Small beauty retailers across the country are facing a host of challenges as they fight to keep their businesses afloat in an increasingly costly and competitive environment. Emmy Hayes Condon, a creative strategist and former sales associate at Fine Line, a clean beauty retailer in Austin, Tex., that Beauty Independent profiled in 2022, reflects on her time working at the small retailer as it pivots from a brick-and-mortar location to e-commerce.
I found Fine Line during a period of creative burnout. My background in advertising and marketing wasn’t igniting my passion as usual, and I yearned to engage in a hands-on experience. The owners were fantastic, the brand was beautiful, and the prospect of escaping my work-from-home office once a week to explore a new pastime was even more enticing.
I have been a beauty product connoisseur for years, but I was never one to wear excessive makeup. If I recall correctly, my initial makeup products consisted of clear Maybelline Great Lash tube mascara, sheer violet eyeshadow, which I quickly upgraded to Urban Decay Space Cowboy, a shade that seems to be making a comeback in the influencer world, surprisingly, and Bonne Bell Vanilla lip gloss.
Throughout my early womanhood, I expanded on this simple routine. I experimented with rhinestones and eyelash glue for my freshman homecoming, ignited a French braid renaissance, embraced a bold coral red lip inspired by Jenna Lyons’ epic J.Crew days and became one of Glossier’s first customers (hello OG stickers!). I am an avid lover of all things beauty.
Now, years later, enter Fine Line.
I have always believed that Austin had an underserved clean beauty audience. When I joined the Fine Line team, I quickly, though unscientifically, confirmed that my hypothesis was correct. Every day in the shop brought new lessons in brand building, beauty education and meeting our customers, my favorite.
Independent beauty retail is a treasure trove of customer insights and what isn’t rooted in sales data can be felt with entrepreneurial intuition. We loved when brand reps visited our tiny shop because we could express what was selling well and what was not on an individual level instead of on a cramped Excel spreadsheet. We were able to offer nuanced insight to make a product better or adjust sales strategy on the spot.
The intimacy of smaller spaces allows for deeper connections, creating an atmosphere where community thrives. I appreciate that larger retailers now offer more curated experiences with the “store-within-a-store” concept. However, there are still many things to learn from independent retailers and reaching out from time to time to collaborate on certain local ventures would be an invaluable business asset.
By the end of May 2023, we closed the Fine Line trailer doors, taking a different path from many beauty retail brands. We have shifted to an online-only storefront while we work on building Fine Line 2.0, which holds very exciting things. However, I’m glad we were able to create a sense of community and connection in real life before expanding.
These are the top five lessons I learned during my time working in an independent beauty shop:
1. It Really Is About The Testers
I often used the classic line, “Here, try this…,” established by the grand dame of beauty, Estée Lauder. She pioneered the try-before-you-buy technique, which remains the leading tool for securing beauty sales. My unscientific observation is that nine out of 10 times, the customer’s reaction would either be, “Oh, yes!” or “Oh, no!” If only every life decision were that easy to discern through texture, feel and scent.
2. Connection Is The Point
Understanding customers’ immediate needs is something that online retailers will always struggle with. I could offer a range of solutions in the store, from beauty enthusiasts seeking a complete overhaul of their routine to newcomers looking to swap out a product or two. However, identifying and addressing those needs becomes much more difficult without that real-time connection.
3. It’s All About Trust
The most significant overlap between my experience in creative marketing and retail lies in trust. Despite comprehensive brand training and personal product testing, everyone who walks through the door brings a unique experience, skin type, skin goals and questions. Equipping the sales team with thorough brand education is a top priority for new and established brands.
4. Beauty Is Personal
From online customer service to in-person interactions, every small moment holds significance. During my time in the shop, I’ve heard about life milestones, fears, new jobs, job losses, impending arrivals of babies and relationship news. In those moments, a product becomes more than just a moisturizer. It becomes a source of relief or a tool on their journey. It may not be life-changing, but it holds great meaning. Adding an extra product sample without reason or following up on how they enjoy the product is essential. This personal touchpoint should never be taken for granted.
5. There Are Many More Opportunities In Beauty
Throughout my diverse career, I’ve engaged in various endeavors and continue to see countless possibilities in beauty and wellness. The industry constantly presents unique needs, and many things will change with the evolving technology and the introduction of AI. However, as human beings, we will always need to take care of ourselves and deserve to feel good.
So, I would advise any new or established brand: Invest in the pop-up. Host intimate events. Collaborate with your local independent retailer. Create spaces for your community to meet IRL. Bring the product to the people!
Emmy Hayes Condon is the editorial director and director of special projects at The Wellness Department, a new creative beauty consultancy that works with brands on retail strategy, pop-up production and community outreach. Fine Line is a current client. She can be contacted at emmy@thewellnessdepartment.co. To subscribe to The Wellness Department’s newsletter, click here.
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