Introducing Samantha Freedman, Co-Founder of Curate Beauty
Samantha Freedman
Meet Sam, co-founder of Curate Beauty. A wholesale beauty marketplace platform for retailers where they can discover new brands, curate a product selection, and coordinate contracts and delivery.
Here she shares her inspiration in spotting a gap in the market, what she thinks are the barriers for women in business and her future plans to take the company global.
Website: Curate beauty
Follow Instagram |personal instagram
“I’ve been in the beauty industry for 12 years now. I started my career as a beauty journalist, writing for titles such as Tatler, Grazia and Stylist. In my position I was lucky enough to witness the explosion of indie brands come onto the scene, and I quickly noticed that they all struggled to find great stockists.”
Curate Beauty
Where did the concept of Curate Beauty come from?
I created Curate Beauty two years ago, after I left the world of publishing. Originally it was a consultancy and buying service for retailers looking to add a beauty category, and in February 2020 we developed into a wholesale marketplace for indie beauty brands to be discovered and bought by new stockists, all on one platform.
You worked as a stylist and beauty editor before setting up your own business, what skills and experience do you think helped you make the transition?
Being a beauty editor you’re able to see first hand the incredible amount of new products launching, this enabled me to witness trends before anyone else, helping me shape the business into filling a void in the market. It also really helped develop my contact base as networking was a huge part of my role. Together with the product knowledge and contacts Curate Beauty now has over 100 beauty brands to browse and buy from.
What does a typical ‘day in the life’ look like for you?
I am the business development and marketing arm of Curate Beauty, so my role includes discovering and consulting for retailers and beauty brands looking to join us. Thinking of new avenues to venture into whether that’s DTC or down the subscription box model exploring their pro’s and con’s. I also take care of all our Instagram, newsletters and any art work needed for ads. As a first time founder I have to say no day is ever the same as there’s always a new challenge in sight.
Curate Beauty Icon
What would you say is the biggest lesson you’ve learnt since starting Curate Beauty?
I think starting a business is such a challenge because you have to firstly do everything yourself, and secondly be good at everything yourself. So I think the best lesson I learnt was to surround myself with people that can do the things I don’t like or want to do. My business partner deals with all the finances, logistics, data analytics and tech - everything I hate!
What tips would you give to anyone looking to start their own business?
Do it now! There’s never a ‘perfect time’ to start something, take the leap and do it and it’s unlikely you’ll look back.
Curate Beauty Instagram
What are your most valuable business resources?
Our team is small but amazing and I value them so much. I think having a strong relationship with your team is the core to a great business. If they love their job then the results will show for themselves.
What’s your vision for Curate Beauty?
I’d love to see Curate Beauty expand worldwide. There is so much demand for indie beauty brands and we have such an incredible showcase that I know will be incredibly popular especially in the Middle East, US and Australia.
What personal attributes do you think make for a successful entrepreneur?
Firstly, you have to love what you do, if you’re going to do it everyday. Determination I think is also key. Everyone gets knock backs, but it’s how you react to them that sets you apart. And finally, I think you need a great idea or innovation to stand out in a crowded market.
What do you think are some of the biggest difficulties facing women in business?
I think in industries that are still very male dominated it can definitely be a struggle for women to give their stamp of authority and demand the same presence as men. The beauty industry is very female focused and 70% of our beauty brands actually come from female founders. We also have a number of retailers that work with only female founded brands or that highlight those specifically in easy-to-navigate categories. I think the tables are turning and I hope that we can live in a much more equal society, and what we’re seeing in the beauty can be replicated in other industries.
What do you feel are the differences between the way you run your personal and your business finances?
I’m much more blasé with my own finances than our businesses, mainly because we have Margot, my business partner, who is an Excel whiz and in charge of the money side of Curate Beauty. We bank with Starling which is also great to help keep our finances organised, as you can see clearly on the app how much money is spent where, each month. I try to follow a similar process with my personal banking using Monzo to stay organised.
Describe your relationship with money and personal finance?
It’s something that I often put off thinking about when it comes to my own personal finances. If I handled my personal finances in the same way as our business I’d definitely feel more confident answering this question.
What does financial independence mean to you?
Standing on your own two feet and being able to buy and build your assets confidently.
Curate Beauty
What is the best financial decision you have ever made (business or personal)?
Probably my flat in London. All the rest of my money has gone into Curate Beauty, we’re currently self funded, but will be raising soon.
What did you learn about finance and money when you were growing up?
A lot! My dad was a wealth manager from an early age and was always sitting down with my sister and I to go over our finances, teach us how to save and educate us more about ISAs and other investments. Looking back I wish I had spent longer listening and learning more.
Samantha Freedman
What are your top financial business tips?
Using great software can help keep you on track. We use both Starling and Xero to manage our accounts. It’s also key to get a great accountant, yes they’re expensive but going with a good one we’ve learnt will save you so much time and hassle.
Who is your role model?
Without a doubt my father. He was the reason I set up Curate Beauty, he encouraged me to think big, start my own thing and was my mentor, business coach and absolute icon when it came to business. He sadly passed away unexpectedly just before Curate Beauty launched, which was totally heartbreaking. But everyday I hope to make him proud with its success, which leads on pretty nicely to the next question…
What inspires or motivates you?
My family. They’ve been such a great support during the launch of Curate Beauty, everyday I wake up with fire in my belly to make it a success and to make them proud.
Your favourite book & podcast?
My favourite podcast is ‘How I Built This’ it’s great to listen about how other business founders started their businesses and what lessons they learnt along the way.
Instead of a favourite book can I have a favourite newsletter? If so, it’s the Sheerluxe one. It’s a great dose of beauty, fashion, food and feel-good lifestyle buys in one digestible daily newsletter - a great escape!