Tell us about the journey that lead you to launching Skull Sugar Cosmetics…
My journey probably started as a child. I was always drawn to the beauty industry. I always had a natural eye for makeup artistry and I loved working with models and brides. I was lucky to get to work with some amazing photographers that then led to working for some top USA fashion shows. As I was back stage I was noticing how many times models were needing touch ups through the initial get ready process to the lights on, hit the catwalk moment. My idea to launch my own product stemmed from the need of having high quality cosmetics that had a good range of pigment that could stand the tests of time. In other words something that would not melt off a models face between runway and after party! So I began my work for creating amazing cosmetics with long wearing and safe ingredients. It took me about two years to find the right manufacturer and in 2013 Skull Sugar Cosmetics were born!
You’re a firm believer in natural products, why is this important to you?
I think that in today’s world cosmetic health and safety have been something consumers are more aware of. For me personally it started once I became pregnant with my second child. I did not want the things I put on my skin or in my body to be toxic. That desire for healthy products also applied to my makeup artistry. I work with many models in fashion shows and clients in my salon who were having allergic reactions to makeup and skincare products. One of the biggest client complaints were eye irritations. It was an easy choice for me to work on a product that was free from harsh chemicals and cheap fillers like talc which have been linked with cancer and can irritate the eyes.
For anyone wanting to launch a business in the beauty industry, what advice would you offer them?
My advice is to take your time, get to know your target demographic, interview them, see what they are looking for in a great product. The best success comes from being able to understand your consumers. Make sure to try several wholesalers and manufacturers for the product you need and make sure they are a good fit for you and your brand message.
What has been the biggest leaning curve since launching the business?
One of my biggest learning curves was not to try to do too many products at once. I initially thought in order to be a good brand I would have to have everything at once! This is something over time I realised I did not have to do. Launching with a few staple items would have been sufficient and certainly more cost effective!
What sets you apart from other cosmetics brands?
I think the main thing that sets me apart would be my desire to listen to my client base. I also like to feature unknown makeup artists on my print and social media instead of going after the top influencers. So many amazing and talented artists are overlooked because they don’t have enough followers. I like to give recognition to amazing talent and I don’t care if they have 3 or 300 followers! I was an underdog so I support and nurture that.
What’s you go to quote when lacking motivation?
A quote that always sticks in the back of my mind is one from Eleanor Roosevelt. “The future belongs to those who believe in the beauty of their dreams.” If I get stagnant I think back to this one. The dreamers are the ones who change the world!
Talk us through an average day in your life…
Well an average day in my life always begins with my kiddo! I do the Mom stuff like every other parent does. I get him up, cranky as he may be and get him off to school. I typically do brain storming while I am driving back to the office. Aside from Skull Sugar I also have a full time medical spa and salon which keeps me busy in itself! I do all the lasering on clients myself as well as makeup and hair clients. This keeps me in touch with what my clients need and helps me come up with new product ideas! I still do hair and makeup both for weddings too and this time of year is very busy for that!
Looking back, is there anything you would do different since launching the brand?
I would as I touched on previously have started out with a couple of staple products like lips, lashes, and contour vs trying to have them all at once. I would have been able to build slower and saved much more in manufacturing costs and probably saved myself so much un necessary stress from trying to do it all!
How much has Covid19 impacted you?
COVID has been tough for us all! Especially small businesses. I have definitely had to make some adjustments to the way we do business moving forward. Client safety has now become an even greater priority. The beauty business was impacted greatly as we were non essential and had to close our doors for 8 weeks! But during this time I have learned so much more about clients and how to ride the wave of uncertainty.
Wha’s the best piece of advice you have ever received?
Maybe it’s cliche but… NEVER GIVE UP! It has now become my motto!
You can check out Skull Sugar Cosmetics by visiting our website at www.skullsugarcosmetics.com, or following us on Instagram and Facebook.
Comments are closed.