Stockholmfashiondays.com - Mika Liias - conquering the world of make up

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He is not a big guy Mika Liias, but the same cannot be said about the company that he has created and runs. After eleven years in business Make Up Store has grown from one shop at Drottninggatan in Stockholm to a worldwide brand represented with over 120 shops in 17 countries.

Mika Liias. Picture with regards to Make Up Store. It might sound funny but one of the first thoughts is really how this guy, casually dressed, can be the CEO of this big company. When starting to talk there is no doubt though that Mika knows exactly what he wants and likes to be in control, even though old time team members gets their way every now and then when they think he is out of control.

It all started out when Mika was working with a make up school and started thinking that the students had to pay way too much money for their products. He started importing a few brands before starting production of his own label. The recipe for success, which is still the device for the business, was quality, knowledge, service and a good price offer. “If the other players on the market had managed their job better Make Up Store would most probably not have happened”, Mika explains.

Mika Liias x 3. Pictures with regards to Make Up Store. Make Up Store prefers to work with franchise and own only 14 of the shops worldwide. Working closely with the franchisers, with continuous education and well established relations has proven to work well enough to keep the quality. “It is a great joy to see other people succeed as well, especially when you have been there to help a bit, sharing the knowledge you have”, Mika says. “There is way too much envy in the world, but I get genuinely happy when seeing other people succeed”, he continues.

When asked what things have changed the most over these eleven years, Mika answers that it is the customer’s knowledge that is the biggest change. “The consumer has a lot more knowledge today, than they used to”, he says. “Nowadays they also use make up as an accessory in combination with their clothes and for the occasion, instead of using it as a way to change”, Mika continues.

That the customer is important and in focus for Mika gets obvious when we start talking about the upcoming fashion week. “I definitely think the fashion week should be more open to the public”, he says. “There isn’t really any difference with having people go to the shows or them seeing pictures from it in a magazine. Publicity is always publicity and after all – it is the consumers who decided whether it is “make it or break” it for a label”, he explains.

As always Make Up Store is heavily involved in Stockholm Fashion Week, though not as much as in other countries where they sponsor the whole week or at least do most of the make up. During the coming week they help style the models at the Rookies & Players fashion show as well as putting on their own show. They also cooperate with Nordic Light Hotel, whose staff they will style during the week so they are in harmony with the fashion show put on by Bea Szenfeld.

Though this little guy has come far, the big cities like London and New York are still there to conquer. There is no doubt that Mika and Make Up Store will capture them like they have with the rest of the world. After all service, quality, knowledge, a good offer and a winning smile is a language that everybody in the world understands.