay for the product. Then you don't get the product for six months. It takes six months. Yeah. Because you've got to you pay the deposit for the product to start the to start the process. Yeah. Then you've got like probably 60 days now because there's so many brands that have, you know, sourcing overseas.

You've got a big long lead time. So you've got your 60 days, then you've got your shipping. So that's how long you've your money's tied up until you actually get your product to sell. Yeah. Then you've got to do all your promotion. You your influencers, your affiliates, your, you know, your shoots, you just everything to get out there.

But it's all worth it when the product comes. We've been so excited in the warehouse when everything. It's been landing now. And it just it makes me so happy to see all the new stuff going on to the shelves. It's just it's really lovely to see hard work like, yeah, put in, but it takes a long time. It wouldn't take a long time.

I think if you had your own factory and a lot of money, like the beauty, let's be honest. Yeah, but

00:34:42.480 — 00:42:09.100
I'm sure she's got her own bits going on over there. But it's when you're in a queue in a factory that's got like. But, you know, is the realistic, um, expectations of what running a business. And you're, as you're scaling looks like. So you know, and at some point she would have been in the same position. Yeah.

But then I guess that's one of those ones we were talking about earlier. She was an influencer first. Yeah. So she built this big brand. Amazing wasn't she? Remember the lashes. Oh my God, was this the name of the powder? Yeah I love I love it I just love everything that she's about. To be honest, I think she's a really good nice.

Yeah. She's. And she's you can tell she's genuine. You know, like when she's meeting these people and inviting them to the events, you can tell it's from a genuine soul. You know what I mean? I really like her. She's really inspiring. But we are going out. We're looking out for investors now. That's our next step.

Yeah. And what does that look like in terms of trying to find an investor. Because you do have to do an investment round, right. I've not I didn't know anything about this. Honestly, I don't know. I don't know a huge amount about it. I know about this crowdfunding, the angel investor. I've just found it all out.

I've been on ChatGPT. So, um, this is what I mean. I don't know where to start. So we had a company come to us like a big company that owned quite a few makeup brands, and they came to us years ago. It was about four years ago. And it's they thought, two bimbos, let's have a month. You know, they was promised in the world you will own 48% of your company.

It's going to be amazing. Imagine what you could do. And we were like, I'm straight up, I'm a council kid, I knew this. I can smell a rat when I see one, you know? So and we've had people come to us and we nearly went through. We would have gone through with it if it was more beneficial to us. But we we seen what they were about and we didn't want to go further.

So them coming to us was fine, but we didn't know how to go out to other people. So I've just we've just contacted a lot of companies like in the US and here, who may be interested in investing in a like a makeup brand, in the makeup brand or whatever. Um, and we've just had a few conversations with people for now, but it is something that we want to go down the route of just because I think we can take it to a certain level.

But I think to get it to that global level, you've just got to have a little bit of a bit more expertise and you've got to have a bit more money. Yeah, that's a lot more money. It's because it's the products, isn't it? It's a little bit different. Yeah. And to have this whole range what we want, there's a lot of management companies to take investment.

Yeah. Which is similar because if you want to it's all like our, our version of the same thing I guess is stuff. Yeah. So you know, because you have to have talent managers to have talent. Yeah. And you know, in the in the current climate, the salaries everyone wants is higher. And, you know, so everyone works really hard.

They deserve it. Yeah. But it has it takes a little while and I think, yeah, that's the UK government. Really bad for not really supporting businesses. Don't take it. I don't think the UK government well when you see it from a school level of what they teach us in school, I don't think they actually support entrepreneurs, to be honest with you.

I think they just I remember getting laughed at like, you know, with the by the careers advisor, if you wanted to be something more than to go in for an apprenticeship to be whatever, I don't know, but I don't I don't think they support entrepreneurs at all. I don't think our country does. And I just I think it's I think everybody's just meant to get a job and not I don't know.

I think that's the way I look at it. I think business rates will go up again. Yeah. It's you know, it's for some small businesses where their their margins are already small. That cuts in even harder. It's hard to like keep those businesses afloat. And it's just a weird time. I'm so sad to see a lot of businesses move to like Dubai, but I'd be there if I could.

You would just move that person. Oh god, I would just anywhere in the sun where you don't pay tax. What? What is better than that? It's very expensive to live there. Okay. Because I think you have to find it. It'd be expensive for us to live there. I'm telling you now, be a dear. Deal. It'd be a dear deal. But obviously, I love the UK.

I love everything about it. I love the people, love the UK. But it's just. It is getting starting to get ridiculous. What we have to pay as business owners like starting to get. How have you found trying to work with influencers in the costs of that now and celebrities versus 2016? Well, I was asking coming down here for a little bit dizzy today.

Two hours, 2.5 hours on the train. Yeah, but rightly so. Because you need you need. I seen, for example, GK Bari with the new makeup brand that's gone into Superdrug. Oh yeah. Would we have known about them without all the influencers? No. Yeah. That's a great case study. Yeah. No, we would not have known because that I'm watching that because she's on that and everybody else is on that.

You do need it. So rightly so. But obviously the costs have gone up. Every every cost has gone up. But then it is deserving because it's amazing for your brand. What would you rather do? Spend 30 grand on a billboard in Times Square or give 30 grand to G.K. Barrie? I know what I'd rather do. Do you think brands need influencers to survive?

