Meet Sirine Swed of Battington Beauty in Wash Park

Today we’d like to introduce you to Sirine Swed.

Sirine, please share your story with us. How did you get to where you are today?
I was an executive in the pharmaceutical industry. My position was eliminated while I was pregnant with My son. I knew at that point that I wasn’t going to go back to a corporate job. I’ve always loved beauty. Especially lashes. I think lashes look great on everyone. I wanted to create a brand that could be used by a wide variety of women. I always felt that there was a need in the market for higher quality lashes. That is how Battington was created. The name came from my love for London. I was at Paddington Station and the idea came to me to do Battington for bat your lashes. Our logo is a cobra with a lash on it. The cobra represents Ancient Egypt. That is when women started experimenting with eye makeup Confidence is so important. When women feel beautiful they are more confident. We want women to feel confident when they wear our lashes. that is how Battington was created.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The transition has been fun and challenging. Moving from a job as an executive at a large corporation to starting your own business in an industry I did not previously work certainly brings new challenges every day. I have grown as a businesswoman in that I run every facet of our company, from sales and market to product and branding, to overseas fulfillment. It is a challenge that pushes me as a businesswoman each day that brings its own set of ups and downs, but I wouldn’t trade the high you feel when you have those successes for anything.

Please tell us about your business.
Most lashes on the market were made out of Mink or synthetic. The mink lashes tend to be super dramatic in length and volume. Mink gets hard and brittle over time which limits the amount of time it can be used, Synthetic lashes tend to not blend in naturally to your own lashes. Our lashes are handmade out of 100% silk. Which means they won’t get hard and brittle and can be used 25 times. The silk blends in naturally to your own lashes. Even our 3D silk lashes look natural on. Our band is made out of cotton which makes it flexible and easy to apply. The cotton band makes the lashes super comfortable that you truly forget you have them on. I have put my lashes on Friday and slept in them through the weekend. I believe that when a woman feels beautiful she’s more confident. Lashes make a big difference in anyone that wears them.

We sent some lashes to Mario Dedivanovic to try (Kim Kardashian’s makeup artist). He loved the lashes and asked for some to use during his Master class in New York. He used the lashes on Kim Kardashian during the class as she was his model. She loved the lashes and how they felt. He talked about the lashes and how nicely they blend into one’s own lashes during his sold-out class. Our lashes are popular among celebrity makeup artists.

Our app was designed to give customers the ability to virtually try on all our lash styles. It is hard to tell what lashes will look like on someone and you don’t have the ability to physically try them on. So we teamed up with Face Cake. Face Cake has a very realistic AR experience that allows users to see the fine differences even in the length and fullness of lashes. The lash styles vary, some consideration and some in subtle ways, and it was important to us that they look as realistic as possible. Our app delivers an experience that does just that and we won a Trendsetter Award at Cosmoprof for being innovative and “the most genius way ever to try on fake eyelashes before you buy.” We were just written up in the Wall Street Journal for our app. For beauty products, accessibility is key, and the app has allowed Battington to be face to face with our customers. We also have a link on the app that takes you directly to a video on how to apply the lashes.

We are a woman-owned and run the company. we believe in helping women but making them feel more confident. Also, we currently are transitioning to another charity. we took the women’s global fund off the website. It is a great charity that helps women all around the world.

Do you look back particularly fondly on any memories from childhood?
Traveling to different countries.

Contact Info:

• Website: www.battingtonbeauty.com
• Email: sirine@battingtonlashes.com
• Instagram: battingtonbeauty

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