SELF MADE

Entrepreneur Alexia Inge on how she built her beautiful career

➤ Make them laugh, then follow up We started Cult Beauty using all of our own savings. [Inge co-founded the company with a business analyst, Jessica DeLuca, in 2008.] I’d been working as a beauty writer and PR, and noticed a disconnect between what experts were recommending and what I saw being used backstage. I wanted to set up an expert panel to recommend products to buy online, so I pooled my contacts and harassed people at every party. If you want something from someone, meeting in person or via an introduction is better than an email out of the blue. Also, make the person laugh and get to know them before making a request. ➤ Believe in your risks As well as teaching me to speak up when I know what I’m talking about, Jessica also taught me to admit when I don’t. The song Everybody’s Free (To Wear Sunscreen) says ‘Be respectful, but never intimidated – we’re all making it up as we go along.’ Every choice is half chance – you have to prove (or act like) you believe in your risks for them to pay off. ➤ Graft like you’re being paid a million The best way to build up contacts is by interning. But it’s not just about getting through the door; it’s how you act once you’re there. At the start, you have to put the hours in – no job is too small and although you may not be getting paid a lot, you have to graft like you’re earning a million. ➤ Finding funding is like dating The business hit a low point in 2011 and we needed funding. Like dating, the worst time to look is when you’re desperate – you’ll only attract the wrong people. Not sounding too keen is a good way to attract the right backing. I’d slip in competitors’ names at each pitch to give off a glimmer of unattainability. It paid off. We found great investors and now employ 65 people. ➤ Solve problems first thing Keep a journal by your bed and as soon as you wake up – before your conscious mind kicks in – write your thoughts down. It may read like nonsense, but patterns emerge. You’re also at a creative peak first thing and able to problem-solve without realising. If you’re approaching a scary conversation, like asking for a pay rise, write out how you’d like it to go every day for five days. It solidifies the intention and alleviates fear.