Skin in the game
She still markets predominantly over Instagram, with the business making 88 per cent of sales through social media. Bec attributes the success of her early products to having been in the industry for a while and having trusting relationships with customers.
“I didn’t have too much of a strategy,” she says. “On Instagram I didn’t tell people what was coming but they knew something was on its way.”
The Botanicals by Luxe range has 19 products including cleansers, exfoliants, masks and boosters, moisturises and eye products.
Despite its hardships, Bec found the challenges of COVID lockdowns offered her an opportunity to better engage clients.
For example, her Instagram profile became a destination for people stuck at home and looking to research skin care products. Now with 32,000 Instagram followers, Bec has been surprised by her growing social media prominence.
“I’m not a classical Instagram girl. Like a lot of small businesses, I just had an idea and went with the flow,” she says.
“But the business went bananas when COVID happened. With people not being able to go out they wanted to treat themselves.”
An important part of maintaining trust with customers is a weekly Q&A session on Instagram.
“I was getting slammed in direct messages, I was getting 200 a day. I thought ‘I will try to condense this down’. So, I put up a question box and I would answer the most common queries,” Bec explains.
“It is about trust – it is a relationship.”
Of course COVID wasn’t plain sailing. Like many Bec had to balance home schooling her young boys – now five and seven – while also running her million-dollar business.
Now she’s not resting on past achievements. Botanicals by Luxe recently launched a line for teens, a market not in the original plan. “(But) we have had so much interest from mothers and fathers who use the range. It is going really well.”
There are two more products to be released this year, one of which is a moisturiser with sunscreen, now undergoing clinical testing. “We are hoping to launch by spring,” Bec says.
Keep it simple
With the business growing, Bec is thankful for the backing of ANZ and her Geelong accountant for helping her with a plan to set up the business on a sound footing.
“I’m self-funded – I saved up money and never had a credit card,” she says. “ANZ has never been pushy, I liked that.”
Like many entrepreneurs, Bec says an important aspect to staying focussed as the business evolved was staying true to herself.
“There is a lot of pressure to stay fresh and keep up with things. But I also like to keep things simple. I try to surround myself with like-minded people,” she says.
And she particularly likes demystifying the skin care process for customers.
“Big companies will try to sell customers a morning cream, a night cream. It is all the same stuff, it doesn’t have to be that hard and complicated.”
The human side of helping people is what ultimately keeps Bec motivated.
“I think the important thing for me is when people reach out and say ‘you have actually changed my life’. That is why I am doing it."