Never Make Eye Contact: how I built a beauty brand on my commute
This goes out to everyone who's ever caught the 07:08 Northern Line train going Southbound from Brent Cross. I'm sorry if you were ever unnerved by my behaviour. If it's any consolation, it was for the greater good...
HOW IT STARTED
I started myGloww by accident. I had just missed the flight for my honeymoon so I was at home feeling miserable. I decided to use some of our wedding vouchers to make myself feel better.
THE UNSPOKEN RULE
I was living in London at the time. I used the tube to commute to my day-and-sometimes-night job (more on that later). Over time, I learnt that 'never make eye contact' is the unspoken rule most Londoners agree to abide by to safeguard against unnecessary social interaction.
Being in one of the world's most diverse cities, I found that a good way to pass time on my commute was to stare at people and guess their heritage. This had to be done within one-and-three-quarter seconds - any longer, and they'd sense they were being stared at, we'd make eye contact, and then be forced to feign sudden interest in nasal spray ads until either of us got off the train.
As an artist, I've always had an appetite for colour. I was fascinated by the beautiful interplay of colours in human skin tone. I spent the next couple of years* studying human skin pigmentation and discovered the three essential elements of each person's unique skin tone.
360 SHADES
My makeup experiments continued I studied my own complexion axes and created a foundation in my perfect shade. I. felt. great.
That's me beaming when my perfect foundation shade still matched my skin tone under harsh bathroom lighting. I wore a large shirt since it was the closest thing I had to a lab coat!
I knew I had to share it. I wanted to create make-up for others that harnessed the delicately unique balance of colour in complexion. I wanted to create a foundation range with real colours from real people with enough shades for everybody to find their match.
After a very unhealthy period of work-life imbalance, I finally completed a range of 360 shades. Yep. Three-hundred-and-sixty foundation shades.
To my dismay, it wasn't long before I realised that 360 shades simply wasn't enough for everybody to find their match. Despite having well over 10 times more shades than most foundation ranges, there were still gaps that meant that some people would be left out.
This was a problem because I know first-hand how utterly deflating it can be to walk past a beauty counter and not see a single product to suit your skin tone. for years, this fuelled a negative voice that insidiously ate at my self-worth. There was absolutely no way I was going to give that negative voice a platform in myGloww by having a shade range that didn't cater to everybody.
THE PERFECT SOLUTION
Like most other problems, the answer to mine lay within the problem itself. I realised that, however you look at it, creating a range of complexion shades is an attempt to standardise individuality. The colourful interplay of a person's complexion is so infinitely detailed that an off-the-shelf solution could never do justice to it. The perfect shade i had made for myself those months ago was perfect because I made it specifically for me.
I knew in that moment that custom formulation was the only way to guarantee a uniquely uplifting make-up experience for everybody. So I got to work developing a technology that studies your skin and formulate custom make-up in colours perfect for your skin tone. Everything about myGloww is designed to elevate your wellbeing and make you feel incredible. Its purpose is to transform your beauty routine into a sublime self-affirming experience. It's more than custom make-up. It is the beginning of a beautiful journey of self love.
*Btw, I didn't spend two years on the tube. I went home and stuff.
Nutritional Products International works with product manufacturers worldwide that want to launch new health and wellness products.
That is our expertise.
Whether the company is a start-up or one that has been in business for decades, NPI has the knowledge and experience to guide them from shipping to placing their products onto retail shelves.
As senior account executive for business development for NPI, I work daily with brands that have developed innovative products. But these companies haven’t entered the U.S. market, which is where NPI, a global brand management company based in Boca Raton, FL., comes in.
We make it simple for you by becoming your U.S. headquarters. You don’t have to hire a staff, rent office space, market your brand, find a warehouse, or deal with the Food & Drug Administration.
Through a one-stop, turnkey platform called the “Evolution of Distribution,” NPI gives you all the expertise and services you need to launch your product line here. We import, distribute, and market your product line.
NPI, along with its sister company, InHealth Media, collaboratively work to market your products to consumers and retailers throughout the U.S.
For more information, please reply to this email or contact me at gcohen@nutricompany.com
.
Respectfully,
Kind Regards,
Gary,
Gary Cohen
Business Development Account Representative
Nutritional Products International
150 Palmetto Park Blvd., Suite 800
Boca Raton, FL 33432
Office: 561-544-0719
gcohen@nutricompany.com
Many companies are known for their product development. That is their expertise.
As senior account executive for business development at Nutritional Products International, I have worked with brands that have created and developed innovative products that consumers would want to buy.
But these companies don’t have the staff or knowledge to successfully launch their products in the U.S. This is why many domestic and international health and wellness brands reach out to NPI.
Launching products in the U.S. is our expertise.
On a daily basis, I research companies in the health and wellness sectors, which is how I came across your brand.
NPI, a global brand management company based in Boca Raton, FL., can help you.
Through a one-stop, turnkey platform called the “Evolution of Distribution,” NPI gives you all the expertise and services you need when you launch your product line here. We become your headquarters in the United States.
What does NPI do? We import, distribute, and market your product line.
When you work with NPI, you don’t need to hire a U.S. sales and support team or contract with a high-priced Madison Avenue marketing agency.
NPI, along with its sister company, InHealth Media, collaboratively work to market your products to consumers and retailers throughout the U.S.
For more information, please reply to this email or contact me at MarkS@nutricompany.com.
Respectfully,
Mark
Mark Schaeffer
Senior Account Executive for Business Development
Nutritional Products International
150 Palmetto Park Blvd., Suite 800
Boca Raton, FL 33432
Office: 561-544-071
MarkS@nutricompany.com
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Many thanks
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