Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Stephen Gandee, Co-Founder of Sacred Rituel Beauty, located in Topanga, CA, USA.

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

We are a wellness brand focused on organic skincare. We are in the business of helping our customers to love themselves and smile when they look in the mirror. We do that by making the daily bathroom moments we are starting or ending our days as a ritual of self-love and affirmation. First and foremost, our product has to deliver results and meet the needs of people who want healthy, glowing, radiant skin. I was fortunate to meet our cofounder Marysia, who is a teacher, author, and expert in herbalism, in our small enclave of Topanga Canyon.

The skincare and cosmetics industries in the US are underpinned by the petroleum industry. Products for beauty can come from plants, animals, petroleum, or water. It was clear to us that only two of those four options are viable for our species to sustain life as we enjoy it today. That is what we are passionate about: regenerating beauty in our bodies and our planet. This underpins every decision we make as a brand and a steward of the land we leverage to nourish ourselves.

Our customers are men and women who choose products that deliver value and meet their demands for effectiveness, healing, social responsibility, and sustainability. We have committed to developing products in-house with all organic where we have 100% control and oversight from production to fulfillment.

Tell us about yourself

I worked for over two decades in ad-supported online shopping and e-commerce as a software engineer and then later as a product owner. I was very fortunate to work in a company that provided me with opportunities to grow, manage a large team and solve many tough business challenges. I gained enough confidence and knowing you only have one chance in life that I wanted to make an impact on the world for good.

When my confounder Marysia initially enlightened me on how plants can heal so many ailments of our body and skin, I became obsessed with understanding the potential. Then when we really dove into how many dangerous chemical ingredients (Parabens, Phthalate, PFAS, aka 'forever chemicals') are in most skincare products, we were moved to fill a gap in the skincare market that wasn't being served.

Seeing and hearing the impact we are making on our customers' lives keeps us motivated and energized. We hear customer stories every day of how our organic face oil, SACRED SERUM, has been the only product to treat their cystic acne, psoriasis, or sensitive skin. The connection to our customers is the fuel that drives us to work so many long hours and keep innovating with new products.

What's your biggest accomplishment as a business owner?

Our biggest accomplishment has been to survive and continue growing after three years of birthing this brand. We have had so many challenges to overcome in a big business category! The benefit of being an entrepreneur is the pace at which you must break through challenges. You become addicted to the thrill of it and the excitement of the small wins day in and day out. That is what keeps you going!

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

The hardest thing for me has been to embrace the uncertainty and accept the lack of control I have in many of the variables that impact us. It is very humbling and rewarding at the same time because there is no one to catch you. You and your team are the only ones who can solve the problems, find the leaks, repair the relationship, and source the supplies to keep the ship afloat. You must find time and outlets to decompress and release the pressure. I make time to mountain bike, surf and meditate to ensure I maintain my energy level and restful sleep.

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

  1. Validate your assumptions as thoroughly as you can. Launching a business is dealing with unlimited uncertainty. However, there are ways to limit your risk by creating plans that focus on validating the most uncertain aspects of your business plan. You'll want to have scenarios for the worst case and have some 'plays' to overcome them. This demands that you are or will get comfortable with establishing plans and knowing your numbers in the form of spreadsheets and financial models. There are a lot of great books on this topic [Playing to Win by Roger Martin & A.G. Lafley]
  2. You have to have a solid plan on how you will attract customers and what it is going to cost you to acquire (CAC) them, especially if you are planning to sell online. This is important because your product pricing has to account for advertising and marketing, and you absolutely must know what all your costs are (COGS), customer acquisition costs, shipping, and fulfillment so that you know for every sale what you will make in profit. This is your margin, and your business will be very difficult to grow if you don't have a clear pathway to profit based on the costs to make a sale.
  3. Don't be blinded by optimism! Find a mentor or community who can poke holes in your plans and challenge you on your assumptions. It is very inexpensive to anticipate scenarios before you make big decisions on location, features, and pricing. Do your homework, and ask as many people and experts as you can for feedback. You will be far better off knowing and fixing fundamental issues early than when you are six months or a year into operations.

Where can people find you and your business?

Website: https://www.sacredrituel.com/
Facebook: https://www.facebook.com/sacredrituel
Instagram: https://www.instagram.com/sacredrituel/
Twitter: https://twitter.com/gandeesinla
LinkedIn: https://www.linkedin.com/in/stephen-thomas-gandee/

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.