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How Beauty Industry Icon Ani Goulayan Paved The Industry And Created Her New Makeup Line, Vanity Makeup Cosmetics

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Meet Ani Goulayan– AKA @vanitymakeup– the down-to-earth instagram influencer and self-made #bosslady that has helped paved the way of the immeasurably influential modern-day beauty industry. Her internet success has geared her to not only open a makeup academy of her own in Los Angeles, but it’s also given her the foundation to become the recent founder and creator of a cruelty-free and fully-inclusive cosmetics line named Vanity Makeup Cosmetics.

Goulayan’s very first makeup gigs as a late teen consisted of photoshoots she’d work on for free in exchange for prints to add to her portfolio. Shortly after, she landed her first salon job in which her makeup career began to take its course. At first intimidated by the intensity of the industry, she began to feel that perhaps makeup wasn’t going to be a part of her long-term career. But when she joined her second salon job and took advantage of an unseen opportunity, her life changed forever.

Instagram had just started gaining popularity, which gave the 20-year-old the brilliant idea to use the platform as a digital portfolio. Her posts consisted of makeup looks she’d create at home and 15-second videos of the looks she’d give her clients at the salon. It didn’t take long for her talents to take the social channel by storm and go viral. Posts of her dramatic eyeshadow creations constantly gained enough popularity to be featured on the “popular page”, now known as the application’s Explore page. Back in the day, the posts chosen by the algorithm remained on the app’s highlighted tab for 24 hours, susceptible to hundreds of thousands of viewers a day.

“Every time I landed on the popular page, I’d gain two to three thousand followers,” the makeup icon shared. “That inspired me to create consistently so I could post everyday. I’d say 9 out of 10 times, my work would land on the popular page, so I was constantly going viral… There was a point where I was growing forty to fifty thousand followers on my page a month. It was absolutely insane.”

Over the last 9 years, the hard-working beauty influencer has grown over 1.3 million followers on Instagram. Back in 2012, the beauty industry was nowhere near the digital monster it is today. And despite not having any guidance or precedent to follow, it was the perfect moment for the young artist to make a breakthrough on the social platform.

Although her journey to success has been anything but easy, Goulayan says she’s thankful for the hardships in her life that have gotten her to where she is today. “A lot of people would look at me when I was younger and think I would only be doing makeup because I wasn’t capable or smart enough to do anything else. They’d look down on me and ask if I was doing badly in school, or they’d simply just make me feel bad for choosing makeup as a full-time career as opposed to like, a business degree,” she says. “But once everyone started seeing how much money I was making, they couldn’t believe it. And once the beauty industry became a trend, those people started using my content as a resource.”

Followers began to learn how to recreate Goulayan’s looks by following step-by-step video tutorials she’d post on her page. But even with that, hundreds of local followers would continuously request the influencer to teach in-person makeup lessons. Initially, she hosted 20-40 student classes at the salon she worked at. But as her followers grew, so did her client base, and it wasn’t long before she found herself selling out a 120-student masterclass in downtown Los Angeles. Seeing a clear business opportunity at hand, the artist then proceeded to opening up her own studio and makeup academy in 2016 called Vanity Makeup School.

Aside from being one of the first beauty gurus to go viral, Goulayan was also one of the very first artists to showcase and explain the process of ‘contouring’ online. It only made sense that, once she launched her long awaited makeup brand, the first product she’d release would consist of a custom-formulated contour palette. After almost two years of production, Vanity Makeup Cosmetics launched in February 2020 with the Sculpt & Glow Contour Palette.

“When I had just started out, I used to say to myself, ‘imagine what it would be like if I could make my own makeup’. I never in my wildest dreams thought that I’d have the opportunity to do half of the things I’ve done in my life, let alone make that dream a reality,” the creator said. “I could say I’ve been really lucky, but that’s not really true. I know my hard work is what has made all this happen for me, and I’m grateful I have a tough personality and I never let anybody’s negativity get in my way.”

