bYeauty Laid Bare

Amy Wilkinson-Lough, Founder of Project bYouty, speaks frankly about what inclusivity and representation really means

Tell us about your business – what inspired the idea and when did you start it?

Projectbyouty is an eCommerce platform dedicated entirely to beauty and wellbeing for men and women across the GCC region.  It came about because I was a frustrated consumer. I’d shifted towards wanting to ‘better understand’ what was going on my skin and into my blood stream, and I just couldn’t get the products I wanted. Rather, I could, but not without waiting seven-plus days, and paying ridiculous shipping fees, taxes and any other fee said delivery man decided he was charging me when at my door. Building an entirely dedicated platform that educated and had products stocked right here in Dubai –  meaning they can be shipped and delivered within 24 hours – seemed like a no brainer. We went live on 15 July, and it’s been all the feels ever since! 

What are the keys to creating a profitable business?
A strong commercial and finance team who have absolutely no problem telling you ‘no,’ repeatedly. 

What were your biggest business challenges? How did you overcome them?
I’m six months in and facing them daily – come back to me in 18 months and I might have some answers! 

What advice would you give to the younger generation that might want to follow in your footsteps?
Contrary to what media the world over would have you believe, entrepreneurship is not glamourous. Sure, there are moments of euphorical highs, but there are twice as many lows. When you start a business, you must be all in, and that means above anything else, you must get comfortable with being lonely. 

You’re going to be alone when it feels like everyone else is on holiday, at dinner, at the beach, at a party and you must not let that get to you, which is harder than it sounds. I don’t know it all, no one does. But I do know that kindness gets you further than people think, it’s okay to ask for help, and whatever you do, make sure that whatever your idea or product is that your belief in it is unwavering. 

How do you cope with the daily stress of managing your business?
I eat a lot of cake! I balance that with an hour of exercise every morning, which I know sounds so clichéd, but I really do find it helps. It’s my quiet hour – no phone, no emails, no WhatsApps – just me and some outrageously loud hip hop.

I also try to make sure that I surround myself with people who are better than me at specific areas of business. I have confidence in their ability to deliver something I’m just not that confident in, and I can focus on my strengths. 

How does social media make you feel in general?
Social media worries me. They say there’s only two ‘things’ in the world where consumers are called ‘users’ – substances and social media. 

I think social media, if used and managed responsibly, can connect people and friends and family all around the world. I’d even go so far as to say it can help the next generation change the world. Unfortunately, I also think it can continue to increase suicide and self-harm rates in young women, thanks to its overwhelming, ungoverned ability to make salt look like sugar – and that’s scary. 

Do you feel that magazines, brands, and PR agencies lack diversity in this region? Do you feel you are included and represented?
I’m a white western woman so yes, I’m represented. When we shot the ‘How to’ videos and images for Project bYouty, we asked agencies for women with curves, cellulite, acne, rosacea. We asked for dark skin, light skin, and everything in between. We asked for men, with exactly the same remit. I sifted through image after image of waif-like, beautiful, flawless, young girls – not a curve, a dimple or a spot between them – and it was soul destroying and agencies couldn’t understand why I was so dejected. We have a long, long way to go before we start seeing real everyday women and indeed men represented here, let alone individuals with quirks, and that’s a real shame. 

If you look back over your life and career, if you were given the opportunity to do anything differently, would you?
I wouldn’t trust as easily and I’d take people less at face value – sadly there’s some pretty selfish people out there. But, also you know as they say what doesn’t kill you makes you stronger! 

What is your pet peeve?
Disingenuity. If you say you’re going to do something – just do it, and if you aren’t or can’t, own it. 

What makes you unique?
I like to think it’s my inability to hear or accept the word ‘no.’ There’s always a side door you just need the tenacity to find it. My husband will tell you it doesn’t make me unique – it makes me a nightmare to be married to.