In a world where self-care and conscious consumerism are gaining momentum, one entrepreneur stands at the forefront of the clean beauty movement. Meet Joanna, the visionary CEO behind Heartdbeauty.com, a brand that is redefining the beauty industry with its commitment to quality, sustainability, and empowering skincare products. Today, Joanna stands as a shining example of what can be achieved when passion meets purpose. With her sights set on the future, she aspires to expand Heartdbeauty.com reach, making a positive impact on the lives of even more individuals seeking products that align with their values. Joanna's story serves as an inspiration to aspiring entrepreneurs, reminding them that with determination, a clear vision, and a commitment to creating something meaningful, they too can make a mark in the ever-evolving world of clean beauty. Join us as we delve deeper into Joanna's transformative journey, exploring the challenges she faced, the milestones she achieved, and the vision that propels her forward.
Chris: Hello Joanna, I'm Chris, the editor of ARTicles. Let me provide you with a brief overview of ARTicles. We currently have approximately 10,000 subscribers, most of whom are direct-to-consumer (DTC) or Ecommerce brand owners. The purpose of our newsletter is to share the stories, strategies, and experiences of brand owners. We cover various aspects of their lives so that others can learn and benefit from them. I believe it would be fantastic if we could feature you. Are you open to that?
Joanna: Nice to meet you, Chris. I'm Joanna, yes of course.
Chris: Excellent! We have prepared a set of questions for you, which will help us write an article. The first question revolves around the story behind your company brand, including its history, mission, and the values you bring to the market.
Joanna: Sounds good. I've always had a deep passion for beauty, even since my childhood. I was fortunate enough to intern under Yue-Sai Kan, a beauty mogul who established a cosmetic brand in China during the 1970s. She was recognized as the most famous woman in China by Time magazine at one point. Eventually, she sold her brand to L'Oreal and transitioned into a socialite, dedicating her time to nonprofit work and mentoring young individuals. I met her later in her life and have known her for 17 years. I learned a great deal from her about the industry, product manufacturing, and marketing.
One significant lesson I acquired is the importance of the manufacturing process. I discovered that sourcing ingredients from different companies or factories can greatly impact the product's quality. In 2010, I relocated to the US and realized that the concept of clean beauty was not prevalent in the American market. Moreover, I learned that the FDA doesn't strictly regulate the ingredients used in beauty products. While the FDA has banned around 30 harsh chemicals, the EU has prohibited over 1300 ingredients. This stark contrast led many beauty experts to label the US market as the "Wild West."
With a strong desire to create makeup products featuring clean ingredients and skin-friendly formulations, I embarked on my journey. During the pandemic, while confined indoors, I started experimenting in my kitchen. Using olive oil and beeswax as the primary ingredients, I developed a line of lipsticks. Gradually, I expanded my range to include blush and highlighters. Thus, Heartd Beauty came into existence.
Chris: I understand now. It's clear. When you were launching your brand or preparing for its launch, what specific challenges did you encounter? Could you share some of those challenges?
Joanna: Certainly, the most significant and ongoing challenge I face is related to packaging.
Unfortunately, it's an industry-wide reality that manufacturers in China, and elsewhere, require massive orders for a single type of packaging, aside from design variations. Creating even a single color of packaging entails a substantial investment. This has been my biggest hurdle thus far. To mitigate the risk, I've been collaborating with other brands that have similar packaging needs. By pooling our orders, I can obtain 5,000 pieces while they acquire 5,000 pieces, thus minimizing individual risk. However, it still poses pressure as I end up with a significant surplus of packaging at once.
Packaging remains my primary challenge, and I'm also keen on exploring more environmentally friendly alternatives. I've discovered a factory that utilizes sugar cane waste to produce packaging, but the cost per unit turns out to be four times higher than regular plastic packaging. This makes it more difficult for brands to prioritize eco-friendly options. So, these are the two challenges I'm currently navigating.
Chris: I see. When did you officially launch your brand and introduce your products? Can you share the timeline?
Joanna: We officially launched in the spring of 2020 during the lockdown.
Chris: Oh, wow.
Joanna: Yes, I started on Etsy.
Chris: Starting small and aiming for significant growth, right?
