An entrepreneurial spirit is in Delane’s DNA, 25+ years of experience in a corporate setting Ms. Mazaheri knows how to infuse the passion it takes to launch and run an indie beauty brand. Delane and her partner saw a need for change in color cosmetics. They began to challenge the norms and fought to understand formulations that would be safer, eco-friendly and most importantly good for humans. Seeking expertise from professionals within the beauty industry and focusing on the science of beauty, STARE was born. Delane guides STARE Cosmetics with expertise, love, and excitement.
Bringing a new generation of long-wear color makeup to market is what STARE Cosmetics is all about. Commitment to our customer, enhancing beauty through science and consciousness.
What inspired you to start your business?
Inspired by an idea, “makeup should complement your skincare routine”. My team and I set out to create a color makeup line focused on high performance without skimping on quality ingredients. We had one goal in mind, blend nature and science and make a product line healthy enough you would want your own family to wear. Thus our gluten-free, paraben free and cruelty-free makeup was born.
Where is your business based?
We are based in Santa Barbara, California.
How did you start your business? What were the first steps you took?
I first focused on the core items like product development, R & D, and business infrastructure then hired the right partners and employees so we could take our brand to market.
What has been the most effective way of raising awareness for your business?
Brand awareness is a process of steps taken to get your name recognized. We set goals, hired specific teams of experts to help us achieve attainable mildstones month after month. This collaboration helped us to finesse our brand ethos. Effectively garnering STARE press and media coverage, connecting STARE with our customers globally and also focusing on our local community, hosting events and aligning with charitable causes.
What have been your biggest challenges and how did you overcome them?
The route to ROI, I think all indie beauty seeks this relentlessly. We dialed into our sweet spot (Indie Beauty – Gluten and paraben Free Color Cosmetics) and are creating opportunity within that space. We know what we are good at, and to tell that story so it resonates with our audience is the most important aspect of sharing STARE with others.
How do you stay focused?
Having a brand consultant who keeps us focused and on task is very helpful. We believe this has been the biggest asset to our recent growth. Setting goals and meeting frequently with our team to understand our business, what works, what might need to be changed and what we need to better. I constantly check in with everyone to get feedback and take note of the successes along the way too. Nothing like a small win to help motivate you to push through to the next challenge, which always seems to be the case in small business.
How do you differentiate your business from the competition?
We are only trying to be us. STARE is committed to providing a luxury high-quality product. I am always working to discover ingredients designed to aid in the benefit of great skin. We don’t skimp we will wait until we know a formula can be done just the way we want it. Performance, ingredients, and quality are paramount in how we differentiate ourselves. It’s crazy but when you combine great ingredients with amazing beauty science, you get wonderfully high performing long wear makeup. Over 70% of our line is vegan, and we have worked hard to make that happen.
What has been your most effective marketing strategy to grow your business?
STARE’s strategy has involved being nimble, learning from our mistakes and focusing on quick responsiveness to all categories within marketing a new business. Adapting to new technologies, listening to customer feedback. Our success is connected to our customers and the invaluable insight they share about our products.
What’s your best piece of advice for aspiring and new entrepreneurs?
Research and ask questions. When starting a business there is so much to think about. Knowledge is power and will help you map your plan of growth effectively.
What’s your favorite app, blog, and book? Why?
One of my favorite books that comes to mind is “NOT TAUGHT” by Jim Keenan and Backblaze is one of my most helpful apps I have discovered. It gives me the ability to back up and have access to all my data right on my handheld device.
What’s your favorite business tool or resource? Why?
The ability we all have to source the great worldwide web. I love the access the internet provides, invaluable for contacts, information, and resources.
Who is your business role model? Why?
In business, you try to cultivate relationships designed to serve both parties. I have had many mentors and within those relationships; I have learned so much about myself and experienced growth because of the wisdom shared. It was a cumulative effort and the best part of having great business role models. A collective is better than one in my opinion. Supporting someone in their dreams seems valuable to me and I am grateful to those have done the same for me.
What is your beauty routine? What are some of your favorite products?
Great skin and beauty is a combination of internal and external awareness. Even self-care at home can be beneficial in keeping yourself glowing. I love STARE’s Eye Revive Serum and our Botanical Hydration Mist. I don’t think I go a day without using either.
How do you balance work and life?
The age old question of balance! It is hard as an entrepreneur to find this balance. I schedule “me” time and family time as much as I can to achieve balance. If there are times I work too much, I ask myself what can I do to work smarter not harder. Social media can be a time sink, I guide my team but they manage the brunt of that task. STARECosmetics.com and @starecosmetics is always a work in progress but what we hope to achieve is to inspire all genders and all skin types to find their own beauty and enhance it with our “good for you” products. Our Facebook page shares a little more about events we may host throughout the year.
What’s your favorite way to decompress?
I love naming STARE products. I find it relaxing and fun. Inspiration comes from all around, it’s definitely a very personal task and connects me to the STARE brand a little more intimately.
What do you have planned for the next six months?
It’s a great time for STARE—we are rolling out our brand in several luxury hotel properties like The Ritz Carlton, Dallas and Gurney’s in Montauk this summer, and hosting amazing events like master classes with celebrity makeup artists throughout the US. We will be at Miami Swim week this year and then cohosting a fabulous event in DTLA this August with The Collective Affair and Christine Kong of Daily Kongfidence. STARE is planning to be in London and Dubai soon too! Big goals worldwide for this little indie brand.
How can our readers connect with you?
I am always an email away at [email protected] or our Instagram DM is great too. @starecosmetics