They need influencers. Yeah. They need. You need gifted work for the smaller because obviously you're smaller. Um, influencers and affiliates, they're really great for you now. But you you just do to get your name out there. It shows the Australian brand that's come to the UK. Everybody's talking about it because of one influencer.

I'm going to send this to them. No, but it's it's true. It's it's a great thing to say. Yeah. No it is, it's amazing. Obviously I'm very biased to it, which is why I like to hear other people's opinions, because I think when I first started the business, people really used to mock what an influencer was. And they said, and I'm telling you, influence is so smart.

They understand personal branding like no one else. They understand how to market themselves and sell a product better than any billboard could, because they understand their audience. Yes. And I think it's interesting when some brands I've met, they still aren't sure on it or they really don't want to put money behind it.

And I think if I started a business now, the first thing I'd do if I had one product I would give it to, like all these influencers and I pay one. And just because I think that's where you're going to get, whether you get sales or not, is is not is not how I think people should measure it. It's brand awareness, brand awareness and like, like, you know, um, breadcrumb it.

Yeah. And I was talking to my partner this morning about this. And we look at something like 90,000 images a day. Yeah. And which one stands out to you? How do you make that stand out? Yeah. So when I'm on, like, The Chew, I always look at things. And I think I'm going to remember that when I get home. Yeah. And it's very rare I do, but I do if it's a celebrity that I know 100% because you're relating to that person, it's it's all about it's all about brand awareness.

I don't expect when we launched our lipsticks years ago, we did a lipstick launch in every city and invited influencers. That's amazing. We went to Beverly Hills. We went to the Beverly Hills Hotel. Oh, you lived it up. Brand trip. And I remember our lipsticks. Just number one. They sold out and they're still now really popular.

But I know it was because we did so much like market like influencer marketing with that, like the lunches. Do you know that was what made the biggest difference, I think, is that your biggest, um, biggest launch? Yeah. It's up. It still is. Now we've had to rebrand them. So the, the supplier for the lipsticks takes longer than anyone else, which is so annoying.

So really, we would have liked to brought the lipsticks back as the first product in the rebrand, but it's just took too long. But people go mad for lipsticks. They're like the best selling on TikTok. I've got a few of your lipsticks. I'm going to send you a big box tomorrow. You're going to get a big box of everything that Christmas.

Yeah, I like the light one because I put it with my dark. Yeah. And it's like sold out. Yeah. Um, because also the makeup artist I work like I use all used Ogilvy as well. Huda Liao yeah yeah yeah

00:42:11.020 — 00:42:11.139
yeah

00:42:12.260 — 00:44:06.780
yeah. They're great. She's been a doll from the get go on. But just the community we've got. We're so lucky because they're just so genuine, like we've we've supported them. They've supported us from the get go. You know, I think don't forget you people in terms of how important makeup artists are to your business.

Really important. Yeah. Yeah. Because I think they recommend it, isn't it? You look at I always buy things that makeup artists recommend that you do, and you've got makeup artists in the North. They're doing 20 to 22 clients a day every Saturday. So. Yeah. So I mean, on the map if you want to. I never heard of Chester until you this province doing events in Chester now.

And I'm like, excuse me, get out of my town. Um, but yeah, it's. Yeah, Chester has gone a little bit on the map. Wasn't it really that little small town of beauty HQ? I know, and, Chester, you need to come. Um, but, yeah, makeup artists are massive for us, and it's. We. We're really connected with our makeup artist.

We always make sure they get the new stuff, like the new liners, no matter what the following, you know, because obviously 22 clients, they've got your lipstick on, then it goes off. They tell their friends it's it's it's good. They're good for us. I don't think your proudest moment yet has happened. No, it's.

I think the proudest moment is going to be this second time around. And. Yeah, I'm really excited. But Beverly Hills Hotel was one of them, to be quite honest with you. So we'll put that up there. But I still think we could. I still think one day you're going to miss me there. This is nuts. There's probably loads, to be honest.

But yeah, you're right. It's probably not happened yet. Sometimes we don't celebrate our small wins enough. I love doing the small ones. I'm trying to celebrate them a little bit more now because I never used to do it. Yeah, and now I'm always like, no, what's the next thing? What's the next thing? And actually, that's just how you just end up miserable and you're never happy or content.

And I try and like relay that to my clients and be like, do you remember when you wanted this? Yeah. And it's like, yeah, it's hard graft. But you've got here and it's amazing and I think it's you forget it don't you. Once you've got it, you're like, yeah, I think now if I, if I look back I would never think I'd be sat here.

00:44:07.820 — 00:44:12.380
What advice would you give to your younger self. Check contracts

00:44:13.440 — 00:45:13.160
Elise says, um. Have confidence. I've done the least thing before. Yeah, I get it. I'm still tied into this bleeding office for another two years. We were late by two weeks. Handed it in, and they tied us in for another two years. Nightmare. Anyway, um, I would just have more confidence in yourself. In myself?

Um, just believe in. It's a bit cheesy that just believe in yourself. But it's it. You've got to believe in yourself, and. Oh, God, what would I give to my younger self? Don't spend all the money on silly things. Is that so bad? Um, yeah. Spend it on stock. But, yeah, I just I'm I'm. It's like I've got this. I'm so lucky because I'm getting this chance all over again.

I'm really, really excited for you guys. Thank you so much. Thank you for having me. The best in the biz are you're the best. Thank you babes. Thank you so much for watching this episode of managed. If you loved watching, please make sure you're following us so you can receive updates on our next episode.

I'll see you next week.