how to start a skincare brand, part one

In 2017, I was working in management consulting and was bored out of my mind. I was often stuck in the office working 12+ hour days, and while my colleagues took coffee breaks, I took Sephora breaks.

I’d find myself wandering the isles of Sephora, obsessing over new product innovations, packaging trends, and indie beauty brands. This led me to launch my blog, skinbyjess, on Instagram at the start of 2018. With my iPhone 8 in hand, I began learning product photography and sharing reviews. Before I knew it, my favorite brands were reaching out to send me PR gifts of all the latest and greatest skincare/beauty launches!

Seven years later, I have tested and reviewed thousands of products and still create content on IG and TikTok to this day. Yet, I questioned why so many brands were launching the same products, hosting the same events, and communicating the same message. Not only that, but I realized that these formulations and messaging contradicted what my followers were telling me they wanted in their products. As a result, I started to conceptualize my dream brand. A brand with a mission and products that truly resonated. A brand that listens and delivers.

I am using this Substack to share the steps I have taken and am currently taking to take my idea from my mind to the shelves of Sephora globally. Is this a big dream? Of course, especially for a brand that has not even launched yet. While creating and consuming content over the last seven years, I have learned that vulnerability and authenticity are essential when storytelling and brand-building. If my journey is interesting, educational, or inspiring to even one person, it will all be worthwhile. If this resonates in any way, please reach out, I’d love to connect :)

Stay tuned for part two, where I will share steps 1-3 of starting my skincare brand, Eithio.