This Beauty Brand Makes $400 Million A Year--Here's What You Need To Know About Younique

May 8, 2018 by Jeanine Edwards
shefinds | beauty

I am by no means a beauty expert, but I like to think of myself as pretty “in-the-kn0w” given that I spend so much of my days researching and reporting on products. Turns out, I was completely in the dark about one brand totally killing the beauty game.

Ever heard of Younique Products? They’re based in Utah and in the five years since they’ve launched they’ve sold millions–yes, millions!–of products and their annual revenue is estimated to hit $400 million this year. Major, right?

I figured I couldn’t be the only woman out there totally unaware of this incredible brand, so I decided to chat up Tori Poulter, Chief Sales Officer for Younique Products, to give us an exclusive peek inside this truly inspiring beauty empire.

SheFinds: Tell me about how Younique came about.

Tori Poulter: Younique is a mission-first direct sales beauty company with more than 1,000,000 registered sales representatives, called Presenters, in 12 markets worldwide. Founded in 2012 by brother-sister team Derek Maxfield and Melanie Huscroft, we captured audiences over social media with our famous MOODSTRUCK 3D FIBER LASHES+ lash enhancer which has now sold over 14 million units since its launch. Younique’s mission is to UPLIFT, EMPOWER, VALIDATE and ultimately build self-esteem in women around the world through high-quality products that encourage both inner and outer beauty. The company was founded solely on the purpose to fund The Younique Foundation that aims to promote hope and healing in female survivors of childhood sexual abuse and educate parents to protect their children from abuse. Younique didn’t start out as a beauty company. We started as a company for women, offering products like boot socks, shoe jewelry, magnetic nail polish, and pigment eyeshadows. It was apparent early on that our original MOODSTRUCK 3D FIBER LASHES lash enhancer was our way to spreading our mission far and wide, so we began our journey into the beauty and cosmetics industry.

SF: What makes Younique different from other beauty brands?

TP: First and foremost, Younique was founded with one purpose, to fund The Younique Foundation and help inspire hope and healing in women who are survivors of childhood sexual abuse. Our mission extended to women in all circumstances and the three words that drive our company to this day were born: UPLIFT, EMPOWER, VALIDATE. Younique was truly created for women before we even knew what we were going to sell to support our worthy causes. We knew we couldn’t do it alone, so Founder Derek Maxfield used his experience in technology to create the Younique Virtual Party System that would help our first-ever distributors, called Presenters, spread the word of this amazing start up and change the direct sales game forever.

What else makes Younique different is that we are the first direct sales company to market and sell almost exclusively through the use of social media. We pioneered the use of virtual parties which bridge the huge world of social media and the traditional home party business model. And our Presenters can sell anywhere. As a matter of fact, 80% of them do the majority of transactions right on their cell phones.

SF: Younique has grown so fast in just 5 years–how did that happen?

TP: While we do make high-quality products that work well and are a pleasure to use, that is not what set us up for success. I think Younique has grown so fast in 5 years because of the community of like-minded women who are inspired every day to reach their true potential and achieve things they’ve always dreamed of. These women are a family and Younique was founded on family values to help every woman feel valued, smart, and empowered through opportunities of personal growth and financial reward. As a matter of fact, we value our Presenters so much that we pay them within three hours of making a sale, something that has never been done in the direct sales industry.

SF: What are some of the most popular products?

