Disrupting the Beauty Industry
With Saima Rathor and Patricia Gallardo
When Saima Rathor and Patricia Gallardo met outside their children’s preschool 15 years ago, they never could have imagined that one day they’d be founding a company together.
The two women struck up a fast friendship, and over a decade later they turned their shared passion for the transformative power of beauty products into EpicLight Beauty: a line of clean, multi-tasking products for women aged 35+ that break the standard mold of beauty.
EpicLight Beauty is inspired by Saima and Patricia’s rich Latina and Pakistani cultures. Their products address the changes in women’s skin, different ethnicities, and the beauty industry’s perception of real women. The result is a celebration of women of all skin tones, ages, and skin types.
Since they launched last October, EpicLight Beauty has been featured in outlets like People Magazine, ABC News, and Beauty Independent.
Launching a Product-Based Business
After securing a product developer, manufacturer, and packaging company, Patricia and Saima started hitting the pavement – attending trade shows and making phone calls. With Patricia’s background in product development and Saima’s in finance, they made use of industry contacts and spread the word.
After a successful pre-launch campaign, they launched in October 2022. Initially, they sold direct-to-consumers online and through local pop-ups, but soon they opened an Amazon shop as well. As the company has grown, they’ve brought on help with their social media and now work with a team of influencers and content creators.
To avoid the pitfall that many product-based businesses fall into, Saima and Patricia have been careful to limit their skews. They focus on a select few products, all of which are multi-tasking and work for a variety of skin tones.
Building a Community Around Your Brand
EpicLight Beauty is entirely self-funded, which makes their growth even more impressive. From day one, Patricia and Saima prioritized building a community around their brand. Most of their marketing efforts center on the human connection and meeting their customers in person at pop-up events and tradeshows.
Their PR strategies have also focused on relationship-building. By reaching out to editors and making a connection, Patricia and Saima have been featured in major publications and even had their products featured in the Oscar’s goody bag! They’ve also built a successful partnership with Erica Taylor, a well-known artist and educator in the beauty industry.
Many of Patricia and Saima’s industry connections and publication features have happened through word-of-mouth – something the founders credit to their network of fellow moms.
Throughout all their marketing efforts, Patricia and Saima reiterate how important it’s been for them to listen to their audience. Their tagline, “We see you because we are you” captures the heart of their brand.
Enjoy this episode with EpicLight Beauty Founders Saima Rathor and Patricia Gallardo…
“It’s just the feeling that I get. I can have the worst day, and if I go and put on lip gloss that I love, it makes me feel better. It has an emotional impact.”
“All the press we’ve gotten, it’s been through talking to a mom friend. It’s been this amazing network of moms helping each other, helping us get in touch with Allure, People, and all these magazines. It’s been wonderful to see the power of the mom network.”
“We’re not in a rush. We can take our time, go slowly, and have it grow organically. But we’re doing it.”
“Of course we want to grow and become really big, but it’s more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That’s how we plan to grow.”
Links mentioned in this episode:
Visit the EpicLight Beauty website: https://www.epiclightbeauty.com/
Connect with Saima Rathor on LinkedIn: https://www.linkedin.com/in/saimarathor/
Connect with Patricia Gallardo on LinkedIn: https://www.linkedin.com/in/patricia-gallardo-547174b1/
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