Interested in starting your own entrepreneurial journey in health and beauty but unsure what to expect? Then read up on our interview with Elaine Li, founder and owner of Iremia Skincare Inc., located in Mississauga, ON, Canada.

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

Iremia Skincare is a natural skincare line that was created to manage and support sensitive skin. Our customers typically are those with sensitive skin, and they have seen incredible results! We're also completely independently owned. All of our products are manufactured locally, and all of our suppliers are within North America. It helps cut down on the emissions from souring supplies from afar! Plus, it gives us better control of our entire process.

Tell us about yourself

I've had eczema and rosacea flare-ups for as long as I can remember, and there came a point after one of my pregnancies that the symptoms became unbearable. Nothing was working to soothe my very irritated and reactive skin (despite multiple specialists), and I was frustrated and down.

The last straw came after I had used a product made in the UK for children suffering from eczema that claimed to be all-natural but, in fact, was full of very strong steroids after being tested by an independent third-party lab. I needed a solution or a brand that I could trust, that was transparent about their ingredients and desperately wanted to help those who also had highly reactive skin like mine.

I dove into learning about the ingredients and products that were giving me issues, wrote down the products I dreamed to have, and with the help of a local formulator, poured all of my previous career knowledge into the beauty and skincare industry with my personal experience to create Iremia Skincare. As a first-hand tester, I can confidently say these products provide the solution I have been seeking after all these years. My skin has never been happier, and it's a joy to be able to share these products with those that also experience sensitive skin.

I'm motivated each day by adhering to doing what is what for our customers. There isn't a decision that is made without thinking about how a product or piece of content could help those that have gone through what I did. If I can even make a difference in one person's confidence with their skin, I'm beyond happy!

Thinking about my daughter, who just turned 4, and setting an example for her really keeps me going. I remember bringing her to New York for our first trade show when she was three months old! Being able to create a successful brand in the beauty industry is not easy to begin with. I want to be able to show her (and my son) that we help others without having to sacrifice ethics, integrity, or beliefs. Plus, they're great testers and testament to my products - the Restorative Facial Oil helped my daughter when she had a cradle cap!

What's your biggest accomplishment as a business owner?

We've had some proud moments, like taking home the 2018 Best Facial Award from Fashion Canada in the same year that we launched! It was just a great stamp of approval that we're doing something good. We then went on to win the 2020 Best Face Cream Award from CertClean for our Soothing Lotion and the 2021 Editor's Choice Award from Beauty Shortlist for the Restorative Facial Oil again.

Besides these awards, I find big accomplishments in daily things like reading a customer review on how Iremia has completely changed their skin or allowed them not to wear make-up and be more confident in how they feel. Those are big feel-good moments for me!

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

As business owners, we wear so many hats at the same time. Finding the time to do everything in one day is hard, actually impossible, but the idea of trying to finish things in a very short period of time is not an easy thing to manage. Especially when you have young children. I think managing our own expectations of success is the hardest thing. The drive to achieve is empowering but can be drowning at the same time. The "balance," or choices of sacrifice we need to make, are the most difficult.

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

  1. Know your finances. Really know them. A traditional P&L won't cut it all the time when you run your business. You also need to forecast run rates and inventory. Be as detailed as you can but don't get caught up in too much, or else you'll never start.
  2. Just do it - this can seem pretty opposite of what I just said, but it's important to also not get up in over-analyzing. Sometimes you just need to take the leap, go for it, learn fast, and move on!
  3. Outsource your weaknesses (pending point #1 above). Efficiency is key when it comes to your time and growing your business, so if you can, outsource small things that are your weaknesses. It will save you a lot of time and will make things more manageable.

Is there anything else you'd like to share?

Taking a community over competition approach is really important. It's difficult to change that mindset if you are coming out of the corporate world because that's not what they 'teach' you. Always be open to learning, and if you are genuine, there are so many founders who are willing to give you insights. There is so much room for us all, so let's lift each other up!

Where can people find you and your business?

Website: https://iremiaskincare.ca/
Facebook: https://www.facebook.com/iremiaskincare
Instagram: https://www.instagram.com/iremiaskincare/
Twitter: https://twitter.com/iremiaskincare

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.