At 21, Brandy Leifso was in a rehabilitation center for psychological assistance to women, because she had nowhere to live. She had difficulties in the family and she left home. It was a difficult time, and Brandy recalls how she talked with other women and was ready for anything.
The main thing is not to give up
“30 women lived in the house, and we all waited for time to prepare and get together,” said Leifso. “Despite all our differences, something still united us.” These moments influenced the girl so much that they served as the basis for the flourishing beauty company, which became the main mission of the girl. The company creates cosmetic products that inspire customers to treat not only each other better, but also animals and the planet as a whole.
How it all started
Brandy is now a rising star in the beauty industry, but she started from the bottom. She had a laptop and only $ 15. With such "wealth", the girl learned to use Photoshop and created a website on Google. She learned this on YouTube. Leifso placed her logo on general photos of makeup products and made catalogs for customers.
“Would I have the courage and desire to start it now?” Probably not, the girl admits. - Then there was such a moment in life when I had nothing to lose. I did not risk anything. I don’t think that at that time I was fully aware of what I was doing. ”
First results
Brandy's method was different from the tactics of competitors and ultimately paid off. This allowed her to establish her own company, and then accept and send paid pre-orders. Her client base increased after advertising on the video blogger channel Michelle Fan.
Leifso did not stop there. She continued to improve her strategy. Brandy collaborated with the manufacturer, which eventually became the company's first investor. When the first successful deal was made, the girl had a birthday, so she celebrated two events at once.
Leifso was interested in the accelerator, who wanted to offer his assistance in financing and mentoring. This was the start for further growth and business leadership.
Development of the company
Throughout career growth, only one thing has not changed - Leifso's commitment to his mission.
“This applies to every decision we make, and in fact facilitates the management of the company and its development. When you have a million decisions a day, you can use any of them, ”the girl said.
Brandy's commitment to the environment, animals and people led her to a new idea: hemp. It is widely used and appreciated in many industries. Leifso came up with the idea of reducing the company's use of plastic packaging and the use of hemp-based packaging materials.
Another growing problem among consumers in the beauty industry is the ingredients of perfect freshness. Hemp is great for these rules. Therefore, Brandy satisfies the consumer demand for perfect freshness ingredients in cosmetic products. According to the girl, cannabis seed products can legally move around the world, because they adhere to strict rules for its processing.
Leifso recently entered into a partnership with another company developing products containing cannabidiol and tetrahydrocannabinol.Since the first one is now in fashion and on its basis everything is produced: from drinks to treats for dogs, the girl wanted to make sure that these substances are safe for consumers before including them in her product range.
Business is booming
Leifso recently removed its products from retail stores. Now it focuses on the direct consumer. Leifso's strategy has become popular among other companies in the beauty industry. It allows you to create communities around your products. This is exactly what Brandy plans: to attract people of any income to his environmentally friendly products.
“Glossier has high expectations, but it is not suitable for people who do not care about the environment,” she said. “I think it should be used.”
Leifso's tactics and products are a consequence of the fact that it remains true to its original mission. Many corporations achieve success when they adhere to highly professional goals, where values come first, not financial results. However, for Brandy, massive growth and rapid expansion of the client base are achieved by fulfilling the mission that the girl lives, but simply does not declare about her.
The cosmetics company Leifso donates $ 1 from each product sold to women's organizations focused on equality of people.
Brandy's entrepreneurial spirit allows her company to develop in the right direction: protecting the environment and the people in it.
“My task was to create something that would help us improve the future. Cosmetic products and the company were supposed to be worth something, ”the girl admits.