Pamela Laird, the name that everyone who’s anyone in the Irish beauty industry has heard, and used, on more than one occasion. She’s the first point of call when you need your nails ahead of a photo shoot to be, well… nailed. She’s also on the last-dialled list of models, editors and beauty experts thanks to her expertise in pretty much every aspect in the beautisphere.
Pamela has since switched focus and is the creator of the revolutionary beauty brand Moxi Loves. Moxi Loves is the hottest name in the industry and is bringing innovative, clever, clean beauty products to the masses. At the forefront of emerging trends, the brand is designed to make travel beauty simple, fun and affordable.
Thank you for joining us Pamela, can you tell us a little bit about your background and your journey prior to joining this year The Apprentice cast?
My mum has owned a beauty salon since before I was born so you could say I grew up in the industry! I would always go there after school and I just loved it. I think I was destined to end up working in something to do with beauty. I set up Moxi Loves in 2017, we launched straight into Primark and the brand grew fast. I launched one product- a liquid-filled cotton bud. We sold over 1million buds 1’d had great success. We hit a bump when
The EU commission banned single-use plastics in cotton buds and we had to phase out our hero product. It was a massive hit to the business but I managed to launch 2 new eco-friendly products which we launched back into Primark with great success. I was at a stage where I needed investment to grow the range further so decided to apply to The Apprentice! Since the apprentice o have launched our Third product “dry shampoo sheet” which is a biodegradable alternative to dry shampoo!
When preparing to launch Moxi Loves, what courses, workshops, extensive research did you study to gain market knowledge?
I have been working within the beauty industry since I was 15 so I’ve had lots of experience hands-on with clients. When I left school at 18 I opened my own nail bar and started to work for Irish magazines, cover shoots and brands as a manicurist. Working behind the scenes on photoshoots was my inspiration behind my first product- a liquid-filled cotton bud. I did know my market quite well and at the early stages, I didn’t do any workshops etc, however, while running the business I have found networking events extremely useful and try to attend any and all that I can. Opening up your network as a solo entrepreneur is vital!
How you are balancing the work/life strife?
I don’t have a great balance because work really is my life right now! But I enjoy it and so many good things come from my job, fun events and trips away. I do try to have nice meals and add on days whenever I travel.
We know that your mother owed a fabulous beauty salon, which ignited the fire for your passion within the beauty industry. However, who is the team behind you currently at Moxi Loves and do you currently have any other mentors apart from your mother?
My mum is my biggest cheerleader and inspiration but I have to say I have an amazing network of people around me. Super talented business people I call on for dilemmas, ideas and sometimes to vent! The employed team currently consists of just me however I am on the hunt for the right business partner and my first step is to grow my team. I’m very excited about that. It’s a lonely road as a solo founder and you really can’t do it all! Mentors have been pivotal in my business growth.
What platforms are you using as marketing tools for Moxi Loves?
I use Instagram a lot, it’s great to showcase our products and to share customers reviews. It’s a great place for reposting influencer content too. Recently I have expanded our activity on LinkedIn which I believe is brilliant for next working and B2B marketing.
Do you currently use any apps or tools to help the functionality of your business practice?
I do use some apps, I find Canva great for creating Instagram story content. I use some photo editing apps to enhance our flat lay photographs. Also, repost app to download influencer content to repost on other platforms. We use Shopify for our website, it’s extremely reliable and I knew with the Apprentice we would have to use something robust to handle the traffic.
Who is the most influential female powerhouse that you admire and why?
In Ireland, we have some amazing female founders and I’m inspired by these women every day! One is Suzanne Jackson, she made the move from blogger to brand owner and now exports her products to a number of other countries. I love following her journey!
If you could tell your 18-year old self a solid piece of advice, what would it be?
Part of me wishes I had done a degree to have some background in business. I do believe this would have been helpful for the level I’m at today. I think I took my 18,19,& 20’s quite seriously as I had just left school and started my own business! I would probably tell myself to lighten up and not work so hard! I missed a lot of nights out and travel in those years.
What does #BEYOUROWN mean to you?
BEYOUROWN really resonates with me as an entrepreneur. I love what I do and I’m so lucky to be able to work on my passion every day! It’s so exciting and I really feel the sky is the limit!
What does 2020 look like for you and how are you planning to expand Moxi Loves?
2020 is such an exciting year for myself and Moxi Loves! I’ve had quite a number of investment offers since making it to the final 5 in The Apprentice. I hope to have a business partner in the second quarter of 2020. Growing my team but also expanding the product range is key. I have 1 product planned for February and lots more to come! We are launching into Boots UK and hopefully more UK stores.
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