"Put all your efforts into what you do" with Bella Schneider

Bella Schneider is the founder, clinical skincare pioneer, and paramedical esthetician behind Bella Schneider Beauty Cosmetics and LaBelle Day Spas & Salons. She leads a team of more than 200 esthetic professionals at two premier spas and her wholesale division of professional cosmetics. For more than 35 years, she has traveled the world to bring service providers the best in esthetic science; as a groundbreaking formulator, successful retailer, and respected educator, her mission is to help professionals enhance their practice and grow their business. Winner of the Nouvelles Esthetiques lifetime achievement Crystal Award for contributions to beauty science.

https://www.labelledayspas.com/

https://www.bellaschneiderbeauty.com/

Can you tell our readers about your background?

I took an interest in skincare as a teenager when I was breaking out. My mother took me to have my first facial at a European facial salon. When I moved to the United States, after growing up in Ukraine and Israel, I was shocked at how limited the beauty offerings were in San Francisco. I came to San Francisco on my own. My parents were deaf, and my brother had severe cataracts and was even blind at one point. I came to America to complete my education and find a job to send money back home. I managed to secure a scholarship and complete a joint Political science and Economics degree at UC Berkeley. I worked in cosmetics and makeup to support myself.

What inspired you to start your business?

Once I graduated, I realized it was time to bring European quality esthetics to the San Francisco area. Quality European facials, cosmetics, waxing, and makeup were missing here at the time. What I would call vanity and beauty culture, with high in-depth skincare were less prevalent. I decided to take the economics acumen I acquired at Berkeley and combine this with my passion for beauty and skincare. I opened a small boutique salon in the heart of San Francisco’s shopping district. It was instantly a success; I couldn’t keep up with the business and appointment requests! I had clients travelling from an hour away for appointments. That’s when clients asked me to open another location in Palo Alto, CA that was an hour away.

Where is your business based?

Today it is in Palo Alto, California. 

How did you start your business? What were the first steps you took?

I had a small sum of money I had acquired but I needed more funding. I spoke to people I knew and approached the banks for additional funding. This was the hardest part, acquiring money as a woman in the late seventies and eighties, particularly in the beauty industry, was just unheard of. I had to rely on other strong women who had made it in banking to network and secure the loan in a male-dominated creditor field.  

What has been the most effective way of raising awareness for your business?

Communicating the message that beauty and vanity are healthy forms of self-love was big in the beginning. Also, sharing this message later on with men, that taking care of yourself and grooming are important personally and professionally, became an important message to convey later on. Today it is less necessary as the current generations thrive on self-care, beauty, and image. From picture taking to me-time, our current culture really appreciates salon and spa-time.

For me, the best ways to increase awareness have been by providing high-quality services and products as well as having central locations in popular shopping centers that have easy parking and access to other stores. Our clients refer my spas to their friends and family because they know we prioritize excellence and convenience. I found my niche by creating full-service spa-salons that offer everything under one roof and by creating my own products based on my years of experience and client feedback. They simply can’t get this from our competitors. 

What have been your biggest challenges and how did you overcome them?

I would say that the biggest challenge is developing loyal employees that are hard-working and meticulous. I have high expectations and so do my clients, so I require this level of devotion from my employees. It makes it harder to hire, as I look for long-timers, but it has also been the strength of my business. I have employees who have worked with me for as long as 20 or more years. I run my business as a family in this way. This can open me up to disappointments. My work has been to not take challenges personally and to realize that people will do as they do. 

How do you stay focused?

I am naturally a driven person. I have discipline and know that I always must be one step ahead of the rest. I never shy away from change or re-modeling my brand to keep up with the newest discoveries, technologies, and market trends. With this said, I know how to indulge in the things that cause me pleasure at the end of the day. To stay focused, I disconnect from the emails and phone at the end of the day. I also focus on optimism; I don’t indulge in feeling sorry for myself or imagining worst-case scenarios. I simply believe in my and others’ ability to overcome difficulty and come out stronger.  

How do you differentiate your business from the competition?

I focus on uniqueness. As I mentioned earlier, I offer a full-service experience. Clients can get all their services under one roof. Most spas don’t have this today because it’s more work for them. But my priority is what’s best for my clients. I make sure that our techniques, technologies, and products are always the best. By formulating my own products, I know that clients simply can’t find what I offer elsewhere. I personally train all my esthetic staff and only hire someone I would go to myself. My corporate culture is one of a family. From Christmas parties to one-on-one time, I treat my staff as my family. This is the atmosphere our clients love.

What has been your most effective marketing strategy to grow your business?

