Back in 2018, BD sat down with Manny Barbas and James Hachem, who at just 22 years of age and with very little beauty experience, founded the ever-growing, Instafamous skincare brand, Alya Skin.
Now both 24, the two Aussie men are on track to turn over an enormous $20 million in 2020 alone. Products are still flying off the shelves, with one selling every 22 seconds globally, thanks to countless testimonials of before and afters from using the acne-fighting skincare range.
BD recently caught up with the two bonafide beauty industry entrepreneurs, who shared some business tips, as well as what Alya has been up to and what’s in store for the future.
It’s been a while since we last spoke! Alya is set to make $20 million this year – congratulations! How does this feel?
We are simply taking it step by step and trying to grow our internal team. We have continued to learn that customers are everything and that’s what is getting us to the 20 million + mark per year.
We know that partnering with influencers is a major part of your marketing strategy. What is the process like for this?
We sent out at least 500 units a week to micros to get genuine content and product reviews. Our business revolves around content. We believe content is king. We are now focusing on big influencers as well for brand recognition.
Have any of the brand's strategies changed over the last few years?
We are focusing more on growing our internal team and content --> placing emphasis on larger influencers now and growing our product range.
Alya sells one product every 22 seconds, what do you think the success of the brand comes down to? And makes Alya stand out from other skincare brands?
Product, customer service, people, and marketing. When all are intertwining you see success --> that goes for any business online.
Do you have any long-term goals for the brand?
10 SKUs within two years, 50 staff and international expansion into retail in the UK and USA.
What is the most important lesson you’ve learnt since starting your business?
People – invest in people. As well as product.
Is there anything about working in the beauty industry that has surprised you?
How much you can change someone’s life with amazing products --> we have customers email us on a daily basis about how we've changed their lives and instilled confidence in them.
What advice would you give to other young people wanting to start a beauty business?
Focus on your brand – build brand equity and invest in people and NPD.
