Claudia Soare, Anastasia Beverly Hills
Which product didn't do as well as you expected? What did you learn from that experience?
The first time we launched the Cream Contour Kits, a few of the colors came out too warm. There was immediate feedback from our customers, so I went back to the lab and tweaked all the shades to make them cooler. We relaunched the kits close to a year later. Thankfully, the second time around it was tremendously successful.
Tell us one unexpected way you use a cult product.
A lot of makeup artists I work with use our Clear Brow Gel to keep cowlicks and baby hairs in place. And, lately I'm noticing our followers apply our metallic eye shadows to the center of their lips over Liquid Lipstick to create contour and dimension.
What is your best advice to someone trying to break into the beauty industry in 2016?
Know what you're doing, know your customer, be as original as you can, and don't look to other brands for inspiration. If you're inspired by something that is already out there, you're not being innovative.