It’s important to contribute to the community you live in. I focus on Public Relations. I actively donate to the community and participate in my client’s passions and community service. More recently, I’ve focused on actively engaging my clients through an email newsletter. In this way, I keep them abreast of new developments and stay in constant touch.

What's your best piece of advice for aspiring and new entrepreneurs?

Do what you love. Put all your efforts into what you do. If you don’t love the subject matter, the product, or the service you are providing, you won’t be able to put in the time it takes to be competitive, successful, or happy. 

What's your favorite app, blog, and book? Why?

Because of my diverse background growing up in a communist country than in Israel, traveling the world, and living in the U.S., combined with my degree in Economics and Political science, politics are a passion of mine. Had I not chosen the beauty industry; I would have pursued a career in international journalism. I read news from around the world. Not so many blogs, but hard news from the Balkans, Europe, and the Middle East.

Truthfully, I prefer personal relationships with communicating online or on paper. Particularly, some of my personal clients, that are leaders in the political arena such as Condoleezza Rice, George Schultz, and others. I have the privilege of having in-depth discussions with them on current affairs. That’s what I find the most interesting. As far as books, I love Hemingway. I read all his books.  I have also read all of Elena Ferrante's books. They are brilliant!    

What's your favorite business tool or resource? Why?

I use my laboratories and my raw ingredient suppliers as my guiding light for quality ingredients that are effective and innovative. I continually read about new ingredients in trade publications and then create new formulations with my chemists in the function of my discoveries. I take the information that I learn about ingredients from the lab to practice; My true "laboratory" is my work with clients. I question them, experiment on them, and then come up with my new ideas and formulas based on their feedback. 

Who is your business role model? Why?

My main role model in life was my grandmother. I received my strength from her. She escaped and survived the holocaust and hid her family including a deaf child while her husband was in a labor camp. Her words and guidance are always fresh in my mind whenever I face opposition. She taught me to be strong and trust myself above everything else.

How do you balance work and life?

Spending time with my partner, daughter and grandson are especially important to me. I also make time to have coffee dates with my friends. I also love going to musicals and the ballet. I always plan ahead so that I know I have already scheduled in time for fun. 

What’s your favorite way to decompress?

I love to exercise, read a wonderful novel, watch international romance, and travel to Europe. Nature and esthetic there please all of my senses.

What do you have planned for the next six months?

I plan on observing what happens to the marketplace and keeping up with the trends. If we need to have less people in the spa due to COVID, that’s what we’ll do. If clients or professional estheticians need home services or home kits, then that’s what I’ll offer. I keep my fingers on the pulse of my clients’ needs and the actual marketplace.

How can our readers connect with you?

By emailing us at service@labelledayspas.com

“Nothing like a small win helps motivate you to push through to the next challenge” with Delane Mazaheri

Delane and her partner saw a need for change in color cosmetics.  They began to challenge the norms and fought to understand formulations that would be safer, eco-friendly, and most importantly—good for humans. Seeking expertise from professionals within the beauty industry and focusing on the science of beauty, STARE was born.  Delane guides STARE Cosmetics with expertise, love, and excitement. 

Bringing a new generation of long-wear color makeup to market is what STARE Cosmetics is all about.  Commitment to our customer, enhancing beauty through science and consciousness.

What inspired you to start your business?

Inspired by an idea, “makeup should complement your skincare routine”.  My team and I set out to create a color makeup line focused on high performance without skimping on quality ingredients.  We had one goal in mind, blend nature and science and make a product line healthy enough you would want your own family to wear.  Thus our gluten-free, paraben free and cruelty-free makeup was born.

Where is your business based?

We are based in Santa Barbara, California.  

How did you start your business? What were the first steps you took?

I first focused on the core items like product development, R & D, and business infrastructure then hired the right partners and employees so we could take our brand to market.

What has been the most effective way of raising awareness for your business?

Brand awareness is a process of steps taken to get your name recognized.  We set goals, hired specific teams of experts to help us achieve attainable milestones month after month. This collaboration helped us to finesse our brand ethos. Effectively garnering STARE press and media coverage, connecting STARE with our customers globally and also focusing on our local community, hosting events and aligning with charitable causes.

What have been your biggest challenges and how did you overcome them?

The route to ROI, I think all indie beauty seeks this relentlessly.  We dialed into our sweet spot (Indie Beauty – Gluten and paraben-free color cosmetics) and are creating opportunity within that space.  We know what we are good at, and to tell that story so it resonates with our audience is the most important aspect of sharing STARE with others.

How do you stay focused?

