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Everyday Cosmeticss:
Sarah & Josephine
With Phadria Prendergast
Thriving beauty entrepreneurs Sarah Bakare and Josephine Anane, share with us how they have grown their beauty wholesale e-commerce business after spotting a gap in the market and why creativity is the key to remaining successful.
Sarah Bakare, 25 and Josephine Anane, 23 are the face behind the beauty wholesale e-commerce, Everyday Cosmeticss which launched in January this year.
Sarah’s initial idea of what she envisioned Everyday Cosmeticss to be originally only consisted of selling a few products via Instagram and Depop. Following a conversation with co-founder Josephine where Sarah would at the time, explain her idea to someone she saw only as a friend she was confiding in; not a business partner. Josephine was extremely supportive of the idea and wanted to be a part of making it happen. “It was easier because we both have creative minds, we know what's happening and what's going on in the industry. We already knew the field well” Josephine states. Josephine and Sarah saw a gap in the market - that there were not many online wholesale beauty stores and the two blossoming young business women, wanted to become the bridge.
Sarah and Josephine explained to WOTC what it was like during the first week of the worldwide lockdown. “It was like a ghost town and we both originally considered stopping orders during this time. We were going to post a notice on Instagram that we were putting a stop on orders for the time-being. I don’t think we both realised how long it was going to last for” Sarah states. “Then we decided no, we wanted to push through. That’s when we decided to give back, so we launched a giveaway in which NHS workers could receive free hair and beauty essentials” she continues. Sarah has described the pandemic as a time that has helped Everyday Cosmeticss to establish themselves more as a business. “We saw that we can actually do this no matter what” Josephine explains. “The pandemic has allowed us to become more creative in regards to still delivering an excellent service experience to our customers, especially as a new business”.
In light of the pandemic, Sarah and Josephine began to offer a personal shopping service. “A lot of customers needed items from businesses that were closed. Many customers required specific hair products and we still had access to suppliers so instead of leaving our customers without, we decided to shop for them. We are no longer able to offer next day delivery but with this, it's across the board for many other companies too, so customers aren’t particularly bothered about orders not being delivered the next day. As long as we were still successfully delivering to our customers in a reasonable timeframe - and we would be the ones delivering to our customers, it was fine! Making the deliveries ourselves made it more personal we think” Josephine and Sarah agree.
Whilst numerous businesses are left reeling during these times, it’s quite the contrary for Everyday Cosmeticss. Sarah’s and Jospehine’s minds went straight to problem solving. The pair just wanted to know what gap they could fill for consumers when they received the news of the lockdown. “How are we able to use the online system to our advantage is what we thought” exclaims Josephine.
Sarah believes that the current period has caused many companies to look into their business structure. “We saw the need to rise and do more. Even if that meant going out to do the deliveries ourselves, so that our customers could still receive their products”.
“Instead of building a store, we built an online presence” Josephine continues. “Especially now, businesses really need to focus on their consumers - many people have preferred to shop online as opposed to in store for a while now. Particularly for companies whose customers are young people, having an online presence is very important. Personally, I can still shop from stores in America and other parts of the world if I want to. Now, many major businesses have lost key company sales all because they don't have an online presence or an e-commerce system”. Sarah and Josephine are urging businesses to consider what they would do if a pandemic was to ever occur again. “How can you ensure that you still manage people and maintain revenue? Are consumers still able to access you? It's about always being one step ahead and preparing for what is to come” finishes Josephine.
The beauty co-founders are inspired by Kylie Jenner and Huda Kattan, who have both built successful beauty empires. Kylie Jenner is 23rd on America’s Self-Made Women list 2019, whilst is number 36.
Want to know the 6 things from Everyday Cosmetics that you will always find in Sarah’s and Josephine’s bag?
KIKO 3D Hydra Lipgloss in Cream Cashmere
Laura Mercier Translucent Loose Setting Powder
NARS Radiant Creamy Concealer in Chestnut
Eyelure Dramatic 3D False Lashes: No.126
Garnier Skin Naturals Micellar Cleansing Water
Real Techniques Setting Brush
