Lika Glazkova Biography

The Air In the Hair Instagram account saw a small community of 1 subscribers and a sea of ​​questions about when there is already a new combi-comb. To understand where Fidbek was so enviable for many brands, we talked with Lika itself about how a brand was created, how their combs differ from the rest and who is responsible for their production now. How was Air in the hair created?

We are still very kids, so we are surprised and rejoice when our project touches someone. This is probably the most important thing in any business. And it all started quite corny. My husband and I thought which product could produce based on our background. Looking around, they understood that brushes are not our story, everyone is doing them. With cosmetics, the same thing.

So the idea came to create a comb. This is a product that has no great value for most people, but hair stylists understand how important cool combs are in work. When we began to roughly imagine what our product will be, of course, like normal people, began to think about contractual production. They called up with different factories in Russia and beyond, but faced the fact that no one wants to do something new, they work only on the samples of the manufacturer.

We ordered several in different places, and when we unpacked them, we realized that these were the most ordinary combs. Even if you write my name on them, for example, there will be nothing special in them. All this is already in the market. It was not interesting to us, and we decided that we would do ourselves. At first this brought me absolutely horror, because there was no experience.

But the husband said: "Well, we will learn." And we began to study and do. How many people are now working on the creation of combs? At the moment, there is no team at all, we work together with my husband. He is engaged in production, and it would be nice for me to pay attention to marketing and advertising, but I do not do anything from this, because they fly up without me.

To be honest, I myself do not fully understand what is the secret. When we just started, the first parties slowly left - for people it was new. But about six months later, wild stir began when the party began to fly away. We started in March, and in September the party left in less than a day. In December, they set their personal record: the combs “left” in exactly 5 minutes.

We laid them on the site and after 5 minutes they were not. At the same time, the first works were very inferior in quality to what is now. In each new batch, we change and improve something. We are not working on advertising, marketing at all now, this makes no sense, because there is a turn on a comb. Just once a month we release a drop. What is their difference from other combs?

There are two important points. As a rule, pork pile is used in combs. Take one of the most famous brands in this segment - Y. They have a very good Kabani pile. But it is quite tough: when you take a comb, he inhibits his hand - it is not much felt on his head, but there is a place to be. It is logical that the cheaper the comb, the cheaper the pile will be.

We found such a way out for ourselves - we use only horse hair. We do not say that we will never make a comb with a high -quality boar pile, but at the moment we believe that horseback is better. It is softer and less affects the hair and scalp. And the second distinguishing moment is how the surface of the comb looks. Usually this is a lot of pins-fame, in each of which a pile is inserted.

Such a comb it smoothes the hair well, but also deprives them of their volume. We did this: the pile is located not on the entire surface of the comb, but on its third. Everything else is ordinary pins.

Thanks to this, the comb irons the hair and leaves the volume - this is important if it comes to combing the styling and warming of the hair with a hairdryer. All the materials that we use are a pile and a tree from Russia, the “pillows” are produced in China. The idea of ​​what our comb should be in the process of discussion, logically. The husband had no idea about this area, I have. And he asked me stupid, it would seem, questions and thereby brought to some ideas.

You often do not think deeply about many things when you work with this every day. When they ask naive and strange questions, you begin to understand: “But really, how does it work? And why? And how to choose them? It seems to me that Phoenix 1 and 2 are the most popular, because they are small, one with a pile, one without. I, as a master, most often use three models: Phoenix 1 is small, you can dry it, put the roots and just comb, Phoenix 6 is large, with a pile, you can quickly dry long hair or iron the finish styling and the comb helps to distribute the products on wet hair on the finish of the styling - the crest is actually an irreplaceable tool for masters.

Is it comfortable to build a family business? I know that you and your husband live in different cities because of him. So far, we have no problems, because all responsibilities are distributed. The husband is responsible exclusively for production, I - for sale, call it so.Of course, when we launch some kind of update, he sends samples, I give my comments. Further - his zone of responsibility.

He also does not delve into my sphere and does not ask questions from the category “Why did you do it like this? Why is there no advertisement? I have the main job - I am a makeup artist, a hair stylist and a blogger. But I still think more as a husband’s product, because he is responsible for the most important thing-production. Production is located in the Kursk region, and I am in Moscow, so we live like this in two cities.

We see each other, respectively, once a month, when he arrives with the party, remains for several days and then goes back. Specifically, our family is so comfortable, because I am a pretty creative person and I need personal space, my husband is also a fan of being alone and think. We have a child who lives with me, then with him. If my husband takes her daughter, then I can relax, do creativity - we are comfortable.

What do you want to see the brand in a few years? We want to enter the international market, but we do not want mass. It is important for us to remain niche, grow in quality so that the product is valuable. Since we are just starting, testing, trying, setting a small price for a comb - now we understand that this is not the final cost, it will grow. Now the margin is the minimum, we work almost to zero.

When you just appear on the market with a new product that no one has seen, it is strange to set some great price. The feedback from people was important to us: they need this product or not. Now we already understand where to grow.