Latest / Skin Anarchy / Reshaping Networking in Beauty with Innocos Ft. Founder Iryna Kremin

Transcript

Reshaping Networking in Beauty with Innocos Ft. Founder Iryna Kremin · Skin Anarchy

• 0:00
  SPEAKER_01: Hey guys, welcome back to Scout Train Energy and the Host Second.
• 0:03
  SPEAKER_01: Today we have such an amazing guest with us.
• 0:06
  SPEAKER_01: She is truly a professional in the beauty space and is known for connecting people with thought leaders and just really creating a wonderful network in our industry.
• 0:16
  SPEAKER_01: Many of you may have heard of Inokos, which is a wonderful event held every year, which is really a leadership platform that's dedicated to keeping the latest trends and innovations in the beauty industry at the forefront.
• 0:28
  SPEAKER_01: And she is the mastermind behind Inokos.
• 0:31
  SPEAKER_01: So without further ado, I want to introduce you guys to Arena Kremlin.
• 0:34
  SPEAKER_01: Welcome to Sharon Arena.
• 0:36
  SPEAKER_01: I'm so honored to host you.
• 0:37
  SPEAKER_01: Thank you for inviting me.
• 0:39
  SPEAKER_01: Yes, I'm excited to chat because I would love to learn about what really made you start in this field, like in the beauty industry.
• 0:47
  SPEAKER_01: Why did you create Inokos?
• 0:48
  SPEAKER_01: If you can kind of explain that and also your background, like what really led you to wanting to create something like this?
• 0:55
  SPEAKER_00: Yes.
• 0:56
  SPEAKER_00: I often uh often the people asking me uh whether my background is in beauty, but uh uh actually it's more in the networking size.
• 1:04
  SPEAKER_00: Yeah, I've been working for the networking companies uh for many years, and uh uh there was a time when I felt like I want more, you know, like I want to create my own things.
• 1:15
  SPEAKER_00: And uh this is how I started Inacos.
• 1:18
  SPEAKER_00: And uh the beauty was uh basically selected uh uh pure by research, by research of different industries.
• 1:25
  SPEAKER_00: And uh um I found the beauty is one of the most uh competitive industries, it is most spent in marketing, and there is like really very dynamic, one of the most dynamic industries actually.
• 1:37
  SPEAKER_00: They need to innovate.
• 1:38
  SPEAKER_00: The innovation cycle is very short, they need to innovate constantly, and this creates this interesting opportunity, I think, for the companies to get together and network and uh learn from each other.
• 1:53
  SPEAKER_00: Uh so I just was fascinated by dynamics the beauty industry brings.
• 1:57
  SPEAKER_00: And of course, you know, like I understand the beauty industry as a woman uh as well, you know, so it helps, but it's mostly like decisions made from research, let's say.
• 2:09
  SPEAKER_01: Yeah, no, it's really interesting because you know the beauty industry is very, very dynamic.
• 2:14
  SPEAKER_01: You know, I think superficially we think it's just a bunch of brands that are making like, you know, beauty products, but it's a lot of really great professionals here, you know, that that are behind the scenes.
• 2:24
  SPEAKER_01: I mean, I think what you're doing with the NoCos is amazing because you know, uh networking is one thing, but then to bring people together who are looking for solution-oriented, you know, networking, that's a different, that's a different mindset.
• 2:37
  SPEAKER_01: And so I guess that's one of my questions is like, what was that like, you know, when you first were launching the platform and and this of the events, you know, uh what were some hurdles maybe that you experienced?
• 2:49
  SPEAKER_00: Yes, you know, when I launched the uh such a particular, because I've been uh doing the networking events for different industries around the world, let's say, but when I focused in such a uh niche industry, I did not realize how much time it will take to build these relationships because you know, once you get so narrow, let's say, in the special group, you know, there is everybody knows each other, sort of, you know, and if and and the first uh program I put together, which was a very, very good program, I spent like three times longer than I usually would uh to put the the agenda together.
• 3:28
  SPEAKER_00: I mean, everybody were asking, like, who are you, who are you?
• 3:30
  SPEAKER_00: You know, so I realized that it takes years to build trust and reputations when you go so deep into the specific industry.
