Building a public profile in line with your business can feel like a necessary evil for many in the beauty field. In an age of social media stars and influencers galore, those in the industry can no longer lean on their qualifications alone to stand out. 

For four beauty industry leaders, the establishment of their public profile has been a crucial factor in their success. Ahead of next week’s virtual Very Important Beauty (VIB) event, panelists including founder of Synergie Skin, Terri Vinson, internationally acclaimed makeup artist, Rae Morris, and Cosmechix podcast hosts and Fayshell owners, Ella James and Katelin Gregg reveal what they’ve learnt as the faces behind their clients’ beautiful faces.

When it comes to your professional successes, how important has building a public-facing personal profile been, particularly working in the beauty field?

Cosmechix: “Establishing a public profile has been the key to our success. Cosmechix began as an idea to start a social platform that educates millennials on cosmetic enhancements, skincare, and beauty. In the beginning, we did not have a public profile and subsequently spent the next three years building relationships by interviewing industry experts whilst also engaging with our followers online. Over time with consistent and relentless posting, our social presence and reputations grew, and this inevitably set the foundation to launch our startup, Fayshell.”

Terri Vinson: “It was very important having a public profile. I believe that our clients will connect with my brand and products more if they know the face and personality behind their products. There are few female skincare formulators who are also the owner and MD, so understanding that person and their passion for this beauty industry and dedication to skin health is pivotal in taking them on the Synergie Skin journey.”

Rae Morris: “I never intended to build a personal profile, it just organically happened. However, if ‘personal service’ is your ‘brand’, then it’s essential.”

What measures have you taken over the years to ensure the public know who you are, and know your work?

Cosmechix: “We have invested time into fostering a robust online community, inserting ourselves in important beauty conversations with experts, and of course creating candid, educational beauty content for both our brand and others. Each of these factors have been instrumental in building our new-age skin clinic, Fayshell.”

Terri Vinson: “Some of the measures I have taken over the years include –

1) Attending as a keynote speaker at medical aesthetic conferences (nationally and

internationally);

2) Appearing as a guest and panelist at public forums to help educate the end-users

3) Publishing my book: ‘Skinformation- A Clean Science Guide to Beautiful Skin’;

4) Education via social media, including LinkedIn, Instagram, Facebook, and creating educational and product videos for YouTube;

5) Appearing on industry podcasts

6) and creating educational content for blogs and industry publications”

Rae Morris: “I’ve been so lucky with the industry and the timing of my career. I work in the celebrity, editorial/fashion industry so my work gets published everywhere. I’m also so fortunate I worked with magazines in a time before social media and only very few artists got to work at the level I have. Now with social media,  we have seen an explosion of artists enter the field. I always say: ‘one Instagram post can change your life’, but you’re now amongst 1000 other players so getting the exposure takes more skill, patience and persistence than ever before.”

“I always say: ‘one Instagram post can change your life’, but you’re now amongst 1000 other players so getting the exposure takes more skill, patience and persistence than ever before.” – Rae Morris

Can you recite an experience that called your personal reputation into question, or at least had you doubting whether getting your name out there was the right move for your business/es?

Cosmechix: “We’ve never doubted the importance of personal reputation in building a brand, however this can often be a double-edged sword as it’s challenging to switch off from social media with the constant pressure to be sharing online 24/7 to stay relevant.”

Terri Vinson: “I have always tried my utmost to be transparent in our industry and be totally open to admitting that science is ever-evolving with new theories and ingredients constantly emerging. Being open-minded to this change is the basis of science so I feel this is the best way of keeping me accountable and maintaining my reputation as a clean and transparent formulator.

In terms of self-doubt, honestly, there are still some days I don’t want to be in front of a camera at all. Some days I would love to be less visible as the brand ambassador. But being comfortable in your skin is the core of my message, so I try to be an example of skin confidence as often as I can. But I think it’s okay to acknowledge that everyone has hard days, and that detaching yourself from your inner critic is a daily process.”

Rae Morris: “There’s been so many temptations, and the constant question of ‘I wonder If’; this is when having anxiety and being super sensitive has its strengths. I could never live with myself if I accepted the unethical jobs that I’ve been offered, also I’m not motivated by money, which is a real blessing. So whenever I’m asked to promote a brand I don’t believe in, I always ask myself ‘does this job elevate me as an artist, or elevate my business?’”

“Being comfortable in your skin is the core of my message, so I try to be an example of skin confidence as often as I can. But I think it’s okay to acknowledge that everyone has hard days, and that detaching yourself from your inner critic is a daily process.” – Terri Vinson

What piece advice would you share to a beauty professional looking to generate interest in their business?

Cosmechix: “The number one thing we’ve learned when building an audience, where your target demographic are millennials or gen Z’s, is that individuals create stronger bonds with people over brands. This means if you are willing to be authentic and talk to the camera when making content, or take the time to show not just the highlights but also the muck-ups in business, this can be really powerful in building rapport with your online followers.”

Terri Vinson:

“1) Always be true to your brand convictions. Have a key brand platform that you always stand beside and never deviate from this message;

2) Maintain transparency about your brand, product, and the science that supports it;

3) Embrace your mistakes as they are your best teachers… as long as you only make the

same mistake once;

4) Stay humble. We are only a cog in the wheel of our big picture business, but always play

your part to the best of your ability;

5) Success does not happen overnight. I use the PATH analogy:

P – Passion. Have passion for what you do and follow your calling;

A – Ability. Have skills in what you want to bring to the market. In my case it is formulating

chemistry;

T – Tenacity. Never give up on achieving your goals, both short and long term. Grit is essential

to success!!!

H – Hard work. There is no such thing as an overnight success;

6) Stay curious and you will always create!!!”

Rae Morris: “Take so much care when you post to social media. Also ask yourself – would ‘You’ book you when looking at your website, socials etc? Everything from the music you use to the fonts on your stories has an impact. The beauty business is all about luxury, curation, relaxation, and so much more, so your clients need to have a feel for your service or salon just from your socials. You have to be patient, it takes time. Clients don’t always remember how you made them look, but always how you made them feel.”

“If you are willing to be authentic and talk to the camera when making content, or take the time to show not just the highlights but also the muck-ups in business, this can be really powerful in building rapport with your online followers.” – Cosmechix

Very Important Beauty (VIB) will run via Zoom on Tuesday 7 February.
The virtual event will be hosted by author, model and Miss Universe Australia 2020, Maria Thattil. Participation is free.
Register your interest via this link.