We have just graduated from the polytechnic, both majoring in entrepreneurship and business studies.
Being young, vibrant, articulate and highly driven, we set our minds on becoming entrepreneurs instead of seeking regular employment.
Our psychographic profile is similar in fashion, social media platforms and in music, growing up with the likes of Adele, Ed Sheeran to name a few.
Using what the business school taught us about market research, we spent more than 2 months researching into the fashion and cosmetics industry.
After 2 months, we narrowed down our focus on cosmetics, investigating and analysing various brands and product offerings.
After a further 3 weeks of brainstorming, we found that the cosmetics industry is highly competitive and based on the variety of products from lipsticks, eye shadows, eye liners, mascara, blushers, facial pressed powders, liquid foundations, two way foundations, concealers etc, the product portfolio was too much to handle in terms of merchandising investment at point of sale, logistics and substantial cash investment for purchase of inventory that will be needed.
During our second year, we were part of an internship program and remembered that our mentor for the entrepreneurship module, was a co-founder of an old established brand, which was marketing toxic free nail polish and nail care treatment products.
The following week, determined to pursue our dream of becoming entrepreneurs, we did extensive research of the brand Three Beauties.
After gathering some information, we were able to research online and also the brand’s presence in the retail trade.
We summarised the key elements of the brand’s array of nail polish and nail treatment products.
The primary unique selling proposition of the brand was as follows:
1. The formulation is non toxic and does not contain the following toxic ingredients:
- Dibutyl Phalates
- Ethyl Tosylamide
- Formaldehyde Resin
2. The formulation is not tested on animals
3. Without Toulene, it is safe for pregnant women to use the product during their pregnancy.
4. The products are made in the USA.
5. The brand is a trusted brand for generations and has been established in Singapore for more than 50 years selling basic, non-paraben facial pressed powders.
We said to ourselves “wow the nail polish is non toxic and furthermore, no cruelty to animals!”
The next day, we decided to call up our mentor and he invited us for a meeting.
After listening to our story and knowing that we performed well under his mentorship, he said his company is planning to kick start a new online business to market a series of toxic free nail polish and nail treatment products.
After more than 4 months of serious discussions with the management of Three Beauties of London, luck was on our side and the company was prepared to appoint us as their exclusive online distributor to sell the products and manage the social media activities.
All cash flow is funded by Three Beauties of London.
Lo and behold, the birth of trishandtash.com.