Successful skincare brands emerge from identifying genuine market gaps and personal pain points, requiring entrepreneurs to balance product efficacy with strategic business planning, including hiring from disadvantaged backgrounds and maintaining rigorous quality standards through extensive testing and formulation development.
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Glowroom Podcast Ep. 4 | The Yearn Skin Story: Beauty, Business & PurposeAdded:
What's happening ladies and gentlemen?
Welcome to yet another episode of Glow Room um powered by Leonet. Today I am not alone again. I have two very beautiful ladies here with me. Uh I'm going to give them a chance to introduce themselves. Uh but as you guys know we are on the road to a thousand. So please do remember like subscribe and please share our content. Uh ladies, I'm going to let you guys introduce yourselves.
How are you guys doing first of all?
>> Good. you. Thanks so much for having us.
>> I'm I'm good. Just a bit nervous. You know, first ladies on the pod. So, hey, I got I got to put my best foot forward.
Please introduce yourself to the people.
>> Okay, cool. So, I am Nadia Michael. I am the co-founder of Skin.
>> Um, yeah. I don't know. Do you need anything more than that?
>> That's perfect.
>> I'm Natasha Michael. I'm also the co-founder of Skin.
>> Yep.
>> And we're sisters, obviously.
>> Of course. Of course. As you can see. Of course. So, good. Um now, um we're going to get straight into it. Um my first thing, you know, like I just want to make you guys comfortable. This is not an interview. We just we're having a conversation, you know, um speaking about who you guys are and your origins from, you know, inception to where you guys are right now. Um but speaking of which, you know, I just want to get into it. Um who is Nadia and Natasha beyond the business?
>> Yeah. Okay, let me start. So, we are originally from Wesbury, born and bred.
Um, >> as you know it, my father's Keith Michael, your boss.
>> I was about to say I was about to say that's why I'm nervous.
>> Um, but yeah, so born and bred in Wesbury. Um, >> we have a very entrepreneurial background obviously stem stemming from my father.
>> Um, we went to I don't know how far back you want to go, but yeah, let's go back.
Let me let me speak for myself cuz mine differs a little bit like from Natasha's. Um I went to Alan Glenn High.
Um went to Mache University, did a bachelor of arts at Mashe University.
>> I then went to Gordon Institute of Business Science. I finished my MBA there.
>> Nice.
>> Um I was the youngest person to do my MBA at in my class. I was 79 years old.
>> Um yeah, and Natasha and I kind of started our entrepreneurial journey.
Even before that, I think we started our first business at like 20 years old, 2021.
>> What was that business? What was our business?
>> Um, we used to have a multibrand clothing store in Santon. It was called the vault.
>> Okay.
>> So, we like brought in Visu. We brought in um I don't know if anybody remembers uh William Ras. It used to be Justin Timberlake's um denim brand back then.
>> Um so, we used to stock that like Monarch. We used to stock members only which is like a old school like >> jacket kind of jacket brand back then a bunch of other brands also. So we started with a a multibrand store.
>> Um and then yeah I went off I worked at a magazine after that and then I did my MBA.
>> Um I also spent some time at Lemon.
>> Oh okay. Wow.
>> There was there was a bit that I spent some time at Lemon and then we went off into another fashion brand. Um, but maybe before we even before we get into that, maybe Natasha can just introduce herself.
>> I also went to Alan Glenn. Um, then went on to Mach back then. I don't know what it's called now.
>> Um, when Mache was still a university.
>> Yeah, it is still Monache.
>> Exactly. Exactly.
>> So after that, I then came to Lemon. I worked here I think for like five years. Um but before then we actually started our our clothing brand our our multibrand store which was the vault.
>> Then came back to Leonour got a lot of working experience here. Learned actually the ins and outs of running a business. So it was a lot of like um lessons learned while I was here. And then after that we started our entrepreneurial our real entrepreneurial journey which was >> then starting our clothing brand and eventually then got into >> skinare skinare skinare.
>> So we've been all over.
>> Yeah. You guys you guys have you've done it all. But on the um on the clothing brand side of things um what are some of the what would you guys say are some memories that you always treasure and hold near and dear to you guys?
>> Yeah. So we so we've always kind of had a passion for like you know the beauty industry, the fashion industry, whatever the case might be because we we love the business side of it but then we also like the creative side of it all. So >> when we went off and did our own brand um so we we started manufacturing in in Italy.
>> Okay.
>> Um so it was a ready toear brand. It was a woman's brand. It was called Michael Maven. Um, and we started manufacturing in Italy and we distributed actually everywhere else but South Africa because we didn't really find that there was so much of a market in South Africa for it.
>> Um, so we started selling into the US actually first before we even started selling in South Africa.
