Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Naja Hall, Founder of Naja Hall Beauty, located in New York, NY, USA.
What's your business, and who are your customers?
My business is called Naja Hall Beauty, lovingly named after me. I launched this business for people just like me, busy entrepreneurs, working parents, people that are sick of being inundated by big names and overpriced cosmetics, individuals that depend on ingredient transparency, and anyone and everyone that loves to look like they've done the MOST without actually doing the most. My products are for people that want a simplified version of traditional mixed with trendy looks. I also provide Clean Skin Care for ageless beauties—because I believe that quality skincare and beauty should all be accessible to everyone.
Tell us about yourself
I am absolutely obsessed with makeup. I grew up in a family full of Divas, and frankly, I just love playing around with different looks. I also really appreciate the pure Artistry that comes along with being able to change our faces and edit our looks as we please. I take full advantage of being a girly girl, but I also understand that makeup is something that doesn't subscribe to a particular gender. It's more about a Feeling.
I'm a full-time entrepreneur, and I work as a Life Coach with people experiencing some of life's toughest transitions. One of the things that I began to notice with my clients is how stress negatively affected them physically. At first, I tried some of my skincare formulations on a few clients, and they started reporting back that they loved how the essential oils, ingredients, and the time to take care of themselves made them look and feel. And because I completely love makeup, introducing eyeshadows, lipsticks, and other makeup products was a no-brainer. This business started because I was already helping people heal their insides, but I think it's just really fun also to perk up our outsides while we're doing the inner work.
What's your biggest accomplishment as a business owner?
The fact that I've been able to open a second business, appeal to a vast niche of people so quickly, and still grow is a major accomplishment. Before I launched Naja Hall Beauty, I was fully aware that this industry is basically oversaturated. I also knew that I didn't have millions of dollars of seed funding and or celebrity endorsement. I've been able to build community over the years, and these people are not only supporting me, but they're sharing my products with their loved ones. It also helps that I was able to partner with a cosmetic chemist that understands my mission of clean, accessible products that do exactly what they say they're going to do.
What's one of the hardest things that comes with being a business owner?
I've been an entrepreneur for six years, but this brand is barely six months old. One of the hardest things that I've always tackled is time management. Although I am in the self-care industry, carving out time for myself has been both a challenge and a work in progress. I encourage every entrepreneur out there to make self-care and time off one of the things at the top of their list. I also didn't expect this business to grow as fast as it did. When I was getting advice on YouTube University, everyone said to start with a very small offering of products. Meaning you'd find one hero product and purchase about a quantity of 20. I quickly learned that the audience that I built was eager for the products that I was producing, and I am not a fan of seeing out-of-stock buttons on websites. Another hard thing is learning to listen to your own instinct about your specific audience versus what the industry standard is. Only you truly know what the best practice is for your business, and trusting your own gut it's tough, but it pays off in the end.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Do your research. Understanding your Market and the need that you can specifically feel is what's going to drive eyes to your business.
- Allow yourself some flexibility. One of the products that you might absolutely love may not be an instant hit, but your audience may be driven to something else. That doesn't necessarily mean that the product that you love is not good, but your audience is telling you what they want right now. Listen to them and cater to them. Make sales 1st. Send trends later.
- Become a voice and a space that your audience can trust. One of the most important things I did with my Life Coaching business was established myself as a subject matter expert. I showed up for my business and my audience every single day— on social media and via email giving them content that exponentially changed their lives. The more they saw me talk about my one particular subject, the more they began to trust me. I'm doing literally the same thing with my beauty brand, and it's simply rinsed and repeated at this point. Show up for your business and your audience every day. They have to know you, like you, and trust you.
Where can people find you and your business?
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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