287: How Desiree Verdejo Created a Solution for Hyperpigmentation With Her Brand Hyper Skin

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287: How Desiree Verdejo Created a Solution for Hyperpigmentation With Her Brand Hyper Skin

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This week in the guest chair we have Desiree Verdejo, founder of Hyper Skin. As a Black woman with acne-prone skin that’s subject to dark spots and hyperpigmentation, Desiree never saw people who looked like her in the skincare space. That’s why she set out to create a simple, results-oriented, multicultural skincare brand that celebrates and offers products for everyone’s skin in its various stages.

In this episode we discuss:

  • What moved Desiree to create Hyper Skin
  • How running her beauty boutique led her to realize what concerns her customers had with their skin, therefore creating Hyper Skin
  • How she was able to partner with Sephora to get Hyper Skin in stores
  • What was her marketing process when she launched her product & the strategy behind focusing on only one product
  • The supply chain issues that come with being self funded and having a partnership like Sephora + much more..

Check out this episode and others on Apple Podcasts, Spotify, Soundcloud, and YouTube 

Nicaila Matthews Okome 0:02

You're listening to side hustle Pro, the podcast that teaches you to build and grow your side hustle from passion project to profitable business. And I'm your host, Nicaila Matthews Okome. So let's get started

Hey guys, welcome welcome back to the side hustle pro podcast. I have a really exciting episode today. Today in the guest chair, we have Desiree Verdejo, she is the founder of Hyper Skin. So as a black woman with acne prone skin, who was subjected to dark spots and hyperpigmentation Desiree never really saw people who look like her in the skin care space. So that's why she set out to create a simple, results oriented multicultural skincare brand that celebrates and offers products for everyone's skin in its various stages. So today, she's here to talk about how she founded hyperscale how she's got into Sephora, and you be surprised by some of her answers in the lightning round. So make sure to listen to the whole episode. But let's go ahead and get right into it.

First of all, I'm so glad we've been able to do this, you know, it's taken us a couple of tries, but it's okay. This is the right time for us to speak. And I'm so excited to finally have you here. I wanted to know a little bit more about your journey into beauty because I know you practice law for what was it seven years. So what was your original career path? Yeah, so I've lived a few lives I guess. But I was an attorney in a past life. I practice law in the finance area for seven years. But I have always been in love with and drawn to the beauty industry. So my first 3d venture was actually that I owned a beauty boutique in Harlem in New York City. And that boutique was like an curation of indie beauty brands that spoke to women of color, people of color. So we have like skincare products a lot of haircare, you know all of this sort of blossoming and cosmetic brands.

Desiree Verdejo 2:09

And I owned that store for about a little more than three years it was online, and then in New York City. And in that space, I was moved to create what is now hyper skin. So what exactly was it about what your customers were coming in and asking you that led you to start to think about developing a product? Yeah, well, it was too hard. I mean, I myself have always dealt with acne prone skin, I've had acne since I was like 11. And that sort of led to some of my obsession and knowledge about skincare.

So I myself was dealing with like crazy breakouts at the time, at a particular time, I just had my daughter and so the hormones were all over the place. And

I think with our customers coming in every day, dealing with you know, acne, scarring, Razor balms, just all of these concerns that we didn't really have solutions for, and I was at the time, you know, I'm really proud of like the curation we had at the time, there are so many more brands in in the space, especially in the makeup arena and in skincare. But at the time, there were very few brands. And we were really highlighting these beautifully done brands. But it was very hard to find skincare brands that were speaking to our customers concerns and what I realized talking to these, you know, people, mostly women that were walking into our boutique was that everyone has everyone has these issues. I think for a long time I thought like I have this skin type I have skin that's prone to hyperpigmentation. And what I realized is that we all have a lot in common, and yet we're all sort of

going to the BD supply store or sort of concocting solutions to concerns that should be thoroughly addressed. And so that is what sort of moved me towards creating what is now hyperscale.

Nicaila Matthews Okome 4:12

What was that process? Like in terms of timeline, was it something that, you know, after a few people came in, you said, I'm doing this and you got to work or something that's yours to actually act on?

