Beauty entrepreneur Emma McCrory

Beauty entrepreneur and founder of Rock Face Minerals Emma McCrory truly defines the term “mumpreneur”. Having graduated in Economics & Accounting from Queen’s University in Belfast she began her career at an accountancy firm in London before moving back to Northern Ireland, and now works as a Senior Business Consultant for a multi-national IT firm. However, when she’s not consulting Emma is working on Rock Face Minerals: her own brand of pure mineral makeup which she launched in 2009.

Fast forward to today, and Emma has been nominated for the Entrepreneur Award at the Ulster Tatler People of the Year 2010 awards, as well as having her one of her products win highly commended in the Best Eyeshadow category of the Natural Health magazine Beauty Awards 2010, alongside more established cosmetics brands. Despite the accolades, Emma says that: “One of the things that gives me most pleasure is getting feedback from customers who are delighted with the products – many of my customers have rosacea, or sensitive skin, or have struggled to find foundation shades to suit them -particularly very fair or Asian skin tones.” She fits her business around a full-time job, and the demands of looking after two little boys; this is one lady who is most definitely running in heels!

Have you always wanted to be a beauty entrepreneur?

The one ambition I had as a child was to have a shop – but I ended up being an accountant instead. I’ve worked in large multi-national organisations for nearly 20 years, and got to the stage where I wanted to give my long-held ambition a go.

How did you get to where you are today and would you do anything differently?

I still work full time as a business consultant for a large IT firm, and I advise clients in relation to their financial systems. When I was pregnant with my second child, I starting thinking about setting up my own business, so that I could work more flexibly and juggle work and family commitments better.

I’ve been a fan of mineral makeup for years, having previously used both Bare Escentuals and Lily Lolo. While I was on maternity leave, I research my suppliers and how to go about setting up a website and then Rock Face Minerals was launched on a shoestring in January 2009. The one thing I’d do differently would be to set up in business sooner – I wish I’d done it years ago!

Who helped you along the way?

Loads of people, many of whom I have never met. Friends and family are the obvious ones, but by the power of the internet, Facebook and Twitter (follow Emma @rockfacemineral), I have had so much support, guidance and nuggets of great information from total strangers.

Lovely Rock Face Minerals products

Who inspires you?

Business-wise, Johnny Boden – I am in awe of the marketing and customer services machine behind the Boden brand, they just know how to make you a complete and utter fan. That’s the level of customer support interaction that I aspire to for Rock Face Minerals. Personally, I’m inspired by any woman who is a single mum – raising kids is hard enough when you have a partner to help you.

How do you juggle being a mum and a businesswoman?

Since I also work full time in my “proper” job, being a businesswoman tends to be done in the small hours when I should be asleep! Being a mum always comes first, so sometimes I don’t get to spend as much time growing the business as I’d like, and things don’t progress as quickly as I’d hoped. But the trick is to let all your housekeeping standards slip and turn a blind eye to the mess – if I tidy up, it’s a mess again within five minutes, so I’ve learnt not to bother!

One piece of advice for aspiring female entrepreneurs?

Don’t wish your life away – get on with doing what you really want to do! If you can find a way to test the water without getting heavily in debt, so much the better; many people these days are trying to set up on their own while retaining the financial security of a day job.

What makes mineral make-up different?

Mineral make-up covers such a broad spectrum these days, since many of the big brands have also launched mineral ranges. However, pure mineral makeup such as Rock Face Minerals is made from just crushed minerals and mica, and so is free from additives, fillers and preservatives, many of which can cause skin irritation. The Rock Face Minerals range doesn’t contain bismuth, parabens or petroleum-based ingredients, so it’s suitable for even the most sensitive skin, or those with conditions such as acne or rosacea. Once you learn the swirl – tap – buff technique for applying mineral foundation, it is so easy to apply, and it gives a flawless finish that lasts all day.

Why do you think that people are more interested in natural beauty products today?