Joanna: Exactly. That's the goal.
Chris: Regarding your revenue level, can you share what you have achieved and how you managed to reach that level? What marketing strategies have you employed?
Joanna: So far, I would estimate that I'm still in the range of $10,000 to $50,000 in gross revenue. However, my goal is to reach a million in the next couple of years. One of the challenges I face is having a small team consisting mostly of myself, a social media manager, and a few subcontractors. The progress has been slow in every aspect. To overcome this, I am planning to raise funds later this year and have been in touch with some investors in China due to my Chinese background and connections. Additionally, the fact that I am operating and starting a business in the US is appealing to Chinese investors.
That's the goal for this year. Once I can officially hire more team members to support me, I believe the brand will experience accelerated growth.
Chris: Okay, great. Just two more questions. Firstly, what aspects of your job do you love the most? Why do you do what you do, and what brings you the most joy in running your business?
Joanna: I absolutely enjoy the process of creating the product, such as experimenting with different skin-friendly ingredients and formulating the perfect blend. The design of the packaging and overall aesthetics also brings me a lot of satisfaction. Additionally, I genuinely enjoy interacting with people. If you check my Etsy store, you'll find many positive reviews. Each time I receive a good review, it's incredibly rewarding.
Furthermore, there was a memorable moment back in March when I participated in a night market. It was my first time engaging in in-person sales. Two people, who were fans that discovered me through TikTok, came to support me. That experience truly made my day and reinforced the idea that my products resonate with people.
Chris: That's amazing and exciting!
Joanna: Thank you.
Chris: Looking ahead, do you have any upcoming products in the pipeline that you plan to launch soon? Besides revenue, what are your main goals for the future? You mentioned reaching $1 million in sales, but what other steps are you planning to take?
Joanna: Yes, I do have a new product in the works. It's a multitasking balm that I'm going to launch. Many people have been using my blush product on their eyelids and as a lip color. This inspired me to create a balm that can be used on various areas of the face. I have also improved the packaging for this product. I'm extremely excited about it. The quality of this balm surpasses that of the blush. I aim to launch it in early June, which is just around the corner. Additionally, I'm in the process of building a Chinese social media account where I share insights into building my brand, growing my business, and my life in New York City. This is part of my strategy to raise funds in China.
Chris: Absolutely.
Joanna: And it's also a crucial aspect in today's world. Most people tend to follow a brand because they resonate with the founder. So I'm actively working on developing that strategy. It's the next step for both the brand and myself.
Chris: That's awesome. Just one more question. What advice would you give to young entrepreneurs who are starting their own businesses?
Joanna: I would advise having a clearer vision and plan from the start. In my case, I began during quarantine, thinking I'll figure out the rest later. However, along the way, there were many moments where I wished I had better funding in the beginning. For young entrepreneurs, there are different approaches. You can choose to self-fund as I did but be prepared for a slower pace and more obstacles. Alternatively, you can focus on developing an idea, creating a prototype, and then prioritize fundraising. This strategy might be more advantageous, especially in a competitive market like the beauty industry. Self-funding can be quite challenging. However, since I'm already in this stage, I'm determined to make it work.
Chris: You're on the right path, Joanna. You'll succeed.
Joanna: Thank you so much. Thank you.
Chris: Joanna, thank you very much. Take care.
Final Thoughts
Joanna's journey serves as an inspiration to young entrepreneurs, reminding them of the power of a clear vision, determination, and willingness to embrace challenges. Her story is a testament to the transformative potential of combining passion with purpose, paving the way for a future where clean beauty becomes the norm.
As we conclude this captivating exploration of Joanna's odyssey, we celebrate the triumphs and milestones she has achieved. Her leadership at Heartdbeauty.com has disrupted the beauty industry and ignited a spark of change that resonates with consumers worldwide. Joanna's visionary approach, combined with her relentless pursuit of excellence, propels Heartdbeauty.com towards a future where beauty is not only skin deep but also empowering and sustainable.
We extend our heartfelt gratitude to Joanna for sharing her remarkable journey with us, and we eagerly anticipate the continued success and growth of Heartdbeauty.com under her guidance.
