We chat with founder and creator of Adorn Cosmetics, Briony Kennedy, on launching a beauty business in a competitive market, on what sets Adorn Cosmetics apart from other brands and about running an online business…or two!
What motivated you to start Adorn Cosmetics?
I launched the eco-luxe, cruelty free, Australian brand Adorn Cosmetics in September of 2009, after many years in business and the beauty industry, and soon after the birth of my identical twin boys as I could not find a cosmetics brand that was both natural and environmentally conscious, was of professional quality and that had the luxe look and feel of a high-end brand like say ‘Chanel’.
The cosmetics industry is a very competitive field. How do you distinguish yourself from your competitors?
We are the ‘Chanel’ of the natural cosmetics arena and a true ‘beauty with a conscience’ brand. Adorn Cosmetics is known for its ethical, cruelty free production of its cosmetics and takes the impact cosmetic packaging in particular has on the environment very seriously.
Adorn products are therefore NOT packaged in ‘glorified individual outer boxes’ and where possible delivered to our customers in only beautiful recyclable boxes with dried plant/potpourri type filler for a luxe look and natural protection.
In addition to this Adorn has an extremely successful REFILL PROGRAM that was launched over 5 years ago. Customers are encouraged to reuse their Adorn eco-luxe pots and in doing so help minimise landfill and their carbon footprint.
Adorn is one of the only colour cosmetics brand in the world to offer its customers the opportunity to trial its range by selling beautiful, eco-luxe Sample Pots and Sample Kits. The samples are hugely popular and we sell thousands each month.
Adorn products are also proudly Cruelty Free, Vegan, Toxin and Palm Oil free.
Why did you decide to keep your business online?
Initially it was out of necessity and financial reasons, but as time went on the decision to keep Adorn online was made to ensure our ‘message’ and brand ethics remained intact and with integrity – which at times can be diluted through ‘other’ traditional sales methods.
What habits helped make you successful?
Having a never give up attitude and doing the ‘things’ others are not prepared to do – which at times means working longgg hours. I believe very strongly about listening to your ‘gut’ and whilst at times it can be hard – not taking criticism personally but rather an opportunity for you to grow. I now look at criticism with a positive attitude and see it as an opportunity to develop better ways of doing things.
What advice would you give to someone wanting to start an online business?
Remember that your website is your shop and like a physical retail store you need to ‘dress and design’ it in such a way that will be appealing to your customer. Websites are often hard to use and poorly designed which leads to a negative customer experience. In many ways you will end up spending just as much money designing and maintaining a website as you would a physical store so bear this in mind when you start out.
What’s next for Adorn?
New product releases including organic lip glosses, lipsticks, liquid eyeliner and more skincare lines. Our worldwide reach is growing every day and we aim to continue reaching women across the globe by looking at websites in other languages to assist with this.
You’ve recently launched a second business called Perfectly Imperfect Mumma (PIMS). Can you tell me more about this?
In January 2015 I launched the Perfectly Imperfect Mumma Facebook Page, which has become somewhat of a ‘safe heaven’ for thousands of mums (and reaches over 1 million women each month) that need to feel normal in a world gone crazy with ‘perfection’. I simply put my day to day experiences – as raw as they may be – on the page to help other mums feel less alone and more part of a supportive/no judgement community. This approach has been very successful and I am very proud to feel that I can provide a platform for so many women needing that support.
What are your goals for PIMS?
To continue supporting women in their mummahood journey. Hopefully the PIMS platform continues to eases the anxiety so many feel about not being/doing enough as a mum and releases some from the overwhelming feelings of feeling they need to be a ‘perfect’ mum to be a ‘good’ mum….and therefore putting unnecessary pressure on themselves and their family and in some instances contributing to mental health issues.
How do you juggle being a mum and an entrepreneur?
It has taken many years of getting the work/life balance in order…however what I have learnt is this: when I am at work THAT’S MY FOCUS and when I am with my family then that is my ONLY FOCUS. Otherwise you are never truly ‘present’ and unable to put your best self forward in each situation.