Having a brand consultant who keeps us focused and on task is very helpful.  We believe this has been the biggest asset to our recent growth. Setting goals and meeting frequently with our team to understand our business, what works, what might need to be changed and what we need to better.  I constantly check in with everyone to get feedback and take note of the successes along the way too. Nothing like a small win to help motivate you to push through to the next challenge, which always seems to be the case in small business.

How do you differentiate your business from the competition?

We are only trying to be us.  STARE is committed to providing a luxury high-quality product. I am always working to discover ingredients designed to aid in the benefit of great skin.  We don’t skimp we will wait until we know a formula can be done just the way we want it. Performance, ingredients, and quality are paramount in how we differentiate ourselves.  It’s crazy but when you combine great ingredients with amazing beauty science, you get wonderfully high performing long wear makeup. Over 70% of our line is vegan, and we have worked hard to make that happen.

What has been your most effective marketing strategy to grow your business? 

STARE’s strategy has involved being nimble, learning from our mistakes and focusing on quick responsiveness to all categories within marketing a new business.  Adapting to new technologies, listening to customer feedback.  Our success is connected to our customers and the invaluable insight they share about our products.

What’s your best piece of advice for aspiring and new entrepreneurs?

Research and ask questions.  When starting a business there is so much to think about.  Knowledge is power and will help you map your plan of growth effectively.  

What’s your favorite app, blog, and book? Why?

One of my favorite books that comes to mind is “NOT TAUGHT” by Jim Keenan and Backblaze is one of my most helpful apps I have discovered.  It gives me the ability to back up and have access to all my data right on my handheld device. 

What’s your favorite business tool or resource? Why?

The ability we all have to source the great world wide web.  I love the access the internet provides, invaluable for contacts, information, and resources.

Who is your business role model? Why?

In business, you try to cultivate relationships designed to serve both parties.  I have had many mentors and within those relationships; I have learned so much about myself and experienced growth because of the wisdom shared. It was a cumulative effort and the best part of having great business role models.  A collective is better than one in my opinion. Supporting someone in their dreams seems valuable to me and I am grateful to those have done the same for me.

What is your beauty routine? What are some of your favorite products?

Great skin and beauty is a combination of internal and external awareness.  Even self-care at home can be beneficial in keeping yourself glowing. I love STARE’s Eye Revive Serum and our Botanical Hydration Mist. I don’t think I go a day without using either.  

How do you balance work and life? 

The age-old question of balance!  It is hard as an entrepreneur to find this balance.  I schedule “me” time and family time as much as I can to achieve balance.  If there are times I work too much, I ask myself what can I do to work smarter not harder.  Social media can be a time sink, I guide my team but they manage the brunt of that task.  STARECosmetics.com and @starecosmetics is always a work in progress but what we hope to achieve is to inspire all genders and all skin types to find their own beauty and enhance it with our “good for you” products. Our Facebook page shares a little more about events we may host throughout the year.

What’s your favorite way to decompress?

I love naming STARE products.  I find it relaxing and fun. Inspiration comes from all around, it’s definitely a very personal task and connects me to the STARE brand a little more intimately.

What do you have planned for the next six months? 

It’s a great time for STARE—we are rolling out our brand in several luxury hotel properties like The Ritz Carlton, Dallas and Gurney’s in Montauk this summer, and hosting amazing events like master classes with celebrity makeup artists throughout the US.  We will be at Miami Swim week this year and then co-hosting a fabulous event in DTLA this August with The Collective Affair and Christine Kong of Daily Kongfidence. STARE is planning to be in London and Dubai soon too! Big goals worldwide for this little indie brand.

How can our readers connect with you?

I am always an email away at info@starecosmetics.com or our Instagram DM is great too. @starecosmetics. 

Q&A with Kismet Cosmetics Founder, Caitlin Picou

Today's interview is with Caitlin Picou, founder of Kismet Cosmetics. Here is what she had to say about launching and growing a successful beauty business, despite the competition.

1). Can you tell our readers about your background?

I have been developing products in the beauty industry for over eight years now. I began creating hair care products, and then made the switch to creating my own cosmetics line and becoming a licensed makeup artist. And since I started my company four years ago, I have grown it to have five employees and have been featured on CNBC's Billion Dollar Buyer. 

2). What inspired you to start your business? 

My father was a major influence on me and my want to go into business for myself. My father believed in entrepreneurship and small businesses. He passed away unexpectedly in April of 2012, and this pushed me further into my drive for my own brand. By July of 2013, I had developed and launched my first product. 

3). Where is your business based?

Kismet is based out of my hometown of Covington, LA. It is a suburb just north of New Orleans. 

4). How did you start your business? What were the first steps you took?

