Interview: sheena baxter, md, beauty express

Sheena Baxter is managing director of Beauty Express, based in Glasgow. The company is a leading mail-order supplier of products and equipment to the professional beauty industry, operating via a state-of-the-art call centre and distribution facility, with a strong online shop and a 304-page mail-order catalogue.How did you get into the beauty industry? I started my career at EA Ellisons as marketing manager. What is your greatest business achievement? After eight years as sales and marketing manager with Beauty Express, being appointed managing director this year. What has been the most satisfying/rewarding moment in your career? There are too many to mention! The HBSA Award for Best Website was especially satisfying given the scale of our online project. What is the best business/career advice you have ever been given? To stay focused. It is vital to remember what you are really trying to achieve and keep that goal in mind. Three things that you couldn’t do your job without? People are the key: the team at Beauty Express; the customers; and my family. Best/worst bits of your job? As a mail-order company it is great meeting our customers at exhibitions. The worst bit has to be the postal strikes. Future business ambitions? There is huge potential at Beauty Express to continually develop our product profile in line with the market. Our online shop has been a great success and we will continue to develop this to suit our customers. Imagine you are at the start of your career, what would you change? Nothing. Would you do it all again? Absolutely.