Business Opportunities Weblog

August 28, 2007 by Rich Whittle | 1 Comment

Entrepreneur:

I’ve always loved the idea of making people feel and look beautiful on the outside and inside,” says Joey Shamah.

He was a New York University business student working for his family’s apparel company when, at a party, he met Scott Vincent Borba, a Los Angeles beauty-industry veteran who helped launch Hard Candy cosmetics along with a handful of re-launches for high-end hair-care and cosmetics lines.

Between Shamah’s international sourcing contacts and Borba’s extensive experience, an idea was born.

After discovering that higher-income consumers shopped at dollar stores, Shamah and Borba saw a perfect opportunity to nestle their cosmetics into the dollar market. Borba says they target these customers by offering “the same benefits, look and ingredients for a reasonable price.”

Challenging the industry standard of costly cosmetics, e.l.f. says, “The buck stops here,” where every product costs $1.

Photo by Eyes Lips Face.

In Uncategorized | 1 Comment
Tags: Niche, Success, Women