• 3:42
  SPEAKER_00: But you know, like I was so enthusiastic, and uh this is what I say if you like something very much, uh there is a more chance to succeed because uh you can just uh go ahead and uh struggle and uh be focused and never give up, let's say, right?
• 4:01
  SPEAKER_00: So it took me some years.
• 4:03
  SPEAKER_00: It's if I knew how how difficult it will be probably I would not start it to be honest with you.
• 4:10
  SPEAKER_01: Yeah, no, I can imagine.
• 4:12
  SPEAKER_01: I mean, it's a really it's really hard to bring people together in such a way.
• 4:15
  SPEAKER_01: And I I think that um I know what you mean because I when I look at the beauty industry, I see there are so many brands, but then there are just a lot of professionals who are just really great at you know what they do and they really move around a lot.
• 4:30
  SPEAKER_01: You know, they might go to one brand and then they move on to another and they they create magic everywhere they go.
• 4:36
  SPEAKER_01: And so I was always fascinated by that as well.
• 4:38
  SPEAKER_01: You know, when I started the podcast, I was always curious about how people there are just some people that are really running this this whole industry, if you think about it.
• 4:48
  SPEAKER_01: And um, you know, I guess from that standpoint, what do you think the the current state is of the beauty industry?
• 4:55
  SPEAKER_01: I mean, I know that we have a lot of brands, but when you look at it as overall, what do you think the current state is?
• 5:01
  SPEAKER_00: Yeah, I would say the beauty goes through the significant transformation in these days, and probably more industry, but beauty specifically.
• 5:10
  SPEAKER_00: I mean, of course, the transformation is because of the technology, because of changing consumer preferences, and because increase of increased focus on sustainability and health, let's say.
• 5:21
  SPEAKER_00: So let's talk about technology, right?
• 5:24
  SPEAKER_00: It's you know, look when you're speaking about technology, it's all about data.
• 5:29
  SPEAKER_00: And uh AI helps to collect this data.
• 5:32
  SPEAKER_00: And uh brands are investing in these digital platforms, e-commerce and uh uh virtual try-ons experiences and uh uh AI in general, you know, which is really driving the uh the industry.
• 5:48
  SPEAKER_00: Uh then the second one is the consumer.
• 5:50
  SPEAKER_00: Um generate we are all looking at the generation Z and Alpha at this moment.
• 5:56
  SPEAKER_00: Uh I hear more and more about Alpha right now, who is also starting using cosmetics, believe it not.
• 6:02
  SPEAKER_00: So um, these people, this new generation, they are smart and they're digital savvy.
• 6:09
  SPEAKER_00: And this is what creates a new kind of like types of the consumer, let's say.
• 6:14
  SPEAKER_00: Uh, because you know they are not only uh changing in terms of what what they buy, but how they want to shop, and also the diversity of the consumer customers are changing.
• 6:26
  SPEAKER_00: So they are prioritizing more uh self-expression, intelligence, and wellness for themselves, let's say, and for their pets.
• 6:37
  SPEAKER_00: And they are very much explorative into the digital and merging digital and physical, let's say.
• 6:45
  SPEAKER_00: They have no boundaries, let's say they have like more modern representations of masculinity and gender fluid consumers.
• 6:54
  SPEAKER_00: These things did not happen, did not exist before, right?
• 6:58
  SPEAKER_00: And as I mentioned, there is like big, big uh focus on self-love, on mental health, on the community and stuff like that.
• 7:06
  SPEAKER_00: This is this is a big difference in the consumers today.
• 7:10
  SPEAKER_00: And the third one is the health and wellness integrations.
• 7:14
  SPEAKER_00: We finally understand that health is beauty, the beauty is health, because the healthy skin looks beautiful, healthy body looks beautiful.
• 7:25
  SPEAKER_00: And so this also kind of leads to these more holistic beauty trends, where we are prioritizing more clean, actually, clean right now.
• 7:36
  SPEAKER_00: The new newest trend is from clean to clinical, actually.
• 7:39
  SPEAKER_00: It goes to more like a doctor's recommended products and uh to uh more holistic beauty, like um all kinds of uh you know, healthy drinks and supplements and stuff like that.
