Melbourne partners Emerson Lattouf and Isaac Fakhri on their way to becoming millionaires from Amoris Beauty
A risky business idea has paid off for two young friends who have made $650,000 so far this year and will become millionaires by January.
Childhood friends Emerson Lattouf, 20, and Isaac Fakhri, 21, were gearing up to launch e-commerce hair care brand Amoris Beauty when the pandemic put the brakes on their carefully crafted plans.
Instead, Melbourne’s best friends harnessed the power of Instagram by sending their hero product — a $49.99 vegan-friendly hair mask — to 3,000 “micro-influencers” who promoted it online before its release last October. .
When they pooled their $100,000 “life savings” to get the business off the ground, the entrepreneurs never imagined that just a year later, their hometown would become the most closed-off city on Earth.
But while countless businesses fell victim to Covid, Amoris Beauty was one of the lucky few to receive a six-figure reward.
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This vegan hair mask has put two Melbourne friends on track to become millionaires in their first year as entrepreneurs
While countless businesses fell victim to Covid, childhood friends Emerson Lattouf and Isaac Fakhri (pictured) received six-figure rewards
‘Covid has helped enormously, [it] helped to be in these Covid waves, especially in the care space,” said Mr Fakhri news.com.au.
“If it had been a styling product it might not have helped so much, but it was hair care and personal care really started to take off.”
The boys, who only graduated from high school in 2019, developed a network of industry contacts through Hairhouse Warehouse, one of Australia’s leading hair care websites, owned by Emerson’s father, Joseph Lattouf.
Working with a factory in NSW, they developed their product using ‘brutal’ feedback from the Lattouf family.
Amoris Beauty’s $49.99 rejuvenating hair mask has netted founders Emerson Lattouf, 19, and Isaac Fakhri, 20, an impressive $33,000 in their first week of work
A customer review shows the effects of the mask in a before (left) and after (right) transformation photo; frizzy hair and tangled clumps are replaced with smooth, smooth locks
It was an instant success, selling 660 units at a cost of $33,000 in their first week of trading.
June was their biggest month yet, bringing in a whopping $16,000 in 24 hours leading up to Mother’s Day.
Today, the duo has six employees working among them in warehouse fulfillment and digital marketing and are on track to earn their first million by early 2022.
Like all ‘Gen Z’ business owners, Mr. Lattouf and Mr. Fakhri are natural experts at leveraging the extraordinary selling power of social media.
The brand now has over 47,000 Instagram followers and hundreds of glowing reviews from customers who claim they’ve never seen such instant results from a hair mask.
Melbourne friends Isaac Fakrhi (right) and Emerson Lattouf (left) used the power of Instagram to promote their product in the months before it launched
“We understand how quickly a word can spread about a brand if it has a strong social media presence,” Mr Lattouf previously told the Daily Mail Australia.
That notion set their sights on micro-influencers, people who have between 1,000 and 100,000 followers on social media and don’t charge the high marketing costs associated with more productive personalities.
They usually focus on a specific niche, such as beauty, fitness or fashion, and are considered unofficial experts in their respective fields who drive traffic to the websites of the products they endorse.
The guys sent their product to 3,000 of these influencers asking them to post reviews on it by a certain date, knowing that they would “praise their friends, who in turn would tell their other friends and the ripple effect would go from there” .
The mask (pictured) contains natural ingredients such as cocoa butter and avocado oil that are proven to moisturize and strengthen hair, protecting it from frizz and heat damage
“Three thousand people posted their views on the same day, with a combined 25,000,000 followers, we believed this was the fastest and most cost-effective way to be ‘everywhere’ as quickly as possible,” said Mr Fakhri.
That strategy has paid off.
The mask contains natural ingredients such as cocoa butter and avocado oil that are proven to moisturize and strengthen hair, protect it from heat damage and reduce the risk of frizz.
“We found that a lot of the natural hair products just weren’t as potent as the chemical-based products, so we really put a lot of emphasis on making our product perform well with stronger conditioning than chemical ones,” said Mr. Lattouf.
‘Benefits’ of Amoris Beauty hair mask
The $49.99 Rejuvenating Hair Mask Claims:
– Intense condition
– Replenish dull, dry and damaged hair
– Detangle curls
– Improve shine and softness
– Protects against UV and seawater damage
– Reduce air travel caused by static electricity
– Promote hair growth
The guys have already sold a whopping 660 pieces of the mask, which is cruelty-free, sulfate-free, and vegan-friendly.
The vegan formula is cruelty-free and sulfate-free, with $1 from every purchase donated to cancer and domestic violence charities through a partnership with corporate crowdfunding platform I=Change.
A second Amoris Beauty product is in development, but best friends who have become business partners are unsure of a release date because they “want to do it perfectly.”
Their advice to young people toying with the idea of starting a business? “Bite the bullet and jump in.”
“We see our youth as an advantage because we have an intrinsic understanding of digital marketing and the importance of social media,” said Mr Fakhri.