Vanity Makeup Cosmetics is set out to launch two more exclusive products by the end of 2021, which you can follow along at @vanitymakeupcosmetics on Instagram. The #bosslady also admits she has a secret project up her sleeve, which she plans on releasing by Summer 2021. When asked if she ever plans on taking a break, she said, “discomfort and struggle are what keep me alive… I’m never satisfied staying still, it’s not in me.” If she’s already conquered the beauty industry before the age of 30, we can’t wait to see what she does in the next 10 years.

Michelle has been a part of the journey ever since Bigtime Daily started. As a strong learner and passionate writer, she contributes her editing skills for the news agency. She also jots down intellectual pieces from categories such as science and health.

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Lifestyle

How Private Hotsprings Can Transform Wellness Tourism with Its Lithia-Inspired Innovations

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Photo by Private Hotsprings

By Michelle Snow

Private Hotsprings resort features exclusive infinity-edge pools fed by natural hot springs, attracting wellness tourists to British Columbia’s remote wilderness. Tina and Alex Genzer are expanding beyond hospitality with Lithios Beverages, a drink line incorporating lithia-rich mineral water from the springs. The new venture aims to bring the therapeutic benefits of the resort’s natural waters to consumers worldwide.

Enchanted By Nature

Tina and Alex are familiar with entrepreneurship. Before embarking on their journey to British Columbia, the pair successfully ran a boiler installation and construction business in Toronto, specializing in snowmelt systems. While Alex, a former Air Force pilot, honed his engineering expertise and cultivated a strong public presence with CBC and News Talk 1010 appearances, Tina led business operations with her signature entrepreneurial flair.

Tina Genzer recalls how their lives changed when they discovered the Kootenay region’s natural hot springs. “We were captivated by the serenity of this place,” she says. The couple started acquiring chalets that blend luxury and nature. Today, Private Hotsprings offers three properties: the Cedar Log Cabin with a waterfall and lake access and two chalets featuring the world’s only infinity-edge hot spring pools.

The couple’s leadership style has been instrumental in the company’s growth. The Genzers have carved out a niche that remains untouched by competitors by prioritizing exclusivity and direct customer engagement over conventional review systems. “Our mission has always been to create a serene retreat where guests can unwind, rejuvenate, and reconnect with themselves,” Alex Genzer explains.

Lithios Beverages

Tina and Alex’s idea for Lithios Beverages emerged during a restorative evening at the hot springs, inspired by the therapeutic effects of lithia-rich waters. Since its successful debut in New York earlier this year, which sold out within days, the brand is now planning to partner with a major U.S. distributor to enter the growing health and wellness beverage market. 

The Genzers are well-positioned to leverage this opportunity, as Lithios Beverages aligns with their brand ethos blending the purity of their mineral springs with health-conscious choices. “Lithios is not just a beverage, it is a lifestyle,” says Tina Genzer. “We aim to provide the same rejuvenation and vitality our guests experience, no matter where they are.”

A Rising Tide for Wellness Tourism

Wellness tourism thrives on authenticity and connection to nature, two qualities that Private Hotsprings exemplifies. The company has tapped into a lucrative market segment that prioritizes unique and restorative experiences over mass tourism by offering exclusive access to mineral-rich hot springs in a private setting.

Competitors in the wellness industry have begun to explore similar models, but only some can rival Private Hotsprings’ distinctive offerings. The company’s first-in-the-world infinity-edge pools and meticulous curation of guest experiences give it a significant edge.

The Next Phase

Despite these challenges, the Genzers remain optimistic about the future. Their dual focus on Private Hotsprings and Lithios Beverages allows them to innovate within two complementary markets.

The next phase of their journey includes expanding Lithios Beverages across the U.S., emphasizing sustainability and transparency. Lithios Beverages has opened up its next round of funding to scale its operations.  

The Genzers are also exploring ways to share their story with a broader audience. “We want investors and guests alike to understand the heart and vision behind what we do,” Tina says. “It is not just about running a business, it is about creating something meaningful and lasting.”

Tina and Alex Genzer have created an example of success that other industry players will undoubtedly seek to emulate by blending luxury with nature and leveraging their lithia-rich waters for global impact. 

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