Nadine Mustafa E-commerce is becoming a reality, redefining the Egyptian customer’s route to shopping, making way for better customer experiences, and generating growth opportunities for large and small retailers and a new generation of e-commerce players. It’s also an industry that is ever-changing. In recent years, more and more incredible, innovative, and forward-thinking businesses have been built in this sector within Egypt. This is where the real change is happening.
Platforms such as Source Beauty made their first steps back in 2018, being the first beauty e-commerce platform in Egypt, seeking to accelerate growth much faster in this sector. With over 80 brands on offer and a unique beauty curation, Lydia Schoonderbeek, the founder, sees a future in Source Beauty because of its point of difference. She has understood firstly that beauty is an emotionally charged category, and secondly, the importance of building a team that recognizes the relevance of the beauty industry in Egypt, and it’s been the key to their success. More importantly, recognizing the millennial consumer’s significance was underserved by heritage brands that had not been able to reflect their values and new beauty codes in the region.
We caught up with Lydia over a Zoom call earlier this month, where it became clear that she has a practical and playful approach to the business of beauty. She feels no one should be dependent on a product to feel good, but rather it should be an extension of our identities. Where trends are not sustainable but more of a creative expression, ideally, we should primarily aim for “effortless beauty” to complement our identities.
A graduate from the prestigious Central Saint Martins in London, Lydia, half Egyptian-half Dutch, worked predominantly in luxury fashion for over 15 years in London, has always been interested in the beauty industry but even more intrigued with the e-commerce elements of the beauty industry.
Amidst the numerous platforms in the beauty sector today, Source Beauty has succeeded to set itself apart from the rest. How did this platform come about?
While I was studying for my MBA, I decided to pursue a career in the beauty industry. I began with a simple beauty blog where I started engaging with a new generation of millennial consumers. Along with that, I went through the exercise of discovering cool Egyptian beauty brands, where I found new brands regularly. But not only were they cool new brands, but they had developed beauty products that spoke to the Egyptian female. There is a considerable disconnect between international brands and consumers. Customers no longer want to be told what to wear or how to look, and this is where the rise of trendy bloggers and street-style photography took off. This also translated into the beauty industry with the help of social media.
What was the main goal behind Source Beauty’s creation?
I wanted to link the beauty brands available in Egypt with the digital space to create a one-stop-shop where all these fantastic beauty brands were accessible in one place. Our key targets rely on a high level of customer service, which is fundamental to our brand; storytelling and sharp merchandising are other key differentiators for Source Beauty. Our entire homepage is dedicated to curation and content, which gives weight to small emerging brands to the international brands that we have on the platform.
Why do you find it crucial to shed light on local brands?
Egyptian customers want to put their trust in people like them, whether that’s a brand founded by a woman who has experienced a beauty issue that they can relate with, so she has developed a brand because she has developed a product around her experience, or buying a face cream based on a recommendation from a local influencer. We’re in an era where people want to choose who they listen to and look for peer-to-peer connections and the community to make beauty purchasing decisions. Approximately 90% of the brands that are on Source Beauty are founded by women. How great is that? It’s a constant two-way conversation between beauty brands and consumers, whether it’s co-creating new products with their consumers, where Source Beauty is right in the center of it all.
Where do you see Source Beauty in terms of 5 years?
We’re at a growth stage at the moment, where our main focus the first couple of years was making sure we had something that customers wanted. That’s usually the goal of any startup. And now our goal is really to build an enduring business. There are many strategical mechanics, many business operations and processes, and, most importantly, people. I mean, people alone are such the heartbeat of any company. So the company’s needs have changed, and where my job as a CEO changes every quarter. I always have a whole new set of responsibilities that I’ve never faced before. My team and I will do whatever it takes to build Source Beauty for a very long time, and into a huge company is what we’ll do.
Can you share with us the story behind the Source Beauty pineapple logo?
A lot of time and research has gone into the logo, namely a pineapple because it’s engaging, flirtatious, memorable. The color gold at a distance emulates the sand in the desert. Moreover, a gold pineapple in some cultures is a symbol of good fortune. So it’s like a lucky charm. I liked the idea that every woman would receive a lucky charm delivered right to their doorstep.
How did your platform build trust when it comes to the whole online shopping process?
Source Beauty will always be a conduit for connection, and it’s all about making people happy. So that means delivering something that makes someone smile. Having a product, delivering a package, creating an experience, something that makes people smile. One of my favorite things is helping Egyptian customers realize the full potential of Egyptian beauty brands.
From a blog to the most prominent e-commerce website, Source Beauty educates women on wellness and maintaining healthy beauty routines. What type of feedback did you get from this inclusivity?
As I mentioned before, Source Beauty started as an informative blog where many women found helpful information about how to apply makeup, what tools to use, and what products would suit them best according to their preferences and style. Hence, many women found this to be more than just a platform that provides products, but more of a spectrum that helps them feel and look at their best.
Did Covid-19 affect the business?
Yes, in the most positive way possible, it gave e-commerce a considerable push. Anyone working in this sector was waiting for it. It just came a lot sooner than we had all anticipated. The pandemic shifted a lot of elements of our life, and e-commerce within the region was one of them.
Are you planning on having an actual store besides the online business?
I have been approached several times to open a retail space; however, that is not something I have in mind for now. I have worked in retail for such a long time that it needs an entirely different focus and direction, where service and retail theatre stands at its heart. For now, I would like to focus on the tech element of the business.
Lydia’s favorite brand from Source Beauty?
That’s a difficult one, but there are lots of products that I love. I am currently in love with the Luna City Girl Extra Creamy Lipstick in 205, which is a dreamy color. Noon, Mixed Berries Loofah soap is excellent when you’re traveling. It is a soap and loofah combined. Candle Connection for their unique candles, all their candles having amazing scents that give your home a dreamy fragrance.
