I don’t recommend looking what other beauty brands do. Be unique and have your own niche. Don’t be a copycat. You can get frustrated and overwhelmed if you look what others do.
I had the pleasure of interviewing Ravit Darougar. Ravit is a current resident of Beverly Hills and holds a Bachelor of Law LL.B and a Bachelor of Business Administration. Raised in Israel, Ravit was both a lab nerd and a teenager with a weakness for cosmetics. For her, cosmetics were magic. She marveled at how cosmetics could transform any woman from a plain woman to an extraordinary, she recalls how good it felt to see the friends she’d makeover, thrilled over their transformation. Ravit knew in her heart that cosmetics weren’t some frivolous extravagance but important to helping women who are suffering from lacked self-esteem or depression. The company she envisioned launching was one that would produce cosmetics that were not harmful and was never tested on animals, and a company that would bring joy to the women applying it. She was determined that every product she ever created would not only make a woman feel beautiful, it would also be good for her. Ravit Darougar is a self-made woman, who aside from inventing patented cosmetic formulas she also is an expert in real estate and construction. Like most women, Ravit has had to work extra hard to support her cosmetic company dreams. She is an advocate of programs that help abused children and women. Ravit’s ultimate goal to establish a nonprofit organization to help women overcome personal life challenges, such as women who are low income, unemployed and trying to get back into the workforce.
Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?
I was frustrated because of a lack of easy-to-use products to create perfect eyebrows; I chose to focus my energy on inventing my own formula.
Since I was a teenager, I was an inquisitive and curious innovator, always daydreaming of one day launching my own cosmetics company. A studious student, from a young age I exhibited great interest in chemistry, biology and physics and was always trying to figure out the formulas to my mother’s creams, lotions and cosmetics. I would sneak into my mother’s makeup and create new lipstick or eye shadow shades — mixing and matching, and every so often adding ingredients I learned in my chemistry lab to create the perfect makeup consistency.
To this day, I loves cosmetics, I wanted natural looking, defined eyebrows, not fake and cheap looking or hard to apply. Unless I had my eyebrows done professionally by a makeup artist, I could not find one consumer-user-friendly eyebrow product that was easy to apply and didn’t require purchasing a variety of items to get that natural, perfect brow. So I created Double Shade Seductive Eyebrow Gel.
Can you share your story of Grit and Success? First can you tell us a story about the hard times that you faced when you first started your journey?
Here is a breakdown of the hard times that I faced when I was first starting my business:
The first step was finding a lab that would produce my formula with me! Creating a high quality formula took me choosing a lab who embraced my vision. After years of experimentation, I finally created an exclusive formula that is not harsh like eyebrow pencils, smooth as silk, not greasy like a pomade, comes in four pairs of shades for all complexions and hair colors!
Once achieving the perfect formula, I discovered there was no machine to pour two shades of formula into one glass ampoule without meshing colors together. A huge problem! My lab almost quit on me, but I wasn’t having it. I rolled up my sleeves, contacted dozens of manufacturers, and purchased a machine and the various parts and nodules to modify it. After many failures, ultimately the lab team got it right.
Once resolving the formula-pouring problem, there was the issue of the lid. I was told that the rose gold metallic color would better adhere to plastic lids. I absolutely rejected plastic and had to search high and low to find a company with experience and skills to print the aluminum lids without altering her design. The lid had to be in metallic rose gold tint, logo on top and on the sides print a thin light taupe-brown line encircling the lid. Despite the added expense and time, I succeeded.
I knew what I wanted: packaged in an original designed 2-part vertical box, printed in original 4EverMagic trademark color scheme of brown and metallic rose gold, and create a dieline to accommodate the original gold lace trim on one part of box.
In the United States, it was cost prohibitive. I turned to China, but was not happy with the major manufacturers I met — most wanted to alter my packaging vision in order to make it easier to produce. I declined. Then I was given the name of a Chinese man who might be able to help me. The only issue: he didn’t speak English. After communicating via a translator and using also Google translate, I hired him. After many samples and adjustments being sent back and forth from China, I accomplished the packaging of my dreams!
Where did you get the drive to continue even though things were so hard?
I got the drive to continue from wanting to have a company the had the ability to give back to society and work closely with charities.
I made a promise from the day I launched my company that $1 from each transaction on our website would go to charity. We give donations to various charities that feed the homeless, help low-income at-risk, provide free beauty products to unemployed women, and charities that offer makeovers in preparation for job interviews.
