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Pattaya Daily News

20 January 2009 :: 13:01:27 pm 22213

Enjoy The Total Shopping Experience At Make Up Store™ In Central Pattaya

MAKE UP STORE™ is the leading make up brand in Sweden, founded by Mr. Mika Liias, the creative energy behind the brand, whose rise to the top has been not only an incredible, but a short one. Less than ten years ago he started off his make up store, in his basement. The first daily takings were 38 kronor. His aim was to create "a world of colors" and a unique concept that had not been seen on the market before.
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Today MAKE UP STORE™ is one of the fastest growing Swedish make up companies, with over 100 stores, throughout 11 countries with 2-4 new stores opening every year across the globe.

At the age of 18, Mika started a modeling agency, which meant having to travel regularly to Finland to arrange fashion shows, where he noticed that there were a few make-up schools in Finland, but in Sweden there was none.

In 1990 at ate the age of 22, he started the “International Make Up Centre” in Stockholm, Sweden’s first school for educating Makeup Artists, but was faced with many hurdles. One being that there was a shortage of good products at affordable prices for his students. This spurred him to start developing products to use in his school, so he searched throughout the United States and Canada for manufactures that could produce quality make-up products at reasonable prices.

Initially, these products were only meant to be sold to his make up students, but soon the interest spread and the products were then branched out to his students? friends and family members.

By 1996, the demand for these products had grown rapidly, and Mika decided to ditch his basement location and set up the first MAKE UP STORE™. He understood though that having quality products alone were not enough. He wanted customers to enjoy the total shopping experience. Thus, he went the extra mile to ensure his products were beautifully packaged and that good service was to be a mandatory requirement of the MAKE UP STORE™ experience.

Today, Make up Store has become famous for their best selling “Cover All Mix” a concealer with excellent coverage, used throughout the world by many makeup artists and the general public. Also ?Micro shadows” eye shadows that “go on like cream but stay on like powder”.

These days they even have waiting lists for products like the “Glitter Eyeliner”. You also find a unisex skincare, hair care and body care ranges based on ingredients with their own unique benefits. Other exciting products can be found such as the cooling “Ice Crème Time” and the “Anti Fire” – after shave balm.

At MAKE UP STORE™ you also find accessories such as 70 different types of makeup bags, broaches, professional brushes and other makeup equipments.

Mika’s vision is to provide a make-up brand for every age, color, race and social background. Today, MAKE UP STORE™?s clientele includes people in the beauty industry such as make-up artists, hairdressers and models as well as teenagers, working executives, grandmothers, men, celebrities and Swedish and Norwegian Royalties.


The business grew due to the dynamism of the MAKE UP STORE™ concept, which is the mixture of various components such as; continuously providing new products of high quality for valuable prices, great service and education on make up techniques for its customers, a membership that is available to anyone and everyone.

Their stores have often been compared to candy stores. This cosmetic candy and the staff at MAKE UP STORE™ can be found on the shop floor instead of “hidden” behind a counter. The self service system gives the customers freedom to pick and choose the products according to their own tastes.

Also always being offered to have “a try”, to actually get to try the products before making their purchases and get taught by professional makeup artists in how to use the products.

Also Mika has always had a genuine interest for interior design, and created timeless black and white platforms designed to showcase the brands myriad of makeup colors, with stores looking the same worldwide.

The success of this business model has been rapidly duplicated in neighboring countries like Norway, Denmark, Finland and Spain. In 2003, MAKE UP STORE™ was awarded third prize in the business magazine “Dagens Industri” to recognize it as one of the fastest growing brands in Sweden.

Today you also find Make Up Store in Estonia, Mexico, Guatemala, Miami, Singapore and Sydney, with many more new markets to enter in the upcoming year.

Mika is still amazed at the rate of the brand’s growth. He attributes its success to the front-line staff as they remain committed to this dynamic concept of MAKE UP STORE™, providing consistent and excellent service with a smile.

Intensive development of new products is the result of meeting customers? demands for new and better products of different varieties, which keeps the MAKE UP STORE™ team advancing to greater heights.

When asked what his biggest hurdle is, Mr Mika Liias’s reply is simple yet inspiring ? “If there is a will, there is always a way”.

Reporter : PDN staff   Photo : PDN staff   Category : Lifestyle

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