Daniel Kiyoi, Tarte
Which product didn't do as well as you expected? What did you learn from that experience?
Two summers ago, we created a palette called Golden Days and Sultry Nights. The print on the packaging was really cute, but it didn't do as well as we hoped for one main reason: there weren't enough shadow pans in the palette! We only featured five large shades, and I think people didn't perceive it as a good value. Even though the packaging, shadow formula, and size of the pans were all good, the actual shade range offering was not enough. We learned that customers want a ton of shades in palettes! We've never made that mistake again and our palette business is so strong we can't even keep them in stock!
Tell us one unexpected way you use a cult product.
Well, I'm not a makeup artist, so I can't give you too many hacks from personal experience. However, I can tell you that I use our Maracuja Oil for everything! I use it on my face, cuticles, feet, lips, neck, and elbows. But the use that I particularly love is on my scalp. It's perfect for helping you get rid of unwanted dandruff and giving you a healthier scalp overall. Just part your hair and put a few drops directly on the skin at night and sleep with it. You'll notice a healthier scalp that is flake-free and happy. I can't claim this, but I'm also convinced it can give you healthier, shinier hair, too.
What is your best advice to someone trying to break into the beauty industry in 2016?
Follow as many social girls as possible! Influencers are the future of beauty. So if you have a good understanding of social and know who the key players are (and will be), you will be a huge asset to any brand.