Behind the Brands: Makeup Direct

By BR Kellie

If there were to be such a place as Makeup Heaven, I would hope it resembles a Makeup Direct store. I’ll never forget the first time I stepped into their Auckland CBD store – it was exciting, overwhelming (in a good way!) and utterly thrilling. Under one roof I’d found a dedicated beauty spot, that not only offered some of my favourite brands, but also brands I’d never heard of, loads of gorgeous products to swatch and play with, as well as superb Beauty Bar Services!

Since that day I’ve paid a fair few visits to Makeup Direct (and spent lots of time on their website, www.makeupdirect.co.nz), and while at some beauty counters I’ve felt pressured or plain ignored, every time I’ve walked into Makeup Direct I’ve felt comfortable enough to browse at my leisure, but have also been able to approach the warm and welcoming staff with any questions.

It’s fair to say I’m a fan, but there’s another person out there who adores Makeup Direct even more than I do, and that’s Moyra Parker, Makeup Direct’s General Manager. Recently I was given the chance to interview her, and as you’re about to find out, she was as amazing as her company. Read on, my beauties!

Moyra, tell us a bit about yourself. What is your background?  How did you get your start in the beauty industry? 

My background was working in law firms.

As a consumer of makeup myself I have experienced first-hand the difficulties women face in finding the right products for their skin type or colouring.  At the time the makeup industry in NZ was really only servicing women with certain skin tones and the brand offering was very limited in comparison to what was available world-wide.  I saw a gap in the market place and an opportunity to bring something different to New Zealand women. 

What made you decide to launch Makeup Direct? And what sets Makeup Direct apart?

I decided to launch Makeup Direct because at the time there was no store in New Zealand that was solely dedicated to everything beauty. 

An essential point of difference is our company culture of actively engaging with our customers in a friendly, non-threatening way, recommending new products, enthusiastically offering advice and demonstrating tips and application techniques. Our staff are absolutely passionate about makeup and everything beauty!  We also extend our service by offering in-store Beauty Bar Services such as makeovers, one-on-one makeup lessons, brow shaping, facial waxing, tinting and eyelash curling, hair curling and straightening.

When a person walks into a Makeup Direct store, what is it they can expect to experience?

They can expect to be greeted and to receive the help and guidance of our professional makeup artists who have an in-depth knowledge of the products we sell.  They will experience a comfortable environment where they are free to wander around and try new products, and ask for advice on the latest trends and products.  They will experience a wide selection of quality brands they may never have seen in NZ before which come from countries such as Italy, Germany, France and USA.  They will see that our stores are not set out in brands as such, but in sections such as face, lips, eyes skincare, etc as we don’t push any particular brand, we prefer to listen to what the customer’s wants and needs are and then select the suitable product for them, rather than the brand – we are definitely not brand snobs! 

We adore that you’ve made beauty brands like Sacha Cosmetics and Paola P easily accessible to buy here in New Zealand. What makes you choose to sell the brands you do?

Our customers play a big part in what we decide to sell.  Sacha was a brand we brought in because no cosmetics brand in New Zealand (at the time) had any darker shades of foundations and we have customers from so many different ethnicities that we wanted to have something to offer them - we didn’t want anyone excluded.    

We also want our customers to have the opportunity to experience some of the many wonderful brands from around the world – there are 1000’s of them. We go to the biggest cosmetic show in the world and find these brands, test them and bring them home so our customers can have access to them too.

You’ve not only started a business, a feat in itself, but you’ve created your very own beauty brand, MUD Cosmetics. How did this come about?

It started with one particular product which I couldn’t find locally so I decided to go directly to the manufacturers and have my own ones made.  The MUD Cosmetics range now consists of a variety of makeup palettes, cosmetic brushes and sets, brush cleaner, blending sponges and pure organic coconut oil. 

What is Makeup Direct’s bestselling product? And what makes this product so popular?

Our best-selling product is the ZA Liquid Liner.  It’s so popular because it’s a liquid liner which is easy to use, (let’s face it, liquid liner can be scary to use).  This one has a nice fine brush tip which gives flexibility and allows for better movement and control.  It’s also the sister brand of Shiseido which are known for quality that lasts the distance.   

Working in the industry you do, and having discovered so many amazing brands, do you have any particular favourites we need to know about?

Yes I absolutely love the brand Isabelle Dupont, (specially the Lumin Fond de Teint Foundation) and I love the brand Bella Oggi Italy, they make fantastic mascaras and Gel Effect nail varnish (which is very popular) and I like their sleek looking packaging – the Italians have such style. 

What are you favourite makeup tips and tricks?  

My best makeup tip would be to use proper makeup brushes.  Having the right tools makes all the difference to the final result.  In my earlier days I used to wonder why someone would need to use so many cosmetic brushes.  Now I understand, I personally use 11 cosmetic brushes when applying my makeup!

What’s been the biggest highlight of your career so far?

It would have to be creating my own cosmetic brand, seeing it from a product idea to the shelves and into the customer’s hands. 

What advice would you give to someone reading this who would like to do what you’ve done?

From my own personal experience I would say once you have decided you want to start a business (whatever it is), just do it. Don’t wait for everything to be perfect – trust me it isn’t going to be.  I know it can be scary taking a risk and starting a business, I remember when I actually decided I was going to do this, I worried because I was a single women with a mortgage and I had no one to support me financially if it didn’t turn out – I was worried.  A good friend told me if I didn’t take the risk, it was only ever going to be a hobby.  So I decided to leave my secure job in a law firm and started with one small makeup case which had a few lipsticks, foundations and eyeliners – a few hundred dollars worth of products is all I started with - that was 13 years ago!

Finally, can you give us a hint about what is next for Makeup Direct?

Continuing to develop our own brand with affordable exciting new products and expand our wholesale business to give more New Zealand woman the choice they deserve

Thank you for chatting with us Moyra! One more question? Can you take us with you on your next trip to the cosmetic show?!

Makeup Direct has two Auckland stores, one at 14 Darby Street in the CBD and another in Glenfield Mall. For those not in Auckland you can also buy online at www.makeupdirect.co.nz. Happy shopping!