The consumer is increasingly focused on self-care to improve their health, feel good and look better. The beauty industry in the world is growing rapidly, and new products are being introduced all the time.
SmartBiz partnered with Enyermy Dominguez a successful beauty entrepreneur who launched a new line of high-end hair care products. She needed more capital to meet the demand for her products, which grew quickly. Dominguez has expanded her business using proceeds from a loan, funded by a SmartBiz network bank.
Her hair salon was a success before she developed the Enyermy’s Hair Solution (r) line. “We used Groupon (r) and Facebook (r) advertising but the studio grew so fast that I had to stop my marketing efforts. My success comes from treating my clients as if they were family. “I’m friendly and like to talk with people.”
Over time, Dominguez began to realize that the products used in her salon did not give her clients the best possible results. “I noticed most products fade after three to four months. It can cause a build-up on the hair, which may give it a frizzy appearance. She began to explore solutions that she could develop herself. Instead of researching existing brands, I created my unique brand based upon the needs of clients and their hair structure. I worked with experts in phytology (the study of plants).
Dominguez collaborated with experts in Los Angeles and Brazil to create a formula free of chemicals and vegan that addressed hair hydration. She began with nine products, but now offers 14, including shampoos, conditioners, hair masks and hair growth systems. On her website, there’s a quiz to help customers find the products that are right for them.
Dominguez has the support of his family. “My husband and I work together on Enyermy’s product line. My daughter, 20 years old, and son, 18 years old, also help me.” We are always on the lookout for new hair products and spreading the word to those who struggle with hair health.
Dominguez initially planned to sell only at the salon. The first batch was sold out within a week and the company had to double production. Her products are sold in America, the Dominican Republic and Canada. Enyermy Hair Solution is now available on their dedicated site as well as through distributors and beauty salons.
As her business grew, Dominguez realized she needed something more than a simple credit card. She worked with Manish, the loan operations specialist at SmartBiz, to secure a $60,000 loan from one of the banks in SmartBiz’s network.
Manish says, “I had the pleasure of working with Luisa to find the perfect financing solution for her business. She thoroughly answered cash flow questions while explaining her need for funding. We were able to work with a lender that ultimately got her funded within a week. I’m very excited to see how this loan will help the business grow while allowing Luisa to continue to provide excellent service to her clients.”
Trustpilot was a positive experience for Dominguez.
“Best experience with a loan for a business ever.” The process was quick and simple. The approval process took less than a week. SmartBiz is a company I’d recommend 100%. They will always be my first choice to grow my business.”
Dominguez is not slowing down. She has a number of new projects underway. She wants to create professional hair products that salon professionals can use. She is not yet ready to slow down, despite her success. She says “It is too early to feel proud.” We still have a lot to do, but I’m content with where I am right now.
