Ep 15: Paula Short - Resilience, Passion and Trust, The Secret Behind The Success of Beauty BLVD

Paula Short is the Director and Co-founder of Beauty BLVD, a British cosmetics company that is partnered with a range of retailers, including Amazon, Superdrug, Glossybox and Jet2.com, to name a few. Her passion and resilient attitude have resulted in her brand being hugely successful.  Paula has always been hugely passionate about the hair and beauty industry, as she has owned a salon for over 15 years. Beauty BLVD became in demand after a hugely successful launch of its Glitter Lips product, targeted at people that want to stand out and make a statement. The brand has been seen on Coronation Street, Love Island, and Dragons’ Den.  In this podcast, Paula shares what makes Beauty BLVD so special and the key to the success of her brand, her partnership with Rachel. She discusses the importance of going on the customer journey on the website, to improve the user experience. She shares why choosing the right distributors is so important and how to find and build relationships, through networking.  She shares the power of influencer marketing and how that has shaped her brand, the product development processes, and why you should always go to the buyers with an idea first! She tells us how she changed her “biggest kick in the gut”, into a learning curve, which transformed her business. She discusses the advantages of using social media to stay on top of the latest trends. .