Lifestyle consultant and celebrity personal shopper Aimee Hashim expands her business from fashion to beauty with the launch of LoveLuxe Beauty.
The beauty brand, offering a range of products from skin care to cosmetics and beauty drinks, debuted on December 12, 2023, with a launch event at the Golden Ballroom of Okada Manila.
Known for delivering top-quality service to VIP clients seeking exclusive designer items through LoveLuxe Bags, Aimee plans to bring the same commitment to her new beauty business.
Read: Here are 10 best luxury designer shoes that are worth the investment
PEP.ph (Philippine Entertainment Portal) was present during the event that also launched LoveLuxe Beauty endorsers Mariel Rodriguez-Padilla, Maricel Tulfo-Tungol, and Michelle Dy.
In an interview, Aimee mentioned that it took her years to form her beauty brand.
But the timing was perfect, coinciding with Aimee's 35th birthday and the 15th anniversary of her fashion and lifestyle consultancy business, LoveLuxe Bags.
“The beauty line took me around two years,” Aimee shared.
She had to delay working on the beauty line as the pandemic shifted her focus to being a confidant to her trusted clients.
“A lot of people, especially in the pandemic, all the madammes needed me to be there for them.
"They wanted someone to talk with and gusto nila the mere fact na you were listening to them, that you are there."
GOING BACK TO SCHOOL
Apart from waiting for the right time, Aimee decided to equip herself with knowledge before fully immersing in the beauty business.
She enrolled in the Global Master's Programme for Luxury Business Professionals of Istituto Marangoni, which, according to its wbsite, is "the first private university in Europe where fashion professionals were trained."
"Noong pandemic gusto ko na siyang gawin, but I couldn’t kasi hindi ako puwedeng mag-jump sa isang bagay na hindi ako prepared. Kasi kailangan pagtuunan ko pa ng pansin yung isang ginagawa ko.
"I did my master’s and now I am graduating, that’s why it’s two years.
"So nag-start ako nun, I said it was about time. I wanted to be the first na luxury master, but also because it’s a business masteral so inaaral ko talaga.”
In a month, Aimee will finish the program.
COLLABORATING WITH MARIEL PADILLA
Aimee played a hands-on role in developing the products, putting her medical degree to good use. She was a registered nurse before diving into the fashion industry full time.
She started with her 24K gold foil-infused anti-aging and brightening soap, formulated specifically for sensitive skin like hers.
"I have very sensitive skin, but I use it because I formulated it especially for people like me and for people who really need it, syempre, 35 na ako."
Aimee added, “Gold—backed up by science, backed up by my RN degree—is always about anti-aging. And that’s number one.
"So it’s not just whitening, it’s anti-aging. It’s a beauty soap, and, at the same time, it can help clear your skin. Because importante sa akin lahat ng maging confident sa skin that they are in.”
Aimee is thankful for a reliable team she can collaborate with for her new business.
She mentioned seeking Mariel Padilla's assistance in product development, which is also one of the main reasons why she chose her as the face of the brand.
Aimee expounded, “Kasi si Mariel, super hilig talaga sa skin care ni mommy.
"I resonate a lot with Mariel kasi she’s a mom of two and very hands-on din siya. Nakaka-relate talaga kami sa isa’t isa.
"In line kami sa everything so yung development and all, pag sinabi niya sa akin na ‘Mommy, baka kailangan i-adjust ito,’ we are very open to that and it matters to me.
"And sinabi ko sa kanya, ‘I’m opening, pero hindi pa ako maglalabas, try the products now that are in line and tell me your honest feedback.’
"Sabi ni Mariel, ‘I’m definitely in.’ So sabi ko, thank you talaga."
AIMEE HASHIM: LONG-TERM GOALS
Despite her busy schedule with the new business, Aimee prioritizes spending time with her family.
Her experience in the industry taught her the importance of delegating tasks and trusting the people around her.
"Before the pandemic everyone was just focusing on what they [clients] want.
"This time naman, when the pandemic went away, you really focus on the things and the people that’s important to you.
"Kung before, if I really work like a horse, now I started to learn how to delegate properly. And I make sure that I spend more quality time with my kids.
"Because at the end of the day, even when you have the most successful career and you have the most beautiful bag, the most beautiful shoes, it’s nothing if you don’t have a family that you can come home to."
With 2024 just around the corner, Aimee is already gearing up for the next step for her business.
"With my graduation just around the corner, I just have to say that there’s something more exciting that I’m giving back to the bag industry, to the luxury industry.
"I just wanted to make sure I can give back to the people who always message me, but I couldn’t fully i-give.
"But ito na 2024. It’s something for those who aspire to have the same job that I have. And in the past 15 years, I have been working so hard, this is the culmination of that and I am ready to pass it on to the people who want to learn.”
READ MORE: