bareMinerals X International Women’s Day

01 / 03 / 21

Here on Dukes Lane, we're proud to be home to a number of brands that make an impact. For International Women's Day 2021 we're highlighting the work of beauty brand bareMinerals and its ethos of empowering people. Read on to hear from the brand's Regional Education and Events Manager, Hayley Wicks.

Hello! I’m Hayley and I’ve worked for bareMinerals for over ten years; I began my career on the shop floor and have progressed to now work in Education and Artistry. I’m so proud to work for a brand like bareMinerals and would love to share my experience with you, in the hope that it will inspire you this International Women’s Day.

Our brand founder, Leslie Blodgett, always wanted to make a positive difference in women’s lives and this is something we continue to strive to do as a brand. bareMinerals launched with our now iconic ORIGINAL Loose Foundation – some may say it started the mineral makeup revolution! It is our most loved product worldwide and I fall in love with it all over again every time I use it! What fascinates me is seeing the reaction from women who have never tried the product before – it looks like a powder yet buffs on like silk and gives a ‘your skin, but better’ effect. I’ve ‘Swirl, Tapped and Buffed’ (our recommended application technique!) many faces over the years and could tell endless stories about customers returning to the store to tell me how much their skin has improved since using the foundation, how it’s given them confidence or how overjoyed they were to find a foundation which delivered coverage, but also allowed their skin to breathe!

ORIGINAL Loose Foundation

Until I worked for bareMinerals, I had never had a customer give me a hug at the end of a makeup consultation but from early on in my career, I realised this was going to become a regular thing! We put the customer experience at the centre of everything we do; from how we formulate our products to how we deliver our service in-store and for me, that is so important. When you take the time to connect with a customer, truly understand their wants and needs, then customise products to suit their concerns, that’s a powerful encounter – not only for the customer but for us too. We want our customers to feel good about the choices they have made, look good in the products from their new personalised skincare and makeup routine, and all with the added knowledge that they are using a brand that is cruelty-free cares about the environment and is making continued efforts to become more sustainable.

MINERALIST Hydra-Smoothing Lipstick

Connecting with the community has always been so important to us and throughout lockdown, we’ve been able to connect with so many women through our virtual consultations. At a time where people can feel somewhat disconnected, we’ve tried to bring a warm friendly face (and our product knowledge and service!) right to people’s homes. We’ve received countless emails of thanks and recognition from customers who have had a virtual consultation and the overwhelming response is: ‘This meant so much more to me than just a beauty consultation.’

STRENGTH & LENGTH Serum-Infused Mascara

I feel empowered knowing that we do impacts people’s lives in a positive way; one of my favourite emails about a member of my team ended like this: “Also, I want to thank her for the lovely uplifting chat, especially in these difficult times, she was a breath of fresh air and an asset to your company.” It’s easy to say it’s just makeup!’ but I know first-hand how a simple swipe of our MINERALIST Hydra-Smoothing Lipstick (which offers vibrant colour and is vegan!) or a touch of our STRENGTH & LENGTH Serum-Infused Mascara (which helps strengthen lashes and supports lash growth) can give an instant confidence boost and make someone’s day! I love that we can make a difference through our daily interactions and on a larger scale through our ‘Power of Good’ fund which has supported over 150,000 women worldwide through education and mentorship. I said it at the start of this piece, and I’ll say it again, I am proud to work for bareMinerals – a brand that is so much more than just makeup.

Happy International Women’s Day!

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