We were lucky to catch up with Joe Pettigrew recently and have shared our conversation below.

Joe , thanks for joining us, excited to have you contributing your stories and insights. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

The skincare industry is a very profitable business. Currently, a $146 billion industry globally. When I first started back in Spring 2022, I had no idea how saturated the market truly was. I really did not know what I was getting myself into. I was met with a lot of hesitation from perspective buyers. I believe that was due to the fact that bigger beauty brands spend hundreds of thousands of dollars on advertising, endorsements from celebrities, and are given an array of opportunities for brand positioning.

It was very difficult to get in front of my target audiences. I also was afraid of bringing too much recognition to my brand way too soon. Knowing that more than 20 percent of business fail within the first two years, I wanted buyers to get comfortable with getting to know me first and foremost- investing in a new skincare product can be scary for many people.

Emmanuel serves individuals with melanated- rich, darker skin tones. We designed our products to be hydrating, with a lasting fragrance that both men and women can enjoy.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a 29 year old, Flint native and introvert- who loves family, friends, and community. I got into the industry because there aren’t many black, male role models within the personal care field. I’ve always been one to chase my dreams- it gives me a sense of fulfilment and I love to inspire those who look like me. I believe this world has enough followers in it already, why not be my own superhero.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

This is a good one! I had to unlearn the idea that all my friends and family would support me because I am a good person, with a heart of gold. In a perfect world, that would work. I stopped allowing others to make me feel inadequate, everyone does not come equipped with what I need, and I am okay with accepting that now.

What do you think helped you build your reputation within your market?

Consistency. There are days when I want to give up, especially when my efforts do not grant me the outcome I had imagined. Being a business owner has taught me that you must go harder on those difficult days because there will be plenty. However, those hard times are building your overall personal development. Potential clients are getting a glimpse of my brand’s growth as well.

Contact Info:

• Website: www.emmanuelskincare.org
• Instagram: www.instagram.com/emmanuelskincare2022
• Facebook: www.facebook.com/emmanuelskincaremichigan

Image Credits
Courtesy: Erik Robinson