"“If not now, when? If not you, who? Get your plan together and jump in” with Kathleen London
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Photo Credit: Linda Dobel Photography
Kathleen London has brought a taste of the UK to the Main Streets of Michigan- building upon years of retail industry experience to found London Beauty, a cheeky beauty space that allows customers to express and embrace their individuality through independently owned, cruelty-free makeup and skincare products.
Can you tell our readers about your background?
I was born and raised in the Midwest, and moved to New York City shortly after college. Making it to The Big Apple & experiencing all NYC has to offer was always a big dream of mine. I soon entered the world of high-end luxury retail, working as an executive for brands such as Sergio Rossi, Max Mara, and Mackenzie Childs. I also managed the Madison Avenue Barney’s NY and fell in love with the cosmetics floor there. It was at that time that brands were launching exclusively in places like Barneys, and hearing the founder’s stories & being able to play across brands sounded extremely freeing. From there, I soon found myself driving down the Main Street of Brighton, Michigan- where I discovered a tiny little gem with a ‘for rent’ sign. That gem would become the first London Beauty location- a posh, UK-inspired storefront that encapsulates everything I love about beauty and retail.
What inspired you to start your business?
As a woman, I have always felt that the makeup and skincare industry tends to try to lump us into a single category. Young or old, full glam or all-natural. It was frustrating because I feel like I could be in any category on any given day. I craved a place where women could go & not feel judged, feel free to ask all the questions they want, and buy what makes them feel awesome at that moment.
Where is your business based?
We are happily based in Southeast Michigan, with hopes to expand into more areas of the Midwest.
How did you start your business? What were the first steps you took?
I had the idea for London Beauty many, many years ago, but life & love finally brought me to the place where I had the support and the ability to execute it– Brighton, Michigan. I began by making lists and hiring an amazing designer to craft our logo. It was like getting into costume– it truly set the stage for everything else.
What has been the most effective way of raising awareness for your business?
Getting yourself and your team to truly live and reflect your brand in every aspect of the day. It motivates those you encounter to get curious and check you out. In the early days of a business, this is the most cost-effective strategy.
What have been your biggest challenges and how did you overcome them?
Money, money, money. There is a lending gap for women-owned businesses. Banks don’t like to back us. Find ways to run lean, open small, and grow organically. And absolutely use your support system to keep yourself sane.
How do you stay focused?
The question really is– how do I stop focusing? When it’s your own business, it’s hard not to be myopic. You wake up at 3 AM remembering a task or brainstorming an idea. Delegating and letting go is the challenge.
How do you differentiate your business from the competition?
Kindness. We focus on making each client feel heard, and then giving them the London Beauty experience. In today’s industry, it amazes me that this is a missing element.
What has been your most effective marketing strategy to grow your business?
Word of mouth. It really is the best, most inexpensive way to get your message out. I remember hearing a story about Jo Malone when she first launched in NYC– she would have her friends take her beautiful shopping bags with them when they walked their dogs on Madison Ave. Absolutely brilliant.
What's your best piece of advice for aspiring and new entrepreneurs?
Go for it! If not now, when? If not you, who? Get your plan together and jump in.
What's your favorite app, blog, and book?
Lately, I’ve been obsessed with the fitness rings on my Apple Watch– chalk it up to January! I don’t read many blogs, but I love to read to decompress. My favorite series right now is the Inspector Gamache Mysteries by Louise Penny. It’s extremely well written and allows me to completely escape!
What's your favorite business tool or resource? Why?
My favorite resources are my fellow female business owners. During the pandemic, I found great comfort by sitting between 2 other women leading businesses. With them, I can cheer, cry, brainstorm, and find partners.
Who is your business role model? Why?
I have so many business role models! Bosses from my past, fellow female founders, industry leaders. Inspiration can be found everywhere.
How do you balance work and life?
I know it sounds trite– but seriously, it never feels like work when you love what you do.
What’s your favorite way to decompress?
Working in the beauty industry has many perks! I get the fun of trying all of the fun products I see at home. Right now I’m playing with a new Crystal IR Mat & Light Therapy Mask!
What do you have planned for the next six months?
London Beauty is currently acquiring a new location, so we are hyper-focused on making sure we have that baby up & running as smoothly as our original location!
How can our readers connect with you?
The best way to see what we’re up to & connect is on our Instagram- @LondonBeautyOnline. Feel free to ask our team questions & hit us up anytime!
www.instagram.com/londonbeautyonline