We were lucky to catch up with Sirobè Carstafhnur recently and have shared our conversation below.
Sirobè, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?
As the founder of SIROBÈ, the natural skincare line, I am often asked how I came up with the name for my company. SIROBÈ represents personal growth and self-love, which are at the core of our brand values. Growing up in Mississippi, I always felt different because of my name, also Sirobѐ. I wanted to blend in and avoid drawing attention to myself. Even today, when I visit Starbucks, I use the name Lisa to avoid having to repeat and spell Sirobѐ several times.
When I was developing my natural skincare line, I initially hesitated to name it after myself. But through my personal journey of losing 150 pounds and completely transforming my life, I learned to embrace my uniqueness and see the beauty in my name. Naming my company SIROBÈ was a way to honor my personal struggles and represent my journey of self-love and care.
When my design team presented me with the logo for SIROBÈ, I felt proud and grateful for everyone who supported me along the way. SIROBÈ is also a personal tribute to growing up in Mississippi and southern culture, where femininity, beauty, etiquette, and appearance play a significant role. My grandparents were gardeners and made their own butter, syrup, and jam, so SIROBÈ also reflects my love for what they taught me about natural and fresh ingredients.
I formulated our skincare products with my mother, a chemist, with whom I started my skincare journey by putting me on a routine at ten. SIROBÈ represents the rituals, traditions, and legacy my mother instilled in me, which I now pass on to others through our natural skincare line.
Sirobè, 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?
SIROBÈ is an all-natural skincare line I co-developed with my mother and a chemist. Our face care products are made from the finest botanicals, designed to enhance skin health from within. We use farm-to-table ingredients backed by scientific research, ensuring that our gentle but effective products deliver results without compromising on quality. We carefully select fresh fruits and flowers for their unique benefits and blend them in the perfect ratio to create powerful combinations that target specific skin concerns.
My journey with self-care began at a young age, thanks to the influence of my mother and grandmother, who taught me the importance of caring for oneself, both inside and out. When the pandemic struck in 2020, I used the time to revisit my roots. Growing up eating fresh produce from my grandparents’ garden, I learned the value of using fresh food for optimal health and beauty, which I incorporated as the main principle for developing my skincare products. I also conducted extensive research and testing on my formulas using a large sample size of family and friends.
What sets SIROBÈ apart is our commitment to using only natural, high-quality ingredients. We never use harsh chemicals or additives that could harm your skin or your health. We’re also dedicated to creating products that are inclusive and accessible to everyone.
As a Black woman, I know firsthand the struggle and frustration we have with off-the-shelf products. I intentionally wanted Black men and women to know that their skincare concerns were considered from day one. Research from McKinsey and Company shows that although over 11% of all beauty customers are Black, Black-owned brands account for only 2.5% of total beauty industry revenues. Medical journals also featured only 2% of content relevant to African American skin tones (Science Direct). Inclusivity was at the core in developing my formulas to ensure that every skin tone, from beige to a beautiful midnight black, can benefit from our products regardless of their complexion.
One of our most popular products is the Dragon Fly mask, which is like having a facial in a jar. It effectively removes dead skin, moisturizes, and buffs the skin, leaving it with a healthy glow. The mask contains ingredients that plump and tighten the skin, making it appear youthful and radiant. It’s perfect for those who cannot afford regular facials but still want to take care of their skin.
I believe that everyone deserves to feel beautiful, so I’ve made it my mission to create high-quality skincare products that are accessible to everyone. With just 30 minutes, you can achieve a Hollywood-ready glow. My journey started with a focus on my own skin, but it has since evolved into a passion for empowering people to feel radiant and confident with our products.
Can you share one of your favorite marketing or sales stories?
As a business owner, I always seek new ways to grow and expand my brand. So, when I decided to add a men’s line to my shop, I understood the risks associated with it. At the time, data showed that “only 37% of men use grooming products daily, compared to 65% of women.” (Statista, 05/2017) Despite this, I recognized a market gap for quality men’s grooming products and wanted to fill that void.
To ensure that my products were effective and appealing to my target audience, I invested a significant amount of time and resources into research and development. After several months of hard work, I launched the men’s line with a marketing campaign featuring eight inspiring, hardworking, and stylish men who expressed what self-care meant to them and why it was essential. The campaign resonated with men of all ages and backgrounds, who appreciated the emphasis on self-care and the genuine testimonials of real men who had experienced the benefits of my products.
One of our most popular products from the men’s line is the Vous Doux Cleanser, which has become a top seller across both the men’s and women’s categories. It’s clear that our male customers are just as interested in caring for their skin as our female customers. Vous Doux has even been featured in the NY Post as one of Chef Marcus Samuelsson favorite things!
The success of the men’s line has opened new doors for our business. We can now upsell and cross-sell to our existing clients, offering a one-stop-shop for women looking to purchase grooming products for the man in their life and/or their children. I take great pride in the success of the men’s line and am eager to continue expanding our offerings to meet all our customers’ needs.
How do you keep in touch with clients and foster brand loyalty?
As someone who has worked as a Project Manager in the design and construction industry, I’ve learned that building strong relationships is key to success. This lesson has carried over into my current role as a skincare entrepreneur, where I prioritize service over products. I treat my customers as part of my team, communicating with them regularly to ensure that we are working together towards a common goal: achieving healthy and radiant skin.
Right from the beginning, my customers have been my inspiration. I created my products with their needs and preferences in mind, and they continue to inspire me as I expand my offerings. To show my appreciation, I even feature a “face card of the week” on my website, highlighting a different success story each time. This creates a sense of community and belonging that my customers love.
One of the things that sets my brand apart is the high level of customer engagement. Customers can reach out to me through direct messaging or email with any questions or concerns regarding their skin. As a customer-centric business, I take the time to understand each client’s unique skin concerns and preferences, and even customize my products for their teenage kids.
My customers support each other by sharing tips and sending products as gifts. I take pride in fostering a sense of community where my customers prioritize taking care of each other. SIROBÈ is not just a skincare brand; it’s a community dedicated to self-care and self-love.
Contact Info:
- Website: www.sirobe.com
- Instagram: @_sirobe_
- Facebook: https://www.facebook.com/SIROBExVOUSDOUX/
Image Credits
Personal Photo Credit: Jay Sullivan Additional Photos Credit by Number: 3. Ken Gordon (www.kengordonphotography.com) 5. Lomiekia Messam (www.dynamicduophotography.com) 6. Carlyn Photograph (www.carlynphotography.com)