Ning Li traded recently Sofas for skin care.
To navigate in unknown waters are the spiced ones Entrepreneurs will draw on lessons from his seven-year tenure as CEO on one of the United KingdomMADE, the most famous e-commerce brand, with which he was also a co-founder. Now he̵
“Typology was born with you mission demystifying the complex skin care industry. It’s clean, genderless, and 100% digital. Everything Products are concentrated, natural, formulated, made in Franceand at fair prices, ”he told Growth Quarters, adding that all individual items are priced below £ 20 (€ 22).
The packaging is simple, minimalist and made from recyclable materials. It can also be sent through the mailbox – a must for any e-commerce business.
For years, consumers of beauty and skin care products have been attracted to claims that Products could help them perfect their skin, look younger, or fight specific problems.
“I’m always amazed at the number of crazy claims out there […] In a way, the beauty industry was built on promise because People I have to believe in something, but beauty brands have gone too far – and now there is a backlash within the millennia and Gen Z. Consumers who are rightly very skeptical, ”adds Li.
Serve this Age Demography is incredibly exciting, but it creates several layers from complexity to the Companies that’s not necessarily used to dealing with a hyper-informed person audience or be held accountable.
“They want to see ratings and evidence,” says Li. “So we’re giving substance and verifiable claims.”
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I urgently need diversity
It’s It is clear that sustainability and transparency play a crucial role in typology, but it quickly becomes clear that building a diverse CompaniesAlthough often challenging, Li is also in the foreground.
“When we founded MADE in LondonWe were all Parisian expats and with London Since it is such a multicultural city, it was fairly easy to set up a diverse city team. in the ParisIt’s a little more difficult, ”he notes.
The town’s Population, he adds, is different. “You don’t have that many international ones People – perhaps because of the language barrier – it is more difficult to set a diverse one team unless you make this proactive decision and we have it, ”he says.
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Typology currently employs 28 people in its Paris office. According to Li, it is team consists of 14 nationalities, several ethnicities, educational backgrounds, Religions and sexualities.
“This key when building one Companies is not just to enrich ours Corporate culture but to identify our blind spots as brand. I need People who have different perspectives and encounter problems in different ways based on theirs experience. We didn’t want to follow the status quo of other beauty companies based in Paris that have very French and / or Parisian teams, ”he says.
Indeed, the beauty and skin care industry is notorious for its lack of inclusiveness. It is often aimed at a predominantly white person customer, something that harms others run.
To put this in perspective, L’Oréal, a global one Companies With 12,000 US employees, 8% count themselves as black in America at management level.
At Revlon, only 5% of employees at director level or higher are black. Only 6% of leadership roles at Sephora are black People.
Li will not solve the beauty industry’s diversity problem alone, but it is important that entrepreneurs and founders make sure that they do everything they can to offer equal opportunities across the board.
Inspiration from playing
On the business side, Li says he ‘s Experiment with the structure of the new Companies in the assignment Stay agile and innovate quickly – especially after seeing firsthand how easy it is for product development and decision making to slow down Companies grows.
Instead of looking at other skin care or beauty brands, Li and his have team have been inspired by Supercell, a Finnish cell phone Game development Companies. In particular, Li and his staff have focused on this developer‘s’ Chapter structure’ – consisting of small, independent Teams typically consisting of a product manager and technicians who act autonomously to develop new ones Products.
“This is the opposite approach for large beauty brands that spend years and millions of years on it dollar develop new Products,” he says.
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The beauty industry is ripe for that Disorder is not news too many and while some others go straight to the consumer Brands Li has emerged in recent years and believes there are many options.
“Yes, this is an incredibly competitive and crowded area – we are dealing with independents and newcomers, as well as the large budgets of the established companies Brands,” he says.
“To make us really stand out, we focused on innovation and quality. We have developed a large one Portfolio from Products that hadn’t happened before in a very short time space from time. For example, our TEN range was everything Products 10 ingredients or less have a lot expertise create.”
Li certainly has a full plate, but he says he stays focused by avoiding multitasking. Controversial, I know.
“I’m doing a task list of priorities and start with the first task. I don’t move on to the next task until the top one is done, ”he says.
Faced with numerous Challenges while his CareerLi admits that “a crisis, in one form or another, is inevitable for anyone who has one Companies. ”
His advice? Be open and transparent with Customers, Shareholdersand employees.
“If there are negative adjustments, e.g. For example, downgrading a forecast, make these changes quickly assignment avoid ‘death a thousand cuts, ”he concludes.
Published on August 4, 2020 – 09:00 UTC