The ‘Rise and Shine’ of Kylie Jenner

It is without a doubt that everyone under the age of 30 knows the infamous Kylie Jenner who has made her mark on the beauty industry. She was recently proclaimed as the youngest ‘self-made’ billionaire at just 20 years old but given her family background this term is debatable and sparked major controversy in the online community.

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As the youngest member of the Kardashian/Jenner dynasty, it is clear that she had a lucky start to wealth and fame that many cosmetic brands and people can only dream of. Before Kylie Cosmetics there was the hit reality show ‘Keeping up with the Kardashians’, 12 years and 17 seasons later we have seen her life and personal growth projected on our screens. But Kylie became her own person aside from her family and built an enviable social media platform, with 151 Million followers on Instagram she is the 7thmost followed person in the world, alongside sister Kim placing 6th. So, on the marketing aspect of things she had already created her own brand and status even before Kylie Cosmetics, but the financial aid from her family and amazing looks made it easy for her to create her own business and become the woman she is today.

 Ultimate Influencer

There is no question that she is the ‘ultimate influencer’ and unlike a lot of beauty companies she only needs to rely on herself to promote and model her products due to her porcelain features and infamous lips, therefore saving money and creating demand as consumers will see every product on her and influence their decision.  This was unsurprisingly the starting point for kylie cosmetics as the ‘Kylie Jenner lip’ trend peaked in 2015 and is still the standard look for many wanting to get lip filler. Whether it is a new holiday/birthday collection, skincare or Collab with her family, Kylie Cosmetics has come a long way from the ‘OG’ lip kit trio, Candy K, Dolce K and True Brown K.

Although there is a major comparison between Kylies’ personal account (151M) and Kylie’s Cosmetics (22.4M), she is still ahead of her game with beauty giants such as Anastasia Beverly Hills (20M), Jeffree Star Cosmetics (6.9M) and ColourPop (8.6M). All of which specialise in their own products, but have expanded due to the pace of the beauty community, and its demand for new and out of the box products.

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Kylie Cosmetics is able to survive because of successful marketing tactics, and with her being such a relatable and influential figure to a demographic of 18-24-year olds they have developed FOMO. The ‘fear of missing out’ happens to so many of the beauty communities’ consumers as products are marketed on a ‘need to have’ and ‘limited quantity’ bases. An example of this is the very first sale of the original Kylie Lip Kits, the lipstick and liner set came in 3 shades and due to the hype it caused ripples on social media, and those ripples caused waves. The kits were sold out in 30 seconds and crashed the website due to extreme online traffic. With every purchase of a lip kit, girls were being sucked into this fantasy of getting the perfect ‘Kylie lip’. This set the bar for the company and over the years they have expanded into eyeshadows, highlighters, blushes, brows and skincare and became more versatile in such a competitive industry.

In terms of driving demand her brand was based in the US and created urgency from those in other countries to buy her products, meaning people were waiting in different time zones at launches and willing to pay more for shipping. She also used the tactic of pop up shops for the first 2 years of running Kylie Cosmetics. Since her products were only sold online it created a want in customers as it was a one-time opportunity to get her products and potentially meet Kylie, so they were inclined to go. Although she was known for her amazing swatching videos, the pop-up shops gave customers a real-life experience to try the products and not be stuck into the commitment of making a purchase solely based on images and reviews. This is an appealing aspect for her target audience of young women who most likely do not have the income and need to ‘try before you buy’ as her brand was not portrayed as being cheap or drug store.

Whether you gravitate to Kylie or her family, it is undeniable that her marketing strategies are simple but effective, and regardless of her pretty face she is able to connect with her fans and create such a strong brand image that drives demand. But on top of being a makeup mogul she has recently become a ‘meme queen’ with her hilarious line ‘rise and shine’ as she woke up her daughter in one of her YouTube segments, to which she trade-marked and merchandise was on her website within a few days. Further showing she is business savvy by capitalising on viral trends. It will be interesting to see how her empire develops as she recently sold 51% of the company to COTY, who deal with the likes of Rimmel and Covergirl, as well as other major self-care brands. They see potential in expanding Kylie Cosmetics and Kylie Skin into more in-store retailers around the US and internationally.

