By Brooke Glasford
The COVID-19 pandemic brought with it a plethora of issues; much like an invitation to a friend who ends up bringing five others instead being the only one present as was intended.
In the midst of countrywide shutdowns, increased joblessness, and bills that refuse to disappear, Tahamene Cuffy took the opportunity of more free time after her job placed her in furlough (temporary leave of absence due to special need of the company usually due to economic conditions), to launch Palettes and Creams Cosmetics.
Starting a business in the midst of an economic downturn does not seem feasible. The bottom line of this bottom line is that Tahamene started a business on a proverbial wing and a prayer. Four months later that business is thriving in Guyana even with her still remaining in England.
So why the beauty industry?
I’ll preface her answer with some undeniable facts. According to Business Insider, the global beauty industry is valued at more than US$500 billion and is enjoying a year on year growth of between 5 to 7% since 2016. An Instagram search of the hashtag GuyaneseMake-upArtist spewed almost 20,000 posts of professionally made up faces… and those are only the posts that are tagged.
With a lifelong interest in beauty, coupled with a vast knowledge of the industry accrued in beauty school, Tahamene spotted a gap in the market for British cosmetic brands, and consistent beauty products. “In the past I’ve fallen in love with so many products I bought, but when I ran out of the product, I could never find it again. In a world where everything is constantly changing, consistency drives our vision at Palettes and Creams Cosmetics,” she informs.
Growth and reach
The growth of Palettes and Creams in an industry that always seems to require women to socialise was very interesting to me. The fact that the business is ‘up and running’ and continues to grow, never mind the fact that she is not here in Guyana, is a considerable accomplishment. Tahamene is herself surprised by its growth, a circumstance that she attributes, on the one hand, to God’s hand on her initiative and on the other, an aggressive marketing strategy driven by social media. “Ninety five per cent of my customers are people I have never met, but who have connected with what we offer through the Instagram ads that we run. We receive comments daily from people about how grateful they are that Palettes and Creams exist,” Tahamene says.
“One of my biggest challenges has also become my competitive advantage,” this enterprising woman says, alluding to the fact that she is not in Guyana. “While it has been demanding I have an exceptional team on the ground who have really helped me to implement a strategy that has us seeing month on month growth. The advantage quickly became clear, my current location gave me access to the best product at the best prices that I can test myself and ship out immediately. The fact that I’m in London allows me to bring European brands that are amazing but not as mainstream as American brands, like P. Louise, INGLOT and BPerfect Cosmetics.”
The future of the industry and Palletes and Creams Cosmetics
While the company is thriving in its current business model, Tahamene discloses that the transition to brick and mortar is imminent. “We really look forward to moving the business from completely online to a physical location. “We are excited to provide our customer base with the best skin care and cosmetic products to help meet both everyday users and professional make up artists’ highest quality standards. We want them to be recognised for using our products,” she declares.
“One of the ways we want to impact the beauty industry in Guyana is by highlighting the incredible work of local makeup artists. I really don’t think makeup artists are being honoured the way they should be… as true artists,” Tahamene contends. “From the inception of Palettes and Creams Cosmetics, we have been collaborating with major names in the industry in Guyana including, Janice Sandy, Lisa Cummings, Susan Ibrahim, Chontelle Sewett, and Annecia Fitzpatrick. Collaborating with these makeup artists was critical during our brand launch – makeup artists were sent product as part of our public relations package and were given the opportunity to use and review the product.”
On launching out on your own
This is what Tahamene has to say to anyone wanting to start a business in this current climate. “I was afraid to start because I was afraid to fail. Start where you are. In August we began this journey with GY$25,000. Up until now we have ‘flipped’ that times over. Every problem that comes up, push yourself to rise to the occasion – you will surprise yourself… every time. If there’s one thing I want people to take away from my experience it is this: “Do not let fear get in the way of your dreams.”
You can find Palettes and Creams Cosmetics on Instagram @Palettes_and_Creams.
