In the BD industry profile series, we get to know some of the professionals working in health and beauty. We hope to shed more light on the various companies and roles that make up our bustling industry.
This week, we sat down with lipstick range founder Karen Murrell to find out more about her namesake brand.
Can you please tell us a little bit about your background in the industry?
I have always had love for cosmetics, starting my career working at a cosmetic counter in a department store in Auckland. This really gave me a great insight into the industry and paved the way for my first business which was actually a skin care range.
Whist dabbling in the world of skincare, I saw a gap in the market for a natural lipstick that was environmentally friendly yet functionally as good as an international top-level brand and that’s when I launched a lipstick range
What does your current role entail?
I have many hats. Officially I am the CEO, however I am very involved in the creative side of the business and of course designing the lipsticks.
Best thing about the beauty industry?
The lovely people that I have the privilege to meet and work with.
What does an average day in the office look like for you?
Firstly, I must admit, I am not a morning person! I like to ease myself into the day by going to a café and enjoying a coffee whilst I sift through emails and determine an action plan for the day to come. My day can involve anything from working on formulations and new products to dealing with manufacturers and distributors. One of the highlights for me, is coming to the office and working with my fantastic team who are just as passionate about this business as I am.
What drew you to start Karen Murrell?
I always wanted to be better and do better with a burning desire to prove that I could do this. I guess this comes from a 70s generation way of thinking.
I’ve heard about your success in Asia, could you please tell us more about that?
We have had great success in the Asian market and have learnt to adapt to the changing market. The range has gained traction through key e-commerce platforms and trade partners. My range of lipsticks are made from natural ingredients, designed in NZ and made in Australia which really resonates with this market. It still blows me away to say that 1 Karen Murrell lipstick is sold every 9.6 second worldwide and this is mostly due to the success that we have had in Asia.
How is the Asian market different to the Australian market?
The Asian market is a lot faster, relies more on e-commerce which is more advanced in this part of the world in comparison to Australia.
What are your can’t live without beauty products?
I seem to have more products in my beauty bag, the older I get ! I can’t live without my Moisture Stick which I use all the time, especially before bed and also I use it to hydrate my cuticles and keep my brows in place. I wear lipstick every day so that’s a must. I also really love beauty blending sponges as they give my make up a great finish.
What has been your biggest career highlight so far?
The people, the relationships you build over the years.
One of the major highlights would have to be when we invested in a bigger machine to manufacture lipsticks in order to meet demand. This really fuelled our growth and ability to supply large quantities.
What is your preferred method of communication?
These days I rely a lot on We Chat as its fast, easy and allows me to communicate with various trading partners across the globe.
What do you like to do in your spare time?
In my spare time, I simply love to look after my beautiful family.
Is there anyone in the industry you most admire?
I would say my biggest admiration is for my Nana Gwen who has been my inspiration. I remember afternoons spent exploring my Nana’s extensive make-up collection as a curious and creative young girl. Nana Gwen use to give me lipsticks for Christmas when I was just 4 years old so I started very young!
Your mantra / philosophy is?
Pure honesty and I always say “Sleep on it” when struggling with a decision.
If you weren’t doing this, what would you be doing?
I’m really lucky, I’m right where I want to be.
For more information about Murrell's range of lipsticks and for downloadable hi-res images, visit the brand listing.
