10 Minutes With: Sarah McNamara Founder of Miracle Skin Transformer
Sarah McNamara knows beauty. That’s probably why she researched for nearly a year before launching Miracle Skin Transformer, a tinted moisturizer that has the beauty industry buzzing. Sarah is a beauty maven who is far from a newbie in the cosmetics industry. She’s held posts at Elizabeth Arden, L’Oreal, Fendi, Unilever, Valentino and Goldman Sachs. We were lucky enough to catch up with the enterprising mother of two and she dished about her burgeoning cosmetic brand and career.
What inspired you to launch Miracle Skin Transformer?
Working as an executive in the cosmetic industry and a mother of two, I was always amazed that it took 5 or 6 products to get my skincare routine right, everything was so time consuming. I needed to simplify my routine. I wanted highly effective, multi-tasking treatment products that took the guess work out of skincare.
Have you always been into beauty and skin care since childhood? Who or what inspired you to take this path?
Growing up in New Zealand, I would travel to the department stores with my mother; she always took good care of her skin with the simplest of products – cleanser, moisturizer and eye cream. Of course, now we have much more potent ingredients and technology to access, but I was always drawn to the glamour and science of the industry.
What sets your skincare brand apart from others?
Miracle Skin Transformer is all about results through an amazing delivery system – one step, one product, one application.
Your products have multiple benefits to skin happening simultaneously. Why did you choose to launch this kind of product line?
My own life experiences brought me to believe that beauty could be simplified. For example, with our face product Miracle Skin Transformer SPF20, it takes the place of 5 products: moisturizer, foundation, SPF, serums, primers and powders. It is specifically designed to save time, while still providing the nourishing, enhancing and protecting skincare benefits and treatments we need.
What’s a common mistake that people make when purchasing cosmetics?
Not knowing the ingredients. Many treatments in skincare today leave the skin highly susceptible to sun damage. While some are great for your skin, you are basically inviting the sun to prematurely damage you skin. Miracle Skin Transformer contains Ecophysalis – an ingredient from the Brazilian rainforest, which is known to protect and prevent sun damage in the skin.
What are some of the key ingredients to look for?
Natural actives are the key to effective skincare. The earth provides us with so many amazing nutrients and antioxidants which can be harvested to our benefit. What’s amazing to me is the science behind these ingredients. For example, Miracle Skin Transformer’s base is made up of naturally derived silicones, which come from ground up sand – it leaves your skin with the smoothest finish!
You’ve worked in the beauty industry for more than 15 years, what is some of the best beauty advice you’ve ever received?
Prevention is key. Start when you are young. Use an SPF20 daily, moisturize and protect your skin. It’s so much better to preserve what you have when you are young, than trying to fix it later.
What’s your go-to beauty product?
I love Morrocan Oil for my hair. It’s a must have
What advice do you have for aspiring entrepreneurs and beauty connoisseurs who want to follow in your footsteps?
Study the market, know the trends, and then find your own niche in the beauty market. Retailers and consumers have no time for generic products. They want results and easy-to-understand, effective products that promote and fit in with their busy lifestyles.
What role did online marketing play in the success of the line and why did you decide to use this particular medium?
The internet is an amazing communication tool – when we launched the brand, we took sample requests on our website to build consumer relations. Social media has played a bit part in consumer outreach – our “10 Friends, 1 Miracle” promotion was a huge success. We strive to be innovative and aspirational at the same time.
My boys are my life. Thank goodness I’m always connected to my business through my iPhone. I’m inspired by the women I see every day on the streets of NYC, balancing it all. Having a supportive family and friends helps a lot too. It really comes down to setting time apart each day to sit down and process the day; you have to remind yourself that you can’t do it all!
What can we expect in the near future from the company?
Miracle Skin Transformer is blossoming! We are heading into retail this fall, with a national rollout in Sephora. We’ve got an amazing selection of new products coming out this fall and in 2012. Of course, finding innovative and interesting ways to promote the brand is always a key focus!
I can’t wait to get my hands on these products! When and where can we find the line in stores?
Miracle Skin Transformer is carried in selected boutique stores across the USA, and on our website. This fall you’ll find us in Sephora stores nationwide and Bergdorf Goodman in New York.