We recently connected with Sonia Roselli and have shared our conversation below.

Sonia, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

My brand was born from a love and critique of the beauty industry—an industry ripe with potential yet marred by its narrow views on beauty and aging. This tension fueled my mission to craft a skincare line that breaks free from traditional confines and genuinely connects with people of all ages.

We stand firmly against the ‘anti-aging’ narrative. It’s misleading and dismissive of aging’s natural beauty. Instead, our mantra is ‘pro-living’ and celebrating healthy aging, supporting each individual’s journey with products that honor their unique path.

Our goal transcends skincare. We’re here to shift perspectives and offer a rallying cry for anyone who’s felt marginalized by outdated beauty standards. Our brand champions the diversity of beauty, ensuring everyone’s story is heard and valued.

Ultimately, my brand is a movement for authenticity, inclusivity, and respect. We’re creating a space where everyone is encouraged to celebrate their natural beauty, at any age, embracing life’s marks with confidence. This isn’t just skincare; it’s a commitment to living boldly and embracing every moment with pride.

Sonia, 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?

My journey through the beauty world has been anything but conventional.

For 30 years, I’ve been in the trenches—backstage at fashion shows, in bridal suites, and face-to-face with icons. But it’s the real moments with everyday women that have shaped me and moved me to tears at times. They’ve shown me the beauty industry’s flaws and its potential for genuine, empowering change. I can’t tell you how many women are so down about their looks and its heartbreaking.

When it came to developing my skincare brand, Sonia Roselli Beauty, my own battle with rosacea and skin sensitivity was a wake-up call. It revealed the harsh truth: too often, the beauty industry prioritizes profit over people. They release products so fast for the cash grab that products just aren’t as good as they used to be. That didn’t sit right with me. So, I started my own thing, driven by a simple idea: beauty should be kind, not just to our skin but to our souls. I miss the ritual of taking time to get ready. I think a lot of women do.

My first product, Sexapeel™ was born from this belief. It’s more than a product; it’s a promise to nourish and respect your skin. Developed with a brilliant Korean chemist, it represents what I stand for: thoughtful, effective skincare that celebrates every woman’s beauty, without the irritation or empty promises. It was my first born, and still a best seller.

What sets me apart? It’s not just what I make but how I make it—slowly, ethically, with a deep commitment to real beauty and to my customers. This isn’t just bs lip service. I’m not here to sell you the next big thing. I’m here to offer something that works, something that honors your skin and your life.

To those just meeting me and my brand, know that this is more than skincare. It’s a rebellion against the fast beauty culture. Quality over quantity.

Can you talk to us about how your funded your business?

Let me take you back to the beginning, when my business was just a dream and a plan waiting to take off. Funding my venture was a journey of its own, one that started with my own savings. Despite my best efforts, I found myself a bit short of what I needed to launch. That’s where my mom stepped in—she’s not rolling in dough, but she believed in my vision enough to invest a small amount for my first production run. The pressure was on; failure wasn’t an option, not just for me, but I couldn’t let her down.

With just enough to cover the 50% deposit for our first product, I turned to my existing network—my loyal email list from my makeup studio days. I pre-sold the product, banking on the trust and relationship we’d built over the years. Thankfully, it paid off, big time.

Here’s the kicker: seven years in, and we’re pretty much debt-free. Not out of some grand strategy, but out of necessity. Here’s the quiet part out loud: securing bank funding as a woman in business is a steep uphill battle. Despite having solid cash flow, great credit, and ample inventory, doors that seem open for men often feel shut for us. It’s 2024, and the struggle persists. Studies indicate that a mere 2% of women e-commerce owners breach the $1M revenue mark. I can’t help but wonder how much this funding gap plays a part.

In response, we’ve leaned into crowdfunding for new products, a strategy that’s become our lifeline. With a robust client base and a bit of cash reserve, we manage to cover initial deposits and launch crowdfunding campaigns just before shipping. Our customers are our rock—they’ve made this journey possible.

This approach has its perks. While more capital would allow us to develop multiple products simultaneously, our current path forces us to slow down, ensuring each product is nothing short of perfect. In a world obsessed with fast beauty, our meticulousness sets us apart—I pride myself on rejecting more formulas than I approve. Maybe being picky is our secret sauce.

What do you think helped you build your reputation within your market?

Reflecting on what’s truly shaped our reputation in the market, the answer is simple yet profound: integrity. It’s one of those qualities that, at times, feels like a double-edged sword. Sure, there have been moments when I’ve wondered if being less principled could have offered a quicker route to success. But deep down, the essence of who we are and how we operate comes from a place of unwavering honesty and trustworthiness, even when it’s not the easiest path for business.

Treating customers, employees, and business partners with the utmost respect and fairness has always been my north star. I believe in the long game; short-term gains don’t mean much if they come at the expense of others or compromise the long-term health of the business. Could I be more cutthroat? Perhaps. But at the end of the day, I need to be able to look myself in the mirror, knowing I’ve done right by my people and my values.

This principle of integrity has been a cornerstone throughout my career, from my days as a makeup artist to my current role as a business owner. It’s incredibly gratifying to hear people say they trust us. In a world where skepticism often prevails, being seen as a trustworthy brand is a rare and cherished accolade.

I’m proud that our customers recognize and appreciate this about us. When we mess up, we don’t shy away; we step up, own it, and make it right. It’s this commitment to integrity that I believe has truly set us apart and fostered a deep, lasting connection with our core customers.

Contact Info:

• Website: www.soniaroselli.com
• Instagram: @soniarosellibeauty
• Facebook: @soniarosellibeauty
• Linkedin: @soniaroselli
• Youtube: @soniarosellitv
• Yelp: soniarosellimakeupstudio (I think)
• Other: tiktok: https://www.tiktok.com/@soniarosellibeauty

Image Credits
All were taken by me.