Putting new face on beauty products

Amos Lavian founded a skin care company in 2006, a time when he says the trends in the industry were "higher price points, fancier packaging, exaggerated claims."

Dermelect Cosmeceuticals touts its line as multifunctional -- for instance, an all-in-one facial cleanser also is a toner and mask. Dermelect makes no promises to be "better than Botox." Its product lines have grown from eight to 30 items, priced from $18 to $79.

Lavian, 42, has a background in international trade, marketing and product development in the beauty industry.

He is married and has three children. 

How has the recession impacted  business?
"It made it definitely a challenge going forward, but we've grown every single year, which has been great, and this past year has been our best year so far." 

Do you believe the recession is over?
"I think people are tired of it - tired of being down and hearing bad news all of the time. I think people are struggling out there, but the spending is definitely turning the corner. The confidence is coming back." 

What are your plans for growth?
"We've been really positioning ourselves as a niche brand with a certain level of exclusivity, distributed through high-end apothecaries and high-end pharmacies, doctor's offices, medi-spas and salons.

"We want to take it slow and steady, build a good foundation and really move from there." The next step is to partner "with a larger retailer." 

How did you learn how to manage people?
"It just comes to you, I guess with age a little bit. I had good mentors. I've seen some very successful people and how they motivate their employees and get them to do things even when they don't want to do" them. 

How do you do that?
"Money is a great motivator," he says with a laugh. "You've got to be fair about it. The people I've worked for in the past, when they accelerated their growth, they've always taken me along. So that's something that I've always held to." 

What's your management style?
"I like to do things my way. But as the employee grows within my company there's more leeway given." 

What qualities do you look for in hiring?
"Ingenuity. It doesn't have to be all about experience. People who think out of the box. People who are looking to grow and aren't complacent. We all do everything. It says 'president' on the business card, but I make coffee, too." 

What advice would you give someone starting a business?
Referring to a nephew launching a jewelry business, he says, "I tell him, 'Look, go out there and do business. Don't look for outside investors just to build a business. Have a plan, put it forward, and reinvest. And believe in yourself - you'll see, it will grow. Start it as soon as you can, the earlier the better.' "