Business in the Spotlight: Williamspro Make-Up
We love showcasing all kinds of new and interesting businesses, this week is no exception! We spoke with incredible Makeup and Beauty entrepreneur: Azzi Williams, the Founder & CEO of Williamspro! She has a great story! Remember if you want to be in the Spotlight Apply here!
Twenty years ago, before venturing into makeup artistry, I actually started out as a corporate lawyer in Australia. But it was creativity that always pulled me away from the law. While I was studying at one of Sydney’s most prestigious law schools, I was doing a lot of makeup on the side, working for department stores, working on photo shoots and bridal. But for a while, I gave it up to pursue a professional corporate career.
It didn’t last long. After only 18 months working as a grad lawyer, I quit and turned to my two loves – journalism and makeup artistry. This new and exciting journey took me to London, where I worked both as a model and makeup artist on television advertising campaigns for major global brands like Diesel, Burberry, Vivienne Westwood, Eurostar and Sunsilk.
In London I was working with a lot of amazing talent – models from IMG and MOT, actors and performers like Rhianna’s backup dancers and TV presenters like Channel 10’s Angela Bishop. But a lot were complaining the heavy production makeup was clogging their pores and causing breakouts. So I decided to create a setting powder that could address that very issue – but at the time I only used it on my private clients.
I was also writing for one of the UK’s major newspapers The Times and interviewing some of the world’s leading business people and entrepreneurs. These amazing business people I interviewed inspired me to consider starting my own business and selling my own cosmetics.
In 2013 I returned to Sydney and decided to launch Williamspro – developing and manufacturing cosmetics that are 100% PETA certified vegan, cruelty-free and natural, while still having that professional-grade quality top makeup artists are looking for.
After a soft launch of Williamspro with our first product, ‘Zero Powder’ in August 2015, we had such incredible reviews and feedback of our product that we decided to commercially launch in the following year, bringing out 14 new products including shimmer eyeshadows, high pigment highlighters and our incredible Midas Powder infused with pure 24 carat gold.
Williamspro is an Australian-owned company that manufactures and distributes professional, makeup artist grade cosmetics that are all-natural and PETA certified vegan and cruelty-free. We do not use a white label manufacturer, we actually develop and make all our own unique formulas.
We cater for professional makeup artists, salon owners, TV presenters, actors, models, stage performers and any makeup lovers who genuinely want a professional, high definition celebrity look but are conscious about the ingredients they put on their skin.
Our artisan products are individually handcrafted in Australia using only the finest vegan and natural ingredients that are highly pigmented, long-lasting and kind to the skin.
We feature nourishing ingredients like arrowroot, locally sourced ingredients like Australian green and white clays, luxury 24-carat gold, duo chrome pigments and rich natural minerals. Each unique blend aims to leave the complexion looking flawless, healthy and radiant.
Our mission is to create a growing range that is free from any animal derivatives, artificial fragrance, parabens, silica or talc – but still delivers that beautiful red carpet pro-celebrity look that photographs perfectly and lasts.
We currently ship to the UK, US, Australia, New Zealand, Canada and Europe.
As a makeup connoisseur with over twenty years’ experience in the industry, it still shocks and horrifies me that billion-dollar cosmetic giants that still dominate the market are testing on animals and using animal-by products like shark liver oil, fish scales, pig fat, crushed insects and pesticide-rich lanolin.
At Williamspro, we are passionate about delivering artist-grade, celebrity makeup that is all natural, but without any animal derivatives or animal testing.
We are PETA certified vegan and cruelty-free, and we donate $1 from every sale transaction to Sea Shepherd.
We put a lot of love and care into our brand and are passionate about spreading the word in the cosmetic industry that beauty should be without cruelty.
I think entrepreneurship should be about authenticity. Authenticity as a business leader and as a brand ambassador. At Williamspro, we also don’t believe in cutting corners or ‘bribing’ bloggers to write fake reviews about our brand. All our 1,000+ reviews from bloggers and customers on social media are unpaid, 100% genuine and authentic. And it’s that organic authenticity that will build trust with your customers.
We’re competing with multi-billion dollar cosmetic giants who have millions at their disposal for creating great ad campaigns. All our sales, however, are based on reviews, recommendations and word of mouth. We’re a new player and we need to work hard to gain the trust of our customers, so having positive reviews has really turned out business around – and encouraged us to keep at it.