Desiree Verdejo 4:25

It took me years actually, it was it took me years to realize, because my first instinct because I you know very much believed in the boutique that I had and wanted to see back thrive. My first instinct was I'm not searching broadly enough for this solution. What's in Europe? What's here, you know, Kay beauty was like really big around the time that is Korean beauty. Yeah, Korean beauty. So what's happening internationally, that that our customers could be drawn to, um, I was like, focused on looking for The solution for myself and for my customers, I certainly was not focused on creating it. Um, a lot of what happened initially was very serendipitous. I mean, one of the things about a boutique, and one of the challenges are the margins and having a boutique. You're buying everyone's products. And so you're, you're selling it at this very high margin. And so we would create things like candles, and you know, sort of giftable items where our customer, you know, was excited to see that we created them. And so I had set out to create a holiday lipstick. Okay, red, it was like everyone was wearing red lids, purple lips, it was like Mac heroin and Lip Bar was one of the brands we carried in our store. And they were just selling like hotcakes. And we said, we should create a holiday lip lip products. And, and it's kind of funny, it's coming from me because I'm, I'm not a mate. I'm not like really a makeup girl. But I know my customers, I knew what she wanted. And that was, you know, and I felt really comfortable that we could create this, like limited edition products. And I'm doing that I learned about the manufacturing process, met some people. And still not at all planning to launch a skincare line. But simultaneously, I was dealing with my own skincare concerns. And I came across an ingredient that I love and that is in our recently launched facemask benzoic acid. It's, it's my favorite skincare ingredient, it is an H A, it's an exfoliating ingredient kind of like like garlic. So you know, gets rid of dead skin cells clears the pores really great for acne prone skin, it's anti inflammatory. So really great for a lot of the issues that skin of color deals with acne razor bonds, etc. So I found this ingredients. And it's really wonderful for skin of color because it's not as harsh as glycolic acid, it's a bit more gentle. So it takes a little more time. But overall is kind of the sort of product you want to have long term. These two things are completely unrelated. Um, I know I like them, because this is how it came to me. I found this.

Nicaila Matthews Okome 7:23

We want to what we want to hear that process so you sound

Desiree Verdejo 7:26

okay, I'm making lipstick I find this ingredient. And I'm like, why am I making lipstick, I'm not obsessed with lipstick. My customer loves a red lip. But that's not what she needs. Our customer needs. This thought that she needs solutions to her skincare concern. She needs ingredients that are really like she and he meat ingredients are really, really wonderful for for their skin type and their skin tone and their skin concerns. And so I was creating this lipstick. And I remember asking the person that I was working with that sort of introduced me to the manufacturing worlds. Yeah, I know, we're doing this project for a holiday lit. But I want to create a mask. And she was like, yeah, get go that, you know, that's not you know, it was summer time. And if we kind of move things along, it'd be right on time for a holiday. And she was just like, What are you talking about? But that's really like how it all started. And even at that time, I was like, just focused on once I got into the manufacturing process. I still like had to sit back and think about the story behind the brand. Is this a continuation of our boutique? Or is this its own? You know, entity is this its own being because it's like live separate and apart from the beauty. And ultimately, I decided like, I couldn't do the other brands on the shelves justice because I became like you just become obsessed with your own. Yeah, yeah, I was like, if I carry other brands, I will not do them justice, because I just want to talk about this business and and this story and this need and these products and so ultimately decided to move away from the boutique. And to quickly which didn't, didn't happen quickly. But like I just quickly like launched a skincare line.

Nicaila Matthews Okome 9:21

That's so interesting that in having the boutique, you know, it not only led you to the idea, but then it also made you realize that you know what I need to hone in on my own products. And I need to move away from that was that scary? You know, this is a business idea that you talked to so many people about that you actually launched and now realizing that it has to come to an end.

Desiree Verdejo 9:44

It was a lot of things it was I would say the first word that comes to mind is emotional because the store was online, but it also was in Harlem. It was in a community and it was very well supported by The Harlem community, the New York community. And so it was very emotional, difficult, but I felt like it was the right thing to do. Like, I felt very strongly that this is what was missing. And that a boutique like that needed successful brands for it to thrive, it needed a skincare brand like that. And so I also just, you know, knew I spent my days as a boutique owner, either searching for brands, you know, speaking to my customer base about products and brands, and why they should support them, etc. And then trying to like, get as much press as possible as much social media attention as possible for these brands. And, you know, I've seen, you know, major brands before has their in house brand, a lot of a lot of major retailers have their in house brands. But I think when you're small, it's very hard to do both fairly. So it was very clear that like that I had to make a decision. And I was just like, super excited personally. And for that same audience, I realize this is speaking to the same audience. So I'm not, I'm not leaving you, like we're here. We're still in this together. But like, we're going to kind of pivot.

