Q: Can you tell us about yourself and how starting La Mior came about?
A: My name is Aakriti, and I’m originally from Delhi. I did my undergraduate degree in Computer Engineering in Delhi and then pursued my MBA at IIM Ahmedabad. It was there that I met my husband, who is also the co-founder of La Mior. We both shared a passion for starting something together in the skincare and makeup industry, specifically on clean makeup. Clean makeup refers to using non-toxic ingredients safe for the skin and body and avoiding harmful substances. We started by setting up our R&D lab in Surat, where we researched and developed formulations. Today, La Mior has two main business verticals: private label services for over 50 UHDCC brands and our brand, Lamya, which completed two years in December.
Q: What sets La Mior apart from other makeup brands, and what is your target audience?
A: La Mior stands out as a skincare-centric makeup brand, offering products that enhance beauty and improve skin quality over time. Our formulations focus on efficacy, quality, and innovation, ensuring they meet international standards. Our target audience is primarily women between the ages of 18 and 40, especially those working and seeking efficient, innovative, and high-quality makeup products. We cater to women who are aware of international brands and looking for similar quality products in India.
Q: How does La Mior engage with its target audience and market its products?
A: We primarily engage with our audience through our D2C (Direct-to-Consumer) website and social media platforms, especially Instagram. We use performance marketing, Google advertisements, and influencer marketing to reach our audience. More than 90% of our revenue comes from our D2C platform, and we have recently started listing our products on marketplaces like Amazon and Myka. We also focus on customer feedback and interaction, using WhatsApp marketing and email communication to gather reviews and feedback for continuous improvement.
Q: What challenges did you face while starting La Mior, and how did you overcome them?
A: One of our biggest challenges was setting up our manufacturing facility. As we were new to the industry, it was daunting to understand and set up the plant, source the right machinery, and ensure quality control. However, with determination and perseverance, we overcame these challenges. We invested around 90 lakhs initially and gradually expanded our operations. Today, we are opening a second manufacturing plant to meet the growing demand for our products.
Q: What are some of the key factors that have contributed to La Mior’s success so far?
A: Consistency and execution have been the key factors contributing to La Mior’s success. We have consistently maintained our hard work, product quality, and customer engagement. Despite facing failures and challenges, we have focused on our goal and continued executing our ideas effectively. Our focus on innovation, quality, and customer feedback has helped us create products that resonate with our target audience and differentiate us in the market.
Q: What are your plans and vision for La Mior?
A: We aim to become one of the biggest makeup brands in India within the next five years. We plan to continue launching innovative products and expanding our reach nationally and internationally. Our goal is to offer our customers the best quality skincare-centric makeup products while maintaining our commitment to sustainability and ethical practices.
Q: Can you tell us about the products and services La Mior offers?
A: La Mior has two main business verticals. Firstly, we offer end-to-end services for private-label makeup brands, providing formulations and manufacturing services for over 50 brands, including some iconic Indian brands. Secondly, our brand, La Mior, focuses on clean makeup products. Our brand offers innovative and high-quality makeup products that cater to women between 18 and 40, primarily working women looking for efficient and effective makeup solutions. Some of our best-selling products include our lip category products, such as our lip balm, velvet liquid lipsticks, and juicy tinted lip oils, which have gained popularity for their quality and efficacy.
Q: What advice would you give to budding entrepreneurs?
A: My advice to budding entrepreneurs would be to focus on consistency and execution. Your journey will have ups and downs, but if you remain consistent in your efforts and execute your ideas diligently, success will follow. Also, don’t be afraid to fail, as failures often lead to valuable lessons that can help you grow. Believe in your vision and keep pushing forward; you will eventually achieve your goals.
Website: https://www.lamior.
