The Quick Flick

How Iris Smit Built a $10M Beauty Empire by Age 24

Founded By

Iris Smit

Monthly Revenue

$1M

Starting Costs

$10

Founders

Profitable

Yes

Year Started

2017

Customer

B2C

Founded By
Iris Smit: Monthly Revenue
$1M: Starting Costs
$10

Founders
1: Profitable
Yes: Year Started
2017

Customer
B2C

Who is Iris Smit?

Iris Smit, from Perth, Australia, is the founder of The Quick Flick and is known for innovating the beauty industry with her eyeliner stamp product; she attended university for Interior Architecture before pivoting to entrepreneurship.

What problem does The Quick Flick solve?

The Quick Flick solves the hassle of achieving the perfect winged eyeliner, a makeup step many find tricky and time-consuming, offering a foolproof stamp that saves time and frustration.

How did Iris come up with the idea for The Quick Flick?

Iris Smit came up with the idea for The Quick Flick when she was struggling to master the perfect winged eyeliner, a common challenge for many makeup lovers. Her own frustration with achieving symmetrical liner inspired her to create a more straightforward solution—a stamp that could apply eyeliner quickly and flawlessly. She realized the potential of this idea during her studies and began prototyping while still at university.

Iris conducted informal research by sharing the idea with friends and makeup enthusiasts, and their positive feedback encouraged her to pursue it further. She refined the product based on their feedback, ensuring it was user-friendly and effective. Initially, she faced skepticism about whether a simple stamp could solve a decades-old makeup problem, but she trusted her instincts and personal experiences.

Through this journey, Iris learned the value of addressing her own needs first, validating her idea with a community, and the importance of staying true to her vision despite external pressures. She carefully navigated early challenges by focusing on product improvement and ensuring her solution was genuinely beneficial to her target audience.

How did Iris Smit build the initial version of The Quick Flick?

Iris Smit developed The Quick Flick as a solution to the everyday challenge of achieving the perfect winged eyeliner. The first prototype of her product was crafted during her final year at university and was a simple stamp tool designed for easy application. The process took several months, involving various iterations and adjustments to achieve the desired precision and ease-of-use. Smit primarily used her background in design and creativity to navigate the early stages of product development without the use of sophisticated tools or a tech stack. The journey was more challenging than anticipated, as Iris had to balance her studies while refining the product to meet high cosmetic industry standards.

What were the initial startup costs for The Quick Flick?

Initial Investment: Iris Smit invested $10,000 of her own money into The Quick Flick.

What was the growth strategy for The Quick Flick and how did they scale?

Influencer Marketing

The Quick Flick experienced significant growth through influencer marketing, a strategy that involved partnering with beauty influencers who showcased the ease and effectiveness of their winged eyeliner stamp. A notable breakthrough came when beauty mogul Huda Kattan reviewed The Quick Flick, which led to a surge in visibility and credibility. This promotion was pivotal in reaching a broader beauty audience and converting views into sales.

Why it worked: The endorsements from influencers, particularly those with substantial followings, created a trust factor for The Quick Flick. The personal testimonies and demonstrations provided by these influencers showcased the product's practicality, making it appealing to beauty enthusiasts looking for efficient solutions.

PR and Media Exposure

The Quick Flick gained considerable attention from public relations efforts and media coverage, especially after founder Iris Smit’s appearance on Shark Tank. Although she turned down a deal, the exposure from the show catapulted the brand into the spotlight. Retail expansions into stores like Priceline further amplified the brand's reach through strategic press releases and media stories.

Why it worked: This exposure helped in building brand recognition and trust. The endorsement by Shark Tank and subsequent media features acted as a catalyst, ensuring that a wider audience knew about The Quick Flick's innovative beauty solutions, leading to increased consumer interest and sales.

Retail Partnerships

A significant channel for growth was The Quick Flick’s partnerships with major retailers like Priceline. This move allowed the brand to leverage the established customer base and physical presence of these stores, making the product accessible to a larger audience who preferred in-person purchasing experiences.

Why it worked: Retail partnerships provided credibility and facilitated sales by positioning The Quick Flick alongside other well-known beauty brands. The convenience of purchasing in-store helped reach customers who might have been hesitant to buy online, contributing to overall sales growth.

Product Expansion

While initially known for the winged eyeliner stamp, The Quick Flick expanded its product lineup to include items like the Beauty Fridge, which also contributed to revenue growth. This expansion allowed the brand to capitalize on beauty trends and diversify its offerings, attracting new customers and encouraging repeat purchases.

Why it worked: By broadening the product range, The Quick Flick tapped into additional consumer segments and needs within the beauty industry. This expanded catalog not only attracted beauty enthusiasts intrigued by new innovations but also gave existing customers more reasons to engage with the brand.

What's the pricing strategy for The Quick Flick?

The Quick Flick prices its products around $35 for their signature eyeliner stamp, often offering bundles and discounts to encourage higher volume purchases.

What were the biggest lessons learned from building The Quick Flick?

Trust Your Instincts: Iris turned down a $300,000 Shark Tank deal despite pressure, trusting her business's potential and her own vision. This highlights the importance of following your gut and knowing the true value of your work.
Persistence Pays Off: Building a successful business required sacrifices, including a social life and sleep. Iris emphasizes being dedicated and persistent, putting in the hard work to achieve long-term growth and success.
Adapt and Innovate: The Quick Flick's success came from adapting to trends, like the Beauty Fridge invention, which tapped into the growing trend of skincare. Being responsive to market changes allows businesses to seize opportunities.
Authenticity Matters: Iris built her brand through authenticity and storytelling. By staying true to her brand's identity and sharing genuine stories, she created a competitive edge in the beauty market.
Control Your Narrative: Despite external advice and opinions, Iris stresses the importance of making decisions based on your own understanding of your brand. Nobody knows your business better than you do, so take control of its narrative.

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