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Behind the Brand : Lorde Beauty

Behind the Brand : Lorde Beauty

Lorde is different. Rachel Williams, a sought after veteran makeup artist and esthetician in the beauty industry realized a great need missing throughout her years working on models, celebrities, the

2018/04/11

Lorde is different.

Rachel Williams, a sought after veteran makeup artist and esthetician in the beauty industry realized a great need missing throughout her years working on models, celebrities, the every day woman and more throughout the cosmetic industry.

Here, we chat to Rachel to find out more…

When did you launch the brand and what was the reason behind it?
I launched Lorde Beauty January of 2016.

As a makeup artist and aesthetician working in the beauty industry over sixteen years, I saw a need to eliminate fear associated with beauty, and empower others to love their face and own their unique beauty in a healthier way. I also saw a need to fuse ones lifestyle and product choices to be sustainable and ethical, and healthy for oneself and the environment. My husband and our children were hiking in Ashville North Carolina, and then the inspiration came to open Lorde. That is when the phrase beauty, power and love came about, and Lorde was also inspired by 2 Timothy 1:7, that we were not given a spirit of fear, but one of power, love and understanding.

Behind the Brand : Lorde Beauty

Whats your background?
I have been a leading makeup artist and aesthetician for over sixteen years. Prior to that, I had a band, we toured, recorded albums, and I worked at a flower shop in between when we were not touring.

I feel very thankful to have lived my life thus far doing what I love and doing things that bring beauty and restoration to others.

How many people are involved in the company and what are their roles?
If you could start over with the business, would you do anything differently?

I would not do anything differently. I do not fear risk. I do not believe in compromise. I believe in working hard, and being a part of things that matter.

I loathe the word busy. I choose to have my life full of what is meaningful and beneficial, and focus on fullness rather than busyness. Does that mean I miss out on some sleep at times? Of course.

I am a wife and mother! So work sometimes happens in the wee hours before the sun rises to accomplish what is needed so I can be present to my family whom I treasure so very much.

Tell us one fact about you that people wouldn’t know?
I am ridiculously scared of heights. Even seeing other people go up high makes my stomach turn!

I did a Spartan Sprint Obstacle race a few years ago, and almost did not do a certain obstacle because it was so high, and there were only rope loops to use to climb up, cross over the top and climb back down. Anyone could fall through easily and that would have been it! Thankfully, Craig of Grit Life who is the Spartan Race trainer guided me through, and I indeed finished that obstacle.

If I had not, I would have had to do thirty burpees to pass through to the next obstacle!

Behind the Brand : Lorde Beauty

2018 is here, where do you plan on taking the brand?
I am thankful for the growth of Lorde! My goal of growth continues to be the same. As long as those we serve both online and in boutique feel loved, empowered, equipped and encouraged, that is enough. You never know how far encouragement and equipping can take someone. We truly strive to have a greater accountability to our clients, community and the environment.

One exciting thing on the horizon is the launch of my first book, Unraveled. It is about uncovering, unraveling and revealing your unique beauty.

I am so so so excited to launch this book in late February and encourage others in their beauty with this book.

To date, what has been the highlight since launching?
I am thrilled with the Manasseh Project initiative I started two years ago through Lorde. I gave five percent of all retail products sold online and in boutique during holiday to the Manasseh Project, which helps sex trafficked victims and educates our community to identify and stop sex trafficking.

I am so pumped that for the second year, I was able to give them almost triple what I had the previous year. It was awesome to see clients shop intentionally because their purchase was making a difference. British GQ did a shout out of this initiative which also helped a lot, I believe!

Three beauty products you can’t leave the house without?
Concealer, mascara, lip balm.

Style means….?
What uniquely brings out and represents who you are.

Statement shoe or statement bag?
Statement bag. My husband picks out the best purses for me. It’s the designer in him that helps me so!

If you had to, what piece of clothing from your wardrobe would you wear everyday?
My favourite black bodysuit that has a deep scoop on the back. It is so comfortable, goes with everything from jeans to a skirt, and I do enjoy showing my back!

Behind the Brand : Lorde Beauty

Favourite love song?
Ribbon in the Sky-Stevie Wonder

Best place for a coffee?
Colectivo is amazing! My mouth is watering just thinking about it.

Most memorable piece of advice given to you?
Always take the pretty way, even if it takes longer. My Gigi, my grandmother gave me that advice. She was an amazing poet, lover of nature, and quite the glamorous icon to me.

Guilty pleasure?
Dark chocolate. Everyday.

If you could spent 24 hours in anywhere in the world, where would it be?
Under a waterfall. The sound, the sight and the feeling is so restorative. Any waterfall, really!

In future, how do you plan on expanding the company?
I plan on continuing this deep commitment of greater accountability to clients, communities worldwide, and the environment. I will continue a commitment of providing the selective best and never the overwhelming most.

Behind the Brand : Lorde Beauty

Find out more…

www.lordebeauty.com lorde beauty and cosmetics on facebook and lorde.beauty on instagram

Laura Bartlett

Laura Bartlett

Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.