Thandi Gama – Lash Me Baby Founder

Q: For those who may not know you, who is Thandi Gama

A: Thandi Gama is a Strategic Brand Communication’s graduate, who after working a year in the marketing industry decided to pursue Influencing full time as juggling both became less easy. She leveraged her influence in the social media space to launch her own lash brand.

Q: When and how did your journey as a make-up artist and YouTuber begin?

A: I remember being a student working as a hostess at The Big Mouth and always having to look my best. Many of the customers would ask why I wasn’t a make-up artist and the waitresses there would always ask for lessons. Out of interest, I decided that make-up school might be a good idea. My single mom couldn’t afford it at the time and I had a lot on my plate to afford it too, so my only option was to become a self-taught make-up artist. I took advantage of the WIFI at school and work so whenever I was free, I binged on tutorials. After successfully getting booked a number of times I decided that I would also share what I had learned online but using products that were accessible to the South African market, all of this happened in 2016.

Q: What inspired the birth of your brand Lash Me Baby?

A: I’ve always noted how many of the compliments I got was on the lash styles I would pick out. Every make-up look I’ve filmed has always felt complete with a pair of lashes. I realized that a lot of women were seeking lashes that aren’t too dramatic, lightweight but still with an edge to get you noticed. So, I started working on lashes that would work for the everyday woman. I’m currently working on more styles that very simple and also not heavy on the pocket with the ‘Lash Me Baby’ edge.

Q: What inspired you to specifically focus on lashes?

A: I wanted to have a brand related to beauty, as a beauty influencer launching anything beauty related could clash with brand work which is still the core of what I do. From when I discovered Mink lashes, I knew given the opportunity I would want to own my own brand with styles for every occasion.

Q: Can we expect a bigger product range as your brand grows in future?

A: Definitely, as the brand grows, I’m hoping to have lash styles that suit every occasion and most importantly I want everybody to find a range that suits their pocket.

Q: What has your entrepreneurial journey been like thus far?

A: Exciting! Scary! Emotional. I’ve felt many different things, but every feeling has been worthwhile, the support has been phenomenal. It’s required me to invest a lot of my time, money but nothing good ever comes easy.

Q: What has been the biggest challenge you’ve faced in launching and establishing your lash line?

A: The biggest challenge so far is meeting everyone’s needs. Launching this brand has also made me realize how far across the continent my influence lies. I’ve had many requests to ship across the continent but finding a cost-effective option that still meets my shipping duration standards is proving to be quite difficult. It’s a challenge I’m not giving up on just yet.

Q: What keeps you motivated when you face challenges as an entrepreneur?

Just looking back, looking at yesterday or thinking back to the day I spent my whole day brainstorming and conceptualizing the brand. This helps me realize that it is not impossible. I just need to find a way; it may take time but if I believe…it can be done.

Q: What was the process establishing your brand – from conceptualizing it, production, distribution and marketing?

A: I registered the business a year before I started working on it because I didn’t have the funding yet but I knew I had to start because I would have no choice but to finish what I started. Then the long road to finding a supplier that would begin. I knew quality would be my main talking point so I needed a good supplier who understood my vision. It took me about 4 months to find a supplier. I knew with my busy schedule running an IG store wasn’t going to work for me so an online store made sense to me. Wedigitise Agency had designed my blog site at the time when I was registering my business and I had informed them I would be adding a shopping page one day I just didn’t know when but yet again I was sowing a seed and prayed about it. So closer to the launch date they added the page and the site was ready.

I worked as a Strategist and my background allowed me to handle my own marketing which has proven to be successful.

Q: Has the rise of social media made entry into the beauty market easier?

A: Yes, it definitely has. Many years ago, I would have had to have a bigger marketing budget in order to be recognized and reach consumers in every province. Social media is definitely a door opener and would recommend any business owner to use the platform.

Q: You’ve leveraged your notable social following as a marketing tool in promoting your brand. Was that a conscious strategic move and how has that worked for you?

A: Yes, it definitely was, many of my customers are my audience that follow me and trust my reviews and judgement. It’s been amazing seeing them buy and further market my products to their own audiences.

Q: Do you think traditional beauty brands that have long dominated the market will lose market share as more socially savvy, independent beauty brands such as yours arise?

A: Not yet, but should a brand such as myself rise and become the Huda Beauty of the continent I would then definitely say traditional beauty brands would need to share a piece of the pie.

Q: What is your vision for your brand for over the next five years?

I currently have customers in every single province in the country, it was a bit of a shock when I it finally clicked the other day but in the next five years, I would love to ship all over the continent and globally. And with the right moves I would love it to be accessible in store.

Q: We’ve witnessed the rise of billion-dollar beauty unicorns such as Kylie Cosmetics, Fenty Beauty, Anastasia Beverly Hills, Pat McGrath and more internationally. Do you think the South African beauty market has the potential to eventually breed billionaires from the local beauty industry?

A: I have to be completely honest with this question because I wouldn’t want to sound oblivious to the current state of the economy, unless the brand is succeeding in other markets apart from South Africa, South Africa as a country still does not have many households with disposable income to breed billionaires, with time and the right strategy it is possible but wouldn’t happen nearly as fast as the brands mentioned above.  If you look at brands owned by Africans such as Juvia’s Place they are successful because of the markets their found in.

Q: What advice would you offer to other women looking to launch their own beauty lines?

A: Research is very important, understand the consumer fully and take your time.

Q: Where can we purchase Lash Me Baby and on which social platforms can we follow you and your brand?

A: My socials:

IG - @thandigama

Twitter - @Thandi_Gama

Lash Me Baby socials:

IG - @lashmebaby_TG

Twitter - @lashmebay_TG

www.lashmebaby.thandigama.com