New makeup brand touches up

Local entrepreneur Kayla Houlihan is no stranger when it comes to running her own businesses.

From creating her own sensitive skincare range through to a paint and sip studio, her talents and interests have varied.

Now, the business veteran has made a return to the beauty industry with her new mineral makeup brand Holly Daze.

Her journey in business began almost 10 years ago with the launch of her own range Tribe Skincare, an endeavour she started when running her own skincare brand.

Tribe Skincare — now known as Senne Skin — has since discontinued its mineral makeup range, allowing Houlihan to bring it back as her own brand.

“I was getting messages nearly every single day off people asking me what they could use now that the mineral makeup had been discontinued,” she said.

“That’s where I really thought I need to get the mineral makeup back to people.

“It’s got such a cult following from people using it for years and that has led me to eventually be here launching a mineral makeup brand.”

Holly Daze is all about giving people their best holiday skin every single day, showcasing a makeup product that is actually good for the skin.

 

Increased demand for the makeup led to the business founder releasing it early, with customers welcoming the products entry to the market.

“I just had so many people asking for it and they were all running out of their makeup, so I sort of felt that pressure,” Houlihan said.

“I ended up launching the week before I went to Japan, which was an interesting choice, but it was good because I got a whole influx of orders of people that had been waiting.”

While it is great to have return customers, Houlihan understands the reality of owning a business is getting the product in the hands of new people.

“Now it’s really about educating new people about the makeup because every brand always needs new customers.

“I feel like firstly it’s about getting people to know that the mineral makeup is back and getting them to use it and then educating new people about the benefits of mineral makeup.”

Traditionally, makeup isn’t great for the skin, with people often using all different kinds of skincare to counteract what makeup is doing.

“Because it’s [Holly Daze] a powder, it doesn’t have an oil base, so it doesn’t clog your pores, it doesn’t leave your skin feeling like it can’t breathe,” Houlihan said.

“And then to top it off, this mineral makeup offers SPF protection and has no talc or kaolin clay, they’re really common ingredients in a mineral makeup, but they actually dry out your skin.

“I’ve made it talc and kaolin clay free so that basically when you’re putting it on your skin, it’s actually making your skin better by making it look better instantly and covering all the flaws, but also making your skin’s health better with ingredients like zinc.”

Not tailored to one particular age group, the makeup is designed for people who want something quick and easy; something that allows them to wear a small amount of product and still look natural.

 

Operating out of her spare bedroom, the Holly Daze brand hasn’t followed the same path onto the market as Houlihan’s previous businesses.

Juggling the reality of launching a product with the demands of being a mum, the focus has been on simply letting people know that she’s back and the product exists, rather than big launch parties and social media teases.

“This time I’m a lot more product focused and just talking about the benefits of the product itself and getting it out there, rather than being focused on the holistic brand,” Houlihan said.

“This time, I think my expectations are a bit more realistic in terms of slowly growing the brand.”

The toned-down approach proved to be effective with orders within the first week surpassing her expectations and support on social media highlighting the excitement for the brand.

Houlihan said she wasn’t expecting it to take off so quickly and the support has been great.

“It feels very aligned with what I’m supposed to be doing, all of that is very validating to be like this wasn’t just a crazy idea.

 

“I feel a little bit crazy going back into business again because it’s just so much to start over from the beginning, but [it] definitely gave me the validation… this is a product that people really want and need in their lives and I think it’s going be a very successful brand.”

Success for this business also looks a little different, with the founder not as focused on getting into the biggest stores as she is with people discovering the brand.

“The biggest form of flattery for a brand is someone using the product until it’s empty and then coming back for more,” she said.

“When they get to that empty product, they can make the choice if they’re going to keep using it or switch brands.”

The balance between work and life is also taking the front seat this time around, with Houlihan focused on making sure she has the time for family and friends.

While Holly Daze is still new to the market, there are already plans to extend the line in the future and introduce skincare and tanning products.

For more information, head to hollydaze.au or follow @hollydaze.au on Instagram.