We were lucky to catch up with Regina Tseikhin recently and have shared our conversation below.
Regina, thanks for taking the time to share your stories with us today Any advice for creating a more inclusive workplace?
With every new employee I hired I found the value in adding a female team member, as I felt that women knew the beauty sector and beauty products more intimately than men. As a result, they felt safe and empowered to contribute and share their voice, which ultimately has led to the majority of my team being with me for over a decade. I feel that consistency has great value and is a large part of the company’s culture and success. I ensure that our employees see themselves as part of the success of the entire operation. Opportunity for advancement is available to every associate of TBB allowing their drive and self-awareness to push them to new levels.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
The Beauty Box was my dream, a place where cutting edge brands, heritage brands and up and coming brands could intermix and offer the consumer the best from the international marketplace. Technology has come a long way in 18 years and I always look for unique brands that merge science with beauty. My first store was in West Hollywood and I knew in order to be successful, I needed a lot of foot traffic. I chose a bustling location, which appealed to the brands and allowed me to grow my brand portfolio quite quickly. With my second location, I had refined my needs and expanded to a much larger boutique that also had a small warehouse that I used for fulfillment. Our needs continued to grow and today I am proud to say that I operate a large bi-coastal e-commerce business. I believe a woman is beautiful when she is confident. I like to think that we contribute to that beauty in some small way.
Once of my personal beauty philosophies is that each brand has a unique perspective on beauty. When I hear how brands are created, whether it is an old family recipe, a new technological breakthrough or just a special ingredient, I believe that creates the story of how my team and i curate our offering.
What I would say to the next generation of entrepreneurs is spend time working in the industry and find an amazing mentor. Know that success takes time and do not get discouraged along the way, as there are just as many downs as there are ups. Be a person with Integrity and that will take you a long way in life and career.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
My reputation in the industry is based entirely on my deep sense that integrity must be the umbrella, under which all other decisions are made. Not every project goes off as expected, but it is imperative that your partners and clients have faith in you and your business decisions.
I have an innate sense for both selecting and propelling new beauty brands. I have been in this industry for 18 years, I am a customer, I am a beauty lover, I am a modern woman. Every brand has its own story to tell and it is my job to thoroughly understand what message it wants to convey to the end user.
We’d love to hear a story of resilience from your journey.
I was taught resilience being a single working mom. Covid tested that resilience even further.
When covid began , we had to restructure our operation in order to keep our team safe and employed. We moved all fulfillment and shipments in house, hired additional staff and were able to ensure that the brands we partnered with did not go under, despite the shut downs in retail setting that occurred all around the country.
My optimistic outlook and belief that I hold the power to my future makes challenges easier to bear, when they come along. Success is a mindset,
Contact Info:
- Website: https://www.thebeautybox.com
- Instagram: thebeautyboxofficial
- Facebook: https://www.facebook.com/beautyboxed
- Linkedin: https://www.linkedin.com/in/regina-tseikhin-62628334
Image Credits
NONE.