Top female beauty bosses share their secrets for founding a successful beauty brand *affiliates
Nobody understands beauty better than women, which is why we’re thrilled to see so many amazing female-founded brands flourishing right now. And being great believers in girls supporting girls, we’ve teamed up with some of the most inspirational women in the industry to create a new OK! Female Founders Beauty Box, with 12 products worth a whopping £255 and yours for just £55 here while stocks last.
I took it from an idea to a business… at first by trying to bring pawpaw over from Australia. At the time, Holly Willoughby was saying, “Pawpaw is my favourite product but you can’t buy it here.” None of the pawpaw brands would sell it to us, so we created our own brand. I get the balance between work and home life by… making sure I’m fully present with my kids. All phones go away at the dinner table, and if they walk into a room to ask me something mid-email, I stop. That email will be there afterwards, but that moment when they come to me won’t.
Pauline’s OK! beauty box product: Dr.PAWPAW Overnight Lip Mask Pauline says: “I knew I wanted a plumping formula but what I didn’t want to create was something that tingles on the lips. Instead, this overnight lip mask uses peptides which naturally plump the lips over time. It can also be used around the eye area and on the forehead to smooth fine lines.”
Beautiful skin is all about… being skin positive. It’s about dialling up the glow and making the best of what you’ve got. It’s about ageing with confidence in the skin you’re in, rather than feeling like you’ve got to look like you did in your twenties. [Clare] To get balance between boss life and home life… you have to build in those relaxing moments. So we’ve both become really keen cold water swimmers and we do lots of yoga. [Clare]
My biggest success so far is… when customers have said, “You’ve changed my life.” Bouclème is about empowering you to feel beautiful wearing your hair’s natural texture. When I was growing up there weren’t any curly role models, so I hated my hair and straightened it for 30 years. Now I love it. If I need to lift myself up… I love a long soak in the bath with a podcast. Steven Bartlett’s The Diary Of A CEO or How To Fail with Elizabeth Day are both great.
Michelle Feeney, founder of Floral Street fragrance The moment that set me off on this journey was… a walk in Covent Garden. I happened to look up at the Floral Street sign, and thought, “That would be a great name for a fragrance brand.” One secret to my success is… mood boards. I'm not a fragrance nose so I teamed up with one of the best in the world and gave him mood boards of my different “mood muses” so he could create the fragrances to fit in with those personas. He was so inspired because normally the bigger companies just go in and say things like, “CK One is selling the most, recreate this in a different guise.”
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