In the fast-paced world of beauty, success is often measured by more than just product sales—it's about vision, resilience, and a relentless pursuit of innovation. David Lieber, the visionary entrepreneur behind Slow Ageing Essentials (SAE), embodies these qualities and more. In the lead up to IMF London 2024, Lieber shares his insights into overcoming challenges, adapting to change, and creating a brand that resonates with consumers.
Challenges and Solutions: A Journey of Adaptation
Lieber's journey in the beauty industry began with a deep understanding of its inner workings. Having owned health spas and beauty salons, he transitioned to becoming Decleor's SA UK distributor, where he gleaned firsthand insights into the potential of botanical skincare. However, lessons learned from Decleor's overwhelming product variety, spurred Lieber to found Slow Ageing Essentials. With a focus on simplicity and effectiveness, SAE offers just 8 SKUs that cater to all skin types and ages—a strategic move that has navigated the brand through industry complexities to its current position of strength.
Looking Forward: Goals and Aspirations
Looking ahead, Lieber envisions expanding SAE's presence across the UK, both in physical outlets and online retail. Despite the challenges posed by the pandemic, SAE remains committed to its vision of offering effective skincare solutions that prioritise simplicity and holistic wellbeing. With the expertise of Commercial Director Sophie Woods, Lieber aims to further develop online retail sales, reaching an even broader audience.
Watch the full live interview with David Lieber and Vikas Vij
Emerging Trends: Adapting to Change
In an industry marked by constant evolution, Lieber keeps a keen eye on emerging trends, particularly those related to research on free radicals and the intersection of diet and nutrition with skincare. SAE's commitment to botanical ingredients and holistic wellness positions it perfectly to capitalise on these trends, ensuring the brand stays at the forefront of innovation.
Practical Advice: Empowering Others
Lieber's session promises practical advice for industry professionals, focusing on maintaining a clear message, offering value, and effective training. By sharing SAE's journey and insights, Lieber hopes to inspire delegates to embrace simplicity, effectiveness, and a holistic approach to skincare, ultimately empowering them to expand their own brands.
Looking Forward: A Message of Growth
In reflecting on his journey, Lieber emphasises the importance of resilience, adaptability, and the willingness to learn from both successes and failures. His approach to the IMF is one of openness and receptivity, knowing that valuable insights can be gleaned from every speaker and interaction.
David Lieber will be joined by Farah Naz, founder of Ex1Cosmetics, and Noella Gabriel, co-founder and global president of Elemis, on the panel ‘Brand Stories: Overcoming setbacks and failures to achieving success’ - Sunday 3 March at 10:30 am