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Known for its bright colours, rebellious energy and innovative spirit, Basalaj Beauty are now the first New Zealand beauty brand to be stocked by international beauty retailer, Sephora. We caught up with Amber Basalaj, Founder and Creative Director to chat all things Basalaj Beauty, how she got to where she is today and her top products from the range.
Can you give us a little backstory of Basalaj beauty?
I started Basalaj Beauty over 7 years ago with an idea to fill what I saw as a gap in the market. My company was founded on hopes and dreams which turned into an amazing journey I could have never comprehended at the time!
I began by figuring out what I visually wanted the brand to look like. My son Jayedan helped bring the concept to life by custom-designing almost everything. He has been the backbone of all our design needs from our website, socials, marketing proposals to packaging - the list goes on!
Once I had our branding, concepts and strategy I found businesses that could help create what we needed to build our product, this process took many years, particularly regarding the formulations.
After all our research and hard work, we officially launched in 2022.
What sparked your interest to get into the beauty industry?
Fashion and beauty have always been a huge part of my world. Since I was young, makeup was always something that intrigued me. My mum used to sell makeup and would hold makeup parties for her customers. I loved watching these women apply makeup and see their confidence change when they did so. It was so amazing to me as a child and I would try to get involved by touching everything sneakily!
I also wanted to offer high-performing makeup that is bold and bright! It is so easy to stay in the neutral zone, but from my perspective, I always feel the most inspired and happy when I put on a red lip or a bright outfit. I felt there wasn't anything on the market that fit those parameters and I think that is what I've achieved with Basalaj Beauty.
A key component of your brand is that your products are made cruelty-free, why is this a non-negotiable for you?
I am obsessed with my fur babies! I have 3 cats, a dog and 2 beautiful bunnies. I couldn't imagine creating a product that requires testing on animals. I created high-quality products without animal testing, as it's simply a huge no-go for me!
Besides being stocked in Sephora, which is an incredible achievement, have you had any other real ‘pinch me’ moments along your journey?
The whole process of creating and launching the brand in general has been a pinch me moment! Getting the first samples and testing them, receiving packaging you spent years creating and working with so many talented people has been an amazing process.
In terms of events and partnerships, I would say becoming the beauty partner for NZFW 2023. It was a dream to have reached a point where my job of creating cosmetics collided with my other huge passion for fashion. It was an incredible week working with some of the most talented people and designers in NZ and to see your product showcased in that way on the runway after so many years of hard work was just surreal. We have also just confirmed our NZFW partnership for 2024 too, so look out for us again this year!
Backstage at NZFW 2023
Can you give us three products you're currently loving?
Our new powder blushes - these will be released today in Sephora! They are velvety smooth and blend seamlessly. Get your hands on these!
I always have my POWER lipstick with me! The formulations of our liquids are incredible. I wanted a matte lipstick that didn't dry out your lips and couldn't find anything on the market.
Our JOANNE highlighter will always be a top love. My good friend passed away in 2020 long before I had told anyone about Basalaj Beauty including her. I was fortunate enough to see her beforehand and told her I would be naming a product in her memory. Jo was one of my biggest cheerleaders in life and I am thankful I have her memory with me every day through the brand.
Liquid Lipstick in POWER
Joanne Highlighter
For those who are new to the beauty world, what would be some tips you would give them?
Don't be afraid of trial and error and do what works for you. Trends are a guideline so make sure you interpret them in your own unique way. And from there get yourself an epic moisturiser and our POWER lipstick!
What advice would you give to any young entrepreneurs that may be interested in starting a business?
The world is a more valuable place with your ideas in it. You have nothing to lose by trying and everything to gain once you succeed so make sure to dream big and work hard to make it a reality.
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Tags: #newmarketnz, Interviews, Newmarket
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