Monthly Maidstone Spotlight – OPretty

In September we spoke with Natalie Opara, who founded beauty brand OPretty back in 2020. Over the last few years, Natalie has continued to educate herself on emerging trends, processes and the application of all things beauty and has since seen her skills, knowledge and understanding of different techniques grow. Natalie now operates her business from Parkwood Industrial Estate in Maidstone.

Natalie, you founded the OPretty brand in 2020.  How did it all begin?

I’ve been buying tanning and cosmetic products practically my whole life and have been in the industry since 2002. I remember always being so frustrated when I would have dozens of half empty bottles of different products scattered around. I though, could we get all the best elements of each product in to one bottle? I decided to take everyone I loved with cosmetics and beauty and put it in one bottle. It was tough at the start, as I had a small set up with no tools or support. I could only afford to create on shade of tan, and luckily it went well in the market.

During the Covid months as people were not going out, cosmetic and beauty products sales fell, how did you survive during those times?

It’s true that it was a tough time, especially in my industry. At first, I thought it would be difficult as all the bars & restaurants closed and people were unable to go out. But I shifted my mindset, and saw an opportunity. Beforehand, people would often be afraid to tan or experiment with shades incase it went wrong or didn’t suit their skin tone. Lockdown provided the perfect opportunity for customers to try out different shades and styles without feeling self-conscious. It also helped many peoples mental wellbeing during the pandemic and provided a boost for morale if they found a new shade or a new confidence with tanning.

You are a mother of 4, how do you juggle the time between working on your business and spending time with your family?

It is difficult, you’re right. I do try and get the family involved in the business as much as possible. Family always comes first, and that does sometimes mean juggling work around school runs and clubs, but we get there. I’m extremely supportive of my staff who have children, providing a working culture and environment to support this as much as possible. At the unit in Parkwood, we’ve created a safe space for staff to bring their children in to play games and do some drawing, even some of the older children want to help pack the orders with us!

What attracted you to establish and grow your business in Maidstone?

Maidstone became the natural home for my business. We moved from Medway but the kids were still in school up there, so it became difficult to juggle the business away from the area. I decided to pivot the business to online, to benefit from a wider client base. This helped the business grow significantly and let to be requiring a unit to hold and sell my products from. Parkwood was the obvious home for the business, and I’m so glad to be based here.

What has been your biggest challenge so far?

I’d say managing my social media channels. There are so many out there and you have to make sure people are aware of your brand as much as possible and keep ontop of trends in the industry. Doing this, whilst managing the operations of the business has been tough, so I’d recommend to anyone to take a look at any free social media workshops or classes that may be available.

What has been your proudest moment?

Moving into my warehouse and getting to show my husband and children that hard work pays off. I always dreamed of owning my own salon, but now have my own warehouse to sell my products too, it’s honestly incredible. I get to create products to make my customers feel confident in themselves, which is incredibly rewarding.

As a successful female entrepreneur, have you a couple of tips you could share for those just starting their journeys?

No journey is going to be easy expect bumps in the road and challenges. My tip would be stay determined and believe in yourself, hard work is the key to success.

You can see the OPretty range online here https://www.opretty.co.uk/

Follow Natalie on Social Media here