Learn from our community entrepreneurs! In this interview, Melanie Cruickshank shares the story of building and growing da lish cosmetics, located in Toronto, Ontario, Canada.
Hi! Tell us about your business and what problem are you solving?
da lish provides women with a place they can trust for their clean beauty needs that is locally made in Toronto supporting other small independent Canadian businesses. We are vegan, cruelty free, ethical, source local ingredients and give women who are looking for a clean alternative fabulous options for colour cosmetics. We work with many women who have or had Cancer, skin aliments, poor self confidence and help make them feel their absolute best.
What's your backstory and how did you come up with the idea?
My name is Melanie and I'm beauty junkie with an obsession for foreign crime shows and may have a slight addiction to Le Gourmand Chocolate Chip Cookies. I've struggled with horrific acne, low self confidence and have made it my mission to change the way we as women feel about ourselves. I LOVE what I do and helping women is my passion. It feels good to feel good :)
How do you motivate yourself to keep going every day?
My customers are my motivation. The continued support of how da lish makes them feel their best and adds ease to their daily routine.
What's your one biggest accomplishment as a business owner?
So many to name. Still being around after 10 years when so many brands have some and gone. Especially going through a pandemic and uncertain economic times.
What’s your one biggest challenge you face and how do you overcome it?
The pandemic! Focusing on foundations, concealers and mascara. Back to basics and pumping out the tutorials.
What are your hiring strategies to build a successful business?
Be very clear on what need you're looking to fill and be detailed. Make sure you can verify what the applicate says they can achieve. You will need different people to keep getting you to the next level. Don't shy away from out sourcing to agencies who specialize in what you're looking to do.
To anyone looking to start or grow a business today, what three tips would you give them?
'- Start building your social media presence
- Get an e-commerce set up
- Be clear on your messaging