This is Stacey Hollands for Female Startup Club.
Welcome back to the show - it’s Doone here, your host and hype girl! In today’s episode we’re learning from Stacey Hollands, the founder of Lust Minerals. Stacey has such a cool story - she started the brand back in 2014 with just $10,000 and has bootstrapped it entirely to the 8 figure business it is today. We chat through her playbook to getting started in the early years with retail, how their influencer strategy has evolved and the $350,000 rebrand that was a pivotal moment for the business.
A Passion Ignited Early
Stacey's love for the beauty industry sparked at an early age, thanks to her knack for doing hair, makeup, and skincare. But it wasn’t until a pivotal moment—her father’s battle with cancer—that she redefined her life’s direction. This life event drove her to understand that health encompasses more than just food; it’s a holistic approach.
Leaving school at just 15, Stacey enrolled in beauty college and landed a job where she gained hands-on experience doing facials and skin treatments. Her time at a clinical skin salon ignited her passion for transforming skin, but personal challenges, including her own struggles with acne, made her more determined than ever to find natural solutions.
While learning about mineral makeup at the salon, Stacey recognized its potential to not only enhance beauty but also treat skin conditions. This revelation inspired her to quit her job and create Lust Minerals, all while setting up a home salon to care for her father during his illness.
Bootstrapping and Building
With her $10,000 investment, Stacey dove headfirst into her brand. She poured every dollar back into Lust Minerals and quickly realized that starting a business meant sacrificing immediate financial gain. "You can't expect to take a wage within the first twelve months," she notes. Instead, she focused on building cash flow for the future.
In the initial years, the hustle was real. Stacey and her team worked tirelessly on research and development, securing an impressive 80 stockists within just two years—no small feat for a brand without a track record. “To have 80 stockists with a brand that had no history is such an incredible achievement,” she reflects.
Lust Minerals didn’t transition to e-commerce until 2018, maintaining a direct-to-consumer approach that emphasized exclusivity. The brand saw impressive growth—up 130% year on year—while remaining focused on building strong relationships with customers.
The Power of Influencer Marketing
By 2019, Stacey recognized the immense potential of influencer marketing. Collaborating with local influencers who genuinely loved her products, she achieved a significant breakthrough when their eye cream went viral. “We woke up one morning and had eye cream selling every 30 seconds!” she recalls. This organic growth paved the way for more opportunities and partnerships.
Stacey’s team also began to leverage social media, gifting products to influencers and honing their strategies over the years. While they didn’t dive into paid ads until 2020, they relied heavily on word-of-mouth and social proof to build their audience.
A Game-Changing Rebrand
In 2021, Lust Minerals underwent a major rebrand, with Stacey investing $350,000 into changing how the brand was perceived. This wasn’t about reinventing the wheel, but rather about evolving to stay relevant. "It’s essential to know when to push boundaries and try new things," she emphasizes.
Brand collaborations also became a strategic focus. Stacey’s tip? Find brands that share your target demographic and engage in co-branded marketing. For instance, a voucher swap can introduce customers to both brands, helping to build databases and create exciting offers.
The Next Chapter: Education and Community Building
Today, Lust Minerals stands proudly as an 8-figure brand, but Stacey's vision doesn’t stop there. With plans for a beauty school, she aims to educate her community about the unique aspects of her products. “Education has been a barrier,” she notes, highlighting the need for clarity in a crowded marketplace.
Her advice for fellow entrepreneurs? “Understand your community, their pain points, and lead with integrity. Be crystal clear about your vision and values, and dare to be different.” Stacey's journey reminds us that staying true to your purpose is key in this fast-paced industry.
As Lust Minerals continues to thrive, it’s clear that Stacey Hollands’ story is just beginning, and there’s so much to learn from her journey. Whether you’re starting your own beauty brand or looking to elevate your DTC e-commerce game, Stacey’s insights provide a treasure trove of actionable strategies to succeed.
