Beauty brand Zoeva tells Cosmetics Business how to kick-start your business using digital

Zoe Boikou, founder of beauty brand Zoeva started her meteoric rise selling make-up brushes on eBay from her living room. Here she talks to Cosmetics Business on how digital helped her brand gain global status

Digitalisation had become a key factor in expanding a brand's presence and gaining customer loyalty, as beauty brand Zoeva knows better than most.

Zoe Boikou established her brand in 2008 with a line of make-up brushes on eBay from her living room. Since, her brand has gone on to gain global status in the industry, and now she's focusing her efforts on expanding in the US market.

Hot on the heels of its retail deal with Ulta Beauty, Cosmetics Business catches up with Boikou on how digital helped kick start her business, social media strategies and her charitable initiatives.

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