• 7:52
  SPEAKER_00: Uh biotechnology is changing the beauty right now, and of course, like last but not least, uh sustainability.
• 8:00
  SPEAKER_00: Like there is no future for the brands if it doesn't have sustainability uh strategy, let's say you must have sustainable products.
• 8:12
  SPEAKER_01: Yeah, that makes sense actually, you know, and I it's I love what you said because I think you're right, very right in the idea of health merging, you know, in the space of the beauty and health are merging now more than ever.
• 8:25
  SPEAKER_01: And, you know, as for me, I look at it, you know, from the scientific stand, it's it's very interesting to see concepts like longevity science and you know, these really very or like epigenetics, you know, these very intricate and hardcore scientific principles come to the forefront, you know, of of the beauty like OTC space, especially from the realm of beauty.
• 8:47
  SPEAKER_01: So, I mean, what is your what are your thoughts on that?
• 8:50
  SPEAKER_01: Like these hard hitting, heavy, like science-focused concepts that are emerging in our industry.
• 8:57
  SPEAKER_00: I think the social media right now helps us educate in this uh field, let's say.
• 9:02
  SPEAKER_00: Yeah, because there is like, okay, there is also a lot of misinformation to be none and residual.
• 9:07
  SPEAKER_00: So you need to be very selective who you follow and what you listen to, of course.
• 9:12
  SPEAKER_00: But yeah, like it's booming.
• 9:14
  SPEAKER_00: Health, and it's not a temporarily trend.
• 9:17
  SPEAKER_00: This uh the the health, this health uh wellness trend, it's not a trend, it's actually it's not going anywhere.
• 9:24
  SPEAKER_00: I think it's gonna be only growing, and I'm totally obsessed about it.
• 9:29
  SPEAKER_00: Yeah, there is and then the beauty is really capitalizing on it.
• 9:33
  SPEAKER_00: There is a lot of uh um woman's health is very big right now in beauty, right?
• 9:39
  SPEAKER_00: There is like hormone balancing, skin care, there is immunity boosting supplements and metabolism enhancing treatments, and uh mental health is big right now on beauty, uh, like um mood boosting fragrances and stuff like that.
• 9:56
  SPEAKER_00: I mean, it's absolutely it's a beautiful, not trend, not trend, as I say.
• 10:02
  SPEAKER_00: It's it's a beautiful direction the beauty is taking right now.
• 10:05
  SPEAKER_00: I'm like super excited about it.
• 10:07
  SPEAKER_01: Yeah, no, I am too.
• 10:09
  SPEAKER_01: I think it's very cool.
• 10:10
  SPEAKER_01: And uh, you know, you're right, like health and wellness is at the forefront.
• 10:14
  SPEAKER_01: And I love that we brought up women's health because I think it's long overdue.
• 10:18
  SPEAKER_01: I mean, I remember when I first saw the, you know, the first menopause friendly brand in the beauty space.
• 10:24
  SPEAKER_01: And I was just kind of like, oh my gosh, like finally, you know, we're we're focusing on something so important.
• 10:30
  SPEAKER_01: And now, I mean, even just like I think like five years ago, it wasn't this predominant, but now you look everywhere and there's so many options now for people, you know, that are going through various parts, right?
• 10:42
  SPEAKER_01: Women that are going through various parts of their, you know, lifespan.
• 10:45
  SPEAKER_01: And it's very cool to see that because I mean, I would lie to you as a doctor, like I think it helps a lot, you know, for doctors that when you have support, you know, in such an influential industry to about concepts that are very important to discuss for consumers to understand, it makes it easier, I think, for healthcare professionals to then further educate their patients, you know, and like further help them a lot.
• 11:09
  SPEAKER_01: So it's very, very cool to see that.
• 11:11
  SPEAKER_01: I know.
• 11:12
  SPEAKER_00: I think like all this hormonal support and menopause products uh boost uh explained by two things, let's say.
• 11:19
  SPEAKER_00: But you tell me what you think.
• 11:20
  SPEAKER_00: One is that uh some years ago, researchers, when they did some researchers and they had like group, their control group and stuff like that, they usually only uh use men because women are too complicated with their hormone cycle and things like that.
• 11:36
  SPEAKER_00: And now finally we we start including women in this kind of studies.
