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In the modern age, plenty of aspiring entrepreneurs are building businesses at home. Homegrown beauty brands are proving to be particularly successful; YouTubers and social media influencers such as Zoella have built huge reputations in the industry. All you need to do is create a following online and you’ll have an audience of potential customers ready and waiting. Of course, there’s more to it than that. Here’s how to start building a big beauty brand from the comfort of your home.

Make smart investments to grow your empire.

First of all, you need funding. Every business needs to spend money to make money; we’re all told that before we even become entrepreneurs. But it’s not as simple as throwing cash at your business and hoping that something works. You have to make smart and well-assessed investments that aid the growth of your empire. As a homegrown beauty brand, you should focus your assets on creating high-quality products so that you can rival the big brands; when it comes to satisfying customers with cosmetic and other beauty goods, you can’t cut corners. If you need funding to really expand your company then you should weigh up your options; you might want to look into crowdfunding as a possible means of growing your business. Promising to give each donator a freebie could be a great way to incentivize people to help you out.

Use testimonials and other feedback to build a reputable image.

We talked in the initial point about creating high-quality goods to rival the big brands. This is because you need to build a reputation for your small business, and you can only do that if customers are satisfied with the product. In some industries, companies can be successful with products and services that are mediocre, but that isn’t the case in the world of beauty. Consumers know whether products are good or not; they can physically see the results. You need to wow your customers so that they give you fantastic testimonials and help to create a reputable image for your home-run business. You need to give other potential customers a reason to trust your company. You could look into beauty product testers to give feedback on your products. This would give you valid feedback to promote to the target market. In turn, your business would appear more reliable in the eyes of potential clients.

Know your specific target demographic.

You might think that your demographic is simply anyone who’s interested in beauty products, but you need to find your unique selling point. That’s the case in any industry; if you’re too general in your approach then you’re not going to stand out from every other beauty brand out there. And it’s not enough to simply decide you’re going to target “all women” either. That’s still a huge target market. You need to narrow down your focus so that you can rise to the top of a very niche corner of the beauty-based marketplace.

Perhaps you could sell beauty and spa products that cater to an older age range, for example. Perhaps you could sell cosmetic products that cater to certain fashion trends; you might aim your products at the punk crowd, for instance. You just need to find your USP. Do some research to figure out what beauty consumers want. That’s how you’ll find a gap in the market. You need to listen to the voice of your target market. By collecting feedback on social media pages and your business website, you’ll be able to get an idea of what your current and potential customers want from a modern-day beauty brand. That’s how you’ll start to understand your specific target demographic.