Hello to all my little sisters,
Today I'm super excited to share with you a special interview with the beautiful Cindy, who many of you know as LaCindina.
Cindy is a fantastic creator who has turned her passion into a successful career thanks to social networks: mother, entrepreneur, YouTuber and influencer!
It truly is a volcano of energy and creativity.
I'm sure her story and advice will inspire you greatly. So, make yourselves comfortable and get ready to find out more about this extraordinary woman.
When and how did love at first sight happen between you and makeup? How did you decide to turn this passion of yours into a job?
My passion for makeup has deep roots that date back to my childhood, when I watched enchanted by my grandmother, a true icon of glamour. Growing up next to her allowed me to appreciate the transformative artof makeup, having herself lived through the 1920s, 1970s and 1980s eras, in which makeup underwent epochal transformations. Since I was a child, I was fascinated by her stylistic changes, especially her eyebrows which, for me, were a focal point of her look. I remember often stealing her makeup, but I will never forget her 1930s lipstick, sacred to her and the only item untouchable by my little hands who saw it as a beautiful colored crayon to play with. A detail that taught me respect for makeup as a form of personal expression. And then, the passion grew naturally in me, pushing me to experiment from a young age .
Have your style and beauty routine evolved over time? How has this been reflected in your professional growth?
I think this is a natural process for all fans of something: we evolve also based on trends market, the evolution of products and the style that transforms over time. Personally, I have always loved transformism, art and il colorful and eccentric make-up. However, I must admit that I now prioritize a more clean approach, even my "how to makeup >" is based on a few products.
When I have presentations or important events, however, I still love to create a real full glam, this certainly remains the fulcrum of my style but with life's priorities changing , I tend to make everything more fast and effective.
For this reason, I really appreciated your brand: it allows you to do a lot with few products. This is crucial not only for consumers today, but also according to emerging trends in the beauty industry. The future seems oriented towards the use of multitasking products, compact and practicalto carry in your bag.
beauty trends tell us that more and more customers will prefer products that offer versatility and multipurposefeature.
You started on YouTube and then expanded your presence to Instagram and TikTok as well. How would you describe the evolution of your communication and your relationship with the public with respect to the different platforms?
YouTube has always been my core, the starting point that allowed me to establish a deep connection with my community over the years. On this platform the viewing time is longer and the community loyalty is higher. Instagram is more of a showcase, fundamental for aesthetics and fast content like Reels. TikTok, on the other hand, reminds me of freedom and spontaneityof the early days of YouTube: authentic and meritocratic. While I often post similar content across multiple platforms, each has its own unique way of engaging audiences.
Tell us about your brand, Mulac. What are the distinctive traits and main values that make it special?
Mulac was born with the aim of break the mold in the world of makeup.
From the beginning, we wanted to convey a strong message. Example, our first Differentpalette. Launched more than ten years ago, this palette brought together seemingly distant worlds: on the one hand, neutral and natural shades, on the other, pigmented and vibrant colors. This unique combination, which represents our philosophy of inclusiveness and diversity, has opened up new perspectives in the world of makeup. Another fundamental pillar for us is Made in Italy production. We are committed to ensuring that each product offers excellent performance at affordable prices, while always maintaining special attention to quality. Despite our premium positioning, we also target our brand at industry professionals, including numerous makeup artists who choose our products for their professional kit.
Finally, we are proud to be a vegan brand, with rigorous attention to ingredients. This allows us to offer safe, innovative and respectful of the environment, to meet the needs of customers who are increasingly aware and attentive to sustainability.
Are there any products that you consider essential to best represent your brand?
Yes, our skincare and hair care products for example are developed in-house, making them unique on the market. For example, l Huileberry is exclusive to Mulac, the result of a formula developed by us . This distinguishes us considerably, since having original formulas allows us to stand out in a competitive market.
In your journey as a makeup lover, YouTuber and entrepreneur, what were the biggest challenges you had to face?
Well, apart from the anxiety issue? Jokes aside, the challenges were numerous. From the beginning of my career, I have always considered myself a leading creative; I love immersing myself in the most fairy-tale and magical part of the company. Developing new products and creating innovations is what I am deeply passionate about. I firmly believe that it is crucial to keep this magical aspect alive. However, it is extremely difficult to balance corporate responsibility with the creative part. There are burdens that cannot be compensated for, which profoundly affects the soul, the body and many other aspects. And for example, I couldn't give my best in either direction, so I opted to keep concentrating onmy passionfor the art of makeup, creation, communication and social media management, and above all development product. This is what runs through my veins and what I can't do without.
