How to: Launch Your Own Beauty Brand
Thu, 10 January 2013 9:12AM
Meet Teisha Lowry, founder of INDAH Organic Body Care Products. From international modelling to an ‘Eat, Pray, Launch’ moment, this beauty (inside and out it would seem) takes us through the throes of a new beauty venture.
ECB: When did you become interested in starting your own range?
Teisha Lowry: I read the book Eat, Pray, Love and after a bad break-up I decided I’d go and try to find the medicine man in Bali, hoping that he’d give me the answers to healing my broken heart! I never found him but I met a Balinese woman who taught me so much more about using pure essential oils so I went off and studied business and returned to Bali and started my passion – INDAH.
ECB: What was the gap in the market you were hoping to fill?
TL: I found a gap in the market for beauty brands which are really ‘organic’ or really ‘pure’, which a lot claim to be but when you get down to it they aren’t. INDAH isn’t just another product, it’s about living a certain lifestyle. I want the INDAH woman to take her research and knowledge of vestige brands and challenge them – somewhere she can understand the importance of organic ingredients and those which are beneficial for her health.
ECB: What experience had you had within the beauty industry?
TL: Being a model for over a decade, travelling the world and working with some amazing and talented makeup artists has given me a great insight and experience in the beauty industry.
ECB: What did you study within this field?
TL: After five years, I gained my Masters in Aromatherapy, specialising in clinical nutrition and herbology, which I use to advance my knowledge in aroma and formulating it for the effect it has on our mind and body.
ECB: What was the first product you wanted to create and why?
TL: I wanted to create a balm called Surfer’s Balm, it was a great entirety balm for all ages and could be used for pretty much everything! It went really well, however I went through some tough times with my business in its second year, so I had to let it go. I have kind of resurrected it in my new range as the RAW Asset Hand & Body Balm, $35, INDAH, which is literally an ‘asset’ for anybody’s survival kit.
ECB: Can you share a synopsis of the struggle to start a brand?
TL: There was a lot of learning, failing, rejection and tweaking to get it to where it is now. All of my designs and formulations have evolved which has taken me four to five years, all on my own and working three jobs. It has been a tough journey but an incredible experience. I have learned a lot about running a business in an extremely competitive environment and most importantly a lot about myself.
ECB: Where did you get the name INDAH?
TL: INDAH means beautiful in Indonesian. I love the people and the place and I wanted to share this with my customers.
ECB: Where do you manufacture and work out of?
TL: INDAH is now made in Australia and the head office is in Melbourne. I feel so blessed to have been able to move production to Australia and support the industry here. Fortunately, I have an amazing team of people who support me and everybody is happy because we are all working towards the same goal. The coconut oil is hand-pressed in Bali; our production is in the middle of the jungle, three hours away from any town or environmental hazards. It’s so hard to get to you can’t get there in the wet season, other than the villagers who hand-make this amazing oil.
ECB: What would be your advice to someone hoping to make a name for themselves in beauty?
TL: Find your calling and go with it. I suggest people follow their own path and seek what makes them happy – in their own right. There is need to copy anybody, you can get inspired, but be original and remain true to yourself.
ECB: What is the future of INDAH?
TL: I plan to travel a lot this year to launch INDAH overseas and I will be going to South East Asia to shoot a documentary. My book will come out around the same time too. That’s just 2013! I try not to think about it too much, I have goals, but I don’t know what’s in store, it’s just a matter of living in the moment.”
Have you tried INDAH products?
Did you know the coconut oil could be used on your snags and your skin? Genius!
Posted by: ecb