Apr 4, 2023

Meet Cindy Barberes, clean beauty entrepreneur, who has launched a second career after a life in corporate financial services. Cindy’s business, H. Honeycup is passionate about creating non-toxic body care and to supporting a mission that is central to their business: providing these products to those in recovery from addiction. In this week’s Her Story, Cindy shares her advice for taking time to let your brand message evolve, the importance of collaboration as a new business owner, and the joys of an office couch.

Jessie's Nutty Cup Founder, Jessica Taige

I wanted to create something that was real and tangible that would make people feel good.


Why did you start your business? What motivated or inspired you?

I was in the corporate world for a long time and I knew when I left financial services that I really wanted to do something I could be passionate about and that I could sink my teeth into. I wanted to create something that was real and tangible that would make people feel good.

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What is something you know now that you wish you knew when you started your business?

There are no shortcuts. Your brand must evolve and it must come first before anything else. Once you live and breathe it, your brand comes to life. But it can take time to become clear on your mission and to know what your brand stands for. I hired a PR firm early on and it was simply too soon.



Why did you decide to join The WMarketplace?

I'm a member of the Conscious Beauty Collective and they told me about the opportunity. The CBC is a traveling popup of clean beauty and wellness brands that are primarily women and founder-led. We love participating in The WMarketplace and have a special section within Beauty and Personal Care.



What has been the most challenging thing about getting your business up and running?

In the beginning when your business is small, it's challenging to be heard. That's why places like The WMarketplace and the Conscious Beauty Collective are so important. The collaboration is priceless.

Our mission is creating nontoxic body care for those who embrace clean living. Our family has been affected by addiction like so many others. It made perfect sense that we donate clean beauty products to recovery centers as our way of giving back.

What has been the most exciting or rewarding part of owning your own business?

I love having my own schedule. No matter how many hours I need to work, I decide when. I feel that a balance is important to my success. I want to spend time with my family and my dog and prioritizing that time motivates me in my work schedule.



Do you have items, photos or mementos on your desk that inspire you each day? What are they?

After the corporate world, I wanted a relaxed culture. That's why I have a couch in my office. It's where I have meetings and it reminds me every day to stay calm and remember I love what I'm doing.



Is there a non-profit or other social/mission-oriented business that your business supports? Can you tell us about this?

Our mission is creating nontoxic body care for those who embrace clean living. Our family has been affected by addiction like so many others. It made perfect sense that we donate clean beauty products to recovery centers as our way of giving back.




Thank you, Cindy, for sharing your advice and journey with the WMarketplace!

SHOP H. hONEYCUP



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 TheWMarketplace provides to sellers.

Her Story: Cindy Barberes of H. Honeycup