Naturally... beauty sales parties

The department store beauty hall holds a certain allure: rows of prettily packaged products, seductive lighting that seems to airbrush everything it touches and photographs of glamorous women pouting their lips and craning their necks in glamorous ways. But there can be drawbacks too: crowded counters, pushy sales people, too many choices and too many big brands.

You can always shop online from the comfort of your own couch, but then you run the risk of buying something that doesn’t feel/look/smell right, and/or being distracted by time-sucking cat videos.

If you’re a conscientious consumer looking for independent, quality brands that you’ll be hard-pressed to find on the high street, or if you’re interested in being your own boss, this just might be your bag.

MyShowcase, a new twist on direct selling, offers women a different way to shop – and do business. Featuring 33 independent brands that range from competitive to premium – many of which are natural, free-from and organic – this is a business run by women from their homes, their offices, wherever they want, whenever they want.

I recently met founder and CEO Nancy Cruickshank at MyShowcase's Ireland launch. The self -confessed serial entrepreneur describes MyShowcase as a cross between Avon and SpaceNK.

“It’s a social shopping opportunity, in the home, with your girlfriends,” says Cruickshank. “It’s about bringing women together and sharing advice and tips about what looks good, what to use, having a bit of fun, glass of wine or cup of tea in hand, while shopping for beauty products.”

Cruickshank launched MyShowcase two years ago in London with Telegraph Magazine beauty editor Kate Shapland, who personally selects all of the brands and products in the evolving collection. According to Cruickshank, the products chosen have to look good and they have to do what they say.

At the showcase I spoke to Cruickshank about how it all works. Through the website myshowcase.com, anyone can sign up to become a ‘stylist’. They receive training, a starter kit of products worth €269 and a commission of between 15 and 30 per cent by hosting events where guests can try out and purchase products. Products can be ordered online through the stylist and are then delivered, perfectly wrapped, to the buyer.

According to Cruickshank, the average showcase pulls in £72/€98 per person, £500/€682 in total. She says she knows women who can make between £2,000/€2,727 and £4,000/€5,454 a month net in commission.

“I’m on a mission to enable tens of thousands of women around the world to do business in a completely different way, to make beauty their business,” says Cruickshank. “But also to create what I regard as a business that fits around other priorities in your life, that flexes up and down, can deliver a really significant income or a more modest one.”

If you are more interested in buying than selling, you can find a stylist near you through the MyShowcase website. Check out Antonia Burrell Holistic Skincare, Aurelia Probiotic Skincare, Babyface, Balm Balm, Balance Me, Dr Lipp Original Nipple Balm for Lips, S5 Skincare, Sage LA fragrances and Wild About Beauty.