Retailer Review: AZ Story

We caught up with Cher Lee, founder of AZ Story - the cool and modern beauty retailer that stocks healthy and beautiful products that really work. To find out more, read on...

What gives AZ Story their USP? 
We are a platform that collects and celebrates beauty and skincare brands that we believe are the way forward - leading, modern, forward-thinking brands that are dominating in their fields and within the beauty industry, and that work to enhance a healthy and beautiful lifestyle.

In 2020, we have a responsibility to go further, try harder and push for something greater, we must expect more from the products we are using and from ourselves.

As a collective of like-minded individuals, we hope that this platform can be the place people can find kinder beauty brands easily in one place.

Who is the site aimed at?
We want to target the people who care about the environment, current issues and health for themselves and nature.

What is your longterm vision for the company?
Our vision is to create a platform that includes all the beauty and lifestyle brands that are kinder to ourselves and nature, making it super accessible and easy for people to find.

What key attributes are you looking for when you buy new brands?
We are looking for brands that are innovative, natural, cruelty-free, vegan, affordable and honest brands that actually people find better products for their beauty and self-care.

What categories will you be concentrating on over the next few months and why?
We are concentrating on skincare and self-care, such as the basic skincare products, home fragrances and edible products to help people feel healthier and happier.

What’s next for AZ Story?
We're currently focusing on having an incredible selection of brands and products that fit our vision, and introducing these brands to our customers so that they're aware these kinder brands do exist.

What has been your biggest success so far?
I think my biggest success in terms of business has been utilising Facebook and Instagram’s marketing tools. It's been a great way to show what AZ Story is really about, and a platform for me to receive honest feedback and ideas for what my customers want next! It's such an amazing platform to connect with customers and gain insight so I can continue to expand my business in the best way possible.