We recently connected with Shaleen Dove Cuevas and have shared our conversation below.

Hi Shaleen Dove , thanks for joining us today. Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

At Virago Lux Skin Care, we believe that true luxury isn’t just about a high price tag—it’s about quality, purity, and effectiveness. Many people assume that the more expensive a product is, the better it must be. But in reality, many high-end products are filled with water, synthetic fillers, and chemicals that don’t truly nourish the skin. Natural, plant-derived ingredients—when used in their purest form—have the power to deeply heal, restore, and enhance skin and beard health in a way that synthetic ingredients simply can’t.

That’s why we’re committed to using only the best organic, handcrafted ingredients, carefully formulated in small batches to maintain their integrity. We focus on delivering high-performance skincare and beard care that’s accessible without compromising on quality. Because real luxury is having products that are made with intention, care, and the purest ingredients nature has to offer. And that’s exactly what we do at Virago Lux Skin Care.

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 name is Dove, and my journey into skincare started as a deeply personal one. When I moved from NYC to Houston, my skin struggled to adjust to the drastic climate change. Unlike NYC, where we experience all four seasons, Houston’s weather is either intensely hot or sharply cold, with very little in between. My skin reacted terribly—I dealt with breakouts, dark spots, and uneven skin tone. I tried everything, from high-end luxury brands to classic, well-known products, but nothing gave me lasting results. I found myself relying more and more on makeup, spending a fortune on concealers just to cover up my skin rather than heal it.

Frustrated, I decided to take matters into my own hands. I dove deep into studying plant-based skincare and the power of natural ingredients. I went back to nature, formulating products using pure aloe vera, organic oils, and botanicals that not only helped to clear my skin but also gave me a natural, radiant glow. I wanted to feel confident enough to step out with a fresh, bare face—and wear makeup because I wanted to, not because I had to.

After a year of perfecting my first product, Pure Essence Face Serum, I knew I had created something special—not just for myself, but for others struggling with the same issues. I crafted it to be gentle enough for sensitive skin yet powerful enough to reduce dark spots, breakouts, and uneven tone, all while providing a relaxing, luxurious experience. From there, I expanded the line, developing Pure Essence Beard Oil for my spouse. I wanted him to have a healthy, well-groomed beard that was soft, full, and free from ingrown hairs. The scent was carefully designed to be appealing yet subtle, complementing cologne rather than overpowering it.

What sets Virago Lux Skin Care apart is our unwavering commitment to quality, integrity, and effectiveness. Every product is handcrafted in small batches using only the finest organic, plant-derived ingredients. We take pride in offering skincare and beard care that not only delivers real results but also feels luxurious and nourishing from the moment you apply it.

One of my proudest achievements has been the overwhelming love and support from our community. We have so many returning customers who rave about our Pure Essence Face Serum, Toner, Face Bar, Beard Oil, Beard Moisturizer, and Beard Bar—and even beauty professionals who swear by our products. Knowing that experts in the industry advocate for us and trust our formulations is incredibly rewarding.

Another milestone we’re deeply honored by is being recognized by Houston Hotties Social Hour, a women’s entrepreneurial network, and receiving the award of Entrepreneur of the Year. That recognition means so much because it reflects the dedication we pour into this brand every single day.

As we continue to grow, we’re excited to bring even more high-quality, handcrafted products to our customers. We love connecting with people in person, which is why we’ve done 65 pop-up boutiques in the past year and will continue to create spaces where customers can see, smell, and experience our products firsthand. You can always check our Instagram & website for upcoming pop-up events!

We’re also expanding our reach through podcasts and collaborations to bring more brand awareness to Virago Lux Skin Care. At the heart of it all, our mission remains the same: to provide skincare and beard care that is pure, effective, and luxurious—because true self-care should feel as good as it looks.

How do you keep your team’s morale high?

Leadership has been a fundamental part of my career for almost 15 years, primarily in operations. These skills have seamlessly translated into running my business and collaborating with our team and partners.