Chloe Light is a final year BSc in Communication Management and Public Relations student at Ulster University.  She can be found on LinkedIn at https://www.linkedin.com/in/chloe-light-358421172/ and Instagram @Chloe_lightbulb

 

The Most Important Fashion Trend of 2019

2019 is drawing to a close and another cycle of fashion trends ends.  Not only did this year present to us statement chunky trainers, biker shorts and tiny sunglasses, but it introduced the concept of sustainability, with the help of 15 year-old climate activist, Greta Thunberg. A change is certainly happening in the world of fashion, consumers are becoming more conscious when purchasing and I for one hope it isn’t just a “trend” we leave behind come the new year.

Sustainable fashion: clothing/footwear/accessories that have been sourced and created ethically, this includes all different stages including; production, manufacturing, transporting, marketing etc. 

Why do we need sustainable fashion?

As a 20 year-old female, I can admit that I too fall victim to the push notifications that light up my phone screen from PLT and MissGuided, I’m only human and 30% off is just really hard to ignore. So, I scramble to create a basket as though this “last chance” discount doesn’t occur every other day, stocking up on cropped jumpers, back up dresses and a  few options for those “jeans and a nice top” kind of nights, maybe even a new bobble hat because its getting colder and I don’t have one that colour? We are all too familiar with this pattern, becoming mindless creatures of consumption for no real reason other than habit. You may be wondering “So, what? I’m not harming anyone.” And I do agree, you aren’t harming anyone… intentionally. After some thinking and a few hours scouring the internet, it turns out that this sort of behaviour does in fact contribute to the worlds suffering, as well as many of its people. I’ll list below some facts that I found to be a good wake-up call and unveil the truth about the industry.

  1. The fashion industry is the second most polluting industry in the world, being second only to the oil industry.
  2. 170 million children are exposed to child labour, with a large percentage being worked in the textile and fashion industry as the work is considered to be low-skilled labour.
  3. In 2018, 1,113,000 tonnes of new clothing items were purchased, most of which ends up being dumped in a landfill which won’t decompose for 200 years or more.
  4. There are over 40 million garment factory workers worldwide, making below $3 a day, working in horrific conditions.

Where can we go for sustainable fashion?

I think by beginning to question and consider where our fashion is coming from and how it gets from laptop screen to our door, is a good place to start. Sustainable fashion is a growing market and if we as consumers show the demand is there, it will only become more accessible to us.

H&M have been championing a more sustainable future for fashion since 2013 when they launched their global garment collection initiative. This allowed customers to drop off their unwanted clothes (of any brand and condition) to any of the H&M stores, rewarding them with a £5 voucher. Along with this, they launch a new Conscious Exclusive collection each year which they create high end and environmentally friendly pieces.

Zara saw this opportunity and following in H&M’s footsteps launched their own campaign, “Join Life”, consisting of sustainable garments made form forest friendly and animal friendly materials. These effort from two high street brands may seem like a small drop in a massive ocean however it is a step towards a brighter future, and by bringing sustainable clothing to mainstream brands it is much more accessible to the average consumer.

Following the sustainable and conscious consumer trend that is becoming more and more popular, is rental websites for your clothes. We’ve all been there, buying a brand new outfit that we love, we wear, we get our Instagram pic, we never see it again and it is put to a dark corner of our wardrobe. These websites offer a solution to these poor habits, by simply renting the occasion-wear, go to the event and conveniently return.  I think its a great idea especially for the party season with those Christmas nights out that just aren’t worth investing in and I can see this type of business growing in the new year. Below I have included some sites along with their Instagram tag if you want to investigate further.

  1. Rent A Dress UK (@rentadressuk)
  2. Hurr (@hurr)
  3. My Wardrobe HQ (@mywardrobe_hq)
  4. Hire Street UK (@hirestreetuk)

I think in today’s climate, we all have some sort of responsibility to do as much as we can in creating a healthier planet and this is just a small change we can consider doing, and implement in our day to day lives. Even just to take that moment when frantically browsing the latest influencer line from ‘In The Style’ to ask yourself, “Do I really need this?”and “Do I really want it?” And if the answer is yes, then buy it, treat yourself. But if there is a moment of doubt then why not opt for a different option, one with less of a detrimental impact, without exploitation and without pollution. Just some food for thought.