Nicaila Matthews Okome 11:13

It's sounds like you were since you were working with a manufacturer, you know, at that stage, at least, you had done that hard work of figuring out how to find someone to develop an idea in your head. Was it difficult still, you know, like, did that manufacturer meet your needs in terms of this new product idea you had?

Desiree Verdejo 11:34

Um, yeah, there still are a lot of challenges. And they exist to this day, we're two years old. We work with an amazing manufacturer that is really talented when it comes to actives and, and knowledgeable about the ingredient. benzoic acid, and you know, our hero product is a vitamin C serum. So really talented, global. So they met our needs there. What you probably hear from a lot of founders of NZ brands, though is that when a manufacturer is big, they deal with, you know, the brands that line the shelves at Target and Sephora, you're just like a little p and you know, your fish. So right, um, you know, it happens a little less now it's getting better, but I'm always sort of chasing my manufacturer down. And that's a challenge when you want to create skincare from a unique perspective, when you want to create formulas that you know, aren't just what's on the market, but that, that go beyond what's being offered. Um, you know, it's hard to do when you're doing that, but you're also like, Hey, can you just answer my call, I know, you, you know, work with XYZ brands, and they're ordering 20 times what I'm ordering. But you know, we're gonna get there if we can actually if we can actually come in. So I think kind of a me too. Yeah, I kind of need you. So I think that was a huge challenge before launch. I mean, it was it was impossible to communicate. And it took a couple of years for us to get to final formulas, which now that's like a six month process when you are sort of getting the attention you need and when you know the process. But yeah, that's a big challenge for indie brands.

Nicaila Matthews Okome 13:14

Thanks for sharing that. Because I guess you kind of feel like once you have a manufacturer, you guys, you have your meetings, and you get into a flow and everything like that, and you forget that, hey, they're not just going to be working with you, unless you're like doing crazy scale or what have you.

Desiree Verdejo 13:28

I also happen to launch during this global, you know, supply chain, did you realize right before we lose 2019, we launched in November, and you know, everything sort of went crazy in March. And so during that early period, you know, we were scrambling, but then bigger brands started to scramble when when when everything changed. And so I think that was added to the challenges of our initial months. So yeah, so that was part of it.

Nicaila Matthews Okome 14:00

So you launched in 2019. And now I see you in Sephora. How did that come about?

Desiree Verdejo 14:07

Um, yeah, we have some amazing retail partners. And it happened little by little, um, I wouldn't say Urban Outfitters was our first partner revolve. Sephora, they reached out to us, and at the same time, we were paying attention to their accelerate program, and so apply through their program. And so we're just in conversations with them. I at the time set out to talk to all of the major retailers. I think sometimes people know exactly where their their brand fits, but we are, I want to say first and foremost, we are an inclusive brand that censors multicultural customers. And we are Massey so we're at this middle price point, not completely, very intentionally not luxury price points, but also not the lowest price point. And so, because of that, I felt like we could live in Sephora, but we We could possibly even live in a target that I think does multicultural beauty very well, or an altar that is somewhere in the middle. And so we have the fortune of speaking to everyone and to buyers at each place. I hunted down the buyers at Target, and got introductions to the buyers at Ulta. And Sephora reached out to me. And I really, you know, just set out to have conversations with them about how they're growing multicultural beauty how they're growing, not only multicultural, but targeted beauty because that's, you know, where we are in the clinical arena, how they're growing clinical brands that are not founded by Dr. So just really set out to understand like, where how they're looking at skincare, specifically clinical skincare, specifically, multicultural skincare. And I was just really excited with how they viewed our brands and how they were viewing those spaces going forward. I was excited about the questions they were asking and the thoughts that they had surrounding those categories in our brand. And so ultimately decided that Sephora was a great partner for us based on that. And also, I'm a Sephora girl like I think as someone that's always shopping for products, that vendor results, I'm all about the reviews like I'm on Sephora looking at the reviews. And so that's my customer like the customer that appreciates before and afters that a peach appreciates reviews, you know, she loves packaging, she loves a cute name or you know, RNG, Poppy, excellent exclamation point. But at the end of the day, she's like, what are people saying about, you know, just stark spot theorem, this this exfoliating mask. And so it just felt like a good partnership.