Do you have any key communication strategies for Mulac? Advice for those who want to undertake a similar path?
Look, the other night I was watching a video of a guy who claimed that in a few years companies may no longer need asocial media managerbecause it will be difficult train quickly enough to master all emerging platforms.
In fact, platforms grow exponentially and change continuously. We, for example, organize at least two training sessions a year for our social media managers, to keep them updated on new tools, new advertising strategies and other aspects that are constantly evolving.
It is undoubtedly crucial to have a young and brilliant person on the team, capable of quickly grasping the digital innovations that are taking place on the network. However, it is not at all simple. I hope that in the future there are tools or technologies that help companies stay constantly updated on these dynamics. In the United States, for example, they are ahead on this front, with advanced tools to monitor creator performance, analyze statistics and identify the most effective social networks. In Italy we are a little behind, but personally I believe that the role of the social media manager remains essential.
For emerging brands it is vital to be passionate and curious, to love to explore, to have this data-mce-fragment="1"> mindsetin short: not only to enter the market, but also to remain recognizable over time.
I myself always encourage my team to be curious and study the brands on the market, even competing ones. Curiosity is a powerful driver: when you like something, you don't do it just for work but because you are genuinely passionate about it.
I always tell this to the girl who helps me with product development: even after I put the kids to bed, I continue toexaminethe other brands on Instagram to understand what works and what doesn't work. It's normal for everyone to draw inspirationfrom each other.
We continue to be great innovators and have many ideas, but we also know that not all ideas can please the public. Therefore, it is important to consider several factors for long-term success.
In these ten years with Mulac, what were the most difficult moments and the main difficulties you faced?
Well, there were definitely difficult moments. As I said before, it was a challenge for me to balance the administrative aspect with the creative one, I admit I had my difficulties. And then, every day I face challenges: with suppliers, delays, deliveries. Challenging and different situations. However, what matters most to me is seeing Mulac grow. When I entered this sector, I did it with humility, like a simple girl but with strong values. I have always had an immense passion for the world of beauty, and I believe I have managed to convey it along my path.
Even today I receive messages from people who tell me that they began their career as a makeup artist thanks to me, or that they started wearing makeup thanks to my example. These "thanks to you" are worth more to me than anything else in the world. Knowing that you have given something to people is the greatest and satisfying gift you can receive.
Furthermore, I had the opportunity to develop products that are now present in numerous Italian homes, and I couldn't be more proud of this achievement.
There's a part of mein so many different places, and that's what matters most in my journey. I admit that I don't speak like a true "business lady", but for me what really matters is living every day with love and passion. Ultimately, one realizes that it is precisely these things that bring the greatest satisfaction.
Doing what you love every day, without ever feeling like you're "working", is perhaps the real goal. Obviously the financial aspect is important, but if you are not happy, there is no wealth that can compensate for it.
Having the chance to create a job that you deeply love, to be happy with what you do every day, despite the inevitable problems and stress, is the greatest satisfaction that can be achieved in a career.
Last question: what strikes you and drives you to use the Blondesister brand?
Your brand is extremely smart, functional and versatile.
These, in my opinion, are punti of strengthsthat you should keep as an essential part of your DNAand amplify them further. Brands like Refy, for example, have based their international success on a similar claim, gaining global recognition for the intrinsic value in their products, just like you.
versatility, practicality, size compact and ease of use are elements that you offer in an exceptional way. I think you should focus a lot on these aspects, because in the end what the consumer appreciates most is the convenience and simplicity of using a product.
An eyeshadow like yours, which creates a three-dimensional effect with three different pearls, is an excellent example of this innovative approach.
These are the elements you should focus your communication on, as they represent a huge benefit for your brand, seen from the outside.
Thank you Cindy. You were fantastic. I can say that I return home with a bag full of ideas. Thank you for sharing a bit of your world with us.
It was a real pleasure chatting together and I'm sure that his words gave us a boost of inspiration. We will continue to follow her with enthusiasm to gain valuable ideas both in make-up and in everyday life.
Thank you so much, Cindy, for your time and for making us all feel a little better. ' more specials today.
See you soon and lots of love
Carolina
