I was programmed to believe asking for help was a sign of weakness, although I’ve come to realise its the greatest sign of strength when you can get back up when you’ve been on your knees.” Finding the courage to speak to someone and work through the experiences of my past was definitely a challenge at first. I was driving home from the office one evening and was wishing I could go to sleep and never wake up. “I had quite a traumatic upbringing through my childhood and used work as a distraction to numb the pain. “My greatest challenge to date has been addressing my mental health, which really hit rock bottom in January 2019,” Smit tells Power Retail. For Iris Smit, the challenge was beyond the business strategy for The Quick Flick it was a bit more personal. “There’s also so much untapped potential in VR and technology within the beauty industry, and that’s going to become more important than ever over the next few months as the world adjusts their lifestyles.”Īs with all retailers, there are challenges that need to be faced. “The world is going through such a huge period of uncertainty at the moment, I don’t think anyone can clearly predict what we’re going to see in 12 months time, but I think we’ll see an even bigger shift towards brand transparency and authenticity,” Smit says. With COVID-19 and retailers reacting to the outbreak, it’s harder and harder to say what will happen next. “At the end of the day, we are running a business so of course, we need to be profitable, but unlike other businesses where it’s always about the highest margins and the money in the bank, every decision we make comes back to our customers – they call the shots on our content, our messaging and product development.”Īs the world shifts into the unknown, it’s becoming increasingly difficult to predict what the future is for retail. “We don’t focus on what our competition are doing, because that’s one of the easiest ways to lose focus on our own identity, innovations and most importantly our why,” Smit says. However, Smit and The Quick Flick don’t rely on the work of competition to stay ahead of the game. The competition is heavy, so it can be hard to keep up with the hottest trends and influences. It’s no secret that the beauty industry is cut-throat. “Before I started my own company I also worked as the creative director across a few other small e-commerce brands, I learnt a lot during this period, particularly what not to do when running a business.” Not bad for a 14-year-old,” Smit explains. The first website I ever built was for the Busselton football club and I charged $200. “I actually started coding websites when I was 14. Smit has plenty of experience when it comes to e-commerce, despite starting The Quick Flick at the age of 21. The Quick Flick is much more than a beauty brand, it’s a platform where customers are allowed to express themselves through makeup, rather than to use it as a mask to cover up who they are.”
“We successfully do this by only ever using real customers in our campaigns and never retouching our material. What inspired Smit to create The Quick Flick? “I was dedicated to creating a brand that represented everyday people, rather than mimicked the aspirational images we are readily sold in the beauty industry,” Smit tells Power Retail. Since its launch, The Quick Flick has changed the way people do their makeup, and it has single-handedly revolutionised online retail. Despite receiving an offer, she turned it down.
In 2018, Iris participated on Shark Tank to pitch the Quick Flick for a 10 percent stake at $300,000. There are three sizes available and come in a range of colours. The Quick Flick is a pretty simple idea: an eyeliner stamp that creates the perfect wing.
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