A Liverpool skin specialist turned entrepreneur has launched her first beauty product, which has been snapped up by Harvey Nichols, after being made redundant due to the coronavirus pandemic.
Ashley Wady has more than 10 years experience in the beauty industry working one of the biggest global brands L’Oreal, plus pharmaceutical company GSK and Aestheticare.
The 35-year-old has now launched her own signature skin product, BOSSFACE, a lightweight water-based gel with 15% Hyaluronic acid suitable for all skin types, tones and concerns which ‘increases the skin’s hydration and creates a younger, fresher appearance’.
Having only launched the product in November 2020, Ashley has been overwhelmed with the response and can’t believe she has landed Skinforia by Harvey Nichols and Flying Solo in New York as a stockist.
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Ashley told the ECHO: “I’ve always been interested in beauty especially skincare and I’ve always looked after my skin. I moved to London when I was 27 and took a job with at GSK who make Lucozade as an account manager. I loved working there I was always number one in sales but shortly after I was made redundant.
“I had no friends, no money and I was renting a room. I started looking for jobs and I landed a job at L’Oreal. I worked for them for six years in their sales team as an account manager in the hair and beauty section selling their products into salons. In the time I worked there, I must have made them £5m and I just thought I should be doing this for myself.
“I started going to medical school and college at night to learn more about skincare, injectables and more advanced procedures.”
Ashley completed her courses with NVQs in beauty and advanced skin treatment and shortly and took a job with aesthetics company Aestheticare, looking after the whole of London and the South East, selling skincare ranges and medical devices and training clinics in how to use them.
Ashley, from Allerton, said: “They offered me a position looking after the whole of the North and after eight years in London I thought it would be nice to move back to be with my family, so I agreed.
“I was home two months when Covid hit in March and I was furloughed. I wanted to buy my own house but it just wasn’t the right time. So instead I put all the money I had into BOSSFACE. I started researching and trialling products, working with a lab in Brighton.
“Then in August last year, I was made redundant. I was gutted, I’d come back to Liverpool after so long and I had to move back in with my parents. I was all over the place, I just felt lost and depressed. I just didn’t know what to do next, my life was turned upside down and it was the worst time in my life.”
Ashley decided she needed to get serious about BOSSFACE, a name inspired by her Liverpool roots, and launched her signature cosmeceutical product.
She added: “It wasn’t an easy process, but I felt like I had to do it for myself and it was time to create my own brand. I worked with the lab to create the product, registering it, making sure it was safe. We did everything by the book.
“It’s classed as a cosmeceutical because it has medical-grade ingredients. It penetrates the skin and changes the skin, rather than a cosmetic which sits on the skin.
“I started with one key product because I’ve seen businesses make the mistake of launching a whole range but not everything sells. So I was hoping my star product would take off.”
And Ashley was right – her product was spotted by a buyer at Harvey Nichols and she soon received a phone call from Beyond MediSpa, Harvey Nichols’ advanced medical and aesthetic centre.
Ashley said: “I had worked with this buyer in the past and they had mentioned it. The next minute I’m getting offered a job to come in as a resident skincare specialist once a month for advanced skin treatment in Knightsbridge.
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“Later, they found out I was launching my own product and sent them samples which they loved and said they wanted to sell the product in Harvey Nichols online store Skinforia.
“I had to pinch myself, it’s amazing and I couldn’t believe it and then I got the news that an application that I’d completely forgotten about filling in had been successful and my product was also going to be stocked in Flying Solo on Broadway in New York.
“I’ve used all my experience and I’ve sacrificed not seeing family or friends, relationships and social life to get here. It’s so surreal and overwhelming but all my hard work has paid off.”