Making waves in the beauty industry - Suresh Seneviratne

“Online shopping is the future of retail,” says Suresh Seneviratne, E-commerce & Social Media Director at Pretty Woman, LLC, a leading nail products brand in the US, specialising in the sale of multiple lines of nail polish, artificial nails, and nail accessories. “[Social media] is now the place where you introduce your business and products to the world. Developing a voice for your brand allows the right people to align themselves with you who in turn create higher brand value,” he adds.

Suresh was born in Kandy but has lived most of his life in West Africa and presently USA. He studied English at the University of Washington and Fashion Design at the Fashion Institute of Technology in New York. At Pretty Woman, LLC, he oversees the brand’s digital presence, inclusive of its e-commerce business, social media, digital marketing and traditional marketing efforts. “I make sure that our brand stays relevant in today’s highly competitive cosmetics marketplace.”

Although thriving in the beauty industry, Suresh’s childhood dream was in fact to become an airline pilot. “I love to fly and absolutely love airplanes.” He discovered shortly after taking flight lessons, though, that sitting in a cockpit for hours on end was not for him. And so life’s journey took a different turn as he entered and embraced the beauty and fashion industry. Having worked as a make-up artist for 14 years, he has travelled internationally to work on a multitude of different makeup projects, working with some of the world’s most famous supermodels, photographers and stylists.

“Makeup still continues to inspire me. What I like most about the field is the transformative power of makeup and its effects on everyday women - women who may not pay much attention to themselves on a daily basis for one reason or another. A little makeup applied correctly works wonders. I like to pull out the inner beauty in everyone and let them shine. Makeup is just the tool,” he said.
In 2002, he founded his own company Suresh Beauty Co a professional makeup artist company offering beauty makeup for bridal, special events and commercial needs.

How would you describe working in the beauty, fashion, and lifestyle arena?

I love it. These industries have fuelled my imagination and creativity since I was a child.  I used to sneak copies of VOGUE magazine to school and read them instead of biology books. The fashion industry, as a whole, is the only industry, to me, where I can really be myself. I don’t need to mould to anyone’s description of what is “right” or what is “wrong.” I am free to believe, express, create, and stand for whatever I feel is true to my inner being.

Tell me about Suresh Beauty Co.

I founded Suresh Beauty in 2002. My aim was to provide high-end beauty services to VIP clients across the USA. In 2007, I launched my own boutique collection of luxury cosmetics. I grew the line from six products to over 25 products. The collection was sold at independent retailers around the world and had a cult following of beauty-conscious style mavens. In March 2014, I sold the product division of Suresh Beauty. Now, Suresh Beauty remains a showcase of my makeup work, entrepreneurial accomplishments, and beauty industry achievements. I still see private clients from time to time and work on fashion editorials.

How did you get into the field of e-commerce and social media?

Through my former post at Suresh Beauty. That brand was heavily based in e-commerce. I learned the field very well over the 10 years of running the company. Online shopping is the future of retail, really. I’ve always been intrigued by social media and was a part of it from its inception. Social media allowed me to grow Suresh Beauty from a one person company in my garage to a successful beauty brand with a global reach. Through social media, I’ve met some amazing people all around the world who share my interests, passions, goals, and love of good food.

What is your golden rule as an entrepreneur?

Always follow your instincts.

 

Your inspirations ?

Nature, color, music, food, different cultures, everyday people, my friends and family.

Your thoughts on the beauty industry?

I think the beauty industry is an amazing space. It’s ever-changing and extremely fast-paced. You can be anything or anyone you want to be. Technology has made the world a smaller place and I love seeing people all over the globe use makeup via social media to connect with each other. At the end of the day, it’s not really about the actual makeup products. It’s about the feeling you get when you use them. Looking good makes you feel more confident. As I said before, I love the transformative power that beauty products hold.
 

Would you come to work in Sri Lanka?

Maybe. If the right opportunity presented itself to me. I visit Sri Lanka yearly and love the country very much. I bring back lots of tea and Lemon Puff cookies with me. Oh, and apple cake.

Dos and donts in the beauty industry?

Do what makes you feel good and what empowers you. Don’t do something just because it’s the trend or everyone else is doing it. Individuality is a beautiful thing.

 

By Jennifer Rodrigo