I had developed many contacts throughout my career, so once I had the product idea in my head, I reached out to a few friends I had made to see if they could point me in the right direction of a manufacturer. I knew I wanted to launch a product that wasn't typical. It had to be eye-catching and create a dialogue. So I went with Opulent, a body bronzing lotion that doesn't contain DHA like self-tanners. Some have called it 'Liquid Gold'

5). What has been the most effective way of raising awareness for your business? 

Obviously, the TV show skyrocketed us into a totally different category. But pre-television, I built my brand by getting out there and doing as many pop-up events as possible. From New Orleans Fashion Week to reaching out to brick-and-mortar stores, I slowly built my following by getting in front of people, social media, and quality products. 

6). What have been your biggest challenges and how did you overcome them? 

My biggest challenge is probably myself. The self-doubt that enters your head when you are in such a highly competitive market is probably the biggest thing that hinders me from moving forward. But this comes with the territory of owning a business. The dangerous rabbit-hole that makes it worse is social media. So don't compare yourself, stay focused on your goals. 

7). How do you stay focused?

These days it is extremely challenging. I am a new mother to a beautiful daughter, Ruby James. So yes, she comes with me to work everyday. And I actually learned I was pregnant the week before we started filming the TV show. So by the time it aired, I was 7 months pregnant and life was changing personally and business-wise.

But my biggest tool is time-management. I schedule out certain blocks of the day for calls, emails, and business development. Plus I have a to-do list notebook that never ends. 

8). How do you differentiate your business from the competition? 

This is an extremely competitive market. Our key point-of-difference is our distribution method. We make it possible for smaller boutiques and salons to carry our cosmetics line. We also let our products speak for themselves. The quality is there. And that keeps customers coming back for more. 

9). What has been your most effective marketing strategy to grow your business? 

I would have to say our Pop-Up strategy has been key to growing the brand. Whenever a new store carries us, we set a date to have an in-store pop-up. The store owners can invite their favorite customers, and we can pamper them, inform them about the product, and have them leave with some in hand. The key is getting people to try it. Once they do, they love it!

10). What's your best piece of advice for aspiring and new entrepreneurs? 

Ask for advice. Seriously, don't hesitate to reach out to other inspiring entrepreneurs. Odds are they have been in your exact same shoes and have advice for you. Experience is priceless in this industry. But don't be afraid to learn. I am learning new stuff every day. 

11). What's your favorite app, blog, and book? Why?

I am a big fan of podcasts. I can listen to them while I work. Currently, I am a huge fan of Boss Girl Creative, while this is focused more on the business of being a blogger, it has tons of useful tips for a business owner. As far as a book, does an audio book count? I am really into 'Grace Not Perfection' by Emily Ley. Since having my daughter, it has been an adjustment of expectations. And this book helps me through. 

12). What's your favorite business tool or resource? Why?

Asana has been a great resource for me with my growing team. It keeps tasks and to-do lists all in one spot. Also, don't even underestimate the power of YouTube. I am pretty sure that is how I taught myself Photoshop, Quickbooks, Photography and even how to create YouTube videos. 

13). Who is your business role model? Why? 

Kendra Scott is a 'Goals' brand and person I look up to very much. She started with hats at a mall kiosk and has built this boutique-brand that has taken over. She did it with class and originality. And I just want Kismet to be to cosmetics like Kendra is to jewelry. 

14). What do you have planned for the next six months? 

The next six months are our busiest time of year. We are working on a lot of gift items and sets, along with TONS of new products. Plus, I have an exciting partnership that I am ironing out with this major product that will disrupt the beauty world. Hoping to announce it very soon. We are also focusing on Dallas next for our next big market to open up. We like to spend about six months in a new city to really get to know and meet the consumers. 

15). How can our readers connect with you? 

As with most brands, we are available on Facebook, Instagram, YouTube, Pinterest, SnapChat and Twitter with the handle @kismetcosmetics. Of course, you can learn more about the brand, and even send us a selfie and we will help you pick the right lipstick color, from our website www.kismetcosmetics.com. 

I have worked with multiple brands, people, and bloggers and have built real connections to grow the brand. For example, I develop lip colors for collegiate dance teams, LSU, WVU, and SLU. That has been a really fun partnership and hope to continue to grow this part of my brand over the coming years. I have also partnered with local Kendra Scott stores to host beauty nights. And in regards to bloggers, this has been a hard territory, because so many want a lot of money just to post one time on one social media outlet. I totally get it. But I look more for bloggers who truly love the brand. We build a partnership and they get all of our products plus their own affiliate links. But I want them to truly embody and believe in what I am doing. So you won't ever find me paying a blogger to talk about us. If they do, it is simply because they love Kismet.