Organic, zero waste beauty brand…
Tina Hedges, Founder/CEO of LOLI Beauty (beauty brand using only organic, raw, fair-trade, non-GMO ingredients) joins Karen Moon and guest hosts Deanna Utroske [Cosmetics Design – Episode 14] and Stephanie Cartin (CEO/Cofounder of social media and influencer marketing agency SocialFly) in the MouthMedia Network studios powered by Sennheiser.
In this episode:

Tina Hedges discusses a superfood and organic approach to customizing
LOLI as the first organic zero waste beauty brand, stirring up beauty to make a change
The aim to be ethical, effective, and empowering as a DIY consumer experience
Company genesis and how Hedges self-financed the company based on a belief of how much blending women want to do at home
How women immediately flocked to purchase a surprise 3 month subscription, paid up front, looked at it as a revolution, but had no idea what they were getting, and hedges didn’t know what she was sending until a week before she did
Need flawless and easy solutions for consumers
Consumers don’t need to spend 20 min to customize product
LOLI offers multi tasking bases, then blend between 3 and 7 ingredients into the bases for hair, skin and face
How Hedges knew the MVP wasn’t the final version because she personally hand picked and packed and blended each order
How the company was initially essentially paid to focus-group, with a zero cap spend and no customer acquisition cost
Partnerships with Urban Outfitters and Adidas, such as pop-up blending bars
Hedges shares how the metrics have been incredible
Immersive experiential, taking women back and getting them involved in the process and ritual of beauty that has meaning and resonance
Pop up strategies and successes, and an average basket price $116
A powerful beauty solution
Food grade glass containers which can be reused for food, as a true environmentally friendly approach to packaging
Most beauty products are 80-95% water, and LOLI’s products don’t use water
How LOLI was the first to use a completely “compostable in 180 days” bags that come from food
Products are made in free world economies, use a tech platform to please the supply chain
LOLI is positioning to be creating a movement to stir things up and do them differently
How LOLI isa food company reinventing beauty, not a beauty company using foods
Hedges sees LOLI as encouraging consuming beauty in a fresh and rapid manner, which translates to the type of sizing and packaging
Transparency is a mantra for LOLI, including showing on labels how much of each ingredient is in the product
Hedges shares how LOLI is sourcing every ingredient themselves from farms, fair trade coops, etc.
Up-cycling from food, such as plums for the plum elixir more effective than chemicals but all natural, and how LOLI doesn’t change fragrances
A truly fitting snack time, taking three ingredients and making them into cookies
Why Coconut oil should not be used on faces and why
Mass customization with the bases
The balance of giving customers the bases and letting them explore
Looking at the essentials that can do many things and provide solutions, but don’t need 30 products
How LOLI designed the packaging themselves, and was inspired by walking aisles in gourmet food stores that wasn’t custom
The first time a bag like that was ever made, creating a category with new materials
Scaling a brand like this – or being flexible with what nature provides, as part of brand ethos
Building successful startups prior, discrimination on age and gender, despite being in Grand Central Tech Accelerator
Hedges was not allowing a “no” to determine her future
Her life outside of work
Responses from consumers, delightful customer experiences and partnerships, and how every interaction with the brand must feel personable and special

The post 042 – Tina Hedges of LOLI Beauty – Food Glorious Beauty appeared first on Beauty Is Your Business.