Spa Life Interviews

Spa Life interview: Tracey Smith

26th Jun 2018
Spa Life interview: Tracey Smith

Founder and Director of Ashmira Botanica, Tracey has grown up in the beauty industry. She started her beauty career in cosmetics wholesale and is also a trained therapist. Several years ago she set up a waxing business with a former partner and recently decided to branch out on her own – the Ashmira Botanica waxing range was born. The range launched in February this year.

My Dad had always worked in the beauty industry so from the age of 14 I would go to exhibitions and trade shows with him; I would be the model on the stand having her legs waxed! Back then beauty shows were much smaller and more intimate. Everyone knew everyone and there was a friendly, family feel to the industry that I fell in love with it.

 

I started my working life as a veterinary nurse, but when that didn’t offer what I wanted from a career I moved home, trained as a beauty therapist, and set up a beauty wholesale business with my Dad. Then I took on the South West England franchise for Australian Bodycare, which I had for 15 years. It was hard work, days of door-to-door selling and cold calling, but it really gave me an understanding of the industry and the confidence to set up on my own.

Having a wax should be more of a luxury spa treatment; not just a functional one


I realised there was a gap in the market for a  waxing range that would really look after the skin, and make having a wax more of a luxury spa treatment than just a functional one. I wanted to ensure waxing was a pleasurable experience for clients, one that’s as pain free and comfortable as possible. 

 

I’m hard working and passionate, so I dedicated myself to creating a range of innovative, professional wax products. Ashmira Botanica is packed full of botanicals, with a base of argan oil, hazel seed oil and capuac╠žu butter (related to cacao). My belief is that if we start by hydrating skin from the word go, that’s really going to help with the after care. I love selling products that I’ve created from scratch and meeting potential clients.  I get such a buzz from seeing their reaction to my products and ultimately seeing my brand grow.

Customers are more knowledgeable than ever - so efficacy and innovative products are key.


Setting up on my own was daunting. I went from a business I had worked hard to build up with my partner to starting again from scratch, without a single client to my name. When I was in college my tutor instilled in me the importance of never giving up and I think that drove me to succeed.

 

The day I launched Ashmira Botanica was the proudest moment of my career. We hosted an event in London and the feedback was overwhelming; it was thrilling to know that something I had created was so well received by my peers. My wish now is to become the number one professional waxing brand in the UK and I am taking the first steps to growing the brand globally. We already have distributors in Slovenia and Norway with India and USA in development. 

 

I believe we still have some way to go to educate and encourage therapists to professionally sell retail products at the end of a treatment. The growth of the cosmeceutical market has seen a greater focus on treatments, which give instant results. Customers are more knowledgeable than ever about what’s available in the market, so efficacy and innovative products are key.

 

www.ashmirabotanica.com

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