For me, leadership is deeply rooted in support, and I believe in fostering a culture where professionalism and high-quality work are at the core of everything we do. We maintain clear and open communication by meeting regularly to align on our goals and mission. Our team is committed to excellent customer service, ensuring that we always represent our brand with integrity and excellence. Even when faced with challenges, we rely on one another for support and motivation, always checking in to ensure that morale remains high.

I’m incredibly proud of the team we’ve built. Each member brings a unique strength to the business, and together, we create an environment of collaboration and excellence. Our Sales & Brand Ambassador, Daja Gay, excels in customer engagement at vendor markets and produces outstanding branded content. Desiree, our content creator, masterfully conveys the quality and essence of our products through her creative lens. My spouse, Shaun, plays a pivotal role in beard care, vendor markets, and establishing connections throughout Houston, leveraging his deep-rooted knowledge as a native Houstonian.

A key aspect of leadership is investing in the team. I lead by example, often being the first to arrive and the last to leave, reinforcing the principle that no task is too big or small. Trust is vital, and I fully trust the team to uphold our shared vision. We regularly discuss our direction, ensuring we never stray from our mission or allow one another to fall short of our high standards.

One of our most effective practices is conducting post-event reflections, known as “Glows and Grows.” After each vendor market, Daja and I review the event, highlighting successes (glows) and identifying areas for improvement (grows). These candid conversations foster continuous learning and growth, keeping us at the top of our game. Similarly, Desiree and I collaborate extensively on content, with me giving her the creative freedom she needs to produce exceptional work. Shaun reminds me to take time for myself, helping me stay balanced as we grow.

As we continue to grow, I remain committed to the leadership principles that have brought us success: teamwork, communication, trust, and a shared commitment to excellence. Because at the end of the day, teamwork truly makes the dream work!

How about pivoting – can you share the story of a time you’ve had to pivot?

Oh, absolutely—there have been plenty of moments where I’ve had to pivot, but one that stands out and continues to shape how we do business is learning to carefully vet the vendor markets and events where we showcase Virago Lux Skin Care.

We’ve set up shop at everything from small, intimate markets to some of the biggest festivals in Houston. We’ve been at church bazaars, farmers markets, salon suites, fundraisers—you name it. And while some events have been incredible successes, others have been a learning experience. There have been times when we eagerly prepared for a big turnout, only to find a smaller crowd than expected or an audience whose needs didn’t quite align with our brand.

That’s when we had to shift our mindset. Instead of seeing it as a loss, we started using those moments to create engaging content, network with fellow vendors, connect with organizers, and learn more about the location and its potential. The biggest lesson? Business is a risk. You can prepare for a huge crowd and end up with just a handful of visitors—or expect a slow day and sell out completely.

While we do our research and take a strategic approach, you can’t always predict the outcome. The key is to stay adaptable, keep a positive outlook, and maximize every opportunity. Whether it’s a high-energy, high-traffic event or a quieter day, we always find ways to grow, connect, and strengthen the foundation of our brand. And at the end of the day, every experience—big or small—adds value to our journey.

If you love discovering new, all-natural skincare and want to experience Virago Lux Skin Care in person, we’d love to see you at one of our pop-up boutiques! We post our event schedule on Instagram and on our website, so be sure to follow us @ViragoLuxSkin to stay updated. We can’t wait to welcome you into the Virago Lux community and share our handcrafted, organic skincare with you!

Contact Info:

• Website: https://www.ViragoLux.com
• Instagram: @ViragoLuxSkin
• Facebook: Virago Lux Skin
• Other: Tik Tok: @ViragoLuxSkin

Image Credits

Images: Deziree Propes (Dez Media Management), Alexander Elatassi (Unified Productions), Shaleen D. Cuevas (Virago Lux Skin Care)
Styling: Daja Gay (ENHERPWR)
Makeup: Debbie (DS Glamz)
Hair: Lucero Vasquez (Sleek Society Salon)