If I Could Restart My Beauty Business: 9 Things I Would Do Differently to Scale Globally.

Reflecting on my journey as a business owner, I’ve often wondered if entrepreneurship was something I truly enjoyed or simply fell into. After some deep thought, I realized it’s always been a part of me. I love solving problems, connecting with people, and using creativity to develop products. This passion led to the birth of Beauty Essentials by Nsure, where I first solved the issue of how makeup artists could easily transport their kits. Later, I developed a bestselling brush cleaner designed with hygiene in mind.

In 2021, my life took an unexpected turn when I had to move abroad, which meant letting go of my thriving beauty business in Nigeria after seven years. While I don’t plan to restart it, I’ve learned countless lessons.

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If I had the chance to do it all over again, here are nine things I would do differently to scale globally:

1. Double Down on Digital-First Marketing

To reach a global audience more efficiently, I would have prioritized a robust digital marketing strategy from the beginning. Social media platforms like Instagram, TikTok, and Facebook, along with email marketing and SEO-driven content, would have been at the core of my efforts. These tools are essential for growing brand awareness and creating meaningful online engagement with potential customers worldwide.

2. Build a Strong E-Commerce Platform

One of my biggest mistakes was not investing enough in a seamless, user-friendly online store. A strong e-commerce platform is essential for international growth. If I could go back, I would build a store with multi-currency payment options, fast global shipping, and an intuitive user experience from day one.

3. Leverage International Marketplaces

Platforms like Amazon, Etsy, and even Alibaba can open doors to global markets, giving access to a broad range of customers. Had I tapped into these marketplaces earlier, my products could have reached a worldwide audience much faster.

4. Maximize TikTok for Global Exposure

TikTok’s rapid growth presents a massive opportunity for brand exposure. If I could restart, I would create engaging, story-driven content on TikTok sooner, taking advantage of its global reach to increase brand awareness and drive sales.

5. Expand Payment Options for Global Customers

A key to scaling globally is making the checkout process frictionless. I would have incorporated alternative payment methods such as Alipay, Klarna, and even cryptocurrency to cater to the needs of international shoppers, improving conversion rates.

6. Collaborate with International Influencers

I saw great results when partnering with local influencers, but I would have started collaborating with international influencers sooner. Doing this would have introduced my brand to new markets, broadening my customer base and creating cross-border brand loyalty.

7. Prioritize Sustainability

Sustainability is no longer just a trend—it’s an expectation. If I had to do it over, I’d implement eco-friendly packaging and recycling programs from the beginning to attract eco-conscious buyers and align with the values of the modern consumer.

8. Establish Global Distribution

Building relationships with distributors in key global markets would have helped scale my business more rapidly. Instead of trying to handle every aspect of international shipping and logistics on my own, partnering with experienced distributors would have given me a strong foothold in new regions without overextending resources.

9. Focus on a Long-Term Global Strategy

Looking back, I wish I had created a global roadmap earlier. By identifying key regions for growth and customizing marketing and distribution strategies for each, I could have built a stronger foundation for global expansion and more easily managed the business from anywhere in the world—or even sold it outright when the time was right.

These are just a few lessons I’ve learned along the way. I hope my experience helps guide those who are building or scaling their beauty businesses. If I had implemented these strategies, continuing the business globally would have been much easier—and perhaps even more successful.

What about you? If you could restart your business, what’s one thing you would do differently? Let’s chat in the comments!

Hugs, Misykona.