April 1, 2024
Believing that beauty is more than skin deep and skincare is an act of self-love, Lia Cardoso, owner of Skin Leaf Cosmetics, created a premium skincare brand that champions self-confidence and self-expression. With a focus on natural and organic ingredients, Skin Leaf Cosmetics products are formulated to harness the power of nature and deliver visible results without compromising safety or integrity. Read on to learn more about Lia and discover the inspiration behind this empowering skincare brand in this week’s Her Story.
I wanted to create and build personalized skincare routines with simple steps to save consumers time and money while delivering powerful results.
What motivated you start your business?
As a makeup artist, I've always struggled finding the best cosmetics for my client's skin. After the pandemic, I decided to start my skincare cosmetics brand with botanical actives. From the start, I knew I didn't want to create a 10-step skincare routine. Instead, I wanted to create and build personalized skincare routines with simple steps to save consumers time and money while delivering powerful results.
For me, as a beauty consumer and CEO of a cosmetic brand, it is crucial to have sustainable behaviors at the company so that's why I bet on a beauty brand that’s also eco-friendly.
What is something you know now that you wish you knew when you started your business?
When I started my business I thought that I would have massive sales with a friend-based clientele. Now I know that it's crucial to put my business out there, through marketplaces and trade shows like The Makeup Show in NYC. Sometimes being an outsider is our greatest asset. If I’d learned this lesson sooner, I would have started the business in the US a long time ago.
Can you identify a moment in your business that was pivotal in your success?
Yes, when we sold out at The Makeup Show in NYC last year.
Why did you decide to join The WMarketplace?
I love to meet other businesses like mine. I think it’s very important to put my brand in mission-driven marketplaces that aim to give women-owned brands a voice.
What communities have been important for you as you grew/developed your business?
The makeup artist and cosmetology communities, for sure.
Don't think too much, don't fear too much. If you really want to start your business, start. Don't worry about anything else. Eventually, you will create your seat at the table.
What has been the most exciting or rewarding part of owning your own business?
Developing my creative skills, that's for sure!
What has been the most challenging thing about getting your business up and running?
Sales, mostly. As I said before, when I started the brand I thought that my major clients would be friends and students, but eventually that's not what happened. I'm learning now how to put my business on the map and make sales more easily.
If a journalist were to write a headline about you/your business, what would it be?
Unveil the Magic of Botanical Skincare with Skin Leaf Cosmetics.
Do you have any advice for other women who are getting started in business?
Just do it! Don't think too much, don't fear too much. If you really want to start your business, start. Don't worry about anything else. Eventually, you will create your seat at the table. Make sure you believe that you can do it!
Thank you, Lisa for sharing your advice and journey with the WMarketplace!
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Launched in 2020, TheWMarketplace is a nationwide e-commerce marketplace for women-owned businesses to sell their products and professional and personal services. Offering favorable terms to its sellers, it also is a supportive community of women entrepreneurs that have access to learning opportunities through the trademarked HER-Commerce™ programs. With over 500 women-owned businesses selling 4000+ products and services ranging from home goods to coaching, in over 35 states, TheWMarketplace empowers shoppers with a new way to find the communities they want to support, including Black-woman owned, Latina-owned, AAPI-owned, Veteran woman-owned, and more. The Her Story Q&A is one benefit ThWMarketplace provides to sellers.
