It was only a matter of years before they blazed a path to success. These young go-getters are becoming game changers in the world of business. They are next — BE Next. Although these businessmen and women are under 35, they’ve managed to become key players in their respective industries. I caught up with the BE Next subjects on our January 2010 cover, and we talked about everything from their competitive advantage to how they turned their passion into profit.
Founder & CEO
H.I.M.istry Skin Care Inc.
We don’t position ourselves as a luxury brand. We characterize skincare as more of a ‘healthy image male’ and that’s what H.I.M stands for. We tie that into fitness and health versus just grooming and trying to look good. [Also] our e-commerce business is really what’s keeping us afloat and driving our business right now. About 60% of our business comes from our Website. It’s huge right now, because on our Website there’s a lot of information for consumers. One of the things we do is help men figure out their skin type. You have to understand your consumer.
On our site, not only do we give professional advice, we also have tons of information — the more information the better. With skincare being such a female-dominated market and because that’s who it’s always been marketed to, men want to feel like they’re purchasing something that is for them.
Founder & CEO
It’s not the run-of-the-mill gossip site talking about anybody and everybody. [There’s] a certain type of audience [a negative, drama-filled blog] is going to attract and that’s probably not the type of audience advertisers want to tap into.
If you have a certain image that you’re putting out on your site, [advertisers are going to say] ‘Ok, we know there’s going to be a certain type of demographic that’s going to come to this site—that’s the demographic we want to reach.’ So it seems almost like a perfect match, [especially] if you have this niche audience that they’ve probably been trying to reach for years. For example, the 18- to 45-year-old young, black, professional [female market] is a really hard niche to get, but I have that. I can reach those people on a one-on-one basis. I get to talk to 15 million people a month. A lot of people can’t say that.