Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Johanna Vizmanos, co-founder of Kolorete Cosmetics, located in San Francisco, CA, USA.

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

Kolorete Cosmetics is a new cosmetic company specializing in organic, sustainable, luxurious inclusive lip products. Our mission is to change the way luxury looks by (1) bringing 'high-quality ingredients back to the beauty market and (2) by expanding the image and making luxury products work for all kinds of people.

As a minority, I'm truly grateful for the large amount of support we've been receiving from our Filipino and AAPI communities. But since diversity and inclusion is one of our core values, we want to make sure we cater to everyone no matter what race or sexual orientation. We carefully and consciously select our colors to work for all kinds of skin tones. With my business partner and Co-Founder, Angela Weinberg, who is behind our amazing and unique formulation, we promise to create the most hydrating lipstick out there and to elevate your lips in less than a minute.

Tell us about yourself

I was born and raised in the Philippines. From a young age, I knew I would be passionate about fashion and beauty. In 2017, I decided to move to the United States. As a first-generation immigrant, I had to start from scratch–I was jobless for a year. Armed with just creativity, in 2018, I started doing content creation on my personal Instagram as an outlet to express my passion and became a fashion and beauty influencer. Within two years, I was able to grow followers and build my personal brand from 2,000 to over 20,000. Luckily, I was able to turn my passion into a career. In 2019, I became the Head of Social Media and Influencer Marketing for a Fair Trade e-commerce startup company, and this is where I met Angela.

There are three reasons why I wanted to start this business:

  1. It's my life-long dream to start my own lipstick line because of the power of lipstick and its confidence-boosting qualities.
  2. I struggled my whole life finding that one perfect lipstick that won't make my lips dry.
  3. As a 4-year immigrant, I saw a lack of representation in the beauty industry considering that Filipinos are the third-largest Asian group in this country, yet we are least represented.

With my growing passion for community building, inclusivity, and representation, KOLORETE's brand name is derived from my culture, which is the Filipino word for lipstick (or pampapula). I am the woman behind KOLORETE's vision, giving it the title of "the first Filipino-owned lipstick brand in the U.S."

Being able to give inspiration, not just to my fellow Filipinos, but to EVERYONE who envisions a dream to reality, is what motivates me every day. Building something that creates an impact and representation to the lives of the minorities and people of color, to the current and the next generation, is what pushes me each day to do what I do.

What's your biggest accomplishment as a business owner?

Personally, by creating something that's never been done and recognized before, it is very fulfilling to see my vision turning into fruition. My 25-year old self wouldn't believe that my jobless immigrant self would be an entrepreneur and would be able to create something that would fill in the gap in the beauty industry in America 4 years later. By seeing and by wearing KOLORETE, every human being, every person of color, and every minority would feel recognized and represented. That's an accomplishment for me.

Professionally, building Kolorete Cosmetics from the ground up is a major accomplishment to Angela and me as business owners. We're both great executors!

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

As a business owner, you don't know everything. Figuring out things every day is not only hard but stressful. But I think the eagerness to learn and the willingness to solve problems are all part of the process to become a successful business owner.

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

To anyone looking to start, run and grow a business, here are my top 3 tips:

Believe in yourself. This may sound like an easy tip but trust me when I say this. You will never feel ready. You will encounter doubts and fears many times. But always remember that (1) your dream and vision should be bigger than your fears, and (2) always remember your 'why' and purpose. You might be skillful in some areas, you might be professionally talented, but all those won't matter if you don't believe in yourself and focus on your 'why.'

It's okay if you're not analytical and skillful; those things can be learned. What's important is the "always go" attitude. Always willing to learn, always willing to optimize, always willing to adapt, always willing to be creative, always willing to test and try new things. It's okay to fail. Applying the learnings is what matters.

Not everything is transactional. Building your community authentically should be a priority. Your business won't prosper without your relationship with your customers or followers. You should be getting sales and support from your community even without spending a dime.

Is there anything else you'd like to share?

I am extremely grateful for the support thus far. Thank you to our dear KOLORETE community for the amazing love and support. And of course, to my amazing business partner Angela Weinberg, for being so supportive of my vision and for the help executing it. I can't wait to see what the future holds for KOLORETE.

Where can people find you and your business?

Website: https://koloretecosmetics.com/
Facebook: https://www.facebook.com/koloretelips
Instagram: https://www.instagram.com/izyohanna/
LinkedIn: https://www.linkedin.com/in/johannavizmanos/

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.