We were lucky to catch up with Lizbeth Zuniga recently and have shared our conversation below.
Hi Lizbeth, thanks for joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
I wouldn’t have it any other way. Being a business owner has brought me an incredible sense of happiness and fulfillment that I wouldn’t trade for anything else. One of the most rewarding aspects of being an entrepreneur is the freedom to choose my clients and form a team that shares my values and beliefs. Working with clients whose vision aligns with mine allows me to build long-term partnerships and strong relationships, which is far more important to me than just focusing on billable hours. Surrounding oneself with greatness is a principle I strongly believe in, and relationships are the foundation of our company. Being able to stay true to my principles and identity is a privilege that being an entrepreneur provides.
To be honest, the journey of an entrepreneur isn’t always easy. As I reached the two-year mark since starting my business, I took some time to reflect on my life, and it was a mix of emotions. I felt immense gratitude for how far I had come – just five years ago, I was drowning in my corporate career, and now I was living a dream life in South America during winters, traveling the world, and visiting 45 countries by age 35.
During a trip to Mancora, Peru earlier this year, I had a moment of introspection as I sat on the balcony of my villa, hearing the calming waves and smelling the ocean breeze, trying to make sense of my thoughts. On the one hand, I felt grateful for achieving so much and making it this far. On the other hand, I couldn’t help but worry about the challenges that lie ahead. Finding new contracts and income streams to keep the company growing and supporting a team of eight people weighed heavily on me. It made me question whether going back to a regular full-time job or working as an independent consultant might be an easier path.
However, despite the uncertainties, I realized that I couldn’t imagine going back to any other path. The relationships and trust my team have in me are invaluable, and their happiness and security is what matters most to me. These are people who believed in me and joined the company when there were no guarantees. Now they tell me that they plan to work at Acquire Beauty until they retire and that’s when I know I’ve built the company of my dreams.
I once read a quote that resonated with me – “little girls with dreams become women with visions.” It hit me hard, and I realized that my next project should align with my passion for empowering women and helping them take control of their lives. That’s how the idea for the “Boss of Beauty” Masterclass was born. Launching in the fall of 2023, this online workshop will not only empower and inspire, but also provide the knowledge necessary to start a beauty brand. This newfound purpose reinforced my determination to face any challenges that come my way.
Being a business owner has given me the opportunity to find fulfillment, follow my dreams, and make a positive impact on others’ lives. The journey is not without its challenges, but the joy and purpose it brings are unparalleled. I am committed to staying true to my principles and empowering others, no matter how tough it gets.
Lizbeth, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
We are Acquire Beauty, a Supply Chain and Operations consulting firm dedicated to helping brands fix what they don’t know is broken. My journey in the beauty industry began at 18 years old when I got my first internship at L’Oreal. Since then, I’ve had the privilege of working with brands such as SkinCeuticals, Dermablend, Vichy, La Roche Possay, Garnier, Tarte, Shiseido, Pat McGrath Labs, YSL Beauty, Armani Beauty, Lancome, and many more. Throughout my career, I’ve gained extensive experience in multiple acquisitions, domestic and international expansions, and working with both small and large brands, enabling me to envision the future state of companies and advise on how to get there.
The Acquire Beauty Logo was inspired by my childhood dreams of working in New York City and living the American dream of becoming someone important enough to work there. It’s a representation of the NYC skyline, with the buildings designed as various beauty tools and products like lipstick and fragrance bottles.
Our firm offers a highly customized approach to our services, working with brands at all stages of their journey. From helping brands in the conception stage launch within a specific timeline to assisting established brands aiming to surpass milestones, like breaking the $100M mark, we cover the entire spectrum from conception to distribution. Our clients include inspiring beauty brand owners, Venture Capitals, Private Equities, Existing Brand Owners, and C-Level Executives. We are here to address a range of needs, from cost negotiation with vendors to creating planning tools for production rates, sales forecasting, and implementing processes for improved profitability while maintaining flexibility for growth.
Our main focus is creating less risk, being more reactive, and providing problem-solving solutions. We take pride in our approach of offering audits with a clear roadmap to address any issues. Unlike traditional consulting models, our aim is to build long-term relationships and empower our clients, making them self-sufficient. We offer workshops specifically targeting key scenarios we commonly encounter, giving our clients the knowledge needed to start and grow their brands, turning their dreams into visions.
As an industrial engineer by education, efficiency is one of my core strengths. We help brands become more profitable by enhancing their operational efficiency. Our account management team is comprised of individuals who have worked in the beauty industry and can relate to the challenges our clients face. Their experience allows them to tackle problems proactively and prevent unnecessary situations from arising. If we encounter something beyond our expertise, our extensive network allows us to recommend the right company or person to provide guidance.