Nicaila Matthews Okome 16:42

And you know, it's interesting, you say, so for was it I chose them, but then they also chose you. So what about Yeah. No, you that that is awesome. Congratulations. Like, how did you position your product to make it attractive to a buyer?

Desiree Verdejo 16:59

Yeah, you know, I think I mean, for us all about brand. Brand Story. They are very into founders. I think if you think of your favorite brands at Sephora, you can probably think of the name maybe even a face of the founder. They're all about communities hyper we're a small brand, we you know, we have two products, we have one product for two years, but we have a really strong and supportive community that is really excited about what we're building. And they definitely noticed that and I definitely think they were drawn towards those sorts of brands. And I think they appreciated the vision for our brand overall, like we are, this is where we are but you know, they understand our growth trajectory and our plan. And it's consistent with the way they're growing clinical skincare, growing multicultural skincare, looking at indie brands, and so it just I think on their end, it felt like a good fit as well. So yeah, it feels it's been a great partnership, we just launched with them in September. So it's something number of 2020 or 2020 21. So only been a few months, but um, it's it's been a very, like well supported partnership. And I'm excited,

Nicaila Matthews Okome 18:11

it feels longer than that it just feels like so your hero product is hyper skin and it feels like it's been around forever. In terms of like it just, I know it but it just feels like something that it's just I don't know if it's the packaging or you know, just how you came to market and it's just so well supported. It just comes off to me like just something that is just like that needs to be in your beauty arsenal. And that has it's just like what are you doing if you don't have it? I love that and maybe it's because I'm tuned in to black woman beauty influencers. And I've heard this product talked about so maybe as soon as you launched you, you know you you outreach to influencers. Tell us more about that. Like what was your marketing process once you launched?

Desiree Verdejo 18:56

Yeah, and I love to talk about this because one thing I want to note is that for almost a full year, I was hyperspin there was no team there was me and a digital consultant and marketing consultants. So it was a very scrappy but very strategic marketing plan. And I built amazing relationships with editors and with influencers through my boutique and they not only were excited about hyper but like completely understood it. This like targeted brand for women of color that is like just based on like realness and results. So initially, we were able to do a lot of well not a lot probably compared to larger brands, but as an indie brand. A lot of gifting we did and still continue to lean into UGC campaigns. And just like communicating with our customer initially on social just organic social, email, text messaging, you know, constant marketing is huge for us just like staying and staying in the conversation with our customers a really big part of our of our marketing of course, Now as we've grown as a brand, our team has grown, we've grown through different paid channels, but we still very much lean into into the UGC and into the organic and into the content. And I think because of that our customer feels more connected with us and feels like we've been around for a while. Yeah, we really are just a two year old company and have only had one product for so long. So it's funny to hear that. And I

Nicaila Matthews Okome 20:26

also want to talk about the fact that you do have one product a hero product. Yeah, what was the strategy behind focusing on one rather than coming out with a whole suite for your face, like a hyperpigmentation wash and moisturizer? Tell us more about that thought process.

Desiree Verdejo 20:41

Um, you know, if I'm being quite honest, it was to part part of it was just being scrappy, and focusing on this result, we, we tested the theorem, and some other products that we launched, like our mask, which just launched, yeah, we tested that product with our like, close knit community. And my friends and colleagues were like, witnesses launching because I need more like, they were giving me the content that like the before and afters and the reviews and asking for more. And it was so clear that, you know, we were like, you know, how should we like, which way should we go. And it was very clear, whatever you do put this like serum into the market, because like I needed, and so that was clearly like this results driven product that that really told the story that we wanted to tell, you know, we focus on hyperpigmentation, we're all about results. And like, you know, it can be beautiful and still effective. So we started there to sort of share the story, we still are a self funded brand. And so some of that was just based on resources. But as we've grown, the goal is to remain very, like intentional and thoughtful about the products we put out and the concerns that they address. So you will see launches from us. We are growing, we are excited to speak to concerns beyond hyperpigmentation and to offer really effective and thoughtful products for those concerns. But our goal is not to like have 20 products by the end of the year. I think the skincare space is flooded, customers are savvy, they don't want what they don't need, they want like our customer wants results. Our customer is like super savvy, she's trying a lot before she came to us. She knows the ingredients. She she's already overdone it because you know, they're so she's already done too much. And now she's like what works. And so that's the customer that we're speaking to. And that's sort of our thought process is effective, but balanced products intentionally launched that speaks to like true needs. So you will see still like more thoughtful Cadence from us. But we're, you know, moving away from the one product

Nicaila Matthews Okome 22:58

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How did you go about building your team? Where did you start? Who did you focus on hiring first? What roles did you focus on hiring first?