Bronagh Carey is a final year student  Bsc in Communication Management and Public Relations  at Ulster University. She can be found at: Instagram bronaghcarey_ and LinkedIn: https://www.linkedin.com/in/bronagh-carey-702626173/

PRETTY LITTLE THING’S PRETTY BIG PR DISASTER

I am sure if you are a fashion follower of any sort, you will have seen that Pretty Little Thing products have been exposed….

The fast fashion clothing company Pretty Little Thing rarely ever has many scandals from what I have seen. They seem to just be constantly building on their reigning empire, gaining more celebrity collaboration, more customers and ultimately more money… until recently, when their empire hit a bump in the road, when they were subjected to a case of FAKE NEWS.

A Facebook post was published by a PLT customer who had a look through the company terms and conditions on their US website to find this…

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https://www.facebook.com/photo.php?fbid=1430300487135168&set=a.281899951975233&type=3&theater

This post went viral, now having approximately 25k shares on Facebook and thousands and thousands of Twitter threads discussing the issue. 


When I first seen this my instant reaction was shock…I couldn’t understand why a massive company like Pretty Little Thing would have chemicals in their products that were known cancer, reproductive harm and birth defects, and why it was just point blank in the terms and conditions without anyone knowing of this before. 

Disgust spread across the Internet, with many people putting up their own social media posts expressing their concerns and spreading the word to ‘Boycott Pretty Little Thing’. 

However, others were quick to fight back and defend Pretty Little Thing. Those who looked further into the statement within the terms and conditions discovered the truth. 

The truth 

The truth is that this warning was required due to a new law in the California, called Proposition 65, which requires all companies in California must provide warnings of ‘significant exposure’ to chemicals that cause cancer, birth defects and reproductive harm. However, it is highly unlikely that PLT clothing could contain sufficient amounts of these chemicals to cause harm at all. 

In fact, it is not the only clothing company that has used this warning, ASOS and Fashion Nova also have this warning within their company terms and conditions. 

FAKE NEWS 

Due to the first post going viral, many other customers and non-customers of Pretty Little Thing now had a negative outlook on the company, so much so that they posted about it on their social media and so on so forth, until thousands of people now thought that their PLT purchases were going to cause them harm, and so were suggesting that people do not purchase from the company any more. 

This lead to many articles posted containing FAKE NEWS. 

Fake news can have irreversible effects to organisations, it can change consumers image of a company, it can make them lose custom and can reduce their stock price. 

Public opinion is vital for companies in general, but especially online brands, like PLT, who build their reputation up online and gain a following of customers who have a high impression of the brand. 

Fake news can destroy this reputation, and if the brand is not strong enough, can also bring down the company. 

Luckily enough, I don’t think this has had much of a significant effect to the Pretty Little Thing brand as they have continued to issue statements claiming that their products do not contain sufficient amounts of lead to cause the stated effects, however this may have planted a seed of criticism into the heads of consumers who may then go and shop at a competitor brand that does not have such warnings in their T&Cs. 

For me, as a shopping addict…I can safely say that I will be purchasing from Pretty Little Thing again without any hesitation. 

 

Siobhan McKerr is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on: Twitter – @Siobhan_mckerr, LinkedIn: www.linkedin.com/in/siobhan-mckerr and Instagram: @Siobhan_mckerr.

How ITV’s Love Island led ‘I Saw It First’ to become an e-commerce success

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As cliché as it sounds, watching Love Island is everyone’s guilty pleasure. It was only in the series past that I decided to give in and watch the show and I could now understand why my friends were all so engrossed and didn’t want our evening plans to surpass 9pm. For 8 weeks it was the hottest discussions in social outings, work, the gym and even my mummy tried keeping up to date with the latest goss about the islanders so she could be in the know. Whilst watching these rising celebrities to be and their relationship drama unfold did you ever wonder how and where they got the look? Last year, it was reported that the shows fashion sponsor Missguided achieved an increase in sales of 40% when the show aired. Was it possible for I Saw It First to match or exceed this achievement as they signed an exclusive partnership for series 5 of the show?

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I Saw It First, who were relatively unknown before sponsoring ITV’s Love Island are a fast-fashion brand who provide for the glamorous, fashion obsessed female. Keeping up with the latest trends they never fail to end the ‘I’ve got nothing to wear!’ dilemma and all at an affordable price. Only having been on the market since 2017, I Saw It First have been on one hell of a journey. From obtaining an innovative sponsorship with the lavish Ocean Beach Ibiza to collaborations with Cindy Kimberly, Lolo Wood and Stassie (yeah, just google them) they have managed to put themselves on the fashion map.

