Leveraging the Power of AI and Amazon Selling, Meet the Queen behind the skyrocketing sales for brands such as Sol De Janiero, Kai, and Sun Bum – Regina Tseikhin
Tell us about the Beauty Box and how you started this venture? What does it mean to you personally?
The Beauty Box was my dream, a place where cutting-edge brands, heritage brands, and up and coming brands could intermix and offer the consumer the best from the international marketplace. Technology has come a long way in 18 years, and I always look for unique brands that merge science with beauty. My first store was in West Hollywood, and I knew that in order to be successful, I needed a lot of foot traffic. I chose a bustling location, which appealed to the brands and allowed me to grow my brand portfolio quite quickly. With my second location, I had refined my needs and expanded to a much larger boutique that also had a small warehouse that I used for fulfillment. Our needs continued to grow, and today, I am proud to say that I operate a large bi-coastal e-commerce business. I believe a woman is beautiful when she is confident. I like to think that we contribute to that beauty in some small way.
You have a skill for emerging brands to success. What measures do you take for finding brands, and how do you tailor your marketing strategies to ensure growth?
I have an innate sense for both selecting and propelling new beauty brands. I have been in this industry for 18 years, I am a customer, I am a beauty lover, and I am a modern woman. Every brand has its own story to tell, and it is my job to thoroughly understand what message it wants to convey to the end user. I customize marketing strategies based on individual brand goals.
With a female-driven philosophy at The Beauty Box, what strategies have you implemented to support women in your company?
With every new employee I hired, I found the value of adding a female team member, as I felt that women knew the beauty sector and beauty products more intimately than men. As a result, they felt safe and empowered to contribute and share their voice, which ultimately led to the majority of my team being with me for over a decade. I feel that consistency has great value and is a large part of the companies culture and success.
I ensure that our employees see themselves as part of the success of the entire operation. Opportunity for advancement is available to every associate of TBB, allowing their drive and self awareness to push them to new levels.
Reflecting on your journey is there anything you wish you could have done differently or what advice would you give entrepreneurial women in this field? What advice would you give women?
Spend time working in the industry and find an amazing mentor. Know that success takes time and does not get discouraged along the way, as there are just as many downs as there are ups. Be a person with integrity, and that will take you a long way in life and career.
What’s a goal of yours, either personally or professionally?
My goals change constantly. Being a busy working mom, I find that taking care of myself despite my surroundings is something I aspire to become better at. A goal for me personally is to be able to spend more time on my well-being by working out and keeping fit. Professionally, my goal is to continue to break barriers and become a Top 10 seller on Amazon.
