Magic for Texture and Fine Lines

Interested in starting your own entrepreneurial journey in skin care but unsure what to expect? Then read up on our interview with Liz Whitman, Founder, and CEO of Exponent Beauty, located in San Francisco, CA, USA.

What's your business, and who are your customers?

Exponent Beauty is the first skincare system that protects active ingredients like Retinol and Vitamin C for peak clinical potency. Our patented dispenser doses antioxidant powders and a Hyaluronic Acid hydrator to be activated fresh for serums with proven clinical anti-aging results. Our system is not only counter-worthy but refillable, so it's also better for the planet. Our consumers love the visible results they see in diminishing fine lines and wrinkles, brightening, and reducing pore size within two weeks of using our serums.

Tell us about yourself

I had my aha moment for Exponent when I was the President of The Red Door by Elizabeth Arden and learned that our estheticians mix masks, treatments, and serums fresh before applying them to guests to keep beneficial active ingredients at peak potency. It turns out that pre-mixed retail skincare degrades when you expose it to air, light, and water. When I realized degradation was such a massive issue, I started on a three-year journey of Research & Development with talented chemists, product developers, and industrial designers to invent the Exponent self-activated skincare system. I am motivated each day by reading customer testimonials and reviews that recognize that we've created a skincare line that actually has real, proven, visible results.

What's your biggest accomplishment as a business owner?

I am proudest of the incredible team we've built of industry insiders who 'think outside the jar.'

What's one of the hardest things that comes with being a business owner?

Balancing a million tactical to-do list items with higher-level strategic decisions while building a team culture. There's so much to do that's so important!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Make sure the problem you are solving for customers is acute and that your idea is not just a nice to have but a must-have.
Be real with yourself on why you want to start the business-- it's not a glamorous job, and you'll need a real true North 'why' for yourself
Talk to everyone and anyone to get feedback and position it so they're honest with you by asking, 'tell me all the reasons I shouldn't do this or all of the ways it could go wrong.'

Where can people find you and your business?

Website: https://exponentbeauty.com/
Facebook: https://www.facebook.com/exponent.beauty/
Instagram: https://www.instagram.com/exponent.beauty/
LinkedIn: https://www.linkedin.com/in/liz-whitman/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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