We’re excited to introduce you to the always interesting and insightful Priscila Fadul. We hope you’ll enjoy our conversation with Priscila below.

Priscila, looking forward to hearing all of your stories today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Yes! Absolutely. I have a better approach to skincare. I want to prove that one can experience the complete luxury and benefits of a multi-step skincare routine without a vast collection of products. With 30 years of behind-the-scenes insights, Lendava was created to differentiate fact from fiction.

The beauty industry is fueled by consumerism and empowered by myths about skincare. People believe they need a product for every concern and don’t realize that many products only contain minimal active ingredients (if any).

Lendava was designed to break through that noise. It delivers better results by offering more of what matters and less of everything else. With the correct formulas, ingredients, and concentrations, one can achieve the best and healthiest skin imaginable. And when the formula is good, is good for anyone! So, I also want to break down the myths that skincare needs to be divided into different categories according to the age, sex and skin type of the consumer. There’s no need to pigeon-hole!

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

Lendava is a skincare brand with the right priorities. It offers a collection of fundamental products featuring formulas of the highest quality with effective ingredients that are intended to replace the excess of steps in a skincare routine. Lendava is skincare, perfected and stripped of the industry’s nonsense.

As a beauty insider, I know what really works. My family has been in the beauty industry for decades, so I have been surrounded by the industry’s top designer brands and I have benefited from connecting with all type of industry experts and chemists. All the glitzy trade shows, elaborate brand launches, and diamond-crusted bottles promoted products that promised to solve problems. But after years of working to differenciate fact from fiction when it comes to skincare, I realized that the beauty industry “solved” problems that it created!

For example, a beautiful brand will promote a strong, astringent cleanser that will strip the skin. Then, it will offer a toner to balance the skin’s PH. In reality, your skin will be better off left alone. The brand sells a product with a problem, then sells a product to fix it.
Even the “clean” beauty industry is often dirty. Brands, especially the leaders, focus on texture over the quality of ingredients. Expensive products – thought to be the best – contain ingredients that irritate the skin, like trendy oils or extracts that have no benefit.

I was inspired to break that cycle and I was driven with a purpose: to make skincare that prioritized the skin’s true essentials.

As an engineer, I believe in the power of science and stay up-to-date on the latest evidence daily. In every facet of life, I strive for efficiency. So I dreamt of a skincare that leveraged minimalism but offered superior results.

Skincare doesn’t need to be complicated. It’s the formula that matters. Lendava is the pinnacle of daily skin essentials. It helps all skin types and conditions and is gender-neutral as it forgoes artificial colorings or fragrances. Slashing a beauty routine’s excess products also align with Lendava’s responsibility to repurpose and reduce waste. Lendava’s orb-shaped containers are refillable and designed to keep for as long as possible.

My goal is to simplify your skincare routine!

Can you share a story from your journey that illustrates your resilience?

It took me more than 3 years to formulate Lendava’s first two products. During the journey, labs have tried to encourage me to take the easy way out. Offering stock formulas, labs will let you white-label their products to bypass the tedious (and costly) testing phase. But I had to start from ground zero to develop an entirely new, better formula.

So I interviewed scientists, visited labs, and read chemistry books cover to cover. I performed endless testing, perfected the percentages needed for formulas, and learned the quality and type of each ingredient necessary.

Just as Lendava was finally ready to launch — the content, the formula, the packaging, everything — I found out I was pregnant. On top of that, I was pregnant with twins. This actually made me feel like I was expecting triplets since while I was preparing two of everything for the nursery, I was also preparing everything for the birth of Lendava. Just a friendly reminder that women can do anything, and they can do it while they’re pregnant too, which is that much more impressive.

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

“Growth at all costs culture in ecommerce”

I believe in the power of “word of mouth”, at least in the beauty category. Quality over quantity in sales is my goal. The real growth happens when people purchase your product…again, and again. My business plan does not call for spending a lot of money on paid marketing and celebrity placements. That gives you quick sales, but it is not sustainable. Instead, I want to build a community, and I envision the future of Lendava with innovation and educational content. I am creating products that add REAL value to the health of the skin, and I want my community to feel great about them.

Contact Info:

• Website: Www.shoplendava.com
• Instagram: @prifadul
• Youtube: https://www.youtube.com/channel/UCB52r-zlYr4kagECUGSRUcA