Makeup by Mario Scales Global Brand with Resilience and Artistry

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The story of Makeup by Mario is a testament to resilience and creativity in the face of adversity. Founder Mario Dedivanovic, in a recent conversation, shared his journey from starting the brand in a tiny WeWork room to building a global cosmetics company during the pandemic. His scrappy attitude and ability to adapt are key takeaways from this narrative.

Why it matters

Dedivanovic's story highlights how constraints can be a catalyst for innovation. The brand's focus on its core values of education and artistry, as well as the power of in-store advocates, provide valuable lessons for businesses looking to thrive and expand, even in challenging circumstances.

The details

In the early days, the Makeup by Mario team had to get creative with their product photography, using a light box and their own faces as models due to limited resources. This constraint, Dedivanovic believes, forced them to think outside the box and focus on solutions. The brand's exclusive launch at Sephora was a strategic move, and Dedivanovic's past experience as a sales associate proved invaluable. Sephora's beauty advisors, his 'people,' were instrumental in driving brick-and-mortar sales, a testament to the power of in-store influence. Despite its growth, Makeup by Mario remains true to its core values, ensuring a consistent and authentic experience for customers. This focus has helped the brand expand internationally with Sephora, maintaining its strength and relevance.

• In the early days, the Makeup by Mario team operated out of a tiny WeWork room.

What they’re saying

What’s next

As the brand continues to explore deal options, Dedivanovic remains focused on growth and expansion. The future looks bright for Makeup by Mario, with its strong foundation and dedicated following.