The Inefficiency of the Beauty Industry
When we consider purchasing a beauty product, the first thing we do (up to a whopping 94% of us), is research it online. Whether it’s searching for expert reviews, customer reviews, efficacy or ingredients or the price or the best deal - ultimately, we are all on a mission to validate our purchase.
 
However, with the explosion of Omnichannel, we are bombarded with fragmented and not always credible or accurate information. It takes consumers up to one hour to validate their purchase as they sift through unreliable and sponsored content, fake reviews, differing offers and clickbait. The ‘influencer movement’ has muddied the waters even more.
 
Why am I trying to disrupt a well-oiled machine?
Throughout my career in the beauty industry, working my way up from an unpaid intern at LVMH to managing a beautiful portfolio of Estee Lauder’s luxury brands such as Tom Ford, my key objective was always to maximise online sales. With a plethora of marketing tools, intelligent data and strategies, my task was to ultimately persuade and convince online consumers that they would achieve the lifestyle or makeup look seen on our beautifully photoshopped campaign images.
 
In 2019, I decided to break away from corporate hierarchy and chains and instead disrupt the ugly industry that it has become. My online platform On Beauté has a fundamental purpose to support and aid the consumer in validating their beauty purchases by corralling all necessary and relevant information in one location. Save research time, save money and earn money on your beauty purchases. On Beauté will be a neutral and informative site independent from Brand marketing and sponsorship; it will be the first of its kind.
 
Where are we now? How has Covid-19 affected the business?
I am currently raising my first round of funding, £350,000, in the worst economic downturn in generations. However, Covid-19 has actually accelerated my mission. With hygiene rising to the forefront of the world’s psyche, consumers are no longer able to experiment with beauty testers in stores; forcing them to research and rely entirely on fragmented information online. Launching a business that aims to encourage consumers to research more intelligently, consume less whilst earning money is particularly apt in the current recession where people inherently have less money to spend.
 
The platform
The beta platform will be mobile-optimised and has been designed by a duo of Estee Lauder designers experienced in working with a portfolio of brands including La Mer, Smashbox and MAC Cosmetics.  I very much look forward to opening it to the public in Spring 2021.
 
Emerging Talent Award
During my school years, 2000-2007, I don’t believe I ever won anything at LEH – I was very smart and received my A grades but there were always girls who were smarter! Fast forward 13 years later, I am extremely grateful to have received the LEH Alumnae Award. The grant funded the formal Trademarking of On Beaute, an integral milestone in the platform’s journey to success. Thank you.