The fashion and beauty industry has had to adjust in major ways as a response to the coronavirus pandemic and orders to work from home. Production lines have been delayed, stylists and glam squads have seen their bookings cancelled, and the way in which people shop for new items has changed, perhaps forever. However, brands are finding ways to continue serving their customers and adapting to new methods of production. Whether that means expanding their e-commerce offerings or just using this “down time” to build out their social media strategies as a way to maintain their fanbase, entrepreneurs at the head of these brands have found ways to stay ahead of the curve even as times are changing.
To get a better understanding of how top entrepreneurs in the fashion and beauty space are adapting to working from home and how coronavirus has had an effect on their businesses, I spoke with a few of them. The key takeaways? A pivot to focus on e-commerce and social media marketing, a reminder to diversify your offerings as a brand, and a rare moment for reflection and the ability to dive deeper into true passions.
Here’s how these entrepreneurs have adjusted to working from home, as well as their advice for fellow entrepreneurs in the same boat:
Daniel Musto, Stylist and Daniel Diamond Co-Founder
When Daniel Musto set plans to launch his new luxury denim jacket line Daniel Diamond in 2020, he had no idea that the launch would occur in the midst of a global pandemic. Luckily for Musto, the line is reliant on e-commerce and uses social media marketing as the main way to connect with new audiences, meaning he’s been able to continue to grow the label even while working from home.
“My full day is on Daniel Diamond,” he noted, explaining that most of his styling and on-air fashion expert jobs have been put on hold for the time being. Staying home has given Musto the chance to really focus on expanding his new brand, using platforms like Instagram to continue to build the brand’s following. “It’s all social media.” And with celebrity fans like Gwen Stefani rocking the jackets, Musto has plenty of content to share on the brand’s social channels.
In addition to developing the brand from home, the extra downtime has given him some time to explore a lifelong passion of his: becoming a country singer!
With locations all around the country, Drybar has become a go-to resource for women wanting quick, affordable, and reliable blowouts. For 10 years, Drybar locations were open everyday, 7 days a week—until the coronavirus pandemic saw the closure of nonessential businesses, including salons.
The Drybar brand has expanded to a popular line of products, meaning that Webb is focused on building out e-commerce for the time being, as well as using social media to provide Drybar customers with helpful hair tutorials and educational resources while their locations are closed. “Everyone’s home and wants to connect,” Webb explained as she detailed her increased use of Instagram Live as a way of staying in touch with the Drybar fanbase.
Scotty Cunha, Celebrity Hairstylist and Founder, Rosé Rescue
Hairstylists like Scotty Cunha works primarily with private clients and for things like events and photo shoots, so he has had to shift his focus over the past few weeks. He will FaceTime clients and give them hair advice, but he is hesitant to walk them through tricky things like cutting their own hair (for his advice on how you should be taking care of your hair at home, click here).
Recently, though, Cunha launched Rosé Rescue, a new hair mask, and has been focusing on building out the new brand. He was able to film plenty of tutorials and content before quarantine, so his social media calendar can continue as scheduled. Additionally, he’s planning out new products as the Rosé Rescue brand continues to grow.
Ilana Kugel, Koral Founder
Keeping a routine is essential for Koral founder Ilana Kugel, even while working under abnormal circumstances. Her advice: “Everything you were doing before, try to do the same but at home.” Because much of Koral’s business comes from wholesale and e-commerce, business has, for the most part, continued as usual, with production meetings and planning happening online and over video calls.
Kugel is taking this moment to strengthen Koral’s e-commerce and social media, particularly as a way to learn more about their existing consumers and receive feedback on upcoming product designs. “Social media is huge for us.” The brand has also been collaborating with fitness influencers and trainers as a way to continue to get the brand out there through social platforms.
Etienne Ortega, Celebrity Makeup Artist
After working with celebrities on their makeup looks (including Christina Aguilera and Khloe Kardashian) since he was 17, the quarantine has given Etienne Ortega a rare moment to hit pause and focus on new projects. “We’re getting a lot of things done for my brand coming up, and all these projects that I’ve been working on that I didn’t have a lot of time to do beforehand, now I have that time, so I’m taking full advantage of that,” he shared.
The project in question is a new makeup line that Ortega is in the process of developing. He has been working on the products for the past two years and is making the most of this time working from home to make more progress in the development.
With a renewed focus on e-commerce and the ability to quickly adapt to rapid changes, as well as diverse product offerings, these entrepreneurs are sure to emerge from our current normal better than before.