Born in Ireland, Carter Beauty brand combines professional-quality products with Instagram-worthy packaging. Carter Beauty’s mantra is, “Beauty shouldn’t leave you broke”. Carter Beauty is a cruelty-free company and prides itself on being a Peta-approved member of Beauty Without Bunnies.
The company’s family of Cocoa Brown products are sold in almost 15,000 stores worldwide, from the U.K. to Scandinavia, North America, Russia, Australia, and Europe. Cocoa Brown Tan is Ireland’s #1, U.K.’s #3, and Sweden’s #1 top-selling tan — and now Carter Beauty is firmly focused on aggressively expanding the availability of their unique beauty products throughout North America.
Currently in Canada, Carter Beauty products are offered by Hudson’s Bay department stores and Well.ca online. Carter Beauty is also increasing their online presence with sales and social media channels, including the recent launch of www.carterbeauty.ca as well as a new Instagram tag @carterbeautyusa and their U.S. website: https://carterbeautyusa.com/.
Carter Beauty is an Enterprise Ireland supported company and we recently interviewed the impressive female entrepreneur behind the company; Marissa Carter, the founder, and CEO of Cocoa Brown Tan, to learn more about how this Irish company continues to revolutionize the women’s makeup industry and the self-tanning process.
What was your initial passion for launching a cosmetic company?
I’ve always had a passion for beauty. I started with my own salon and then launched Cocoa Brown in 2012. From promoting Cocoa Brown online, I developed a following in Ireland and the U.K. My online community was always asking for product recommendations, so product trials and testing became a central part of our message. As an entrepreneur, I saw a gap in the market and decided, if not now, then when?
What differentiates your brand from others?
The Carter Beauty product family based on mixing and matching. Once you find your shade, you can play around with finishes and textures, layering, and creating the perfect finish. It’s almost like a capsule wardrobe for your makeup bag.
The cosmetic industry is very competitive, did you have any worries venturing into the industry?
The way I look at it, I’m 37 years old and have another 30 working years ahead of me, and I want to do something that I enjoy and am passionate about. I’m a firm believer that you should never make decisions based on fear. As we like to say, “If not, now, when?”.
How would you define the quality of your products?
Before launching Carter Beauty, I created Cocoa Brown, the world’s first one-hour tan. I created the brand in the midst of a recession and brought out a product that was less than half of the RRP of the market leader. The brand has gone from strength to strength and become one of Europe’s leading tanning brands. One of the questions that I got when starting was how Cocoa Brown could be so inexpensive and still such good quality. My answer has always been to ask those other brands why they are so expensive. For me, inclusivity isn’t just about race and age; it’s economical too.
What advice do you have for anyone who’s looking to venture into the beauty industry?
My advice to anyone looking to venture into the beauty industry would be to focus on building the right team. Surround yourself with skilled, passionate people who have strengths where you have weaknesses. It’s imperative to find people who aren’t afraid to disagree with you and give a different perspective.
What’s next? Are there plans to expand the existing product-line or any new creative ventures/projects in the works?
Our mantra in the Carter Beauty office is, “What’s new, what’s next, what’s never been done?”. We’re always tapping away at new products and launches. Expanding into new markets and growing with retail partners. The top of the list for 2020 is growth in the U.S. and making Carter Beauty a household name.