When last year’s lockdown forced the beauty industry to close its doors one Northern Ireland salon owner took the opportunity to create her own tanning brand, investing £20,000 and creating five new jobs in the process.
Erin Woods, owner of Elite Beauty in Newtownabbey, was initially devastated at having to shut up shop but the resourceful entrepreneur wasted no time in thinking of new ways to generate income.
Explaining how she came up with the concept for Apricity Erin said: “Like many others I spent the first two weeks of lockdown crying and panicking but I pride myself on being a positive person so once the initial shock wore off I knew I had to find a way to create another income stream.
“I’d never been out of work before and wanted to put my time to good use. Three years ago I’d had the idea of launching my own range of self-tan but never followed through with it, with nothing else to do and no money coming in I decided it was now or never and began contacting manufacturers all over the world. After lots of research, hundreds of samples and some awful tan disasters in between, Apricity was born.”
Manufactured in the US, vegan friendly and sustainably sourced, Erin wanted to create a product to empower women and make them feel good about themselves which is why the marketing campaign for Apricity has centred around using real women, with real bodies.
“Being confident in your own skin is what our brand is all about,” comments Erin. “I’m a mum of one who has struggled with her weight over the years so I didn’t want to be responsible for contributing to this notion that beauty only comes in one shape or size.”
The range currently consists of three shades of self-tanning mousse, a facial mist, a tanning brush and a mitt but Erin has ambitious plans for the brand with plans for new products already in the pipeline.
“I’m a firm believer you can achieve anything in life if you put your mind to it and launching Apricity has been a dream come true. I feel like this is only the start of the journey though and I’m excited for what the future holds next.”
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