It was 1999 when Jackie Maxted and her good friend from university, Janet Hayward, decided to venture into this new thing that was just starting to take off - the World Wide Web. But trying to sell a digital concept to people who were not convinced this Internet thing would be the way of the future was no easy task. But there can be no argument looking back that the two had foresight that was far beyond their time.
Fast forward 16 years and Maxted’s two online beauty sites - BEAUTYDIRECTORY and beautyheaven - are so successful that major publishing house Bauer Media announces the decision to acquire both businesses. 10 months of transition into the parent company, and the time has come for Maxted to farewell the business she created knowing it is in good hands.
As she packs up her desk and prepares an emotion-packed farewell speech, we sit down with the founder to get her final words.
What are you most thankful for in this business?
I’m just so grateful to have worked with amazing people. I’m grateful to have had the opportunity to inspire people, and I feel grateful to have had a positive influence on anyone’s career or life in any possible way - but also to have had such a great bunch of people to work with and who have worked so hard to make this business successful. When I talk to Bauer, they are constantly amazed about what a great thing we have built. And I am too sometimes - I’m like ‘how did this happen?!’ I feel in awe of the situation we find ourselves in. I’m excited for the future in some ways, and in other ways I’m terrified.
What does the business mean to you?
I feel like a proud mum whose child is about to enter the world as an independent being and survive. I know that everything is there to make the business successful on an ongoing basis. With the people that work here, the attitude that everyone has, and the loyalty and passion that is in this business, I can’t wait to see it go from strength-to-strength.
What’s your proudest moment for the business?
Saddest and proudest was when we signed the contract with Bauer. Proudest in that we’re being taken seriously - this is a serious business that has done well. But then obviously that is sad too as it is tinged with a sense of loss. Another really proud moment was when people started buying into the business - when it started becoming noticed in the industry. For a long time Janet and I were battling to get any attention from anybody. So when companies like L’Oréal, Procter & Gamble and Beiersdorf - all these seriously important companies - as well as all the beautiful small brands that have supported us through all our years, when they start believing in you and writing cheques to be on the site - there is nothing prouder.
BEAUTYDIRECTORY and beautyheaven have a very “family” feel to them. How has this affected the business?
In so many ways. The way this business works is because of collaboration. It’s because there are great people working here who are smart and know what they’re doing and they care - and if you’ve got people working together like that, then great things happen! We have all sorts of fiery discussions, but at the end of the day when we’ve all said our piece and we’re making decisions - it makes our business stronger and better.
What do you think is the secret to success of this business?
We’ve been innovative, we’ve pushed some boundaries to get noticed, but ultimately - we’ve always been about delivering a great customer service. Whether it is an unknown vlogger from Queensland, a tiny brand doing a skincare product out of their backyard or whether it’s a beauty journalist or a huge multinational global brand - we try and deliver a great experience and customer service to everybody. Every email is responded to, every telephone call is answered, every request is cared about. Ultimately you are always dealing with individual people, so if you make sure you have integrity on how you deal with people - everything else will work.
Where do you see the business headed?
There’s going to be a transition period working with Bauer. We don’t know exactly how that is going to look yet, but I feel like I am leaving the business in safe hands and I trust that everyone is going to put in just the same amount of effort and loyalty with a new leader here in place. With the history that we’ve got, there’s no reason it can’t go from strength-to-strength. I’m looking forward to seeing it!
What will Jackie Maxted’s life look like in five years time?
So tempting to start thinking about the next project. I’ve had lots of ideas over the last 10 months about what I’m going to do next, but what I’m actually going to do over the next year is just spend some time with my family and friends. I’ll do more yoga, I’ll do more meditation, I’ll go to the beach, and I’ll be spending some time with my children - who probably haven’t seen as much of me as they deserve to. I think having that head space of not making plans for anything new just yet, just taking time to just be - let’s see where that takes me...