The majority of Love Island viewers come from millennials and Gen Z; two of the biggest generations who are the true digital natives. It comes with no shock that social media was going to manifest the experience of the show as viewer’s more than likely sit with their smartphone in hand refreshing Twitter for the latest on what others had to say, like really do we ever put them down anyway? The clothing company used this as part of their strategy to help with the increase of sales. Before the show, islanders were given a nice little allowance to choose any clothes from the summer collection to wear on-screen. Not only did this create a closer relationship between the brand and islanders, perhaps allowing for them to work together in the long run but it also provided organic content to be uploaded rather than the traditional sponsored posts, conveying good old brand personality.

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Wanting to avoid anything Love Island related? Then it was best to avoid Twitter itself if you could. Swamped with memes, spoilers and outfit highlights it was the number one app to keep updated on the goss from the villa. When the first episode of series 5 aired, reports show there were over 400,000 tweets mentioning Love Island. This was I Saw It First’s time to shine as they cleverly included the Love Island hashtag in their tweets to take advantage of the incredible reach. I mean, why wouldn’t you?

The e-tailer also created a hashtag on Twitter; #ISawIsland so users could easily search for those savvy neon dresses and funky bikinis, providing a link straight to the item so it could be purchased there and then. In addition to this, they created a Love Island hub on their website with profiles of each female islander and individual story highlights of each female on Instagram with a swipe-up link so you didn’t have to go through endless pages of clothes, very convenient. They also integrated their product placement onto the show’s click-to-buy app. When using the app to vote, users were surrounded with advertisements that provided a direct link to any of the items featured, giving viewers an easy way to find and shop the outfits seen on screen whilst allowing them to build an association of the two brands. Talk about dedication! Or just really wanting to up those sales.

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I Saw It First really do have their finger on the pulse of the fashion industry. Landing this opportunity with a show that has 6 million viewers tells us that the traditional methods of marketing makes for powerful advertising formula, using reality TV as a vehicle for influencer marketing. As a result of collaborating with the show it led them to an increase of 67% in sales month on month. They continue to be consistent with their methods throughout all their social channels and ensure their content is fresh and engaging, having gained 905k followers which comes with a fantastic opportunity to access their target market even more. The partnership focuses on an audience that have the talent of scrolling miles on their phone and watching the show at the same time.

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With social commerce on the rise, rather than consumers making direct purchases through retailer websites, they’re discovering products on social platforms and perusing their purchases there, a drive to be the new online marketplace. I Saw It First’s Love Island hub, their Instagram profile and the Love Island app provide endless opportunities to do so, a marketing masterpiece.

Fionnuala Hegarty is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on: Twitter – @fionnualaheg,  LinkedIn – Fionnuala Hegarty, and Instagram – fionnualahegarty

 

Pop – Up – Depop!

Save Money, and Our Planet In Aid of The NI Hospice

‘Out with the old and in with the new’… or the nearly new. Selling our second hand clothes is nothing new, in fact, car boot sales date back to the 1970’s. However, something that is new is the Pop-Up-Depop initiative by Rachel Jones.

How many of you have clothes hanging in your wardrobe that you will never wear, or never wear again? I know for my friends and I that is something we are all guilty of.

 

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In today’s social-media-age image is everything, and apps such as Instagram and Facebook provide us with the platform to interact and share images with friends and followers. However, social media platforms also open us up to scrutiny and pressure to look our best all of the time. For a lot of us fashion plays a key role in this. Current social media pressures see wearing the same outfit multiple times as a major fashion faux pas, which has led to the rise of fast fashion trends. God forbid we wear the same outfit twice… we are all #Queens after all! This greed for fashion in excess is aided by the rise of social media ‘influencers’. The lines between celebrity and general public have been blurred to the extent that anybody can gain social celebrity status as ‘influencers’ and as such, the expectations, previously reserved for a small group of ‘elites’ have seeped into every day culture, and now weighs upon general social media users. Therefore this begs the question… what is an ‘influencer’?

