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An Australian investment banking analyst left her full-time job to launch a beauty company that turned over $5million in the last financial year, and she has her sights set on doubling that in 2020

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imageAn Australian investment banking analyst left her full-time job to launch a beauty company that turned over $5million in the last financial year, and she has her sights set on doubling that in 2020.  

Michelle Hu, 24, was earning $200,000 a year in the finance sector when she walked away in October 2018 to focus on her side hustle, a makeup storage organiser business called Etoile Collective. 

Etoile had grown without any press, employees or marketing to become a small earner of $20,000 a month, so Michelle took a gamble and made it her priority, selling palette, lipstick, brush and compact holders to beauty enthusiasts. 






Michelle Hu, 24, was earning $200,000 a year in the finance sector when she left in October 2018 to focus on her side hustle, a makeup storage organiser business called Etoile Collective


'We reached seven figures within months of going full-time in the business where we were growing at an average monthly growth rate of 25 per cent,' Miss Hu, who is based in Melbourne, told news.com.au. 

'Our next financial goal is to reach an annual run-rate of $10 million.' 

Miss Hu pursued a high profile career after university within the banking sector, and firmly believed it was her passion to begin with. 

'But being a junior analyst my day to day was very analytical and didn't involve as much operational or creative thinking as I'd like,' Michelle told FEMAIL. 


















Etoile Collective is famous for its ring lights and mirrors with lights surrounding it


'I always wanted to be on the other side thinking about customer acquisition, growth levers, marketing strategies, how to create the most phenomenal customer experience and so on. 

'Whilst it was a great platform to develop commercial acumen I just wanted to grow my little baby.'

Etoile wasn't Michelle's first foray into e-commerce, as she had fashioned her parents' old Levi's jeans into shorts with frays, studs and rips in them as a teenager, selling them on eBay.

The process of transforming a product and marketing it to a group of people fascinated her.






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Etoile had grown without any press, employees or marketing to become a small earner of $20,000 a month, so Michelle took a gamble and made it her priority







'I spent hours and hours as a child on YouTube watching makeup tutorials which led to my having an exorbitant makeup collection,' she said


'I spent hours and hours as a child on YouTube watching makeup tutorials which led to my having an exorbitant makeup collection,' she said.

'I was scrolling on Pinterest in 2016 for makeup organisation ideas and found these beautifully organised vanities that I couldn't find anywhere in Australia. Not long after, Etoile was born.'

In the first 12 months after leaving her job Michelle moved from working out of her home to a warehouse with office space, earning $200,000 a month by October 2019. 

But she humbly admitted that Etoile didn't 'explode' onto the scene as soon as she came up with the idea.

'Everything was done organically on Instagram at the beginning and whilst I'm extremely fortunate to be in an industry where the audience is super engaged and active on social media, our Instagram following grew much quicker than sales to begin with,' she said.

'It wasn't until a very well known Australian beauty Youtuber featured Etoile in a video that we had more eyeballs on us.'






Former Miss Universe Australia Tegan Martin using a ring light from Etoile (pictured)







This wasn't Michelle's first foray into e-commerce as she had fashioned her parents' old Levi's jeans into shorts with frays, studs and rips in them as a child, selling them on eBay


In the year since she focused on it full time Etoile turned over $1.7million with a goal to achieve a $5million run-rate by the end of 2020. But she has already surpassed it.

Michelle's focus is on listening to customer feedback and acknowledging every like, survey, review, email and comment.

Etoile has the longest warranty available on all vanity mirrors - which is three years - and offers four hour delivery on mirrors and furniture within Melbourne's metropolitan areas.   

The site now sees approximately 2,000 visitors a day and gets between 40 and 50 sales every 24 hours.  

'I think we have been able to piggyback on an industry that continues to explode - beauty,' Michelle said.






'I think we have been able to piggyback on an industry that continues to explode - beauty,' Michelle said







'At Etoile, our mission has been to enhance the culture of beauty for everyone. So if you're getting really into skincare and want beautiful lighting in the morning, we're here for you,' she said


'At Etoile, our mission has been to enhance the culture of beauty for everyone. So if you're getting really into skincare and want beautiful lighting in the morning, we're here for you.   

'If you're one of the many women and men aspiring to become a makeup artist and looking for a purposefully built travel kit, we're here for you. 

'If you're just beginning to dabble with makeup and looking for storage so that your drawers don't look like a bomb site, we're also here for you.'

She also puts the company's success down to SKU proliferation, which is gradually increasing the amount of products you offer.

'We have grown from selling makeup organisers to makeup travel bags, lighting equipment, vanity mirrors and furniture for your beauty room,' she said.  



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etoile collective

website bank analyst makes $5million in a YEAR with makeup business
asked 5 days ago by VeldaSchreff (180 points)

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நியூ இரா சிட்டி கேள்வி மற்றும் பதில் வலைதலத் திற்கு வரவேற்கிறோம். , நீங்கள் உங்கள் கேள்விகளுக்கு மற்ற சமூக உறுப்பினர்களின் மூலமாக பதில்களை பெற முடியும். எவர் ஒருவர் 100 கேள்விகள் அல்லது 100 பதில்கள் கொடுக்கிறார்களோ அவர்கள் லங்காவி - மலேசியாவில் நடைபெறும் "ஐ 2 ஐ" பயிற்சி பட்டறையில் இலவசமாக*** கலந்து கொள்ள தகுதிபெறுகிறார்கள். "ஐ 2 ஐ" பயிற்சி பட்டறை மே - 2017 இல் நடைபெற உள்ளது. கேட்கப்படும் அல்லது பதிலளிக்கும் ஒவ்வொரு கேள்விக்கும் 40 மதிப்பெண்கள் வழங்கப்படும். முதலில் 4000 மதிப்பெண்கள் எடுக்கும் நபர் இலவசமாக*** "ஐ 2ஐ" பயிற்சி பட்டறையில் கலந்துகொள்ள வாய்ப்பு அளிக்கப்படும். நீங்கள் புள்ளிகள் பெற கேள்விகள் குறைந்தபட்சம் 160 வார்த்தைகள் மற்றும் 600 வார்த்தைகளுக்கு மிகாமல் . இருக்கவேண்டும். உங்கள் கேள்விகளுக்கு 7 நாட்களுக்குள் பதில் அளிக்கவில்லை என்றல், கேள்வி வலைத்தளத்தில் இருந்து நீக்கப்படும். *** இது ஒரு சில நிபந்தனைகளுக்கு உட்பட்டது
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