Alright – so today we’ve got the honor of introducing you to Drs. Kenyatta Mireku and Tunisia Cornelius. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Drs. Kenyatta and Tunisia thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
Dr. Kenyatta Mireku: The transition into the skincare business was challenging, but once we made the decision, we hit the ground running. During the pandemic, I took advantage of the extra downtime to complete a course on the logistics and fundamentals of launching a skincare brand, while Dr. Cornelius had been reading about a novel plant derived skin care ingredient called bakuchiol that behaves like retinol without the irritation.
Dr. Tunisia Cornelius: From there, we researched and contacted various labs to understand the process of developing and formulating our products. After selecting a lab and testing different formulations, we moved forward with larger-scale production.
Dr. Kenyatta Mireku: At the same time, we were building our website, establishing our social media presence, and fostering community connections.
Dr.Tunisia Cornelius: The first year was all about discovering who our audience was and identifying the customers who truly loved our products. In the second year, we dove deeper into our brand identity, refining our customer personas and focusing our marketing on simplicity, education, and expertise. We’re still learning and evolving, and one key takeaway is the importance of continuously understanding our target audience.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Dr. Kenyatta Mireku: The concept of Levels 2 Skin originated from a conversation between my first cousin, Dr. Tunisia Cornelius, a board-certified dermatologist, and myself. We realized we shared a passion for developing skincare products that not only addressed the common frustrations faced by our patients but also met our personal skincare needs.
At the time, Dr. Cornelius was particularly drawn to Bakuchiol, a versatile anti-aging ingredient, while I was interested in creating a sunscreen that would be aesthetically pleasing for all skin types. As we brainstormed, we saw an opportunity to merge our expertise and create a unique skincare line.
Dr. Cornelius:
Our goal was to fill several gaps in the skincare market by:
Simplifying skincare routines
Offering clean, eco-friendly products
Providing effective, science-backed formulations
Designing products suitable for all skin types, including skin of color
Dr. Kenyatta Mireku: With our dermatological background, we felt confident in our ability to create products that would genuinely benefit both patients and consumers. The idea of crafting a line that combined innovation, education, and safety into a simple, all-in-one solution for all skin types truly inspired us.
How about pivoting – can you share the story of a time you’ve had to pivot?
Dr: Cornelius:
The biggest lesson learned as a business owner, especially as dermatologists representing less than 4% of skincare brand owners, is that success in the skincare industry requires more than just medical expertise. We’ve come to realize that building a successful skincare brand involves several crucial elements:
Patience and persistence: Growing a customer base takes time. We’ve learned to embrace slow but steady growth, understanding that building a loyal following is a gradual process.
The power of messaging and marketing: While our dermatological expertise is valuable, we’ve discovered that how we communicate our message and market our products often carries more weight in attracting customers. It’s not just about having the best product; it’s about effectively conveying its value to potential customers.
Building trust is paramount: We’ve learned that customers need to trust our brand before they invest in our products. This trust-building process is often more important than immediately showcasing our medical credentials.
Balancing expertise with consumer needs: While our dermatological knowledge informs our product development, we’ve had to learn to translate this expertise into benefits that resonate with consumers’ everyday skincare concerns.
Adapting to the market: We’ve become more flexible in our approach, understanding that the skincare market is dynamic and often driven by trends and consumer preferences.
The importance of brand identity: Developing a strong, relatable brand identity has been crucial in differentiating ourselves in a crowded market.
Continuous learning: We’ve had to expand our skill set beyond dermatology, delving into areas like marketing, business strategy, and consumer psychology.
Resilience in the face of challenges: As minority representatives in the skincare industry, we’ve encountered unique challenges, but these have only strengthened our resolve and creativity.
How’d you build such a strong reputation within your market?
Dr. Kenyatta Mireku: Levels 2 Skin brings a high level of credibility and expertise to its product line.
Innovation: By incorporating unique ingredients like Bakuchiol and creating multifunctional products, our products distinguish themselves in a crowded market.
Inclusivity: We develop products that cater to all skin types, with a special focus on addressing the needs of skin of color, an often underserved market segment.
Transparency: Our commitment to clean, eco-friendly formulations and consumer education builds trust and fosters transparency.
Personal Touch: As practicing dermatologists, we bring real-world experience and a deep understanding of patient needs to every product we develop.
These elements, along with our professional achievements and community involvement, have positioned us respected leaders in the skincare industry.
Contact Info:
- Website: https://Levels2skin.com
- Instagram: Levels2skin
- Facebook: Levels2skin
- Linkedin: Levels2skin
- Twitter: Levels2skin
- Youtube: Levels2skin
- Yelp: N/a
- Soundcloud: N/a
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