You won't forget the first time you meet Maxine Tatlonghari, the founder of lifestyle brand Vanity Girl Hollywood. Her passion, positive attitude and enthusiasm for her company and life are contagious and refreshing. Maxine and I first met at my office and we immediately bonded over messy hair buns, our mutual friends, Snapchat and get this: our love for Brazilian jiu-jitsu. She has a way of treating everyone, from her customers to the celebrities she works with, like they are a top priority.
Because of her go-getter personality and beautiful products, Vanity Girl has lit up the faces of celebrities like Jennifer Lopez, Kim Kardashian and Ariana Grande. Her company has also made a huge name for itself with social media beauty influencers like Brian Champagne, Patrick Starrr, Carli Bybel and Jaclyn Hill. Making waves in the beauty pool (oversized pink flamingo floatie and all), it is no wonder her company was a finalist in Cosmoprof North America’s Beauty Pitch entrepreneur competition. We recently caught up with the energetic business owner for an inside look into her shining career.
Beauty Store Business: How did you get started in the beauty industry?
Tatlonghari: I was laid off from my fundraising job at American Cancer Society and pulled an “Elle Woods” and decided to have a massage and facial at Burke Williams on Sunset to cheer myself up. After my pampering sessions, I was getting ready in their vanity room and a light bulb went off in my head. I knew that other girls like me would prefer to get ready at a proper vanity station versus a hot misty mirror post-shower. I sketched out the idea on a napkin and took it to an LA manufacturer and Vanity Girl Hollywood was born!
What is Vanity Girl Hollywood?
Vanity Girl Hollywood is a lifestyle brand best known as the original company to bring lighted, Hollywood-style makeup mirrors to the all-important beauty lover. I first had the idea in 2008, but it really came to market in 2009 based on an eBay store and a blog I built myself while the website was being developed in Santa Monica. Websites always take a lot longer than anticipated and I was impatient. My first customer was a woman named Crystal from Ohio. Shout out to Crystal!
How did you develop the idea for your company?
I sketched out the idea for the first physical prototype and brought it to LA-based manufacturer VersaProducts Inc. Then I focused on what I do best — I thought about the marketing and branding and really, about my customer: Who was she? What did she want and need in a home-vanity situation? How did she decide what beauty products to buy? Who did she follow? What did she watch and read?
Continue reading about some of the celebrities Vanity Girl Hollywood has worked with, as well as Tatlonghari's career highlights and why she's excited about Beauty Pitch 2016 in our September digital edition!
[Image courtesy of Vanity Girl Hollywood]