How One Company Is Reinventing The Business Of Beauty While Empowering Women

Makeup for at the moment’s client

Blushington Academy

Covid modified nearly the whole lot, together with the way in which we expertise magnificence. We turned accustomed to studying about, purchasing for and shopping for make-up and different magnificence merchandise all nearly. Zoom classes on the way to apply make-up and do our hair turned the norm. Simply put, the enterprise of magnificence has modified.

No one is aware of that higher than Natasha Cornstein. The CEO of Blushington, a female-founded chief in make-up courses and curated magnificence merchandise, is a case examine in not solely the way to pivot your enterprise when life throws you a curveball, however how significant modifications now will truly improve your enterprise when the mud settles. 

Natasha Cornstein CEO of Blushington


“I knew magnificence was right here to remain,” displays Cornstein. So relatively than shut up store and wait out the storm, she reinvented the model. “We did it with a watch for longevity publish pandemic. How might we meet the altering wants of our clients, our skilled magnificence professionals and our curated manufacturers throughout and after the pandemic?”

Her astute observations of fixing client habits and the ensuing strategic choices not solely saved her enterprise however modernized the way in which shoppers store for and purchase magnificence merchandise. She’s additionally launched careers and accelerated the earnings potential of greater than 1,000 skilled make-up artists (60% of whom are of colour and 95% of whom are ladies!) 

How The Beauty Business Has Changed
Consumers now search one-on-one relationships with magnificence professionals. Thanks to YouTube tutorials and influencers, at the moment’s shoppers are way more educated than ever earlier than. Plus, they need genuine relationships with trusted consultants who know them and their magnificence wants. Blushington, for instance, took inspiration from the one-on-one enterprise mannequin of iconic manufacturers like Mary Kay and Avon, providing personalization and relationships, however added in skilled, licensed make-up artists. “For our make-up artists, this isn’t only a informal aspect gig. They kind relationships with their shoppers and have a deep understanding of colour principle, skincare and make-up,” says Cornstein.  

Consumers need extra management of their surroundings. Social distancing and capability controls have modified the way in which shoppers take into consideration procuring. Browsing in crowded shops and sampling merchandise are of little curiosity. Instead, shoppers are looking for distinctive procuring experiences. Brands that allow shoppers study and purchase merchandise wherever they need – of their properties, workplaces or nearly – are doing it proper, assembly their clients the place they’re.
Employees need entrepreneurial alternatives. The work-from-home surroundings has make clear the flexibleness and earnings incomes potential obtainable for entrepreneurial magnificence consultants. Hybrid platforms that permit staff to work each on-line and in individual, and make incremental income by gross sales, are interesting.

Yvonda Smith, make-up artist

Leslie Andrews Photography

Yvonda Smith, a Blushington licensed make-up artist in Atlanta, feels empowered by her means to earn cash by her digital storefront. “When I apply or suggest merchandise for a shopper, I can now give them the hyperlink to my cart, and so they should purchase it from me. That’s the place empowerment comes from.” Hybrid platforms additionally allow staff from small cities to entry bigger markets and generate significant earnings, each in individual and on-line. Certified make-up artist Ann-Marie Mitchell lives in tiny Dexter, Missouri and is booked by October. “You now not should stay in New

Ann-Marie Mitchell, make-up artist

Ann-Marie Mitchell

York or Los Angeles to be a make-up artist and thrive,” says Mitchell. And she appreciates the flexibleness in her schedule that may permit her to be a hands-on grandmother for a child anticipated in August.
Virtual staff nonetheless crave connection. While working from residence or on-line is nice, staff nonetheless need the assist of group. “Being a freelancer might be lonely,” says Britt Scott, a self-described “make-up nerd.” The Blushington Director of Artistry emphasizes the significance of getting a group of like-minded folks to share experiences, ask questions and have your again. “Here nobody has to really feel like they should have all of the solutions on their very own – you’ve gotten a group,” she says.
Beauty manufacturers are looking for diversified distribution channels. Even earlier than the pandemic, make-up counters in malls have been ghost cities. Covid, and associated security issues, solely exacerbated the issue. Beauty manufacturers are being pressured to seek out new, artistic methods to get their merchandise to shoppers. Expect to see extra manufacturers put merchandise instantly within the arms of trusted make-up artists. That method shoppers can buy confidently after having tried the product and obtained a advice from a trusted supply.
Brands are looking for to restrict danger and publicity. Most magnificence retailers have been based as brick and mortar companies. Brands that have been capable of efficiently pivot to digital fashions through the pandemic probably received’t return. “By growing a digital platform, we will have interaction with clients anyplace and certify make-up artists all around the world,” says Cornstein. Also, anticipate to see artistic partnerships like “Blushington Beauty That Will Blo You Away”, a collaboration between Blushington and Blo Bar Dry Bar. By educating Blo Bar staff on the Blushington Academy and promoting a finely curated edit of their merchandise in Blo Bar areas, it has created an enormous alternative to increase the model whereas limiting publicity and danger.
The pandemic modified the way in which many industries operate, and the sweetness enterprise isn’t any exception. Fortunately, corporations like Blushington allow ladies to do what they love on their very own phrases with the potential for giant payoffs. For manufacturers, it supplies new sources of publicity. And for patrons…it supplies a secure, simple and acquainted option to store, all whereas serving to them appear and feel their finest.

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