The Rise of Beauty Entrepreneurs Fueled by Social Media

When writing about emerging startups, I make it a point to delve into sectors beyond the well-trodden paths of software, SaaS, and AI. Recently, I sought out early-stage startups, particularly those at the pre-funding stage, that demonstrated a clear understanding of their market, customers, and the problems they aim to solve. This journey led me to connect with several founders, including makeup artist Katy Jane, who is on the cusp of launching her own makeup brand, *Scatty Zebra*.

Katy's story is particularly compelling given her 14-year career as a makeup artist, during which she honed her craft and developed a deep understanding of the beauty industry. The name *Scatty Zebra* is inspired by her eclectic DIY home decor in London, which became so popular on Airbnb that it led to her listings being fully booked, allowing her to double her prices. This same creativity and attention to detail are now being channeled into her beauty brand.

The beauty and wellness market is a dynamic space, constantly evolving with the influence of global brands and emerging direct-to-consumer (DTC) startups. Despite the saturation in this market, there's an ongoing surge of social media influencers, makeup artists, and vloggers who are driving consumer interest and creating opportunities for new businesses like *Scatty Zebra*. These creators bring their passion for skincare, makeup, and beauty to the forefront, building campaigns, partnerships, and new business ventures that resonate with a modern audience.

At the pivotal pre-launch stage, Katy has spent the past year meticulously building her company and is currently in the process of raising a quarter of a million dollars to bring her first three products to market, with a target launch date in February. Through my conversations with her, I gained valuable insights into the beauty sector. Interestingly, many brands get their products made in the same factories, particularly in what’s known as *Beauty Valley*—a region in Italy spanning Lombardy, Emilia Romagna, and Veneto. This area is home to approximately 500 companies that develop 60 percent of the world's eyeshadows, mascaras, powders, and lipsticks.

Katy explained her approach: "If our formulas are similar, and if everything is manufactured at the same place, then packaging is the one area where we can really differentiate ourselves. So, I went even harder on the packaging." While the packaging for *Scatty Zebra* products is bright and attention-grabbing, the brand itself is grounded in creating foundational products that appeal to the "everyday girl" and the mass market. The company plans to release three vegan products each year for the next five years, starting with a multi-use cream blusher that can be applied to both lips and cheeks, followed by bronzer, mascara, and eyebrow gel.

Katy's experience as a makeup artist includes working on campaigns for major brands like Patrick Tarr, Primate Beauty, Revolution, and Neutrogena. She has also built an engaged social media following, where she offers beauty tutorials and insights. Through her work, she has seen many brands come and go and has learned from their mistakes. She believes that one of the common pitfalls for makeup startups is scaling too quickly: "I think the mistake makeup startups make is that they get a call from Selfridges or Sephora, and that's great, but you're only as quick as you are in, and you're out if you don't achieve the sales in-store from the get-go."

Katy had the opportunity to launch *Scatty Zebra* in 72 stores across the UK through a distributor—a dream scenario for many entrepreneurs. However, she realized that without an established audience and strong demand, her products might sit unsold on the shelves. "If I don't have an audience, and if no one wants to buy my product, then who's going to buy my next product or range?" she reasoned. As a result, she is focusing on direct-to-consumer sales through a website, with a waitlist for the product launch. Katy explained, "When you launch, you want every customer to pay full price. Because every penny when you start is so important."

*Scatty Zebra* will begin with per-item sales through its website, with each launch featuring unique packaging that tells a different story, keeping the brand unpredictable and exciting. In terms of reaching her customers, Katy believes that Gen Z and millennial consumers are adventurous and often set trends. "Because of social media, people are trying more makeup than they've ever tried because they see a celebrity with a blue eyeshadow look, and everyone wants a blue eyeshadow look," she observed.

To tap into this trend-driven market, Katy plans to leverage her strong network of fellow makeup artists, including those who work with celebrities like Kendall Jenner. She also intends to engage her clients and social media followers who are passionate about makeup and skincare. "That's the beauty of social media now. You have celebrities at the tip of your fingertips. You don't need to go through a PR agency. You don't need to have their email. I can just message them. This is critical for driving a new brand."

When it comes to accessing investors, Katy revealed that she has received an "incredible response." Her deep industry knowledge and cautious approach resonate with investors. "I live and breathe this industry and have seen many companies' mistakes because I think of artisans. I see the value of restraint, and I think this appeals to the investors," she said. For example, she recounted a campaign for a new brand that launched 20 different foundation shades—a move she found overwhelming. "That's crazy because that's 20 models, 20 different customers, and you'll still struggle to be inclusive."

Despite the challenges, Katy is fully committed to her venture. "It's a full-time slog," she admits, but she brings a wealth of knowledge and has received positive feedback from beauty investors. "I've met a lot of beauty investors, and everyone knows someone else. That's how you build connections."

Katy also emphasizes the importance of being bold in the pursuit of opportunities. "You've just got to be a bit ballsy. Don't hold back," she asserts. She frequently reaches out to privately-owned makeup companies for advice, which often opens the door for investment conversations. It's a lesson that applies across various industries, from robotics to sportstech. While the beauty and wellness sector may not always be in the spotlight compared to other tech-heavy industries, it is vast and full of potential. *Scatty Zebra* is a brand worth watching as it prepares to make its mark on the industry.