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Pioneers of the Week: Rachel and Paula from Beauty Boulevard

Community Manager

Pioneers of the Week: Rachel and Paula from Beauty Boulevard

It’s amazing how many businesses can trace their success back to one crucial event.


We caught up with beautician Rachel de Caux, @BeautyBlvd, and hairdresser Paula Short to find out more about how they created their hugely popular brand, Beauty Blvd.


Beauty Boulevard.pngTell us about your business

Beauty Blvd is a niche cosmetic company based in Lincoln, and home of the show-stopping Glitter Lips glittering lipstick product.


Can you give us two interesting facts about yourselves?

Paula: I have a speed boat licence and an addiction to noodles.

Rachel: I’m an expert in the art of bikini waxing: Hollywoods, Playboys and Brazilians! My favourite sandwich is bacon and beetroot.


How did you start your business?

Over a glass of wine! We had seen a lot of glitter on the Dior catwalks and were aware it tends to be messy. After much deliberation, we decided to create a glitter lipstick that would stay put.


What made you start your business?

We initially wanted to create a product we could sell in our salon to give us a point of difference. Demand was phenomenal. In our first month of trading, we sold on average one Glitter Lips per hour from the salon via word of mouth and no advertising. We realised we were on to something.


What do you love most about being an entrepreneur?

The freedom to create something different. Although the hours are long and you never stop thinking about work, the satisfaction of knowing that everything is paying off, and it’s all down to you, is fantastic.


What has been the biggest challenge so far?

Getting our voice heard over all the big companies.

As a small company, our message can sometimes get lo​st in the noise. We are always coming up with ways in which we can shout louder.


Can you share an experience that helped take your business forward?

Our big break came when we were in London for a ‘Meet the Buyer’ day at Liberty. We popped in to Topshop on Oxford Street where the staff in BeautyMART saw our lips and couldn’t take their eyes off us. After they took photos we got an email from BeautyMART owner, Millie Kendall, asking to see the product for herself. The rest is history. A few months later we were stocked in BeautyMART and the first weekend was a sell-out, followed by many subsequent sell-out weeks. By just being in the right place at the right time, we got our first order from a high street retailer.


Where do you work from?

We have an office in Lincoln which is our base, but we are always out and about so we work from home, car, train and bed.


What do you wish you had known when you first started in business?

That we could​.

When we first started Beauty Blvd we thought a lot about what we couldn​’t do. We should have been more confident in our ability to run the business, run it well, and make the decisions to keep driving forward.


What are your​ three top tips for succeeding in your industry?

  • Firstly, don’t be afraid to be creative. Just because something hasn’t been done before doesn’t mean it can’t be done.
  • Secondly, be brave and don’t worry about the bigger boys. All companies had to start somewhere. You could be the next big company, all you have to do is stay true to your brand and don’t be swayed by what others are doing.
  • Thirdly, never give up or take no for an answer. When approaching buyers, you are likely to get a lot of no’s and knock-backs, but don’t let this dishearten you. ​For example, it has taken us three years to get our products listed with Feelunique, which is exactly where we first saw the brand.


Latest news?

We are launching some fabulous gift sets for the festive season, and we have a new line of lip liners, matte lipsticks, lip serums and other creative products. Follow us on social to be the first to find out about them.


What would you like to ask the Voom Pioneers community?

What are your top marketing tips?