• 11:40
  SPEAKER_00: And be and also some years ago, even women, they felt a little bit like a taboo to talk about menopause.
• 11:48
  SPEAKER_00: Like you know, you menopause, you're getting older, you don't really want to talk about it, and now we're finally like more open to our society more open to talk about these things, and this is, I think, the reason why it's really like boosted so yeah.
• 12:06
  SPEAKER_01: No, it's a it's a really good point you make because I mean the I like what you brought up with the studies because for a long time you're right, we didn't even understand like female hormones like on a normal level.
• 12:18
  SPEAKER_01: Like obviously, like in medicine, we have always learned about female you know reproduction and and a lot of female stuff, you know, endocrinology and all that.
• 12:25
  SPEAKER_01: But for the common layman terms and for everyday consumers and people, this knowledge, this understanding was never out there, you know?
• 12:33
  SPEAKER_01: And now I that's exactly it.
• 12:36
  SPEAKER_01: It's like these brands that are we might see them as like, okay, this is a beauty brand, but really, I mean, it's much more than that, you know, it's like it's a platform for people to connect with, to learn from, to understand.
• 12:49
  SPEAKER_01: I mean, I know so many brands now that are really doing their best to put to put education first.
• 12:55
  SPEAKER_01: You know, I don't know if you've noticed that um, you know, through your platform.
• 12:58
  SPEAKER_01: I'm sure you have, you know, interacting with so many professionals here, but they're really trying, you know, to put this education out there where women don't feel left out anymore.
• 13:07
  SPEAKER_01: Like we don't feel like, okay, well, the only place I can go to learn about this stuff is my OBGYN, you know?
• 13:13
  SPEAKER_01: So it's very cool to see that.
• 13:15
  SPEAKER_01: And it's very interesting to see that the beauty industry is really embracing this healthcare side of everything, you know?
• 13:23
  SPEAKER_00: Yeah, totally.
• 13:24
  SPEAKER_00: Another trend I would say, what is boosting uh lately, I'd say, is a sexual wellness, right?
• 13:30
  SPEAKER_00: It's a little bit connected because like before also it was like people were too shy to talk about these kinds of things.
• 13:38
  SPEAKER_00: Uh I don't know.
• 13:39
  SPEAKER_00: There's like more openness, uh, the society becoming more open about talking about certain things.
• 13:44
  SPEAKER_01: And yeah, no, it is.
• 13:45
  SPEAKER_01: I mean, it's it's a very important that's also very important.
• 13:48
  SPEAKER_01: I think it ties into like one concept that comes up.
• 13:50
  SPEAKER_01: And I don't know if you've noticed this with um the you know the panel speakers that attended No Kos, but one of the concepts I would love to hear someone speak more about is this separation between women's health and sexual wellness, you know, because I think for a long time they were grouped together, you know?
• 14:09
  SPEAKER_01: Um like it's it's like bundling everything, you know, together and not giving everyone the space that they need to really put real education out there.
• 14:18
  SPEAKER_01: Um, but you know, I'm I'm curious, you know, one thing I'm very curious about is when you're selecting, I mean, it must be very difficult to put such a you know wonderful event together.
• 14:28
  SPEAKER_01: So like when you're selecting panelists or when you're selecting speakers or how when you're putting the event together, what are some things you look for um when you're inviting people to come speak at Inokos?
• 14:39
  SPEAKER_00: Yeah, first of all, I decide which topic I want to hear, right?
• 14:43
  SPEAKER_00: And I do some research.
• 14:44
  SPEAKER_00: A lot online, also on the other events, I attending other events, and I just picking up what the most interesting, sometimes controversial or newest uh uh thinking, right?
• 14:54
  SPEAKER_00: And uh yeah, this is how I find it.
• 14:57
  SPEAKER_00: Just from reading and uh and attending other events and finding some other speakers, yeah.
• 15:03
  SPEAKER_01: Yeah, like a real education platform.
• 15:05
  SPEAKER_01: That's really cool.
• 15:06
  SPEAKER_01: How do you view like I know there are a lot of beauty like industry events that take place throughout the year?
• 15:13
  SPEAKER_01: I mean, how do you view things like Cosmoprof and um a lot of these different events that are happening?
