CEO of Elixirme Beauty, Hassan Dummar, is a beauty brand industry leader with decades of experience. He leads the industry and his company with the highest morals and ethics, and this is evident in the quality of the products the company sells. Along with having a passion for providing high quality beauty products at affordable prices, it was also important to Hassan that he maintain strong customer relationships. This passion for building a brand around loyalty and using the best ingredients is what drove him to founding Elixirme Beauty. Hassan’s success is due to his knowledge of the beauty industry that has grown since he started the company in 2015. By learning from every mistake, he has grown the company into a significant player in the natural beauty products market.
The company produces many top-of-the-line beauty products such as shampoos, conditioners, hair serums and masks, leave-in conditioners, heat and seal spray, keratin treatments, hair color, and a charcoal face wash. The products are made from nourishing ingredients like Marula and Avocado Oils. One of the technologies that he has invested in is nano advanced pigments that gives vibrant color pigments to the customers’ hair.
Hassan also attributes his business acumen to his academic background. He holds a Bachelor of Arts degree in business administration from Belgrade University. His educational experience equipped him with many skills, including marketing, customer service, and HR skills that help him run the business. Over the years, dealing with beauty and hair products has given him enough experience that enables him to meet customer needs by introducing new products and improving on existing ones.
When he gets a chance, Hassan participates in humanitarian activities, touching on education for children from low-income families. He views the inequality existing in society as a result of inadequate education systems in financially challenged communities. Hassan also believes that with the right attention in these communities’ education sector, many of the ills that come with wealth inequality can be eliminated. Hassan is also active in feeding the homeless. During the covid-19 pandemic, Hassan has been providing the homeless and underprivileged through various charities. In his free time away from the company and philanthropy work, Hassan enjoys cycling. He regularly engages in long rides to maintain physical fitness and relax his mind for the mental stamina needed to run the company.
How did you get started in this business?
I have been working in the beauty industry for over 20 years, starting as a salon owner. It was while working as a distributor for a large name beauty brand that I saw how much the products were being sold for and realized I could make a high-quality product that was far more affordable while also building a relationship with my clients along the way. This passion for building a brand around loyalty and using the best ingredients is what drove me to founding Elixirme Beauty.
How do you make money?
We sell our products at very reasonable, affordable prices. It was very important to me that when I started my own beauty brand, the process would be set in a range that would make the products accessible to all women.
How long did it take for you to become profitable?
I started from nothing, but I have worked hard and made sure to make good business decisions along the way. Due to these good decisions, I was able to turn a profit after the first year.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
I have never doubted. I have only ever had a deep passion for what I am doing. I am passionate about running a business in an ethical way that treats every employee kindly and respectfully, and in a way that produces top-of-the-line products that have ingredients and feature technologies in them that are groundbreaking in the beauty industry. I am also passionate about the products I sell and the way they will make the individual feel when they use them. Having great, shiny, healthy hair makes you feel incredible; you feel like you can take on the world. Especially right now, when so many people are going through so much, they could use some of that feeling. When you are putting quality, natural ingredients into a product and you know that the people using them will only benefit from your products and feel great about how they look while using them, it is easy to have passion in what you do and no doubts.
How did you get your first customer?
My friends and family have always been extremely supportive of my brand. They use the products and love them. So, they were my first clients. They have told countless other family members and friends about the products too. Outside of that network, once we launched the website, we started getting sales from there, and we also sell the products on Amazon. So, there are many avenues we have used to get the products into the hands of many clients.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
We use social media a lot to not only advertise our products but also to teach customers about them and to show the amazing results you get from using them. All of these techniques and strategies are very successful. It is important for customers to understand a product fully as well as to see how well the product works so that they can see why it is superior to the other brands out there, why they should be purchasing your brand, and what it can do for them. We also have these types of videos on the website.
What is the toughest decision you’ve had to make in the last few months?
When I made the tough decision to leave the famous brand I was working for. I suffered because I went from millions to starting from zero. It got to a point where I felt as though I was building someone else’s dream home and I wanted to start building my own. I had to start from nothing, from the foundation, and build the entire thing myself but now I have my dream home and it is exactly the way I want it. It was a tough decision, but I would do it over again every time. I am very proud of the brand I have built with Elixirme and everything it stands for.
What do you think it is that makes you successful?
My persistence and my passion have made me successful. I had to have persistence when I was starting from nothing, to keep going and to remember what I was trying to accomplish. My passion was what reminded me of the dream. Together they have helped me to accomplish so much over these past few years and my persistence and passion will continue to drive this company forward, with many great things to come.
What has been your most satisfying moment in business?
Seeing what I have been able to accomplish is incredibly satisfying. I have built something great with my brand, Elixirme Beauty in just a few years. I was able to accomplish exactly what I set out to do which is very satisfying and also, I was able to do it while still maintaining a business that is run in a responsible and ethical way and without sacrificing any of the other parts of my life that entrepreneurs sometimes sacrifice for the sake of their business ventures. Like family, mine has been very supportive. My wife has always been at my side and we are stronger than ever. Having a business I am passionate about, hobbies I enjoy, and a happy life at home, that is a very satisfying accomplishment for an entrepreneur and really the ultimate goal.
What does the future hold for your business? What are you most excited about?
I am forecasting much growth for us going forward. I am excited for our company to expand and for the many opportunities that lay ahead for the brand.
What business books have inspired you?
It’s a classic but, The 7 Habits of Highly Effective People by Stephen Covey is a great book for all entrepreneurs to read if you haven’t already. One of my favorite concepts introduced in the book is the idea of the paradigm shift, that two people can be looking at the exact same thing and see it differently. It will help you to start understanding how to view things from other perspectives. I appreciated the light it sheds on that, and many other things.
What advice would you give to your younger self?
Maybe just to try to listen more to the world around me. Try to take in as much as I can and be an observer. You can learn so much from watching and listening and observing what is going on around you.
Are you willing to be a mentor? If so, how should someone contact you?
Yes, contact me via social media.