Haley Bogaert, Founder & CEO, Haley Bogaert Face

The beauty industry has grown to become a $532 billion industry and has shown no signs of slowing down. Successful startup founders, like Haley Bogaert, understand that the upward growth is due to the continued use of social media influencers and brand ambassadors, reaching untapped demographics with products that big brands may not offer, utilizing a direct to consumer approach, and aligning themselves with the clean beauty movement by offering sustainable products.

Bogaertwas just 24 when she launched her companyHaley Bogaert Faceafter working as a makeup pro for some of Torontos top beauty brands. Gaining significant experience from her time working under these names, she amassed a loyal following of customers as an in-demand make-up artist and brow guru. However, it was only after the tragic loss of both her mother and brother within six months of each other, that prompted her to rethink her career path and launch her own beauty boutique.

From serving clients out of her apartment to opening a flagship retail storefront, I sat down with Bogaert as she shared the approach she has taken to scale her business and why cultivating a close family dynamic within her team has been one of the greatest keys to her success.

Recognize The Talent Others See In You

Before building a business that currently employs nine staff and has over 4,000 clients in the HB Face system, Bogaert knew what she wanted to do from a young age. She started in the beauty industry working for other notable brands as a means to build her experience and foster relationships, but her future as an entrepreneur was clear. I started doing brows and makeup at 16 and I worked at Caryl Baker Visage. The owner of the store once told me, you're going to run an empire one day and it might be mine or it might be your own, but you belong in this industry. So, I always knew what I wanted to do. It just came natural to me.

Use Tragedy To Fuel Your Destiny

One of the most devastating times in Bogaerts life became her call to action and motivation to create the kind of career she always wanted. The loss of her mother and brother initially affected her headspace and drive as she took time to mourn, It was difficult for me to get out of bed every day, put my makeup on and come to work. I went through a lot of ups and downs, she recalls. The thing that helped me the most was to have a routine in order to stay focused, to be healthy and to clear my mind, Bogaert says.When experiencing hardships in ones life, she recommends celebrating small wins and remembering why you started. Use that why to ground you; find your centre and re-direct your next steps. Finding strength in a support system sharpened her vision as she tried to create and build something of her own. Instead of focusing on the pain of the loss, she turned to the work that fuelled her.

Start Small

Bogaert began seeing clients out of her apartment and doing home visits while selling her line of beauty products via an online shop all while attending business school at night. However, within a year the need to give HB Face its own space was clear. She says, I wanted to give my clients a great environment where they still felt at home. My client list grew rapidly in a short period and I knew I couldnt see 50 people in a day and go to everybody's house anymore. It just wasn't going to work. And I also [at the time] started the makeup line and I wanted to sell the product. Shortly thereafter, Bogaert began location scouting and drafting floor plans for her storefront. Leaning on her own intuition, even when others didnt have the foresight to see the dream, she proceeded without permission. And encourages women to the same. No one can succeed on your behalf. You have to want it [success] for yourself. Once you understand the power you possess as a [business]woman, nothing can stop you.

HB Face team photo

Slow And Steady Wins The Race

Ive always move at a slow and steady pace to ensure everything is running efficiently and my thoughts are organized, Bogaert says. Her decision to open a flagship retail store was a natural progression aligned with her business growth and needs. From house visits, she first moved to a studio space and employed a team of two to help with the demand. Within less than a year, she opened a retail storefront. My advice is to take your time. Learn what resources you need to start your business - whether it be a physical location or online - and raise your hand if you need help from an advisor, coach or mentor, Bogaert states. I break my big goals into small steps which helps me make purposeful decisions. Determining the ideal location to figuring out how to negotiate a lease and most importantly, funding the space were all top priorities - and by far the most challenging. To accomplish this, she looked to the insight she learned from business classes as well as mentors for some of the answers to her burning questions about design and operations while a friend and her father invested in the start-up funding. Understanding the importance of managing money early on and having no desire to carry any business debt, Bogaert made sure these loans were paid back within her first eight months of her launch.

Assemble Your Team

Bogaert also implements a careful and purposeful approach when it comes to hiring her team. I never over-hired because I want everybody to be busy before I started to grow, she mentions. Delegating tasks and sharing responsibilities means everyone wears multiple hats to run a successful operation that provides the experience her customers deserve. With an intentional focus on service excellence, Bogaert knows that nurturing a team that feels like family is essential to her business model. Knowing personally what its like to feel disengaged when life outside of work is problematic means that Bogaert creates space for her staff to express and bring their whole selves to the work environment. My girls know they can come to me about anything. There is obviously a fine line between personal and business, but if something is on their mind, I want to work through it together. I want them to feel their best at work, and I want them to succeed with me. Its about making them feel like they're part of something because I wouldn't be able to do anything without them.

Read the original here:
After Losing Everything, This Beauty Entrepreneur Takes A Family First Approach to Leading Her Team - Forbes