Last Valentines Day I launched Essentiel and it’s felt like I’ve been sprinting ever since. Had I known what this undertaking would require of me, I might have stayed safe (and stuck) inside my comfort zone.

I once had the naive idea that all I needed was a knowledge of what makes a great moisturizer and a love of making lotion. But running a business and making it successful is a lot more involved than creating a product I’m passionate about. Cue reality check. Startups are hard work!

Startups are full of things that have nothing to do with great skincare. Endless tasks, many of which I’m insecure about -like numbers! LOTS of numbers. Countless quick decisions. Technology, public speaking, WooCommerce (WooWho?), website building, hours on the phone with GoDaddy, graphic design, packaging, writing copy, sourcing ingredients, manufacturing, photo shoots, wholesale accounts, inventory management, order fulfillment, creating content for social media, customer service, marketing, research, following up with people, remembering to follow up with people…

Last year I slept less than 14 hours. At least it felt that way. Since the launch, my mind has been in overdrive and I’ve never multi-tasked so much in my life. Being ‘present’ was not a priority on my overwhelming to-do list.

Sure, I’ve dropped the ball in some areas and I’m unable to keep up in others. But I’ve learned that’s ok. I’ve realized I don’t have to spread my energy everywhere trying to be/do everything at once. So far I’m not someone who Instagram stories every day or blogs bi-weekly…. I hope in time to have an awesome team to help me accomplish more in the future, but for now, I’m doing the best I can…and that is finally feeling like enough.

Despite the exhausting days, I wouldn’t change anything. I’ve grown right along with my lotion love child.

The most important thing is having a product I’m proud to share. In the past, I’ve criticized my own perfectionism, but when it comes to creating something of exceptional quality, it requires a whole lot of testing, obsessing, rejecting, redoing and perfecting. Every part of us, even the ol’ annoying perfectionist, has a special purpose when in its rightful place.

It pays off to invest early and work with the best…

If most consumers don’t know what makes an exceptional and effective ingredients list, the experts will…

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“Best skincare products of 2018” – US Weekly

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“My obsession… After just one application I was hooked”  – Byrdie Beauty

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“SI Models love this natural moisturizer” – Sports Illustrated Swimsuit

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“Fell in love with this AMAZING cream today! Using it on Kate Upton.” – Tracy Murphy Celebrity Makeup Artist

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“Makes my pre-shoot/makeup free skin so fresh and dewy. Obsessed!”  – Jasmyn Wilkins Sports Illustrated Swimsuit Model

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“I use it on everyone I work with! The quality is amazing. It provides tons of moisture without feeling greasy or heavy. My clients love the way it makes their skin glow.” – Christina Aviles Celebrity Manicurist for Gal Gadot, Jenna Dewan, Viola Davis and more

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My biggest reward has been hearing your stories. Word of mouth is the main way this business has grown.  I’m truly touched by the testimonials and customers who have come from people raving about Essentiel.

Thank you so much for your support!  As a gesture of my gratitude, I’m offering a 20% discount through Valentines Day. Use code LOVE20 and treat yourself and your loved ones to touchable nourished healthy skin.

I hope that my journey inspires others to begin building on their dreams. Even on days that feel frustrating, may we all move forward and keep creating.

Here’s to another year of extraordinary growth for all of us! From my heart to yours, thank you for being an important part of this journey and motivating me every day.