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When ‘outfit of the day’ (… or should I say #OOTD?) means a new outfit every single day, what happens to yesterday’s outfit? Why was that outfit perfect for yesterday, but not for tomorrow? Because you got that fab pouty, espresso-cocktail-in-hand, perched-on-a-bar-stool ‘candid’, and hit a whopping 250 ‘likes’ with 12 fire-emoji and ‘omg can I pls be you??’ comments?

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According to wrap.org the UK value of unused clothing in wardrobes has been estimated at around £30 billion. It is also estimated £140 million worth of clothing goes into landfill each year. Coupled with the excessive use of packaging, fossil fuels and energy used in the production and transportation of clothing across the world, the effect on the environment is catastrophic.

The Pop-Up-Depop enterprise has been created by Rachel Jones to target this issue, upon recognising a common problem among many of her peers… so many clothes but nothing to wear! Inspired by the popular app ‘Depop’ – used to buy and sell second hand clothing and accessories – the Pop-Up-Depop will bring us back to the market stall and trading face-to-face, promoting a sense of community rather than a solely transactional interaction. Taking place in the beautiful Millbrook Lodge,Ballynahinch on 3rd November, Pop-Up-Depop will be used to benefit those less fortunate, as a donation to the NI Hospice will be made by each seller and buyers will also be invited to donate on the day. Furthermore, the event will lend itself to a ‘swap-shop’ among sellers, for those admiring others’ garments. Pop-Up-Depop has the potential to become a regular affair, in venues across Northern Ireland, changing attitudes, reducing waste, and helping local charities.

We may not be be able to stop big companies – and we do not necessarily want to entirely, as we like many of their products – but we as a society can do what we can about the issue, and work to change our wasteful attitude towards fashion, whilst also benefiting those less fortunate!

Sasha Boyle is a final year Bsc Communication Management and Public Relations student at Ulster University. She can be found at: LinkedIn – https://uk.linkedin.com/in/sasha-boyle-8a5431167 and Instagram – https://www.instagram.com/sashaboyle22/

Does Anybody At #PFW19 have a €170 Fine For Cardi?

Cardi B publicly parades Richard Quinn’s *literal* Head-To-Toe Victorian-Esque ensemble at Paris Fashion Week and breaks French “Burqa Ban” Law. #PFW19 – I’m telling you this does matter. 

Cardi B Modelling in Quinn’s Design

I love to see creativity BLOOM.  

At 2019s Paris Fashion Week many celebrities and models are arriving as they do each year to show case some extraordinary designs by famous and still-to-be-discovered designers. I always look forward to this time of year as I can pick up on new trends, new seasonal accessory ideas and new names in the game. Whilst having my usual Sunday-soak up consisting of coffee and chats with my boyfriend, I scrolled across a design I remember seeing in British Vogue by London designer Richard Quinn back in July; only this time it was worn by American Artist Cardi B upon her arrival to #PFW19.  

It got me thinking amidst my Sunday morning grouch… Was this fair display of future-fashion suitable for showcasing in a country where veiled fashion is technically illegal? And if so, will the consequences be dealt with? Would the public or politicians even notice or have a discussion about it?

I’m a supporter of Cardi B for not only her music but her ethics. She stays true to her roots and throughout her “glow-up” she hasn’t lost her sense of home-kind or those she once worked side by side with. She is handling Motherhood, success and fame with dignity and a good sense of humour along her diamanté incrusted path.  

For British designer Richard Quinn – a textile designer’s dream. His designs are incredible, balancing both lightweight and heavier materials upon the strong framed models who wear them. He embraces nature prints and jewels that would turn any fashion-lovers head. But- this one particular combination of outfit choice and geographical location has me jarred.  

British Vogue Release of Quinn’s Design – July 2019

British Vogue Release: https://www.instagram.com/p/BzkV7B2h1EF/ 
Richard Quinn’s Website: https://www.richardquinn.london/ 
Handle: @rqstudio 

Cardi B Indoors Wearing Quinn’s Design

Due to French Law (passed April 2011) the European country has banned full-faced veils worn by anyone

A Woman Holds a Poster Reading “Please Don’t Shut Me Up!”

Here is where my heart begins to break a little.  Although the law makes no religious links, I can’t help but think of the estimated 2,000 Muslim Women living in France today whom if were to take to the streets in their own choice of fashion (one not so different to Quinn’s design) would be fined a minimum of €170 for covering their faces with a veil, niqab or burqa.  

