We spoke to Susan from Darling Girl about the labour of love that is owning an indie brand – and how it’s totally worth it!
Tell us about your brand’s backstory
I’ve loved makeup as long as I can remember. I used to experiment with different looks on my unsuspecting friends, way back in the day. When I got into Indie cosmetics in 2008-2009 I was in love and always kind of daydreamed about “one day” having my own shop. After a couple of years experimenting and researching in 2010 the time was right and Darling Girl was born. Our name was inspired by the notion that growing up I was this sweet, innocent girl but little did they know behind the darling girl was quite the little wild child.
What is your brand best known for?
I would say we are definitely known for our complicated neutrals, Ladyhawke, Faux Pas and Jewelled Taupe being some of our customer favourites. One of our very first Halloween collections also still sells quite well, inspired by classic horror movie monsters.
What inspires you?
I find so much inspiration from so many different places. I’m an 80’s – 90’s kid so I get a lot of inspiration from music and pop culture from that era, the beautiful outdoors is amazing inspiration, too. Sometimes it’s as simple as a silly conversation with friends…some of the names are completely inappropriate but others have made it into the shop.
What are your 3 favourite products that you’ve created, and why?
Glitta Grip, because it was the first non-eye shadow product that I made. I was really proud of it at the time, Lip Lock because who doesn’t want an unlimited lippie arsenal in their collection? And lastly Embellished Eye Primer, which was a total labour or of love. I worked on that formula for years and wasted so many raw ingredients but people seem to love it and I’m super proud of it.
What are your 3 best sellers?
Superstar Serum, London Calling, Jewelled Taupe.
Favourite part of your job?
I absolutely love to formulate. If I had the time and unlimited resources that is all I would do.
How do you want you/your brand to be remembered?
Glitter! But seriously I would like everyone to remember Darling Girl as a brand that liked to have fun, had great customer service along with quality, affordable products.
And now, the fun bits…
Would you rather fight one horse-size duck, or 100 duck-size horses?
Ducks scare me. One bit me was I was little. 100 duck-size horses sounds cute.
If you could be a superhero, what would you want your superpowers to be?
Multiplicity, so I could get ALL the things done and still have a social life.
Finally, and this one is important, so please pay attention. What do you think cats dream about?
I think mine dream of plotting my death LOL.
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