2019 Cosmoprof North America Exhibitor
Tell us a little bit about your background.
I’m a resident of Beverly Hills and hold a Bachelor of Law LL.B and a Bachelor of Business Administration. Raised in Israel, I was both a lab nerd and a teenager with a weakness for cosmetics. For me, cosmetics were magic. I marveled at how cosmetics could transform any woman from a plain woman to an extraordinary one. I recall how good it felt to see my friends after a makeover, thrilled over their transformation. I knew in my heart that cosmetics weren’t some frivolous extravagance, but important in helping women suffering from low self-esteem or depression. The company I envisioned launching was one that would produce cosmetics that were not harmful and were never tested on animals – a company that would bring joy to the women applying it. I was determined that every product I ever created would not only make a woman feel beautiful, but it would also be good for her. I’m a self-made woman, who aside from inventing patented cosmetic formulas, has also become an expert in real estate and construction. Like most women, I had to work extra hard to support my cosmetic company dreams.
I’m also an advocate of programs that help abused children and women. My ultimate goal is to establish a nonprofit organization to help women overcome personal life challenges, such as women with low income or are unemployed and trying to get back into the workforce.
Why did you decide to start your own company?
I was frustrated because of a lack of easy-to-use products to create perfect eyebrows; I chose to focus my energy on inventing my own formula.
Since I was a teenager, I was an inquisitive and curious innovator, always daydreaming of one day launching my own cosmetics company. A studious student, from a young age I exhibited great interest in chemistry, biology, and physics and was always trying to figure out the formulas of my mother’s creams, lotions, and cosmetics. I would sneak into my mother’s makeup and create new lipstick or eye shadow shades—mixing and matching, and every so often adding ingredients I learned in my chemistry lab to create the perfect make-up consistency.
To this day, I love cosmetics. I wanted natural looking, defined eyebrows, not fake and cheap looking or hard to apply. Unless I had my eyebrows done professionally by a makeup artist, I could not find one consumer-user-friendly eyebrow product that was easy to apply or that didn’t require purchasing a variety of items to get that natural, perfect brow. So, I created Double Shade Seductive Eyebrow Gel.
What makes your brand different from other beauty brands?
We created a community around our brand. I travel the USA and abroad to meet in person some of the beauty influencers who promote our products. Also, I share my personal story as an immigrant with our followers. Our brand not only sells products, but we also support makeup artists who go live on our Facebook page to show their talent. Many of the company’s followers have followed my story from day one of launching and see my growth as an entrepreneur and the growth of my brand.
Describe your brand in three words.
Innovative, vegan, cruelty -free.
Without giving away too many of your secrets, what do you anticipate your growth to be next year and what is your direction for the future of the brand?
I’m working on finalizing big deals with DRTV marketing companies and TV shopping channels. Our eyebrow kit is going to be the number one eyebrow product that will be sold in the USA.
What is the best piece of advice someone gave you?
There is always a “yes” for every “no” that you get; there are enough people out there that will want to work with you and grow your business. I used to feel disappointed if someone told me “no” and it wouldn’t let me focus on growing my business. Now we are getting so many opportunities that we are focused on moving forward.
What advice would you give a budding entrepreneur?
I don’t recommend looking at what other beauty brands do, be unique and have your own niche.
Don’t be a copycat. You can get frustrated and overwhelmed if you look at what others do.
What did your Cosmoprof North America experience mean to you?
The show gave me the opportunities to partner with major businesses and understand the high demand of our eyebrow kits. I was picked up by buyers [and am in the process of] negotiations. I received a national sale rep group due to Cosmoprof.
Finally, what’s an interesting fact about you people would be surprised to hear?
As a child, I was very shy and I didn’t make friends easily. It took me time to develop social skills. I can’t believe that I was shy, since today I can give speeches in front of huge crowds, do interviews on red carpets, and go live on TV channels. I have developed so much personality-wise. Everything is possible. The sky’s the limit!
About Ravit Darougar
The Founder of 4Ever Magic Cosmetics, Ravit Darougar, is a cosmetic visionary with a chemist’s soul and heart of a woman who takes pride in her cosmetics. She pioneered the exclusive formula used in the company’s signature product, Double Shade Seductive Eyebrow Gel. Frustrated because of a lack of long lasting, smudge free, and easy-to-use products to create perfect eyebrows, Ravit chose to focus her energy on inventing her own formula and an application 2-in-1 Majestic Angled & Spoolie Eyebrow Brush that would gain the respect of professional make up artists and beauty professionals.
Categorized in: Spotlights