AN INTERVIEW WITH OUR FOUNDER
Estimated reading time: 7 minutes.
The beauty industry is in constant flux, driven by evolving consumer preferences, technological advancements, and an ever-growing emphasis on innovation, sustainability, and inclusivity. Navigating this dynamic landscape requires a deep understanding of the cosmetics space and a keen ability to adapt to its evolving needs. Ally Beauty Consulting has emerged as a guiding force for brands of any size seeking to thrive in this competitive environment. In this interview, we sit down with the Founder, Ryan Nelson, and dive into the inspiration behind the name and the key motivating factors that inspired him to branch out on his own.
When did your love of beauty start?
I think, like many kids, it first started with a love for makeup which stemmed from the fascination of what my mother and grandmother had on their vanities or what they picked up from those in-home Avon and Mary Kay parties. You know how some images and scents stick with you for a lifetime? That’s the classic lipstick bullet smell for me, and the sponge tip applicators for single shadows! My love of skincare started pretty early as well, though. Maybe it was a sign (or I was ahead of my time!), but I remember seeing an ad in a magazine when I was ten or something for cocoa butter and how it helped with stretch marks during pregnancy; I was like, “That’s kind of like a wrinkle, right? I should start putting that all over my face.” I have no idea why I was already thinking about wrinkles at 10 years old, but hey.
Did you look at beauty as more of a passion project, or did you see a future career there?
Both. As a teenager, I knew I wanted to make a career out of it but didn’t know how to get there, especially because you’re not able to work at that age. So I kept the spark going by doing makeup on my friends—great Halloween looks but horrible day-to-day looks, but you’ve got to start somewhere! After moving across the country for college at 19, I tried the counter route for a holiday season, but I realized it wasn’t for me, and I continued to do some freelance work on the side whenever I could – even up until my early 30’s whenever a friend favor was needed. Funny enough, in college, I made my entire graduating portfolio all about beauty, which ruffled a lot of the teachers’ feathers considering my degree was in Fashion Marketing, but I think we all know they go hand-in-hand, right?
Tell us a little about your experience in corporate beauty.
I had been working in real estate for several years, but the beauty itch never left, and I knew I had to find an in. The industry is very relationship-based, and after several failed attempts, was finally able to get an interview through a mutual friend at NUDE Skincare – an LVMH-backed company that had recently moved offices to San Francisco to be incubated underneath Benefit Cosmetics. That was an awesome learning, leading me to brands like Sunday Riley, Memebox, Drunk Elephant, and Peace Out Skincare. It was definitely a 10+ year whirlwind, but I wouldn’t change anything about the experiences and knowledge I gained from each role.
Why the leap into starting your own business?
People had been telling me for years to start my own thing, but to be honest, there was a fear of failure and a comfort in consistency for many years. One of the two-fold blessings of my previous roles was that each company was in growth mode, some of which were scaling at lightning speed. This meant we were all juggling a million hats but also learning about (and expected to execute) all aspects of the business. This became an a-ha moment for me because 1. I love learning and feeling challenged, and 2. I found I was able to pick up new skill sets very quickly and excel in them. I finally reached a point when I was ready to step out from a singular job title and tap into all the experience I had gained on a larger scale.
What have you enjoyed most about having your own company?
So many things! I think it’s a common trope to say, “I love working for myself,” and yes, it has its perks, but I’m a people person and have always had a team mindset. Founding Ally Beauty Consulting has allowed me to work with many new people in so many different areas of the beauty industry, and that’s my biggest win. In hindsight, that comfort in consistency I mentioned earlier wasn’t really serving me, and it’s super exciting that I get to do something new and different every day – no one client project is the same, and that’s such a beautiful place to be in.
Did your people-person mindset inspire the name Ally?
Definitely. Just like any industry, there will always be some degree of corporate politics or internal agendas that aren’t exactly fun to deal with, and beauty is no exception. I had my fair share of it but always knew for every challenging individual, there were 10x more empowering ones, and that’s the approach I wanted to take with Ally. Whether it’s myself or members of the team, we want to be a brand’s ally in the industry – a supportive extension of the team versus just a “consultant” or “agency” who only sees dollar signs versus the people working hard to achieve their goals. Success can be easily achieved with the right strategy, but we make it our goal to build trust, confidence, and genuine relationships with our clients – that’s how we measure success as allies.
Finally, what advice would you give to someone looking to follow a similar entrepreneurial path?
I’ll narrow it down to three!
Build solid relationships. This is both from a client perspective and your network and is the key to success in any consulting role. In fact, some of the mentors and bosses I’ve had in the past have now become partners and collaborators, which is awesome! There will always be room at the table for everyone, and having great relationships doesn’t just build a positive reputation for you and your business but also leads to referrals and exciting new ventures to be a part of! It’s also important to share the wealth with that network – bringing people onto your team to help grow, introducing prospects to other colleagues in the industry who would be great for the job, etc. I remember watching an interview forever ago where she (I think it was Oprah) said, “Network is Net Worth,” and I 100% believe that!
Be flexible and solution-oriented. Flexibility is a superpower in this line of work, especially when helping develop new brands that haven’t hit the market yet. There will inevitably be hiccups along the way, whether it be production, budgetary constrictions, or just heightened emotions, but you need to be able to pivot and find a solution. Always have plans B, C, D, and E in your back pocket, and be ready to execute at the drop of a hat.
Keep going. I won’t lie – starting your own company or going the independent route in general can be tough. There are a lot of long hours and financial investment involved, but don’t let that discourage you. Take it one day at a time, but also diligently map out your goals and set realistic benchmarks for your business. Overnight success is great, but the journey to get there and the longevity that comes with it is far more rewarding. Just remember that yes, you can be a workaholic, but pay attention to your bandwidth so you actually CAN keep going. It’s ok to take a step back at times if it means you’ll be able to put your best foot forward in the long run. Self-care, everybody!
Learn more about Ally Beauty Consulting at www.AllyBeautyConsulting.com or follow us on Instagram @allybeautyconsultingllc