Whether you need to outsource your supply chain operations, create a plan to fix issues, or execute that plan, we offer fully customized solutions tailored to your needs. We help you identify the right organizational structure and size, ensuring you are ready to navigate the dynamic beauty industry successfully. Our ultimate goal is to empower our clients, guiding them towards a self-sufficient and successful future.
We’d love to hear a story of resilience from your journey.
Growing up, I had one goal in mind, to be better, get out of poverty, and not repeat the cycle. I was determined to achieve this, and when I got a full ride to college through scholarships and financial aid, I thought I had it all figured out. However, I soon realized that college expenses went beyond tuition, and I had to work to cover basic necessities like food, books, and toiletries. I pushed myself to graduate as quickly as possible while working multiple jobs, including being a Resident Assistant, a Burger King manager, a math tutor, a night security guard, and finally, an intern at L’Oreal, which sparked my career in the beauty industry.
After graduating, I fully embraced my corporate career and quickly climbed the ladder. Promotions came regularly, and I became the youngest director at L’Oreal. This success continued as I joined Tarte where I continued to work from 7am until midnight, not because they asked me to, but because I wanted to, I felt I needed to. Later I joined Shiseido, where I had a life-changing experience working in Japan. I fell in love with Japan, with the culture, the food, and it gave me valuable life lessons. However, as my career soared, I lost sight of myself with the constant travel, long hours, and neglect of my health. Shortly after, when I accepted a job offer at Pat McGrath to head the Supply Chain Operations department, I saw it as a chance to make a real impact and implement my vision. After learning from amazing leaders, it was time to spread my wings and fly. Unfortunately, the pandemic struck, and my experience at the new job didn’t go as planned. I never made it to the office, but I still made it my mission to make a difference. I brought in the best of the best to be part of my team and help transform the department. After 6 months of hard work, I realized that I had let my job consume me to the point of exhaustion and depression. I vividly remember sitting in the doctor’s office, shocked at my diagnosis, wondering how I allowed it to get this far. How could I prioritize my career over my health?
I went home that day and researched “how to register an LLC”. In a moment of clarity, I decided to start my own venture, Acquire Beauty, without a concrete plan but a strong belief in myself. Despite initial doubts and uncertainties, clients found me through the power of networking and word of mouth. The years of hard work, trust-building with peers and management, all came back to support me when I needed it the most. Launching Acquire Beauty not only gave me a new purpose, but it also helped me reclaim control of my life. I made a vow to prioritize my well-being over everything else, even my company. I focused on my health and started to feel truly alive and fulfilled. Through self-belief and determination, I transformed my life, and clients saw the value in what I had to offer.
I am now in a position to share my journey and insights through my workshop coming this fall, where I plan to empower others to take control of their lives and turn their dreams into reality. My story is a testament to the power of resilience and believing in oneself. I’ve come a long way from the 6-year-old immigrant with dreams, and I’m excited to continue growing, learning, and helping others find their path to success.
How’d you build such a strong reputation within your market?
People, connections, loyalty, honesty, work ethic, are all words that come to mind when I think about building a reputation within my market.
One important lesson I learned from a great leader early on was the value of honesty. He emphasized the importance of being transparent, regardless of how difficult the truth might be. I found that this approach helped me gain the trust of those around me, even in challenging situations when others attempted to undermine me.
When I received my first contract, I initially thought it was luck, but I soon realized it was the result of the hard work I had put in throughout my corporate career. The trust, loyalty, and belief in my ability to resolve issues were all earned through consistently proving myself. No matter how tough things got, I always approached my work with integrity and dedication, which ultimately contributed to my positive reputation.
One piece of advice I would offer for maintaining a growing and positive reputation is to never burn bridges or close doors, especially in the beauty industry where professional circles can intersect frequently. Keeping relationships intact is vital because you never know when you might collaborate with someone again in the future.
My ultimate goal is to help people and establish our consulting firm as a standout in the industry. While financial success is essential, it’s not my primary objective. Our mission is to provide valuable assistance, teach clients how to address their issues, and maintain sustainable practices.
Nurturing relationships is paramount to me, so I regularly reach out to key members of my network to check in on them, their families, and their overall well-being. This genuine care and interest in others help to strengthen and nourish these connections. People are the heart of my company, and they inspire me every day. I’ve been fortunate to learn from some of the best in the industry, and I cherish these relationships dearly.
My reputation within the market has been built on a foundation of honesty, hard work, genuine care for others, and a commitment to continuous learning and improvement. By focusing on these principles, I have earned the trust of my clients and peers, making our consulting firm stand out in the industry.
Contact Info:
- Website: www.acquirebeauty.com
- Instagram: @acquirebeauty
- Linkedin: www.linkedin.com/company/acquire-beauty