Eve Dawes

Born and raised in England, Eve Dawes is a graduate of London Studio Center and went on to tour internationally as a professional dancer before becoming a fitness professional, WBFF Pro Diva, a SAG-AFTRA actress, Mrs. Nevada United States 2017, founder of Fitness by Eve, Glamour & Gains Podcast, and Dawes Custom Cosmetics; a natural, cruelty-free line. As seen in Oxygen Magazine, Iron Man Magazine, Huffington Post, Strong Magazine, E!, Fit & Firm Magazine, bodybuilding.com, Burlesque and Burt Wonderstone, various commercials, and music videos.

Eve’s holistic approach to a healthy lifestyle, where she’s able to help others feel and look good from the inside out has led her to expand in many directions. Eve is a certified REPS and NASM Personal Trainer, Sports Massage Therapist, Yoga, Spin & Zumba instructor. Her health and lifestyle blog FitnessbyEve.com promotes, educates and inspires people to lead healthy, balanced lifestyles. As co-host of Faviana’s ‘Glam & Gowns’ YouTube Channel and host of the Glamour & Gains Podcast, she continues to share her knowledge of fitness, fashion, and beauty in a realistic way.

Having focused on having a holistic approach to a healthy and fit lifestyle for over 15 years, helping others feel and look good from the inside out, Eve has always acknowledged the benefits of eating organic, unprocessed produce, and using chemical free products which led her to develop Dawes Custom Cosmetics, a natural, cruelty-free, philanthropy based makeup company.

Where did the idea for Dawes Custom Cosmetics come from?

I’d seen something similar in New York and LA for individuals but never in Las Vegas and never for parties. Seeing as Vegas is the party capital of the world it seemed the perfect fit for bridal, bachelorette, birthday, and graduation parties. Plus, people are over buying ‘things’ they want experiences, to create memories, and a little bit of luxury. I was also fed up of drying formulas and struggling to find cruelty-free brands with the exact colors I wanted. If you can’t find a solution, create it.

What does your typical day look like and how do you make it productive?

Every day is different as there are so many moving parts to the business and we own more than just one, including Fitness by Eve, Glamour & Gains podcast, and Sorority Specialties. However, one thing that stays the same is working out 6 x per week. I think all successful entrepreneurs are disciplined and self-motivated which is one of the reasons for their success but having previously been a ballerina and WBFF Pro workouts are ingrained in me and that morning accomplishment of my 1st goal sets me up for the rest of my day. The rest is a mix of emails, event planning, interviews, creating new colors in the lab (I create everything myself and try it before taking it to market), meetings, looking for new growth strategies.

How do you bring ideas to life?

I’m very hands-on and do everything in the moment. Once I have an idea, I break it down into the steps needed to implement it and set about actively doing them 1 by 1 until the ideas brought to fruition. Custom blending is a very hands on, creative process, and ideas are brought to life by me experimenting in the lab with pigments, ingredients, scents, and flavors to find the perfect blend. I also bounce ideas off of friends and entrepreneurs until the idea is more fully formed at being a solution to a problem rather than just a ‘nice’ idea.

What’s one trend that excites you?

Customization. Being able to have something created for you that exactly matches your needs. It’s catching on everywhere now from makeup to clothing to hair and skincare to nutrition and I can’t get enough of it. Rather than needing 5 pink lipsticks to mix to make the right one, I can have just 1 made perfectly for me. It’s a space and money saver.

What is one habit of yours that makes you more productive as an entrepreneur?

I’m Queen of to-do lists! I add to my list constantly and have it organized by deadlines and priorities. There’s a huge sense of accomplishment each time I’m able to check something off of the list, plus I’d forget to do it otherwise, there are too many moving parts.

What advice would you give your younger self?

Just do it. Sometimes goals seem too big or you think you’ll never be able to compare to or compete with X company or person, but you never will unless you at least try.

Tell us something that’s true that almost nobody agrees with you on.

That peanut butter is gross!

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Get up, get on, and don’t see obstacles as roadblocks but opportunities to find new solutions that set’s you apart from others. You never know what next great idea you’ll have that no one else has thought of because they quit!

What is one strategy that has helped you grow your business?

To listen to customers and respond with solutions. This is how almost every idea from Dawes Custom Cosmetics has come from, but one example would be location. Not everyone can get to Vegas to make a custom lipstick so why limit my company to that audience? I also offer custom makeup via FaceTime so wherever you are in the World or even if it’s because you can’t leave your desk or kids, you can create with us and we’ll ship to you. Whenever there’s a barrier to a sale I try to work on finding a solution to remove that pain point.

What is one failure you had as an entrepreneur, and how did you overcome it?

I can’t think of 1 particular instance; maybe because I look at everything as an opportunity. That may sound inauthentic and yes, I’ve had issues I’ve had to resolve such as print quality on my packaging, but it wasn’t a failure. It was something I worked with the printers with to resolve and create better standards.

What is one business idea that you’re willing to give away to our readers?

Gym equipment subscription; e.g. the client pays a monthly fee and is sent a different workout item each month, at the end of the month they can choose to exchange it or keep it another month. Not sure how shipping or hygiene would work but I used to buy gym equipment like weight racks and spin bikes, would use them for a couple of months and then get bored and they’d sit there for years unused because I got bored of them. If someone uses this idea, I want shares 😉

What is the best $100 you recently spent? What and why?

Giving a percentage of sales proceeds from Dawes Custom Cosmetics Power in Purple Collection to the American Cancer Society. It’s important to me to have a philanthropic, community-based philosophy at the core of the company. As founders, CEO’s, and thought leaders we have a responsibility to lead by example and create and run conscientious companies that don’t just take but give back in some capacity.

What is one piece of software or a web service that helps you be productive?

Canva. I love this for creating graphics for social media for sales and events quickly and easily.

What is the one book that you recommend our community should read and why?

The E-Myth. I read this just before starting Dawes Custom Cosmetics and from there made sure I had the processes of EVERYTHING written down as I was doing them. It makes sure you’re creating a scalable business, that everyone receives the same training, and that you have a sellable business (as it’s easy to pass on).

What is your favorite quote?

“Today’s greatest labor is tomorrow greatest time saving device.” My reversal of President Wilson’s quote “Today’s greatest labor-saving device is tomorrow”.

Key Learnings:

• Keep to -do lists and prioritize them by what needs doing first. This will keep you organized and feeling accomplished.
• Create goals and then create a step by step process to achieve that goal.
• Don’t procrastinate, just do it! We aren’t always in the perfect position to do it but if you don’t your competition will. Momentum is a powerful force, don’t be your own energy killer or roadblock
• See obstacles and opportunities to become a leader in your field but finding solutions others thought were impossible or haven’t considered.
• Read The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber


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LinkedIn: @evedawes