TP: We’ve become known for lashes. Our original 3D mascara came at a time when lash extensions were becoming popular, but there was no alternative without the hassle of strips and glue. Co-founder and Chief Visionary Officer Melanie Huscroft, whose personality and creativity runs through the products and visual identity of Younique, worked with product developers to create the revolutionary MOODSTRUCK 3D FIBER LASHES+ lash enhancer. With claims like 500% increase in lash volume with the first coat, and visible results in Presenter-selfies, it’s no wonder we’ve sold more than 14-million of them to date. Our goal is to offer innovative product offerings that keep our Presenters’ businesses fresh and easy to demonstrate via social media. TOUCH MINERAL liquid foundation, for example, took the internet by storm. Presenters coined the product “liquid gold” with viral videos taking over timelines. Women drew on their face with markers and covered the markings with the buildable-coverage foundation. We’ve continued to follow suit with MOODSTRUCK SPLASH liquid lipstick, a media-favorite, mousse-like liquid lipstick with full color payoff and a biogel complex that keeps lips from feeling dry. It’s also equipped with a pointed applicator for precise and easy application. And we can’t forget about our newest eye product, MOODSTRUCK EPIC mascara, a one-step mascara that provides similar results to its 3-step counterpart and has quickly become a fan favorite. Just launched is the YOUNIQUE DUET Collection that consists of three dual-effect products that pull double duty, so you do half the work. This collection provides professional results in a hurry, for wherever life takes you. It includes a two-in-one YOUNIQUE DUET sculpting stick that contours and highlights, a YOUNIQUE DUET lipstick collection to give you the season’s hottest ombré look and a set of perfectly-paired YOUNIQUE DUET eyeshadow compacts. Finally, we are so excited to have recently launched our first-ever luxury fragrance collection consisting of three signature scents. Each one of these luxury fragrances embodies a part of Co-Founder and Chief Visionary Officer, Melanie Huscroft’s love story with her husband. When her now-husband was away for two years, Melanie wrote to him regularly, signing each letter with a unique farewell, then spritzing the envelope with her favorite perfume. With these passionate memories in mind, Melanie created these three signature scents extending Younique’s impressive portfolio into a new category. Awaken your infinite capacity for love and life with PASSIONATELY YOURS, ME; get swept away in your fantasies with DREAMING OF YOU, ME; and embrace the beauty of devotion with YOURS AND ONLY YOURS, ME. PASSIONATELY YOURS, ME is a warm, sensuous fragrance that awakens your infinite capacity for love, passion, and life. This enchanting floral oriental is imbued with nuances of fruit. DREAMING OF YOU, ME is a complex floral that mirrors the exquisite contradictions of the female spirit: bold and confident, yet delicate and tender. This fresh modern floral is infused with the intricacy of suede. And finally, YOURS AND ONLY YOURS, ME is a bright woody floral that echoes the optimism and warmth of an innocent heart. Vibrant, yet irresistibly sensual, this yellow fragrance leaves a bright first impression.

SF: Younique also has a charitable component – why is this important to the brand?

TP: Unlike other beauty companies, Younique was founded with one purpose, to fund The Younique Foundation. The Foundation inspires hope and healing in women who are survivors of childhood sexual abuse by providing healing services through retreats, survivor communities and online resources. They empower parents and caregivers to protect children from sexual abuse through education and online resources. Finally, The Foundation makes it safe to openly discuss sexual abuse through community dialogue and social awareness. The Younique Foundation hosts retreats every week and has helped more than 1,500 women in its first three years. The only cost to these women is to travel to Salt Lake City pick-up locations.

The Younique Foundation and Younique Products are separate entities which operate independently of each other. We are proud to support The Younique Foundation generously from the sale of our products. We inspire donations and contributions onsite, offer special promotions and bundles, and spread awareness through social media keeping the conversation going online.

SF: What’s your best advice for women thinking about becoming a Presenter?

TP: We think the best advice for women thinking about becoming a Presenter is to hear directly from some of our Presenters themselves.

Marta Miller, Younique Presenter, McKinney, TX

“Since joining Younique, I’ve built a global team of over 30,000 women strong. I really enjoy helping these women discover the ambition and passion that lies deep within themselves… just like I did when I started over 4 years ago. The best part for me is being able to work at a job that I love while staying at home with my children and earning a living for my family.”

Kara Lewis Newton, Younique Presenter, Fishers, IN

“I was first introduced to Younique because I needed some makeup. I had no idea at the time that it was going to change the course of my life. With my newfound confidence thanks to Younique, I am now able to help other women find their own confidence and self-worth changing the world one woman at a time.”

Kanesha Morrison, Younique Presenter, Olive Branch, MS

“As a woman of color looking to find her place in the World, Younique gave me the courage and self-esteem to truly love myself. I’m grateful for this opportunity and what it has done for my family. I’m inspired every day to live our mission to uplift, empower, and validate women.”

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Vice President
Jeanine Edwards is a writer and editor covering fashion, beauty and shopping. She never misses a sale and is committed to good skincare. Prior to joining the SheFinds team, Jeanine worked at XO Group and InStyle. You can reach Jeanine at [email protected]

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