We recently had the opportunity to have an insightful session with Alana Wambeek, Co-founder of Laria Beauty, a Dubai-based beauty brand. As a highly accomplished makeup artist, Alana has over 12 years of experience in industries spanning banking, retail, and advertising, reflecting her multifaceted expertise.
Managed by two friends, Alana and Ria, both experts in the industry, Laria Beauty offers premium quality products empowering professional makeup artists that are both cost-effective and easy to use. With Laria Beauty, Alana Wambeek is dedicated to offering accessible and innovative solutions for fellow professionals in the beauty landscape.
Spark Behind The Journey
We started the interview by asking, “What inspired you to start or lead this business, and how has the journey surprised you?”
Alana Wambeek shared, “Our journey as makeup artists started with a simple wish to find the right products and tools that make our work easier, like the perfect brush, great lighting, and a comfortable chair. We noticed a gap in the market, and that realization sparked our passion for creating essential tools all in one place. We’ve faced challenges along the way but have experienced amazing support from our community.
Expanding to different markets and platforms has given us the chance to connect with artists worldwide. We’re proud of how far we’ve come and stay committed to providing top-notch solutions that elevate artistry. Our mission is to empower fellow artists, helping them overcome the hurdles we once faced and inspiring them to fully express their creativity. Together, we’re building a vibrant community of artists, and we’re excited about what’s to come.”
Lessons Learnt Throughout the Journey
Intrigued to learn about Alana Wambeek’s experience that shaped her approach to business and if she would like to change anything, we asked her, “If you could go back to your first year in this role, what advice would you give yourself?”
“Reflecting on our journey, I would say that I wouldn’t give myself any specific advice for our first year. Each mistake and challenge has been a vital stepping stone that has shaped our success. That said, I recognize that entering the business world can often lead to feeling overwhelmed, especially with the temptation to expand product lines quickly. It’s crucial to understand that sometimes, focusing on one winning product is all you need to drive significant sales.
Prioritizing thorough market research and aligning with products that fit our brand is essential. This approach allows us to meet our customers’ needs effectively while maintaining our brand integrity. Ultimately, the lessons learned through experience have been invaluable, and I wouldn’t trade that for anything,” she mentioned.
Navigating through Challenges
We further asked, “How do you approach solving problems that don’t have clear solutions?”
Alana Wambeek added, “In addressing problems that lack clear solutions, we leverage the strengths of each other, having a partner in the same industry. Our shared passion and expertise enable us to collaboratively identify issues as they arise and approach them from multiple angles. I firmly believe that every problem has a solution. By examining challenges carefully and seeking the right advice, we can often uncover innovative pathways forward.
Additionally, actively soliciting feedback and insights from our customers has proven invaluable. Their perspectives can shed light on issues we may not have considered and guide us toward effective resolutions. This collaborative and customer-focused approach allows us to navigate uncertainties with confidence and creativity.”
What it takes to be a Successful Niche Brand
Interested to learn Alana Wambeek’s perspective on the role of adaptability for the success of a niche brand, we asked her to share the same.
Alana Wambeek replied, “When we first launched our business, we put all our eggs in one basket and focused on selling through just a single platform. Being a niche brand and a startup made it tough to attract an audience and gain clients, especially without a big marketing budget. Realizing we needed to diversify, we slowly expanded our presence to different markets and platforms. This gradual approach not only helped us reach a broader audience but also allowed us to tweak our strategies based on customer feedback and what was happening in the market.
One of the most impactful aspects of our growth has been the power of word-of-mouth and referrals. It’s amazing how trust builds within a community! On top of that, connecting with influencers who resonate with our brand has really helped amplify our reach and credibility. As we look to the future, we’re committed to using these organic growth strategies while continuously seeking new ways to engage our audience. This journey has taught me a lot about the value of being adaptable, fostering relationships, and implementing smart marketing strategies to drive success.”
Turning Out-Of-The-Box Ideas into Opportunities
We further posed the question, “What’s the most unconventional idea you’ve implemented, and how did it turn out?”
“One of the most unconventional ideas we’ve implemented at our brand is the introduction of depotting and condensing makeup products for professionals in the UAE. This innovative concept allows makeup artists to enhance their efficiency by reducing the bulk of products they carry while also keeping their tools organized.
Given that makeup artists typically transport between 30 to 50 shades of lipsticks, each housed in bulky packaging, we recognized a significant opportunity for improvement. Deporting enables artists to condense these various shades into a streamlined 24-color palette container. This not only reduces the physical weight they carry but also makes it easier to access and use products on the go. We launched an awareness campaign showcasing the benefits of deporting, emphasizing its practicality and the sustainable approach it promotes in the beauty industry.
By partnering with local makeup artists and influencers, we illustrated how this method could revolutionize their work processes. Although deporting is a familiar concept in many Western markets, it is relatively new in the UAE. Since our launch, we have noticed a positive shift in interest and demand for this solution among makeup professionals. Initial feedback has been encouraging, and we are committed to continuing our efforts to raise awareness about this efficient practice. With the growing market for such innovative solutions, we believe deporting will soon become a standard in the region,” Alana added.
Staying Ahead of the Curve
To understand how Alana ensures her business stays updated with the industry trends, we asked her, “How do you identify and seize the latest opportunities in your industry?”
Alana Wambeek explained, “As working professionals, we observe our surroundings closely. By noticing what colleagues use and what they lack in their kits, we identify gaps that our products can fill. Staying updated with industry trends and professionals also helps us recognize and seize the latest opportunities effectively.”
Empowering Artists in the Field
We requested Alana Wambeek to describe her leadership style in one word and the reason behind the same.
Alana Wambeek mentioned, “Empowering, as our brand is dedicated to creating products that enable artists to excel in their craft.”
Major Setbacks: Adaptability Amidst Uncertainties
Setbacks are an inevitable part of every business journey. To learn how Alana handles these phases, we inquired, “Can you share a challenge you faced that led to a surprising breakthrough?”
“One of the significant challenges we faced was starting a niche brand dedicated solely to providing solutions for professionals in the beauty industry. Initially, reaching our target audience was difficult. However, over time, we have successfully built a strong and supportive community of professionals who believe in our mission. Looking ahead, we are also adapting to reach a wider audience with beauty-focused tools and products,” Alana added.
A Wave of Change
We ended the session by asking, “If you could change one thing about the industry you work in, what would it be?”
“I would encourage the industry to adopt more efficient and sustainable practices. By investing in the right tools and products, we can work with greater ease and achieve better results,” Alana responded.
Follow Alana Wambeek on LinkedIn.
Find Laria Beauty on their website https://lariabeauty.com/pages/about-us?srsltid=AfmBOoo5icOy3KkrDmb8-YduSM_NeixUWVHFF7E_UmpZcTosF6ODKiW1.
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