We caught up with the brilliant and insightful Sarah Saintilme-McGuire a few weeks ago and have shared our conversation below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

Theme: Under the Beauty Umbrella ☂🧴🧼

Hi, I’m Sarah and I hope all is well with you, reader! I’ve witnessed some remarkable trends that have taken the beauty industry by storm in 2023, and I couldn’t be more thrilled about it. One of the most significant trends that have emerged recently is the focus on values-driven beauty brands. These brands check all the right boxes – indigenous-owned, black-owned, woman-owned, employee-owned, family-owned, or veteran-owned, and they champion causes like clean beauty, cruelty-free products, diverse representation, eco-consciousness, ethical sourcing, paraben-free formulas, recyclable packaging, sensitivity to various skin types, sustainable packaging, toxin-free ingredients, and transparent ingredient lists. It’s a whirlwind of trends, but there’s a good reason behind it.

First, picture a single mother, juggling her responsibilities, who turned her passion for beauty into a business. She ventured into creating her own beauty products with a focus on sustainability and ethical practices. This amazing woman represents the heart of these trends. She used her love for beauty to not only create financial freedom for her family but also to offer consumers eco-friendly and sustainable products. It’s a powerful story of empowerment through entrepreneurship, and it’s just one of many stories in this thriving movement.

The rise of clean, eco-friendly, small brands is not just a trend; it’s a vital response to the urgent need for sustainability. Consumers and the industry at large are recognizing the environmental and ethical imperatives driving this shift. These values-driven brands, offering cruelty-free, vegan, and transparent products, are filling a crucial niche in the market by aligning with the growing demand for eco-conscious choices. Their dedication to ethical practices and sustainable sourcing reflects a deeper commitment to the well-being of our planet and its inhabitants. Discovering and supporting these brands is not merely a trend; it’s a collective responsibility and an opportunity to reshape the beauty landscape into one that prioritizes ethics, sustainability, and a brighter future for all.

Naturally, as someone deeply passionate about the beauty industry and with five years of experience in digital marketing, I felt compelled to create a platform that addresses the concerns and opportunities arising from these trends. This platform is my brainchild, a beauty brand directory called Sol Archives that serves as a hub for beauty enthusiasts looking to support these incredible brands. But why, you might ask? Let me take you on a journey to understand the driving force behind this trend.

2020’s lockdown and massive job losses witnessed the small beauty brand boom, largely propelled by platforms like TikTok. People crave authenticity, transparency, and products that align with their values. That’s where our directory comes into play. We’ve leveraged ads on platforms like TikTok, Facebook, Instagram, Google, and YouTube, along with organic marketing, to raise awareness about these brands. Our platform operates similarly to Kickstarter or GoFundMe but for beauty brands that are already established with advanced search capabilities like Google.

To summarize, supporting small beauty brands isn’t just about staying on-trend; it’s about supporting positive change and creating a more sustainable future. Consumers are gravitating toward these brands because they resonate with the stories, the values, and the impact these brands have on the industry and the environment. Our directory features hundreds of small-medium brands from 500 to 2 million followers. We are making it easier for people to find and support these amazing, diverse brands, fostering a sense of connection and community in the beauty world.

So, in a nutshell, what do I think about this trend in the beauty industry? It’s not just a trend; it’s a movement, and I’m proud to be a part of it, don’t you want to be a part of it?

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Article Theme: Under the Beauty Umbrella via our Beauty Directory (discover, support and connect with small beauty brands actually making a difference)

My name is Sarah, a 27-year-old beauty enthusiast and digital marketing agency owner of Sol Media, living in the vibrant city of Toronto, Canada. My journey into the beauty industry was a blend of passion and purpose. After five years of digital marketing for various beauty brands, I found myself falling deeper in love with the beauty world, its trends, and its transformative power. That’s when the idea for my beauty brand directory called Sol Archives was born.

Our directory is a one-stop destination for beauty enthusiasts like myself to discover and support U.S. & Canadian small to large beauty businesses that are making a difference. What sets my directory apart is its commitment to showcasing brands that are indigenous-owned, black-owned, woman-owned, employee-owned, family-owned, veteran-owned, and embrace values like Clean Beauty, Cruelty-Free, Diverse Representation, Eco-Consciousness, Ethical Sourcing, Ethical Production, Paraben-Free, Recyclable Packaging, Sensitive Skin, Sustainable Packaging, Toxin-Free, Transparent Ingredient Lists, Vegan-Friendly products and more. These attributes aren’t just trendy; they represent a shift towards a more conscious and ethical approach to beauty.