So, how are things going today? How did Grit lead to your eventual success?
Our product kit is getting amazing reviews; we have over 200 reviews on our Facebook page in few months, because of the good quality of our formula and brush. Also the unique concept of pouring two tones into one glass jar is getting an amazing response. We have a fast growing cosmetics company. We collaborate with many Social Media Influencers who many of them became my friends. Our followers on social media become bigger and bigger and growing every day. We have boutique stores such as spas, local beauty stores who carry our products.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I thought I could do everything by myself without hiring a third party company or employees! I wanted to control everything, but I learned pretty quickly that I had to hire people to help. My business was growing so quickly and I was trying to balance way to many things at once.
From doing graphic designer jobs, marketing literature, running my own social media on Facebook, Instagram, Twitter, Youtube and Pinterest, fulfilling orders, communicating with every beauty influencer, AND restocking the product …. It was a lot! I would schedule for influencers to go live on our Facebook page, but everyone of them would live in a different time zone. I needed to make sure they didn’t try to go live at the same time and sometimes I had to wake up at 3am my time in order to open the option for a beauty influencer to go live on my page on 6am their time. As my social media following became bigger and bigger, it became more challenging to answer every comment or question that came through. As you could imagine I was running around constantly doing something. It is funny now that I look back at it!
What do you think makes your company stand out? Can you share a story?
I think my personal story as an immigrant makes my company stand out. Several of our followers have followed my story since the beginning and have commented on the growth of my company and me as an entrepreneur. I had to jump over several obstacles in order to get to where I am today and I think people connect with that. Our brand has also created an amazing community where makeup artists can share their talent and connect with other makeup artists. A sense of community is really important in the makeup industry.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
I don’t recommend looking what other beauty brands do, be unique and have your own niche.
Don’t be a copycat. You can get frustrated and overwhelmed if you look what others do.
Also remember that you need to take breaks! If you get frustrated go workout or take a moment to step back and look at the big picture. Everyone needs to recharge every once in a while.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I am extremely grateful for my mom. She taught me to not give up and how to stand up for my rights. Everything she has taught me has helped me in business and in life.
How have you used your success to bring goodness to the world?
Like many women, I’m a self-made. I am a hard-working immigrant who knows how hard it is to start your own company and succeed. As women, it is an inherent trait that self-doubt and a lack of self-confidence will create the fear that holds so many of us behind. This is reason why 4Ever Magic Cosmetics and all of its products will always support programs that help at-risk children and women.
I’m creating a non-profit organization, 4Ever Magic Cosmetics Foundation, that is set to add sprinkles of confidence by helping women overcome personal life and health challenges. As well as, women who are low income, unemployed and trying to get back into the workforce. We will collaborate with other organizations that help at risk women who are struggling to rebuild their lives.
4Ever Magic Cosmetics has a limitless vision when it comes to helping those in need.
Charity is important for us, thus when you place an order for your double shade seductive eyebrow gel and the brush, $1 from each transaction will be donated to one of the 2 nonprofit organizations that are listed on our website. Make sure to choose at check out process, which organization, you want the $1 to be donated
What are your “5 things I wish someone told me before I started my company” and why. Please share a story or example for each.
1. You should take breaks, otherwise you can burn out. I used to work nonstop, now I try to have more family time and take vacations, I feel that by doing that I’m more productive.
2. There is always “yes” for every “no” that you get, there is enough people out there that will want to work with you and grow your business. As a human nature, I used to feel disappointed if someone told me “no” and it wouldn’t let me focus on growing of my business. Now we are getting so many opportunities, that we are focus on moving forward.
3. Whatever is right for your business is not what is right for others. I have been told, you should do a launching party of your company because everyone is doing it, but I took the funds instead of spending it one night party, spend it on constantly social media campaigns and collaborations.
4. Hire people and third party companies who specialize in what they do. It’s super important to grow your business. I thought I could do everything by self, but I was wrong. We are limited in time and to grow your business faster, you need a team. Not just one person.
5. Focus on one thing and constantly do the same in order to grow. Instead of launching a full makeup line, we have decided to focus on eyebrow kit and to be known for the amazing eyebrow kit product and I believe that is why we grow every month. It is easier to do marking for one product, rather a full line collection.
This was very inspiring. Thank you so much for joining us!