I am asking – How can the French Government allow public media promotion of Paris Fashion Week – something that catches the eyes, ears and mouths of viewers in-app, online and on paper GLOBALLY each year, How can they somehow forget to mention that if a local woman of any religion were to try to wear the design on the same street in Paris they would be penalized?

Paris Fashion Week brings in an estimated 30,000 visitors where they each will promote designs, network and form conclusions in the province. Amongst the bustling creativity and waves of excitement – I feel as though the ‘Burqa Ban’ should be a topic of conversation amongst creatives in the city this week.

Since 2011, Women have been fighting The Burqa Ban as a breach of their human rights (Hind Ahmas and Najate Nait Ali. – The first women taken to court for breaking the Burqa Ban.) Surely, a celebrity strutting her stuff in the streets of Paris wearing a forbidden facial accessory is bound to make many of the 2,000 women feel as though they have been kicked in the teeth. Surely they wish they could wear their burqa or niqabs without receiving a €170 fine. Surely they feel as though they are being forgotten?  

Many women who are in situations where religion asks them to remain private have been subdued to becoming recluses, they are told, “you can’t leave your home as you cannot show your face publicly, you must stay hidden by other means.” – I’m not sure about your financial situation, but I certainly couldn’t afford a min. €170 fine every time I’ve had to run down to my local EuroSpar for some milk. – The word oppression springs to my mind. 

Maybe I’m thinking too critically.  

“Make sure a car don’t hit me ’cause a b—- can’t see.”

Instagram: @iamcardib 

I would love to see this as a socially responsible ‘Ode To Oppression’ and that Cardi, her management team and Richard Quinn are trying to do good work here and highlight the severity that many Muslim women face in France today where they remain hidden by the country’s own laws. I would love to hear more on this in my newsfeeds, as well as in the fashion industry.  

Should we expect the French Government to dispatch a fine to Paris Fashion Week? Will they fine the A-List Celebrity Cardi B for wearing a design that was made for her? Will they fine designer Richard Quinn?  
Will anything happen at all? 

 

Sarah Morrow is a final year BSc in Communication Management & Public Relations at Ulster University. She can be found at:
Twitter: https://twitter.com/sarahannemorrow
Instagram: https://www.instagram.com/sarahannemorrow/
LinkedIn:https://www.linkedin.com/in/sarah-morrow-904284125/

 

From the table to the top

When I think about what I want to be when I grow up (I say ‘when’, but it’s about time I admit – I am grown) I don’t exactly know what it is I want to be, but it’s safe to say that if I was as successful as Sophia Amoruso, I’d feel pretty good about myself. Or better yet, who’s seen the Devil Wears Prada? I’d settle for being Miranda Priestly. But at the moment my life is a lot more like Andy’s before she got the really good bangs and the jeans that made her go from a 2 to a 10.

When I snap myself back to reality, catch myself on and accept that bopping about New York in Louboutins is a bit farfetched… I can take some little bit of comfort in the fact that some of the most successful business women in the world, turned their kitchen tables into booming brands and became leaders in their industry.

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Huda Kattan: Founder of cosmetics line ‘Huda Beauty’

The Huda Beauty story began when Kattan followed her lifelong passion of beauty and enrolled in a makeup training course in LA, resulting in gaining a massive clientele including Eva Longoria, Nicole Richie and even members of the royal family. She then set up her blog, HUDABEAUTY.COM in 2010.

So how did blogging result in Huda producing some of the best make up in the industry? Basically, she never liked any of the eyelashes she was using on clients. She was constantly cutting them up or stacking different styles on top of each other to reach the desired look. It was then that her sister, Mona, who had the light bulb moment. Why not create your OWN lashes? So she did. They launched at a Sephora store in Dubai Mall in 2013 and sold out the same day.

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From that very day the Huda Beauty brand has grew and grew, resulting in Huda being approached by investors, having been offered $1.5m for a 60% share in the firm in 2014 – which was turned down as Huda had her own vision for the company that she didn’t want anyone or anything to interfere with,

“I was so afraid of losing the magic of Huda Beauty if we took investment,”

During an explosive growth period, Huda Beauty literally couldn’t keep up with demand. Orders grew and grew, so much so that they didn’t have enough products to distribute, and they couldn’t even increase production as they didn’t have enough money to hire more staff. So it was in 2017 that Huda Beauty partnered with TSG Consumer Partners investment firm,

“It was truly a long process in finding the right partner for us because we wanted to partner with a company that really understood our company’s vision… but it has honestly been such an amazing partnership and they’ve allowed the brand to flourish.”