• 15:18
  SPEAKER_01: Do you mean where where is the differentiation for you when you approach Inokos as compared to some of these other events?
• 15:25
  SPEAKER_00: Yeah, it's funny.
• 15:26
  SPEAKER_00: The more I attend other events, the more I understand how different uh is Inokos.
• 15:31
  SPEAKER_00: And actually, uh, because like for me, it's more about building deep connections.
• 15:37
  SPEAKER_00: It's not about big banners and flashy lights and things like that.
• 15:41
  SPEAKER_00: It's about bringing the very interesting people together.
• 15:45
  SPEAKER_00: I'm cherry picking the people.
• 15:47
  SPEAKER_00: I make the event small and I select very special people.
• 15:52
  SPEAKER_00: And when I select them, I need to make sure I want to make sure there is enough diversity that they will benefit from these connections, right?
• 16:00
  SPEAKER_00: That the beauty brands, uh, small uh young beauty brands connected with the big ones and maybe find mentors, then they are connecting with retailers, and then there is you know, spas or somebody from spa connect with with a beauty brand for the potential collaborations.
• 16:17
  SPEAKER_00: And uh I want to make sure there is enough diversity in the group so that they can uh not just learn uh and you learn more deep, let's say, when the group is so small, and the group is up to 100 people.
• 16:31
  SPEAKER_00: We have a limit, we do not accept anymore.
• 16:34
  SPEAKER_00: You know, like in the small groups, people share much more.
• 16:37
  SPEAKER_00: When you stay in on the big stage in front of the hundreds of people, you are projecting marketing message, you know, whatever message your company wants to project, right?
• 16:47
  SPEAKER_00: When you're in a small, small group, you are talking real life experiences, and this is what I want.
• 16:54
  SPEAKER_00: I don't have just the panels, I have this case study presentations when the brands can share what is exactly they're doing and how, and maybe some of their successes and their failures.
• 17:04
  SPEAKER_00: Sometimes I hear people say that I don't believe I hear all of this.
• 17:08
  SPEAKER_00: Because people are very open in the small group, and this is what uh what I like.
• 17:13
  SPEAKER_00: And I create about 50%, I think, of time I put into the networking.
• 17:19
  SPEAKER_00: I have all kinds of receptions, uh, meals, brainstorming sessions.
• 17:23
  SPEAKER_00: I have a wellness workshop where we can not only talk about all these wellness uh trends, but also experience with the sound bus, meditations, and stuff like that between the sessions.
• 17:34
  SPEAKER_00: So the whole two and a half days is not too hectic.
• 17:38
  SPEAKER_00: And it's not like sometimes you you go to the events and you get so drained from the energy.
• 17:43
  SPEAKER_00: Uh, but this, you know, I want to bring the energy to the people.
• 17:47
  SPEAKER_00: So I want them to recharge and learn at the same time, if it makes sense.
• 17:54
  SPEAKER_01: Yeah, no, I mean, I it I love that though.
• 17:56
  SPEAKER_01: I like that you're you're focusing on the small group because it's true.
• 18:00
  SPEAKER_01: Everything you said, I mean, I've experienced it before just in different ways, you know, where in the small group, yeah, I mean, you're absolutely right.
• 18:07
  SPEAKER_01: People become more open.
• 18:08
  SPEAKER_01: You know, it's uh it's a safer space, I think, um, when you're discussing things.
• 18:12
  SPEAKER_01: Yeah, like I mean, instead of giving a lecture almost or talk, like you're really kind of opening yourself up, and people are open to like not only receiving with an offering advice.
• 18:22
  SPEAKER_01: I mean, it's a really great model to have.
• 18:25
  SPEAKER_00: And it's it's just a community.
• 18:26
  SPEAKER_00: Everybody's saying at the end of the event, oh, it's a community, it's like a family.
• 18:30
  SPEAKER_00: You become a member of the community, and you know, like what you have when you have a community and or family members, let's say they're helping each other.
• 18:40
  SPEAKER_00: Sometimes maybe I am not exactly direct your client, but I can recommend you someone, uh, right?
• 18:45
  SPEAKER_00: But uh, there is a lot of sharing.
