All around the world, we may have come across success stories about people, brands and businesses and their journeys that took them forward in their respective industries and niches. If we look very closely, all these stories have something to teach all of us and also make us see how persistence and a strong mental fortitude and visions of people can turn even the dynamics of the industry for the better. People today, if show interest or excitement to be a part of any industry, others stand up in their way to show why they mustn’t even try, saying that the industry is too crowded. The same is the case with the beauty and the skincare niche, where skincare experts and entrepreneurs all around the world are of the opinion that the industry is just too very crowded and over-saturated. However, one woman entrepreneur has a completely different opinion on this; she is Mariam Elhouli, who owns Eve’s skin, a growing skincare super brand from Australia, predominantly known for its handmade products that are all vegan, organic and cruelty-free, especially for the sensitive skin.
Mariam Elhouli believes if companies focus on certain things for their brand’s growth, no industry can ever pose as an over-saturated market for them. In fact, it would become a thriving industry for those who know how to place their brands in the market.
• Keep evolving: People would keep saying how competition places a hurdle in one’s path to success. However, Mariam Elhouli says that a brand must keep evolving and develop newer ideas according to the changing trends of the industry to make oneself stand apart from others.
• Offer the ‘unique’ in your brand: People crave for things that seem different. Brands must focus on offering the ‘unique’ through their products to consumers, which ultimately can become their USP and set them apart from others.
• Develop an emotional connect: Mariam Elhouli believes that developing an emotional connect with consumers helps brands create their unique niche in the market. She did the same with her brand Eve’s Skin and today it stands strong as a leading handmade brand from Australia, with a keen focus on providing products that are cruelty-free, vegan and organic for the sensitive skin.
No matter how much ever people call the markets saturated, it is completely far from reality, believes the talented founder of Eve’s Skin. She says that the consumers of today are much more educated and aware of the products they wish to buy and the brands they wish to invest in. They are tired of the age-old stuff that keeps surfacing in the industry. Hence, they want to explore many new brands and their products that can give them their desired results.
According to her, one more thing that proves that the market isn’t saturated is the emergence of several new brands across industries, which radiate a new vibe, energy and visions promising consumers the highest-quality products, catering to their demands and needs. Marian Elhouli also points out that it all depends on the niche and the kind of customer service a brand is ready to offer. Different niches may come with different levels of competition, but that doesn’t necessarily mean that it is over-saturated. Excellent customer service is also one factor that helps brands to stay up in the game always.