We recently connected with Natalia Farahmand and have shared our conversation below.

Natalia, thanks for joining us, excited to have you contributing your stories and insights. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Being a business owner always carries certain risks. However, a major chance taken in my career was breaking through norms and founding our slogan “Makeup & Crypto”. This is innovation as Desiderio Beauty moves with technology shifts changing the standard of all industries, including the beauty industry.

In order to break through barriers as pioneers, we sought out international billboard opportunities a few years ago. One particular location stood out – Times Square NYC. We diligently asked all the right questions to gather as much information and knowledge on how the advertising process works. We proceeded to send in our artwork to be marketed the following week. We had several meetings and checkpoints to discuss and finalize all details. All parties were aware that we are a beauty brand based on these communications. Despite countless hours of research, the morning of our “Makeup & Crypto” digital billboard ad to be live, we were told it was rejected due to a non-compete clause. Seeing we had made several changes and already sent in our artwork, also seeing other brands on the same billboard, we knew something was not right. This was a disappointing, yet just a minor setback in retrospect.

Perseverance is key in running any business. We quickly learned of another opportunity in downtown Atlanta and that is where we had our very first billboard ad!

Natalia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have a passion and eye for beauty that was developed very early on in my career. I began my hair journey over fifteen years ago, developing my craft, knowledge, skills, confidence and professionalism. Shortly after, I began my education in makeup. My company, Desiderio Beauty, proudly delivers beauty excellence for everyone and moving with technology shifts that have affected the beauty industry.

As a multiple award-winning makeup artist, hairstylist and barber, I have completed numerous artistic photo shoots, productions and multiple global publications that give a voice for those often excluded from the beauty industry. I have implemented mentorship and coaching programs educating beginners and advanced artists to excel. Contributing my skill sets through entrepreneurship, diversity and inclusion, I’m no stranger to redefining the definition of beauty. With the current lack of diversity in the cosmetic industry I felt compelled to change status quo.

Desiderio Beauty is the phoenix of the beauty industry through resetting and aligning with the true values of beauty and cosmetic consumers. Desiderio Beauty Cosmetics was born over six years ago providing luxury, cruelty-free and botanical makeup products. We have been operating successfully with the objective to represent diversity and inclusion through a wide range of cosmetic products. We are grateful to have now expanded globally to including USA, UK, Dubai, Ghana, Australia, Philippines, Russia and France.

Desiderio Beauty Cosmetics has a proven beauty record with numerous features including Cardi B, Tokyo Stylez, Nat Kelley, Dani Leigh, Liane V, Inas X, Camila Cabello, Shani James and Todrick, just to name a few. By producing high quality, cruelty-free makeup, with universal shades, the mission for Desiderio Beauty is to provide both products and services that make everyone feel confident in their skin while promoting equality, acceptance and representation.

Do you have any insights you can share related to maintaining high team morale?

Team management requires patience, communication and commitment with team members, collectively and individually. This means taking leadership and keeping up to date with individuals and their tasks, bringing each contribution to the table to achieve a result.

A successful project manager learns and understands as much as possible about delivery and vendors. Ensure everyone involved in a project is aware of their roles. Clear and concise contracts for all parties are mandatory for accountability. This includes NDA’s, duties, responsibilities and any additional agreements required. This secures your business by establishing professionalism and privacy expectations. As a leader, set deadlines for each responsibility with continuous follow up on progress and milestones. Team members require alignment from leadership to produce the best outcomes. Always tackle issues with individual team members privately as opposed to a group setting. Find a good time for these discussions to prevent disruption to the team and keep morale high. Always act with integrity and in good faith with each team member. Your team’s attitude is the reflection of your leadership.

What’s been the most effective strategy for growing your clientele?

There are countless ways in this digital age to gain new clientele or even retain existing customers. Always remember, a successful beauty business thrives on the foundation of excellent customer service.

Every client that walks into a place of business should feel acknowledged and addressed in a warm and respectful manner. Always go the extra mile by providing excellent customer service to ensure your clients have the most positive experience. We always encourage requesting a review. When prospective consumers look for businesses to visit, reviews are proven to be a major key factor in the decision-making process. It is crucial to provide exemplary customer service; your clients will cherish and remember the experience. Building strong client relationships encourages repeat business and word of mouth referrals.

The beauty industry is progressively changing and improving, so its important to continue upskilling. Consistent growth for your skillset will set you apart from many others, so we must shift with the times to stay ahead of any competition. Keeping up with the latest trends and education will always keep you one-step ahead. Learn the latest techniques by taking classes and workshops. Continuing education is incredibly valuable and profitable in the growth of artists within the beauty industry.

For beauty professionals, client satisfaction is a top priority and focus for your business. With excellent customer services, continuously upskilling and effective marketing you will be able to gain and retain clients achieving a successful business. It is beneficial to utilize a data-driven and experimental approach to further business development. By forming and testing various strategies, making small improvements along the way whilst learning from lessons learned your business will establish a trajectory of growth. It takes time to build and grow a successful business and consistency is key. Be open to patience, adjustments and changes as you grow, whilst letting go of any fears of failure and execute best practices.

Contact Info:

• Website: www.desideriobeauty.com
• Instagram: @desideriobeauty @shopdbcosmetics
• Facebook: @desideriobeauty

Image Credits
DBPRODUCTIONS Cosmetics @Shopdbcosmetics Hair and Makeup @Desideriobeauty Digital Agency @Paxtechservices Model @Victoriatamburri Photographers @Desideriobeauty @Charleslifilms @Allysandracervantes