Desiree Verdejo 24:23

Yeah, that's a great question. Um, so as a self funded brand I did a lot by myself. When we first launched, I was everything and then we had a digital marketing consultant who was amazing in helping us to really like exponentially grow our customer base our revenues, etc. So in our first year, we really leaned into the social side of things, obviously, about consultants and then leaning into like a social media coordinator. We now have a social media manager and we have two people that work under her that are creating really awesome content. We did a brand refresh and have a real We brilliant brand manager that, you know, we designed our website and our packaging and just like make social media really fun and really makes great content for educational purposes and beyonds. And then on the other side of things, we have someone on that manages operations. And that's the side this year that we're really trying to beef up. Because as we grow, you know, with Sephora, as we grow with further products, offerings, the operation side is is where we are really and then just being like, in a pandemic, with so many concerns, like operations is where we so many things, so operation, things, it's really like, supply chain issues is something that I say every day, and I hate the term, but I'm like always saying it. So yeah, so that's where we're focused now. And then we work with consultants as well. I mean, as a small company there, you know, we need to have flexibility. And then we're in an economy where people want to work remote and want to freelance because they like have so many things that they're working on. And so we work with freelancers for things like copywriting, and we work with an external accountants. And so we do work with external parties as well to keep things like fluid and affordable and just kind of consistent with how people work these days.

Nicaila Matthews Okome 26:28

So you've mentioned that you are self funded. And you've also mentioned that you are it's a forum, which we know, how does those two play into each other, you know, with a manufacturer who is okay. And supply chain issues? Yeah,

Desiree Verdejo 26:49

being self funded is a huge challenge. I don't say it because I think it's like a badge of honor. I say it because it is what it is. But um, it's a challenge to be self funded, especially with supply chain issues. I remember reaching out to a founder colleague who is funded, and then Sephora, and I was like, how are you dealing with, you know, because at the time, we've been out of stock many times, um, you know, we're growing brands, so it's really sometimes hard to track demand, and then there are supply chain issues. And what did she tell me? Oh, we just like, order six months of inventory. That darts, you know, meat could be a half a million dollars. Yeah, that's a lot of very expensive and not a solution. But thank you for that. So, um, yeah, there are a lot of challenges right now, in the business in the beauty industry that are even more pressing when, when you're a smaller brand and a self funded brands. So for is another expensive channel, but one, you know, one very much worth the investments. But we are I mentioned, we've been there for months, we've grown month over month in that space. And we've also grow month over month on our DTC, which is very intentional. And so when there's growth, when there's growth that doesn't always track projections, yeah, it's hard to plan for, it's hard to keep up. So for, you know, once their purchase orders address immediately, they also, you know, have a great model for introducing new brands. So they do a lot of things like sampling, etc. That's wonderful, but also very expensive, and there's no return, there's a return, you know, overall, but it's not like when you sell something, you know, so you know, when Sephora says we want samples, they don't want 500, they want 100,000 And so very expensive. A lot. And so yeah, retail, we waited about six months before we even reached out to retail. And then even with Sephora, we started the conversations very early, but pushed back, there are some founders that may have you been pushed back beyond where we did, because we launched in support with just one product, we actually do incredible numbers on our one product. But for many people, it might not even be worthwhile to have that kind of retail partnership with only one product. And was that just because because you're it's an expensive investment. Yeah, you know, and we're on.com right now. So there are some investments in you know, content, there's an investment in, in sampling, but when you go in store, which is something that I think you know, I don't I don't imagine one would do with one product, but then the investment just becomes greater because then you have physical spaces to manage and market and etc. So, so yeah, you know, it's always important like it looks great. These retail partnerships always look great, but really do have to think about the cost. Yeah, I've though and that's what

Nicaila Matthews Okome 29:50

I'm always thinking about like there's a fulfillment promise now with that partnership. And and so when I hear you talking about the manufacturer, when I know the supply chain issues that are going And I'm like, How are you doing this and being self funded? For those who, you know, we all start out self funded? Do you have advice? As far as how do you keep the lights on? I mean, are there grant programs or loan programs that you reached out to? Or are you just reinvesting? You know, all of the profits and not taking a salary right now?

