Q&A with Lira Clinical

Q: What was the genesis of the Lira brand?
A: Lira Clinical began by introducing a variety of unique peels to perfect and assist the skin’s natural exfoliation process. Once the peels were complete, the development of products began with the same philosophy of balancing exfoliation and hydration using today’s technology and nature’s secrets. —Francine Kagarakis, cofounder and member of the board of directors

Q: Why create a professional line, instead of going directly to consumers?
A: We wanted to create a results-driven line for professionals by professionals, so we choose to stay in that arena. We developed our products and treatments to be active and effective, and professional guidance is essential for the best results. We didn’t want a cookie-cutter skin care line. Our treatments and home care are fully customizable for each user. We also have a deep respect for the esthetic industry and take pride in our advanced professional education. —Metaxia Dalikas, LE, cofounder and member of the board of directors

Q: How do you decide to bring new products to market?
A: We are constantly evaluating our products, keeping pace with the advanced skin care formulations that are relevant to our industry. At the same time, we do not want to overwhelm our customers by adding more products that are redundant. We pay close attention to the feedback from our consumers. Product creation and updates are not simple processes; a tremendous amount of planning and thought goes into researching trends and new technology. Lira Clinical is constantly developing new formulas, packaging, labels, education, and marketing that is required to fuel a successful company in the demanding cosmeceutical industry. —Brenda Cumming, RN, cofounder and member of the board of directors

Q: How do the four of you lead together?
A: We are a solid, cohesive, and unique group. We work extremely well together, and because of that we get a lot done! We combine our years of experience in management, sales, and business ownership to help lead. We share the same vision, values, and commitment to success and excellence. —Brenda Cumming and Anna Konstantin, cofounder and member of the board of directors

Q: What is the most important aspect of running a successful business?
A: Surrounding ourselves with the best professionals in the industry. We have a strong and dedicated team, from our marketing and education professionals to our support staff and representatives. We also believe it is important to enjoy the journey and have a little fun. —Anna Konstantin

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