At the age of 65, Tricia Cusden spotted a gap in the market for a new approach to cosmetics for older women. Tricia has long shown entrepreneurial flair, starting and running her own slimming club from 1974-1986 while caring for her young family and then running her own management training consultancy.
With a desire for a new challenge, Tricia invested her own savings in a range of specific makeup suitable for more mature eyes, faces and lips. In October 2013, Look Fabulous Forever was launched to 80 friends and family at a party in London and it’s still going strong today.
At the time of the launch, two makeup tutorial videos which Tricia had made with two friends acting as models to demonstrate all the LFF products, were uploaded to YouTube. Slowly these videos gained in popularity and were the starting point for the fast growth of the business. There are now over 40 tutorials on YouTube with nearly 2m views between them.
So I just had to interview Tricia for my Lady M Meets series… let’s find out more about her inspiration, daily life and new goals
What encouraged you to get into this industry and what was your route into it?
At the age of 65 I was frustrated by the dearth of makeup which really worked well and suite my older face and I was also sick and tired of the anti-ageing rhetoric of the beauty industry
What is a typical working day for you?
I am not an early riser so never get into the office before 10.30 am unless I have a meeting. When I am in the office I check on overnight emails, our latest sales figures and any other important data which I need to look at. I write articles, blogposts and also keep our Facebook page up to date. Other days I might be making a video or spending time with a photographer in a studio. My working day is very varied and there are very few ’typical’ days.
Where are you based, how much of an inspiration is your city and what are your favourite cities around the world?
We are based in Wimbledon in south west London. I have lived there for around 10 years and I love that I can walk to our office in around 5 minutes. Wimbledon is a wonderful place to live and work. Favourite cities? Undoubtedly Paris and Cape Town.
Have you seen your industry change in the last few years? Have you had to adapt?
I have only been in this industry for 3 years and hopefully we are showing that older women DO wear makeup and ARE happy to buy it online.
What’s the most rewarding part of your work? What is your greatest accomplishment so far?
I love every aspect of my role leading such a vibrant and dynamic business. Most rewarding is receiving 5 star reviews on Trustpilot every single day with customers telling me that they love our makeup and it’s making them feel more confident and happier. Greatest accomplishment? Winning Digital Achiever of the Year Award in 2015 awarded by CEW (Cosmetic Executive Woman) and sponsored by Google. To say that I was gobsmacked to win this prestigious award in front of 500 beauty industry insiders would be an understatement!
What is next for you? What are your goals for 2017?
I am currently writing a book which will be a lifestyle handbook for the Forever Fabulous generation, which is exciting. Goals for 2017? To build the team and to double turnover every 6 months.
How would you describe yourself in three words?
Enthusiastic, entrepreneurial and determined
Who would play you in a movie about your life?
Who is your ultimate style icon?
Bonus Question – if you didn’t do the job you do now – what would be your dream job and where?
I cannot imagine having more fun than I am having as CEO of Look Fabulous Forever!
Tricia and the story of Look Fabulous Forever has been featured in many publications including Daily Mail, You Magazine, Woman & Home, Daily Telegraph, Sunday Telegraph and Prima. She has also been interviewed on BBC Radio 4 Woman’s Hour and BBC Breakfast
You can check out the Look Fabulous Forever range here and also keep up to date in Twitter, Instagram and Facebook
Do let me know if there is anyone you think would be a perfect interviewee for this series