Huda Beauty is now the number one Beauty Instagram account with over 26 million followers, the 61st most followed person on Instagram.

Ella Mills: Food Author and Entrepreneur under the brand ‘Deliciously Ella’

The Deliciously Ella story began in 2012 whilst Ella was in University and had just been diagnosed with Postural Tachycardia Syndrome. In the simplest of terms, she had digestive issues and chronic fatigue and was fed up with her medication not having any positive effects. This resulted in her hitting rock bottom both mentally and physically. Not really what any university student needs.

So she took it upon herself to find other ways to manage her condition and soon realized it heavily depended on her diet and lifestyle, in which she had to massively change. Although there were a few problems:

“1. I couldn’t cook.

2. I had no idea about plant-based food

3. I had lost all of my sense of drive and passion”

(honestly Ella, SAME)

So… she decided to combat this and used a blog as a way to keep track of her culinary efforts and people LOVED IT. Hits began to grow and her audience wanted more. She soon began hosting cookery classes and “supper parties”. Her blog successes resulted in publishing opportunities, with the first Deliciously Ella cookery book being published in 2015, becoming the best-selling debut cookbook ever in the UK.

She then met her husband Matt and it was a true culinary love story. They joined forces by using her creativity and his business mind to open the first Deliciously Ella Deli in Seymour Place, London. This lead to the launch of the Deliciously Ella food range including energy balls, granolas and frozen meals that are sold in over 6,000 stores in the UK including popular food stores Tesco, Sainsbury’s and Holland & Barrett

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Sophia Christina Amoruso: Founder of ‘Nasty gal’

From an online eBay store to the CEO of one of the fastest growing companies, Sophia Christina Amoruso has had her fair share of success… so much so that she was named one of the richest self-made women in the world by Forbes in 2016. Sophia’s success story started at the age 22, when she started an online eBay store selling vintage clothing and other items, which she named “Nasty Gal Vintage”. She handled the whole thing herself, from buying the products, writing product descriptions and taking pictures of the products to share with her customers. Two years later she moved the store off eBay onto its very own website, rebranding as “Nasty Gal”

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This was just the beginning of Nasty Gal’s growth. Each year it grew and grew from opening its headquarters in LA in 2010, reaching $24 million revenue in 2011 (11,200% three-year growth rate) to opening their first brick and mortar store in 2014 in the famous LA Melrose Avenue.

Despite her evident success, Sophia’s journey was not smooth sailing as she called herself a “young, naïve founder.” Sophia stepped down as CEO of Nasty Gal in 2015, after admitting “she felt incompatible with the demands of being a CEO”. Soon after, Nasty Gal filed for bankruptcy, resulting in Boohoo Group purchasing the brand for a whopping $20m.

Although it was the end of Sophia’s Nasty Gal journey, it was not the end of her. After stepping down as CEO, Sophia had time to reflect and wants to pass on the wisdom and hard-learned lessons. You gotta learn from your mistake, am I right? She used her own experience to help others and founded GirlBoss Media in 2017, named after her best selling memoir #GirlBoss.

“Girlboss is a community of strong, curious, and ambitious women redefining success on our own terms. We are here to inform, entertain, and inspire action through the content and experiences we create. We are unapologetic in our beliefs and values of supporting girls and women who are chasing dreams both big and small.”

CM22

So yeah, as much as our biggest career goals may seem totally out of reach – if there’s anything that the twenty-first century constantly teaches us, it’s that business opportunities are literally at our fingertips. It only takes a blog or vlog to build a public persona, Instagram to forge a brand, and eBay to have a proper business from home. It’s not impossible and our idols prove that. I wouldn’t suggest giving up the day job…  but don’t give up on the dream either. After all, the expert at anything was once a beginner.

Catherine Maguire is a 3rd year BSc in Communication, Advertising & Marketing student at Ulster University, currently on a placement year at The Irish News. She can be found on Instagram: catherinelauram and LinkedIn: Catherine Maguire