NKDb by 4th Base Cosmetics is a new cosmetics business and online retailer that also provides an ambassador network to enable women to become independent entrepreneurs.
Founded by Lisa Dodds, the venture aims to make women feel beautiful inside and out, as well as helping them to start up their own UK-based businesses.
The ambassador programme works to empower fans of the NKDb brand to become entrepreneurs in their own right by helping them set up their own businesses selling the NKDb products and treatments from the range either on their own, in salons, or by offering professional treatments.
We caught up with Dodds to find out more about her retail business.
Tell us a bit about yourself and your background before NKDb.
My background is in business management and sales, with the most recent position before I started working for myself held within the aesthetic and cosmetic industries.
My first career highlight has to be becoming the highest paid sales representative at Global International Europe, a points-based holiday membership business. This led to me being handpicked by the company to launch a vacation club in Kuala Lampur – where I spent four amazing years.
Since my time in KL, my two biggest career highlights have to be setting up my two businesses. Firstly, my healthcare recruitment company in 2015 which is currently turning over £1.2 million per annum, and of course, NKDb, which has just launched in the UK.
What got you into the retail sector in the first place?
During my time working in the cosmetics industry I was amazed by the surgery and procedures women put themselves through that were both painful and costly when using good quality make-up and applying it correctly can help many beauty concerns instead.
I wanted to go some way to combat this problem and make products to help women feel beautiful. With this in mind, I decided to create a range of high quality make-up along with my business partner Marco Robinson.
We also wanted to allow women to becoming budding entrepreneurs in the retail sector, so I set up the NKDb Angel programme.
Finally, I made the switch because I was hungry for a new challenge. I’m entrepreneurial in spirit and as I hadn’t worked in the retail sector, so I wanted to try something new.
Describe your responsibilities as co-founder of NKDb.
As a start-up, we’re a small team, so my responsibilities are vast. I love the fact that I have been involved in every part of the process of setting up NKDb, from painstakingly choosing the highest quality products, inputting ideas into the website, through to managing the social media and overseeing the orders.
At the moment, my main responsibility is ensuring that the launch phase is running as smoothly as possible, which means I need to be in 10 places at once. It’s very busy but extremely rewarding.
How has your previous experience aided your current job?
Never content with sub-standard results, whether that was with staff I was training in my sales and training director role at Surgicare Cosmetics or in my personal sales performance in my first role, this attitude has driven me to ensure NKDb is the best it can be. My role at Surgicare also gave me an insight into the cosmetic industry, confirming my passion for this sector.
Can you explain the concept behind NKDb?
Created by a team of trained beauty professionals, NKDb products are formulated with specialist ingredients including nourishing antioxidants such as vitamin A, E and C.
Many of the products also include collagen to reduce the appearance of fine lines and wrinkles and wheat germ to improve the skin’s elasticity.
Unlike many other cosmetic brands, the products are not tested on animals and are all paraben free, hypo-allergenic, non-comedogenic and fragrance free, and they suit all skin types.
On the website itself, we wanted to offer consumers more than just the option to buy products. Therefore, we have YouTube tutorials which help guide consumers on how to create make-up looks.
We also have our ambassador service which allows budding female entrepreneurs to set up their own business selling the NKDb range.
Can you talk about any upcoming projects you’re working on?
At the moment we are working on launching NKDb in the US and Asia, and sponsoring big events such as the London Music awards and MTV music awards in Holland in November.
What advice would you give someone who is considering embarking on a career in retail?
My key piece of advice is to be brave, and to keep a close eye on your sector. It’s essential to have a great product, a great brand and a great philosophy, but most importantly, you have to have passion to ensure your company strives in the over-crowded space that is retail.
What would you say is the biggest risk for your sector, given the current climate?
Post-Brexit, consumers are anxious about what the future will bring, and nervousness surrounding the financial economy often translates into holding the purse strings tighter. Therefore, the biggest risk is undoubtedly the possibility that consumer spending will decrease.