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 capuaçu 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.