We were lucky to catch up with Oni Auer-stewart recently and have shared our conversation below.

Oni, appreciate you joining us today. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.

One of the most meaningful moments in my journey with ITP Beauty came from a heartfelt note from a customer navigating perimenopause. She shared how Daily Bawse was the only tinted SPF she trusted, as it was recommended by the Environmental Working Group and designed to be hormone-safe. Knowing that our product not only aligned with her values but also empowered her to feel confident and cared for during such a significant life transition touched me deeply. Moments like these remind me why I’m so passionate about creating clean, trustworthy, multi-use skincare solutions that make a difference and ultimately make our lives easier. It’s incredibly fulfilling to know that something we’ve worked so hard to develop can become a product that customers feel good about using—and recommending to their loved ones.

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.

My journey started in Baltimore, MD, where I faced significant adversity before being adopted as a pre-teen. Growing up, I believed opportunities were rare for someone like me, but I held onto a strong sense of resilience. At 17, I moved to Los Angeles to pursue my dream of working in fashion design. Every day, I worked to manifest the life I wanted and the kind of person I aspired to be. My ultimate goal has always been to create beauty in the world while making a positive impact.

After building a fulfilling career in fashion, I started to feel a disconnect between my love for design and the environmental toll of the industry. Fashion is one of the most polluting industries in the world, and I couldn’t ignore its impact. I began researching sustainable practices and stumbled into the science of clean chemistry, which opened my eyes to the power of thoughtful formulation in creating solutions that are better for both people and the planet. 



At the same time, I had always been passionate about skincare but grew increasingly frustrated with the lack of transparency and safety in products marketed to consumers, especially in the U.S. When I learned about the significant differences in ingredient regulations between the U.S. and Europe, where many harmful ingredients are outright banned, I realized this was my chance to create something meaningful—to protect and empower others while staying true to my values. I realized I had an opportunity to combine my love for beauty, my commitment to sustainability, and my desire to challenge the status quo. That’s how ITP Beauty was born. 



With ITP, I wanted to offer products that simplify beauty routines without compromising on safety or effectiveness. Our flagship product, Daily Bawse, is a multi-use, EWG-verified tinted SPF serum with hyaluronic acid, moisturizing technology, peptides and more. It’s perfect for busy people like me who value clean, trustworthy skincare and for people that just want to simplify their routine and reduce their impact. 



What sets ITP apart is my commitment to crafting solutions that align with modern values: sustainability, simplicity, and care. I’m most proud of building a brand that empowers people to feel confident in their own skin while knowing they’re making mindful choices. Through ITP, I hope to show that beauty can be a force for good—both for individuals and the world we live in, enhancing the person you already are but in your most optimal state.



(ITP stands for In The Pynk, a cheeky little saying that means in your most optimal state)

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

2 important things I had to unlearn were: Everything has to be perfect(It doesn’t) & you can’t do things at your own pace(you can).

1.) Everything has to be perfect(It doesn’t):
I really believe that as a woman you grow up being fed messaging from a young age that we have to seek perfection in everything we do and how we look. In parallel, as a woman in corporate America, you must work twice as hard to be recognized for your worth. Once you are seen, you are consistently held to that high standard, time and time again, in comparison to your male counterparts. As I’ve progressed in my career, I’ve closely observed how my male counterparts approached their work. One key takeaway I gained is that, while many of my female counterparts sought perfection in everything they did, my male counterparts focused on perfection only where it was absolutely necessary and quickly moved through everything else. I paid attention to these details because, from a logical standpoint, this approach made sense—not everything needs to be perfect. That frees up time to test data, work on other things, and have some balance in your life. Not everything is immediately scaleable, and until it is only work towards perfection on things that absolutely have to be perfect. Website? Perfect. This interview I’m doing right now – I’m sure my grammar is atrocious and that’s OK.

2.) You can’t do things at your own pace(you can).
This one is simple. Stop paying attention to everyone else around you, and stop racing against an invisible clock. Do things at a pace that makes sense for your life so that you can fit your business into your life comfortably. It is going to be hard no matter what so make sure it aligns with your life style and your family. Don’t torture yourself.

Can you tell us the story behind how you met your business partner?

I have two incredible partners, Alysha Kelley and Sharon Alcazar. I met Alysha through someone I’m no longer in touch with, and I met Sharon at a job I no longer have. But I truly believe I walked away with the best part of both situations. They’ve both been close friends of mine for over 15 years, and they are powerhouses in their own right. What makes them special is their combination of kindness, fierce problem-solving skills, and deep thinking. They are not just good people—they’re great humans and loyal friends.

When I created the business plan for ITP, they were the first people I pitched to. I knew that if anyone was going to help me bring this vision to life, it had to be them. They’re exactly the type of women I wanted on my team—driven, compassionate, and the kind of people I knew I could work with for the long haul.

Contact Info:

• Website: https://www.itpbeauty.com
• Instagram: @itpbeauty
• Facebook: https://facebook.com/ITPbeauty
• Linkedin: https://www.linkedin.com/company/itpbeauty
• Youtube: https://www.youtube.com/@itpbeauty

Image Credits

Professional team shots by Karl Richter.