BBR6 Thought Leader Q&A: Alice Kim of Lash Card

Our BBR fans just can’t get enough of our Beauty Biz Roundtable BBR Thought Leaders!

So in an effort to share more information about our phenomenal Thought Leaders, we’re offering exclusive interviews with BBR6 Thought Leaders!

First up is ALICE KIM, President of Lash Card. For those of you who attended BBR6, Alice was the one in the fabulous pink wig!

In 2011, Alice founded her beauty company, Elizabeth Mott, to create beauty products that were convenient for women to use everywhere. Her first product was Lash Card, a disposable mascara shield that prevents smudging and clumping. Lash Card won the Henri Bendel new product audition, and is carried at the Fifth Avenue flagship store; and available in other beauty retailers throughout the U.S and U.K.

Please tell us about your career path/progression. Where you are now? How did you get started?

My life and work has always been on the creative side. Went to art school for undergrad and studied jewelry. Upon graduating I worked as a jewelry designer for mass retail brands (Macys, Nordstrom, Forever 21, Claries Boutique, etc.).  Went back to school for graduate school at Parsons School of Design, majoring in Fashion marketing. Upon graduating Parsons, I also worked as a retail buyer for global brands such as Mulberry, Calvin Klein, Aeropostale, and Club Monaco. I loved being in the creative field, but always knew that I wanted to start my own brand in a creative environment. In 2009 I made that decision I quit corporate job to start Lash Card. I spent 1 year in research and development for the brand, and launched the company in 2011.

 Why did you choose this career? Why the beauty industry?

I was always involved in the fashion and beauty industry. During the time I decided to create my own brand, beauty was one of the strongest categories during a recession. I had many ideas that I wanted to develop into my own brand, but beauty, especially Lash Card, made the most sense.

Who/what are your biggest career influences?

My business partner Vira, who is also my better half, is my biggest supporter. Without him, I would not have been able to start or accomplish what Lash Card is today. We are inspired by other entrepreneurs, large or small, who have been bold enough to decide to take this career path.

Who is today’s beauty consumer? How are they changing?

Today’s beauty consumer does not follow old fashioned or traditional beauty marketing. She/He is educated and confident in what they know. The web has opened up a whole new marketplace for beauty, which did not exist 10 years ago. You can no longer fool this consumer with gimmicks or tricks. The brands that are successful in today’s beauty industry are those that have created a niche, continually reinvent themselves, and really give the customer something new.

What do beauty professionals need to do to continue to connect/attract with today’s beauty consumer?

Keeping up with trends and news is imperative. Not just celebrity and press, but also with the blogs, YouTube, and social media. The younger generation has so much weight in today’s beauty industry.

What do you see as the latest trends in your industry?

Smaller and niche brands communicate with their customers. No longer is a brand just a faceless household name. The founders, CEOs and leaders in the beauty industry are using themselves to promote, educate, and literally become the face of the company. Social media and web have made it easier and more accessible to do so.

What attributes make a great leader? Tell me about your leadership style.

I also believe that leaders and leadership has started to shift. Companies can’t get away micromanaging and treating their employees as subordinates. Companies are becoming much more transparent and therefore casual. Everyone’s input is valued and respected and everything is exposed.

What kinds of qualities do you look for in an employee/when hiring a candidate/someone to join your team?

Open mindedness and someone who is equally excited about thinking out of the box.

What is the best way/strategy for someone interested in your company to employ to get a foot in the door?

Surprise me. I find joy when I am shocked and have nothing to say, and that is very rare!

What makes a candidate stand out?

Fearlessness. Entrepreneurs often have an element of fearlessness, so anyone who works for me would have to enjoy trying something new and being flexible.

For more information on Alice and Lash Card, visit: http://www.lashcard.com/