• 18:47
  SPEAKER_00: I am obsessed about my special people because everyone who comes in, everyone who I'm invited is very special.
• 18:56
  SPEAKER_00: So my people are stupid.
• 18:58
  SPEAKER_00: That's awesome.
• 18:58
  SPEAKER_00: No, that's awesome.
• 19:00
  SPEAKER_01: So I guess one of my rounding questions for our interview is it's really your advice because I mean you've you've interacted with so many you know brands and professionals in the space, and you've seen, obviously, you've explained to us some of the emerging trends you've noticed.
• 19:14
  SPEAKER_01: But if I was a brand right now, you know, what advice would you have for me in terms of like best positioning myself in this uh growing landscape of the beauty industry?
• 19:24
  SPEAKER_00: Yeah, I mean, from one side, of course, it is very important.
• 19:28
  SPEAKER_00: Sometimes the brands are focusing too much on RD and formulations.
• 19:32
  SPEAKER_00: And it is important because if you don't have a good formulations, if you don't have a good quality product, the people just not come back, will not come back.
• 19:41
  SPEAKER_00: You know, one-time purchase is not enough to create successful brands.
• 19:45
  SPEAKER_00: So the product needs to be exceptional quality, that's for sure.
• 19:49
  SPEAKER_00: But the most important least, like brands need to brands need to have like a story and purpose why they are creating this uh product, right?
• 19:57
  SPEAKER_00: They need to be obsessed with the customers, uh, and they need to be focusing on delivering exceptional customer service and ideally personalized experience to build your loyalty and trust.
• 20:11
  SPEAKER_00: So they need to, there are a lot of technology right now which help you to understand your customers actually, and so that you can create a specific products for them.
• 20:21
  SPEAKER_00: And uh yeah, you can leverage all this AI data, and there is a lot of software for this, and this is where like a lot of brands right now are focusing right now on this AI and data, how to create how to collect the data from the customers and deliver exactly the products what they need because the companies need to be obsessed about their customers, right?
• 20:43
  SPEAKER_00: That's number one.
• 20:44
  SPEAKER_00: You know, you need to understand why your customers are buying your products and you need to capitalize on that.
• 20:49
  SPEAKER_00: And of course, marketing is big, I have to tell you.
• 20:52
  SPEAKER_00: It's uh it's all about you know utilizing data also to target the right audience and communicate with uh uh brands' unique value propositions and stuff.
• 21:02
  SPEAKER_00: Marketing is like all our conferences, actually, more than half, probably talking about marketing, because this is what can make or break the brand, right?
• 21:12
  SPEAKER_00: And you need to stay to true to itself once you create the brand.
• 21:16
  SPEAKER_00: You need it it's good not to get distracted with whatever uh happens around you, but uh uh staying true to yourself, to your customers, right?
• 21:25
  SPEAKER_00: Uh the closer you are to your consumers, uh listening you the feedback, the better it is.
• 21:31
  SPEAKER_00: And uh uh yeah, as I said, it formulation is essential, but more important is like you understand your your customers and you you know your story because there are so many beauty brands out there.
• 21:43
  SPEAKER_00: And when you look at it, like okay, so this skincare, this skincare, what is the difference?
• 21:48
  SPEAKER_00: You know, difference should not be like in this ingredient on this ingredients.
• 21:51
  SPEAKER_00: You need to understand the story behind it and sometimes purpose and story.
• 21:55
  SPEAKER_00: And we have like a some amazing, amazing brands uh who are.
• 22:00
  SPEAKER_00: Targeting uh specific different clients, and yeah, this is how they are successful.
• 22:05
  SPEAKER_00: And collaborations I encourage to collaborate once you are uh young, and maybe you don't have that much money, and you need to watch your cash flow.
• 22:15
  SPEAKER_00: It's very important.
• 22:16
  SPEAKER_00: Uh find a way to collaborate and partner, uh, form some strategic partnership.
• 22:21
  SPEAKER_00: I've seen some very successful examples of strategic partnership with other brands, uh, influencers and technology providers, uh, where you can reach and enhance your offering.
• 22:33
  SPEAKER_00: Uh so it's very important to also, yeah, to explore this.