I think there are two aspects – firstly, if you have sensitive skin or have had a reaction to something, you will generally pay more attention to the ingredients in the products that you are using. Secondly, I think there is a general increase in the awareness of chemicals and ingredients used in products we consume, whether we eat them, or apply them to our bodies. Thanks to the internet, it is so easy now to be informed about a particular ingredient, and the effect it can have on your skin.

What are your must-have beauty products?

As someone who has sensitive skin, if I find something that works I tend to stick with it, and I have used the Liz Earle range for years – nothing can beat Cleanse & Polish, in my humble opinion! I also love Elemis Pro Collagen Marine Cream for a night-time boost. My bargain beauty buy is the Dr Organic range from Holland & Barratt – the range is organic, and free from nasties, and I love the body cream range, particularly the new Rose fragrance.

New seasonal shades and Emma's fave...

What do you think is the biggest problem in Irish society today and what is the most positive thing?

Whether you are north or south of the border, obviously the economy is the big problem, and how to get out of the recession. On a positive note, I live in Belfast and grew up during the Troubles, so the transformation to a peaceful society with a vibrant, flourishing capital city has been fantastic.

What’s your favourite product from the range?

Good question – I suppose it has to be the foundation, as it makes me look presentable in the morning! Mauve lipbalm is a close second, as I am never without it,  and Chocolate Toffee would probably be my favourite eyeshadow shade, as I use it most days, it is such a wearable colour.

Do you feel Irish or European?

Well – being from Northern Ireland I can be Northern Irish, Irish, British and European and sometimes I am all of them at the same time!

Has the internet made things easier for retailers?

Certainly, it has provided the opportunity for the minnows like me to reach a wider audience. Equally though, I think it has made consumers more aware of the choices available, and therefore the retailers have had to up their game in response – poor customer service is no longer an option as consumers will easily shop elsewhere.

Favourite products for this season’s beauty trends?

Of course, it has to be the two new Rock Face Minerals eyshadow shades! Monaghan Mauve is a beautiful shimmering true purple, while Grey Abbey is a soft dove grey shade.

Who are you listening to at the moment?

Unfortunately, with two little boys in the house it’s either Club Penguin or Fireman Sam. I tend to listen to the radio mostly, and since I moved into the middle-aged demographic recently, I have discovered the delights of Radio 4. I love listening to Gerry Anderson on Radio Ulster most mornings – Northern Irish humour at its finest.

What couldn’t you live without?

Family aside, my laptop. I hate to admit it, but I do so much online now – my business, my grocery shopping, clothes shopping, chatting to old school friends on Facebook, and it entertains the kids. Having said that, we often go camping, and some how manage to cope with being offline.

Gorgeous RFM eye shadow shades...

Dream purchase?

A cottage in the beautiful Mourne mountains.

Favourite movie?

Priscilla, Queen of the Desert – I just love those guys in drag! Dirty Dancing is a close second, obviously.

Favourite European city and why?

I love Paris – it’s just a lovely city to wander about, and even in the tiniest café, the food is fabulous.

How do you stay motivated?

Like most people who have fledgling businesses I have “why do I bother” days, but then I just have to remind myself of what I’m trying to achieve for myself and my family. And sometimes I just have to accept that things won’t happen as quickly as I’d hoped, or figure out another way of doing things.

Desert island book?

I don’t read fiction – I’m always reading a how-to guide or a self-improvement book. So it would probably either be a “how to make your website work better” book, or something by Deepak Chopra.

Favourite bar?

I don’t get out on the razzle so much these days, but The Spaniard in Belfast is a great wee spot that does great food too.

Where do you see yourself in five years?

Hopefully, I’ll have given up the day job, and will be running Rock Face Minerals as a successful business.

Can you run in heels?

Yes – if I’m wearing boots. I fall over in shoes – even flat ones.

Find out more about Rock Face Minerals online here.