Melbourne mates Emerson Lattouf and Isaac Fakhri on track to be millionaires from Amoris Beauty

A risky business idea has paid off for two young mates who made $650,000 in revenue so far this year and are set to become millionaires by January. 

Childhood pals Emerson Lattouf, 20, and Isaac Fakhri, 21, were preparing to launch e-commerce haircare brand Amoris Beauty when the pandemic slapped the brakes on their carefully laid plans.

Instead, the best friends from Melbourne harnessed the power of Instagram by sending their hero product – a $49.99 vegan-friendly hair mask – to 3,000 ‘micro-influencers’ who promoted it online before its release last October.

When they pooled their $100,000 ‘life savings’ to get the business of the ground, the entrepreneurs could never have guessed that just one year later their hometown would become the most locked down city on Earth.

But while countless ventures fell victim to Covid, Amoris Beauty was one of the lucky few to reap a six-figure reward.

This vegan-friendly hair mask has put two Melbourne mates on track to becoming millionaires in their first year of business

While countless ventures fell victim to Covid, childhood pals Emerson Lattouf and Isaac Fakhri (pictured) reaped a six-figure reward

‘Covid has helped tremendously, [it] helped being in these Covid waves, particularly in the care space,’ Mr Fakhri told news.com.au. 

‘Maybe if it was a styling product it might not have helped as much, but it was haircare, and personal care really started to take off.’

The boys, who only graduated from high school in 2019, developed a network of industry contacts through Hairhouse Warehouse, one of Australia’s leading hair care websites, which is owned by Emerson’s father, Joseph Lattouf.

They partnered with a factory in NSW and developed their product with the help of ‘brutal’ feedback from the Lattouf family.

The $49.99 Rejuvenating Hair Mask from Amoris Beauty has made founders Emerson Lattouf, 19, and Isaac Fakhri, 20, an impressive $33,000 in their first week of business

A customer review shows the effects of the mask in a before (left) and after (right) transformation photo; frizz and tangled clumps are replaced by sleek, smooth locks

It was an instant success, selling 660 units to the tune of $33,000 in their first week of trading. 

June has been their biggest month to date, when they raked in a a staggering $16,000 in 24 hours in the run up to Mother’s Day.

Today the duo have six employees working under them across warehouse fulfilment and digital marketing and are on track to make their first million in early 2022.

Like all ‘Gen Z’ business owners, Mr Lattouf and Mr Fakhri are natural experts in harnessing the extraordinary selling power of social media.

The brand now boasts more than 47,000 Instagram followers and hundreds of rave reviews from customers who claim they have never seen such instant results from a hair mask.

Melbourne mates Isaac Fakrhi (right) and Emerson Lattouf (left) used the power of Instagram to promote their product in the months before it launched

‘We understand how quickly word can spread about a brand if it has a strong social media presence,’ Mr Lattouf previously told Daily Mail Australia.

That understanding set their sights on micro-influencers, people who have between 1,000 and 100,000 social media followers and do not charge the steep marketing fees associated with more prolific personalities.

They typically focus on a specific niche such as beauty, fitness or fashion, and are regarded as unofficial experts in their respective fields who drive traffic to the websites of the products they endorse.

The boys shipped their product to 3,000 of these influencers asking them to post reviews about it on a set date, knowing ‘they would rave to their friends who, in turn, would tell their other friends and the ripple effect would go from there’. 

The mask (pictured) contains natural ingredients like cocoa butter and avocado oil which are both proven to hydrate and strengthen hair, protecting it from frizz and heat damage

‘Three thousand people posting their opinions on the same day, with a combined 25,000,000 followers, we believed this was the quickest and most cost-effective way to be ‘everywhere’ as quick as possible,’ Mr Fakhri said. 

That strategy has paid dividends.

The mask contains natural ingredients like cocoa butter and avocado oil which are both proven to hydrate and strengthen hair, protecting it from heat damage and reducing the risk of frizz.

‘We noticed many of the natural hair products just weren’t as potent as chemically-based ones, so we really had an emphasis on making our product high performing with stronger conditioning than chemical ones,’ Mr Lattouf said. 

‘Benefits’ of Amoris Beauty’s hair mask

The $49.99 Rejuvenating Hair Mask claims to:

– Intensely condition

– Replenish dull, dry and damaged hair

– Untangle curls

– Enhance shine and softness 

– Protect against UV and sea water damage 

– Reduce static-induced flyaways

– Promote hair growth 

The boys have already sold a staggering 660 units of the mask, which is cruelty-free, sulphate-free and vegan-friendly

The vegan-friendly formula is cruelty-free and sulphate-free, with $1 from every purchase donated to cancer and domestic violence charities through a partnership with corporate crowdfunding platform I=Change.

A second Amoris Beauty product is in development, but the best friends turned business partners are unsure about a release date because they ‘like to get things perfect’.

Their advice to young people toying with the idea of starting a business? ‘Bite the bullet and jump in.’

‘We view our youth as an advantage because we have an intrinsic understanding of digital marketing and the importance of social media,’ Mr Fakhri said.

Read more at DailyMail.co.uk