Desiree Verdejo 30:22

Yeah, so we are, I am taking your salary. I will pay myself, but we are free. We are reinvesting that is the name of our game, there are lots of grants, there are people that are better at applying for grants than I am, there are also a lot of capital, not that we, we don't take advantage of all of them. But there are a lot of capital options in this space. Now, I think it is sort of a, we're at the forefront of that in the startup arena. So um, options, like settle come to mind, we use settle. So settle, settle is like, it's basically like a loan, very similar, okay, to a bank loan. But then there are some modern modern features to it that make it more appealing to startup like mine. So there are some capital options, I think, you know, those are more available, when you have a certain level of sales and revenues. I can't recall what that sort of entry point is. But that's been really beneficial to us, because it just allows you to have access, you know, to allows cash flow to to be higher. So for us, that's been where we are, and then, you know, we shall see, you know, what the future holds. But I do need to get better at grants, because I know a lot of founders that are really able to fund their business in that avenue, but it's very time consuming. Yeah.

Nicaila Matthews Okome 31:50

So I realized that I, I assumed profitability, right. And I know that these first few years are so much grind. That's not always the case, what has been your experience when it comes to that?

Desiree Verdejo 32:03

So I am fortunate that we, in our first year were profitable. And so we have been able to reinvest profits back into the business, I have been able to pay myself. And I can say that with a lot of appreciation, because this is not my first business. And with my boutique, for example, that was not my experience. I barely paid myself in our boots in the boutique that I had. And so launching this business, my first expectation was that and I didn't, I didn't pay myself for six months, because I thought I couldn't. And I remember, I brought on because I was like, I just have to reinvest everything, like I want to put more into pay more into this more into that more into, you know, everything. And I brought on an accountant, it was, you know, nearing the end of the year, q3. And they looked at me they were like, What are you doing, like yourself, hire some people, like, you know, and I was like, oh, okay, great. Done. Um, so So yeah, you know, worked with them to figure out a salary and consistently pay myself every pay period and, you know, advise everyone to do the same even if it's a very even if it's almost nothing to you know, for me, obviously, being able to pay myself a salary feels really great, but also just having the paper trail of paying myself is really important as someone that is a mom and you know, you know, so many reasons why we need to have that that financial record and sometimes we don't as as founders when we aren't running a business that's profitable. So So yes, we we've been really fortunate that there has been enough demand that we have been profitable since I don't want to say day one, but definitely year one.

Nicaila Matthews Okome 33:56

All right. So before we jump into the lightning round, I would love to know what is next for hyper skin.

Desiree Verdejo 34:04

Um, well, you know, we just launched our second product after two years, our faded glow AJ mask, I'm super excited I told you about my experience with benzoic acid and how I was really excited to formulate with it. So this is this is the mask that came out of sort of our initial trials with this mask is I mean, it's come a long way it's this mask is really excited about this version of the mask. It is an exfoliating mask. So it's really great for you know, brightening the skin. It's really great for clearing pores. If you have breakout prone skin or acne prone skin razor bump prone skin, and folic acid is like a really anti inflammatory ingredients. So I think a lot of our community is going to be really excited by this Yeah, it also works really well. I mean, I always tell people, if you're treating hyperpigmentation, you're unique exfoliate, and treat with a serum like our dark dark spot serum, and then to use SPF. So really excited to have this treatment product that speaks to the exfoliation staff. So yeah, so what's next is just continuing to launch, like really intentional, really effective products that speak to our customers, like most pressing needs, so but also just really excited to see what they have to say about this mask what their experiences with it, I'm really proud of the way our the way, you know, the skincare community, our customers have responded to our dark spot serum, we have like 1000 reviews, tons of press, you know, emails all the time about how the products work for them. And so there's a lot of pressure on this mask, like,

Nicaila Matthews Okome 35:59

my admire to the saram because I have I love it I am about to re up and it better be in stock.