• 22:38
  SPEAKER_01: That makes sense.
• 22:38
  SPEAKER_01: No, that makes so much sense.
• 22:40
  SPEAKER_01: I'm glad that you mentioned, you know, if you are a smaller brand and you do have restrictions with budget and stuff, because I think that's where a lot of like, I mean, you know, I've heard from a lot of small brand founders or indie brand founders that they're like, well, if we only had a huge VC investment, you know, we would be the next big, you know, thing in beauty and like all this.
• 23:00
  SPEAKER_01: But it's like it takes, I think the networking is where um I'm always I'm so fascinated because that really takes you places, you know, a lot further than I think we can all think.
• 23:11
  SPEAKER_01: Because at the end of the day, it's all about, you know, how much can you learn from each other?
• 23:15
  SPEAKER_01: And I think the beauty industry is such a beautiful place for that.
• 23:18
  SPEAKER_01: And I really applaud you for creating such a safe space for professionals to really come and learn from each other, obviously network, but then also, you know, bounce ideas off each other and and try to understand their own business, you know, through the perspective of others who are doing something similar or different.
• 23:34
  SPEAKER_00: And if I may add one more thing about investments, you know, yes, there are I think the obsessions about uh uh money, uh yeah, but of course, it's of course legitimate uh from one side, but from the other side, I have seen some very successful brands who are getting very creative without with their marketing without really any money, let's say.
• 23:56
  SPEAKER_00: So uh you should not be sitting and complaining on the on the money.
• 24:00
  SPEAKER_00: There is a there are some other ways uh sometimes to to create like viral marketing campaigns without a big budget.
• 24:07
  SPEAKER_00: So I think like uh yeah, if you understand your customers, if you know how to connect with them, the money is uh is not the only kind of options to grow.
• 24:18
  SPEAKER_01: Yeah, and also I've seen brands who've gotten like huge amounts of funding and they've gone under.
• 24:24
  SPEAKER_00: So it's not like you know, yeah, yeah, yeah.
• 24:28
  SPEAKER_01: Money doesn't mean that you're gonna automatically succeed, you know.
• 24:31
  SPEAKER_01: So that's a huge thing, too.
• 24:32
  SPEAKER_01: Like, I mean, there have been some great brands before that they got all this funding, but then they just didn't know how to utilize it or something happened and they just completely lost, you know, the brand ended up closing or something.
• 24:43
  SPEAKER_01: And it's always sad to see that.
• 24:45
  SPEAKER_01: But I mean, that's really a great message you sent because I think a lot of indie brands, like the founders, we you know, we all pour our hearts into whatever we do.
• 24:53
  SPEAKER_01: And I think for indie brands, you always feel like, okay, I'm I'm kind of alone, you know, in the middle of all of this.
• 25:00
  SPEAKER_01: But that's where what you're creating is really so important, you know, to give a new perspective, you know, to really shine a light on the importance of networking.
• 25:09
  SPEAKER_01: Um, it's beautiful what you're creating and what you've created.
• 25:11
  SPEAKER_01: And I I'm definitely a huge fan of uh what Irina and her team are doing.
• 25:16
  SPEAKER_01: And thank you so much.
• 25:17
  SPEAKER_01: This has been really lovely chatting with you.
• 25:19
  SPEAKER_01: And um, I look forward to all of the wonderful events in the future, Inokos hosts and and for everyone listening, you know, make sure you check them out and follow Irina on LinkedIn.
• 25:28
  SPEAKER_01: Irina, I think I'm connected with you on LinkedIn and I'm always following you, you know, the updates and wonderful news that you share.
• 25:35
  SPEAKER_01: And it it's always nice to see.
• 25:37
  SPEAKER_01: If you guys have any questions, anyone listening, if there's any questions, if you want to learn more about Inokos, um, please shoot us an email.
• 25:44
  SPEAKER_01: We can definitely pass it on to Arena's team and get you some answers.
• 25:48
  SPEAKER_01: But I hope you love this episode.
• 25:49
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• 26:03
  SPEAKER_01: Thank you so much.
• 26:04
  SPEAKER_01: Thank you.
• 26:05
  SPEAKER_01: Hey guys, so I hope you love that episode.
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• 27:12
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