Livia Wang shares her five steps to building a beauty empire
It was in Australia that Wang launched Access Corporate Group in 2017 with three business partners. Since then, the brand management company has grown to represent 30 companies, employs 1,500 people worldwide and reaches 10 million consumers each year. In the same way that she developed her own business, Wang introduced local Australian brands to the world stage. “Spotting a startup with global potential requires extensive research, but it’s really a hunch,” says Wang. “When we think about investing in a business, we put ourselves in the consumer’s shoes and ask if we would buy the product and recommend it to a friend. “
If the answer to these questions is yes, Wang knows she is on the right track. Finding out about business gold is a satisfying feeling. “It’s a mixture of fulfillment, happiness and pride, as well as a thirst for more,” says Wang, who felt these exact emotions in 2017 when she discovered the unmanageable beauty brand Vida Glow. .
Wang partnered with Vida Glow when the company was “really small” and was trying to break into the supplement market in China. Today, Vida Glow is a world famous brand that sells a unit of its now iconic Natural Marine Collagen every four seconds. Wang helped make Vida Glow the empire it is today by investing financially, providing logistical, technical and warehouse support, and tapping the global market using his contacts.
“Since we started working with Livia in 2017, Vida Glow has grown exponentially, mainly thanks to our success in China,” admits Anna Lahey, co-founder of Vida Glow. “Livia has a great understanding of the Chinese market and has shared with us her intimate knowledge of consumer needs and trends. We know that having strong brand DNA and authenticity is imperative for brand success.
In addition to Vida Glow, Wang has partnered with Napoleon Perdis cosmetics, Lovekins organic baby care, Robert Oatley wines, Doverist sportswear, and Eimele metabolic coffee, which Wang drinks every morning. “We have now sold two million units of Eimele products in China,” says Wang, who follows her coffee with a dance routine on YouTube before starting her workday of back-to-back meetings. “I usually do 15 meetings a day – it’s not healthy, I have to cut back. But … I am inspired by it.
During her meetings, Wang is often asked for her entrepreneurial advice. She gives the same answer each time: “There are so many challenges in companies, you have to be on the long term. You have to really love what you do and be passionate about your job. You can’t pretend.
In fact, Wang’s passion is treasure hunting – and she’s pretty darn good at finding hidden gems and turning them into valuable assets.
HOW TO NAIL AN ELEVATOR SLOPE
Ask the golden question
“A business is nothing without a product. Ask yourself what your product offers that sets it apart and how your product will solve a problem, help people, or make the world a better place. The last thing the world needs is another product, so if you’re planning on launching one, you better do it right, ”Wang advises. “Don’t dream small, dream big. Make an impact! Do good! Change the world! “
Put the customer first
“Ultimately, business is not about NLP [profit and loss], it’s about people. Instead of looking at the numbers, entrepreneurs should focus on consumer demand. Everything you do should be consumer-centric.
Forget about fluff
“One of the biggest mistakes entrepreneurs make is making a beautiful, expert-designed presentation that analyzes the market and presents a business case, but doesn’t present a great product. If you can’t secure an investment, don’t continue to polish your presentation, work on your product.
“I encourage all entrepreneurs to be confident, genuine and down to earth. If you try to be something that you are not, investors will see it. “
Treat business like marriage
“If you really believe in your business, then you should look for an investment partner in the same way you would look for a husband or a wife. It must be a mutual partnership in transparency and equality.
This story originally appeared in the November issue of Marie Claire Australia, now available.