Desiree Verdejo 36:08

Yeah, it's been and we weren't able to get six months of inventory. But we we did learn from that advice in a way that we could we could adopt it. So it is in stock. And yeah, so really excited to put out products that that wow our audience and that really speaks to their needs. So this is the first launch in two years. So it's kind of like riding that wave right now before we you know, continue with with others.

Nicaila Matthews Okome 36:38

So now let's do a quick lightning round. Just answer no fear. Just answer the first thing that comes to mind. You ready? Yeah. All right. All right. Number one, what is the first resource you can think of that has really helped you in your business? People? Okay, number two, what has been the best business book or podcast episode that you have listened to or read ever, ever favorite business book favorite podcast? So yeah.

Desiree Verdejo 37:07

So how would I answer that? I do believe in reading industry magazines, like beauty independent business of fashion. And so I would say staying up on those daily, like news bits and trends have been really helpful to me. But when I read I like to read fiction I find that to be so I can

Nicaila Matthews Okome 37:25

relate. I can relate. Yes. Number three, what is a non negotiable part of your morning routine?

Desiree Verdejo 37:31

Coffee latte oat milk before my kids wake up, because I just need like a few minutes of me time a little bit of caffeine and then I'm good. Yeah. Okay.

Nicaila Matthews Okome 37:43

Number four, what is a personal habit that has significantly helped you as a business owner?

Desiree Verdejo 37:50

Hmm. A personal habit has been I'm being willing to try things. Um, I'm not risk averse. And I'm, like, I'm very well researched before I take chances. But I think being willing to try things has been beneficial and me like sort of finding where I belong and where my brand belongs.

Nicaila Matthews Okome 38:14

Okay, okay. And then finally, Deseret, what is your parting advice for fellow entrepreneurs who want to be their own boss but are worried about losing a steady paycheck worried about their business failing? What would you tell them?

Desiree Verdejo 38:29

Oh, I hate this question. Because they don't worry about like Worry. Worry, like, having a paycheck as a former attorney is wonderful. Don't take it for granted. But save you you know, I would say Save and start taking steps in that direction. But I would say Save save because I don't think that people really hear the Save part. Like they hear like what you did all I was a lawyer and then I was this but save and like save more than you think you need and stay I would also say and this is like very anti I think the current tone of things. But I would say to the extent you can work, learn and make money from someone else and do what it is you want to do. Like keep it a side hustle for as long as it can be because I didn't do that with I'm moving from LA. And I've met people that have and I just I think I was so focused on like, this is the title I want this is the lifestyle I want. You won't get to the title and the lifestyle, but you will live a much more balanced life if you do that with someone else's like salary and benefits. So right there yeah. Take the steps don't I would never tell anyone not to jump because I feel very grateful for every pivot and jump that I've done but I think that I'm the current tone is like be an entrepreneur and just do it but like learning on someone else's dime is amazing. Like it's amazing.

Nicaila Matthews Okome 39:59

Right? So with that, where can people connect with you outside of this interview?

Desiree Verdejo 40:08

Oh, sure. Well, I love Instagram. Um, so I'm there I'm desperate for dayhome My company is at hyper skin and we're online at hyperskins.com and hyper skin is at Sephora so that's where you can find me and that's where you can find hyper.

Nicaila Matthews Okome 40:26

Alright guys, so there you have it Desiree Verdejo the host of Hyper skin. Talk to you guys next week. Hey guys, thanks for listening to side hustle Pro. If you like the show, be sure to subscribe rate and review on Apple podcasts. It helps other side hustlers just like you to find the show. And if you want to hear more from me, you can follow me on Instagram at side hustle Pro. Plus sign up for my six foot Saturday newsletter at sidehustlePro.co/newsletter. When you sign up, you will receive weekly nuggets from me, including what I'm up to personal lessons and my business tip of the week. Again that sidehustlepro.co/newsletter to sign up. Talk to you soon

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Meet the host:

Nicaila Matthews-Okome

Hi! I’m Nicaila, the Creator and Host of the Side Hustle Pro Podcast. I started Side Hustle Pro when I was a side hustler myself. I was a digital marketer at NPR by day, side hustler by night. Through the powerful stories shared on this show and the courage to launch my own initiatives, I was able to quit my own job and go full time with Side Hustle Pro.

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