Articles

A Natural Fit

OKAY Pure Naturals boasts an ever-growing operation—thanks to consumers’ increasing interest in natural beauty products and one family’s fastidious, hands-on approach.

Ali Mithavayani, founder and CEO of Miami-based Xtreme Beauty International, the maker of OKAY Pure Naturals, has been an entrepreneur for decades. He forged his start by locally distributing products as a teenager, working as a beauty salesperson from age 13 until he moved stateside to seek an education after graduating high school.

Masters of Marketing

Want to know the secret to running a successful marketing campaign? These top beauty marketers show you how.

Marketing is a powerful tool. A well-executed campaign can take a previously unknown brand to stratospheric heights. Exceptional marketers have been known to transform virtually unknown and nascent brands into global household names—and also catapult successful brands into market-share behemoths.

The Buying Impulse

Strategically place impulse beauty buys to give your revenue a lift!

Economist Hawkins Stern published a paper referencing what he called “suggestion impulse buying,” which gained traction among retailers in the 1950s. “Impulse buying is triggered when a shopper sees a product for the first time and visualizes a need for it,” he wrote. Human nature being what it is, Stern’s theory holds true 60 years later, and popular retail chains Sephora, Urban Outfitters and The Body Shop (among many others) populate their square footage with hip-level bins and displays filled with merchandise designed to trigger the urge to splurge.

Label Mate

Master the meanings of beauty product labels, keywords and codes.

Ever feel that reading a product label requires deciphering a secret language? All those symbols, numbers and certifications mean something, right? They absolutely do. Product codes convey key information to beauty store owners and consumers alike. The trick is to learn how to read labels by becoming familiar with what the numbers and symbols represent, positioning yourself as a beauty authority and ultimately boosting sales among increasingly label-conscious consumers.

Beautiful Form & Function

For more than 10 years, CROC has been merging design and purpose to bring revolutionary hair tools to the market.

Tae J. Park founded CROC in 2005, and in some respects, his is a story of the American dream at its best. Park is an immigrant from South Korea; he moved to the U.S. about 30 years ago, and has been