By Robecca Leyden
Pictured : Samuel Levi, founder and director of LuxeSticks
SP: Hi Samuel - thanks for taking the time to chat with us. First off, GREAT product. I’ve tried the Luxe sticks and I love them. I see why they sell out. You must be very proud.
Thank you soo much!!!!! I love that you have tried my products and brand and love them. That’s rewarding in itself.
SP: You’re a very busy guy! Between being a social media and TV personality, you’ve also launched a wildly successful beauty product featured in Vogue.
Some days, I feel like I'm doing nothing, while on other days, I’m on the go and feel like I'm doing it all. It’s certainly been a busy past year. I am juggling the fast-paced growth of LuxeSticks and everything else in between, as well as making time to film and shoot my TV show for Ticker News. They say no rest for the wicked.
SP: It’s quite difficult to start a product from the very ground up. What made you want to pivot to the beauty industry? And why this particular product?
I have always had a passion for this side of things, allowing individuals to feel confident in themselves. I myself, to make it short and simple, have SUPER SENSITIVE skin, and I wanted to create a range of products that catered to my skin and that EVERYONE can use.
I then had to think about what would break through in the industry and not be just ANOTHER SKINCARE brand; I knew it really had to stand out!
SP: Do you feel the beauty industry is oversaturated with products right now?
The beauty industry is oversaturated! It doesn’t mean, though, that there isn’t room for great products that serve a function for people. I do, however, think it can be difficult for a brand to separate itself from the rest, and that is one of the challenges we have.
SP: What is your point of difference in the beauty industry?
LuxeSticks has a few key factors and points of difference.
The main key factor and difference for us is the application and design of the sticks. The No Mess, No Fuss, Easy Application roll-on of clay masks and serums has been a game changer for users and has changed the beauty industry. Another is the fact that I am a male taking on the highly dominated female industry that caters to females. I am bringing a new perspective, which sets us apart from the rest. Coming up with disruptive products is hard work, but the result is five products to a range of 21.
SP: Has being male in this particular space made things difficult? What challenges have you faced?
Yes, being a male has absolutely created a challenge! There are so many events/organisations/places where I want to showcase LuxeSticks, bring my expertise and discuss the brand so consumers can more easily find it. However, these are always catered for women in business, which is a shame and a hugely missed opportunity.
SP: Your background is as a social media personality and you were on (NZ) Married At First Sight, you’ve also been a public advocate for hair transplants - one would say living your life under a microscope. How did this impact your launch into the beauty world? Did your fame help or were you not taken seriously?
For the past five years, I would say my life has been under the microscope.
Being on a REALITY TV show like MAFS can come with huge costs. It was never my intention to start a successful and thriving business straight off the back of it, but it all aligned and happened once I moved to Australia. After that move, it took me 2-3 years to really showcase my authentic self on my own platforms, through media and interviews, etc, and start being taken seriously in business.
In 2024 (six years on), I finally feel like a successful entrepreneur and not just a reality TV contestant. Even though I knew I wasn’t, everyone else seemed to have a different narrative.
SP: Was there anything that was surprising or unexpected while you were starting out?
Actually, YES! One huge thing that surprised me was how well my loyal following and online audience have supported me and encouraged me! You often think friends would be the first group of people to support you, but experience and history say the opposite.
SP: With the huge success of Luxe Sticks, what will the future hold for you and the brand?
The goal for LuxeSticks is to keep expanding as a brand and open up new global markets outside of NZ and AU.
SP: Do you have a favourite from your products?
I HONESTLY love them all! I can, however, tell you my go-to right now. The Avocado LuxeStick and Vitamin C Serum Stick have been on a high rotate for the past few weeks.
SP: Lastly, what are some things you've learned in your business journey? Is there anything you can share with other entrepreneurs who are starting out?
Remember, nothing is meant to be easy. If it was, everyone would be doing it. But you, as an entrepreneur, have the strength to believe in yourself and your product/brand/service. Celebrate your small wins because, at the start, no one else will.
I have had to really work hard to have people take me seriously in a business and entrepreneurial mindset, which has worked, but it’s been bloody hard work. Also, I know it sounds a bit cliché, but do not be scared to take risks with certain aspects of a venture to try and make it grow.
You can check out LuxeSticks online here