2020 marked a turning point for small beauty brands, driven by the pandemic, lockdowns, and job losses. Many individuals, like a single mother I’ve had the privilege of featuring on my platform, found financial freedom and stability through these brands. This is why it’s crucial to raise awareness about them. Our directory operates much like Kickstarter or GoFundMe, with a user-friendly interface that allows you to search for established brands, making it easier than ever to support these eco-friendly gems. We employ ads on platforms like Facebook, Instagram, Google, and YouTube to spread the word, but we also believe in the power of organic marketing on these platforms to foster genuine connections.

So, whether you’re a beauty fanatic or simply someone who cares about sustainability, my mission is to make it effortless for you to discover and support brands that align with your values. The beauty industry isn’t just about products; it’s about empowerment, inclusivity, and making a positive impact.

I’m incredibly proud of the space we’ve created, and I invite you to join our community of beauty enthusiasts who are changing the world one lipstick, serum, or shampoo at a time.

Any fun sales or marketing stories?

One of my most memorable marketing triumphs comes from a beauty brand client of mine who specializes in vegan and reusable ponytail hair extensions and accessories with sustainable packaging. Now, this brand’s founder has a remarkable backstory – a high school dropout who relies on her part-time income to fuel her business dreams. Given her limited budget, she was understandably hesitant when I proposed a daring marketing strategy.

We decided to collaborate with an up-and-coming user-generated content (UGC) creator on TikTok, utilizing TikTok Spark Ads, alongside Instagram, Facebook, and TikTok retargeting ads to amplify the creator’s reach and boost brand awareness. The process was far from smooth sailing; it involved weeks of meticulous planning, countless back-and-forths to set up the ads, and the nerve-wracking step of sending out her precious products to the UGC creator. But here’s the kicker – after just four weeks of relentless effort and perseverance I wasn’t sure if we were going to launch due to all the setbacks we faced. However, thankfully, it all paid off. With a modest ad spend of around $467 USD, we launched our campaign, and within a mere 14 days, we witnessed an astonishing 3x return on investment. The feeling of seeing those results was nothing short of exhilarating!

I knew all along that it would work, it’s all in the retargeting ad being used. However, I wanted to share because I appreciate that my client trusted me enough to allow me to strategize and implement but to also ask questions when she felt uncomfortable or unsure.

What makes this story even more special is that this small beauty brand is proudly featured on Sol Archives, the beauty brand directory I created. It underlines the significance of platforms like mine, which give underrepresented and hardworking entrepreneurs like her a chance to shine using paid and organic strategies to bring awareness to brands featured. It’s not just about the numbers; it’s about the impact, the dreams, and the stories that lie beneath the surface. This experience reaffirmed my belief in the power of creative marketing and the potential of businesses, no matter their size or background, to achieve remarkable success.

We’d love to hear the story of how you built up your social media audience?

Building my social media presence, particularly on YouTube and SEO, has been a really exciting journey. It all began with a passion for the beauty industry and a desire to empower others by sharing the stories and strategies of successful beauty brand owners. Here’s how I did it:

I kicked off by diving into the world of renowned beauty brands like Fenty Beauty by Rihanna. My channel’s initial content focused on dissecting their top three marketing strategies, offering a deep dive into what made these brands so successful. This early content not only provided valuable insights for viewers but also helped establish my channel as a reliable source of industry knowledge.

As my channel gained traction and credibility, I expanded my horizons. I started featuring not only industry giants like Morphe but also shining a spotlight on smaller to medium-sized beauty brands. This diversification allowed me to tap into a broader audience base and cater to the curiosity of those looking to explore the full spectrum of the beauty industry.

Now, for those just embarking on the journey of building a social media presence, my advice is simple yet crucial. First and foremost, be passionate about your niche. Authenticity and enthusiasm are contagious. Secondly, consistency is key. Regularly upload content that aligns with your niche and resonates with your target audience. Engage with your viewers, respond to comments, and foster a sense of community.

Additionally, stay updated with industry trends and adapt your content accordingly. Don’t be afraid to experiment and evolve. Lastly, remember that building a social media presence takes time and patience. Don’t be disheartened by slow growth at the beginning. Keep refining your content, staying true to your passion, and you’ll gradually build a dedicated audience who values your insights and expertise, regardless of the platform.

Contact Info:

• Website: https://sol-archives.com/
• Instagram: https://www.instagram.com/solarchivesmedia
• Facebook: https://www.facebook.com/groups/BeautyBossMM
• Linkedin: https://www.linkedin.com/in/ssarahsaintilme/
• Youtube: https://www.youtube.com/@solarchivesmedia/featured