>> Um, but yeah, some of the highlights was just I suppose dressing some of the people that we did. I think before that even we actually got to stock our store our brand in the Dash stores which was the Kardashian store back in >> I was actually going to ask about that because I heard about that I was that that is that is >> so that was actually really big for us at the time >> as a South African brand. Um that was quite a feat for us. Um, >> and also we were young so we were like we were we were just figuring it out as we were going and they they took a chance on us and it actually worked out really well for us. So >> So by virtue of that we also like we got in touch with their stylist so we managed to like um you know supply them with clothes and whatever the case might be. So >> So they were they wore your brand?
>> Yeah, we did. So so Kendall Jenner and well Kendall and Kylie only really wore our brand. Okay.
>> Um and then like yeah we used to >> like Zinda in our clothing.
>> Um so because back then luxury law who is a her style architect like you like saying >> um we we had a bit of a rapport with him. This was before he was like luxury law.
>> So you'll look even at our Instagram page right now. Our Instagram page used to be our clothing brand that we renamed.
>> So I think some started off strong.
Yeah. So somewhere he he still follows us. I'm pretty sure he still follows us.
>> Nice.
>> Um so we got to like work with quite a few people in the industry and dressing them and um >> and yeah, it was a it was a very it was a a fun career to have I think but it also is extremely extremely uh challenging at the same time and also a very money >> um money what's the word?
>> It's like a B state.
>> Yeah, it's a B because it's continuous.
Yeah, it started getting really expensive to run that business cuz obviously we were also working with PR firms over in America. So having to constantly work with a dollar and then all our materials and everything came from Italy. Yeah. Our manufacturing start fabrications >> really expensive.
>> So working you know actually technically you you you ran based but you working in USD was was it became a lot for us and also we were very young I think. So >> a lot of the lessons that we we learned at the time from there. We actually used to take a lot more risks >> than what we do now.
>> We're actually super conservative compared to back then. Yeah.
>> Oh, okay.
>> But a lot of lessons learned also in how to run a business. So I think we've taken all of those lessons and now with skin we make more um educated decisions.
>> Decisions. Yeah.
>> Okay. And on the topic of lessons, you know, like um still sticking with of course the clothing brand, but we can speak we can speak now as well uh as to some of the lessons that you guys are learning um being in business. Um what what would you say are some of those vital lessons that you would want to tell people out there to either anticipate or like give them guidance on how to get through them?
>> Yeah. I think as a business owner, first and foremost, I mean, you need to learn to wear different hats like >> Yeah. Um sure >> till today I'm I'm everything in my company and that's also not a good thing but we are a smaller brand also we're a smaller company but I think especially in the beginning >> you are a little bit of everything you are in finance you're in marketing you in production >> um you also need to be a boss um >> not not in a G sense but in a like you literally need to like lead your team of course um >> yeah so it's like it's learning how to wear those those hats Um, but then also learning to let go and and realizing that you can't do it all and and and >> you most likely aren't the best person to do it all. You can hand it off to people that are more skilled and more >> um more I suppose they have the the >> the acumen to do what what they're supposed to be doing and then like just you know essentially my our task is you know driving strategy at the end of the day. So we're trying to to move away from actually working in the business and driving strategy. So for me those were some of the tough lessons that that I've had to learn in business.
>> Um and then you know just generally speaking there's your everyday things that you learn um with growth and with age and whatever whatever the case might be. But I think it's also important that when you start a business to actually have a plan going forward. You can't just be winging it every day cuz especially with our industry which is the skinare industry your finances can get out of control if you don't have your hand on it all the time. So just making sure that you do have a good strategic plan going forward and that you are sticking to it and making sure that you're keeping a breast of your your KPIs so to speak. Yeah.
>> Yeah.
>> Okay. Now speaking onto this baby that we've been speaking about now here in Skin like what what was your guys's idea um when you guys came up with this brand like what were you guys trying to what problem were you trying to solve?
>> Yeah. So we actually um beauty was something as women you know we like we like it anyway just from a personal a personal point of view you know what I mean there was a passion there but essentially what had happened was we were supposed to have started a beauty brand under Michael Maven. Okay.
>> So >> that was specifically supposed to be within you know cosmetics. Mhm.
>> Um and I think when we started that mission, we realized cuz we wanted to solely manufacture in South Africa and we realized that you know the the not only the market being saturated but also the I don't know what is the word I want to say this diplomatically we weren't finding suppliers that were on the level that we needed them to be >> to be on. Yeah.
>> Um so nobody was manufacturing cosmetics to that great of a standard that would compete internationally. And then also with that also theQS were very high >> were very high for a small business. So we didn't want to take on that risk um going in. So so we were like okay listen yeah in order to do makeup you also need to have a a canvas before you do it and skin care for everybody especially women uh is such an important thing. So we were like because we we had our own skinincare issues specifically in hyperpigmentation. We started looking at more the skinincare you know brand or or model rather >> um and that's kind of how the whole conversation started and then it essentially started with what was a problem Natash and I wanted to sort. So it was there was a little bit of selfishness going on there because we were like very focused. We wanted it to be within hyperpigmentation cuz we know especially as women of color that is something that like is is a major issue women of color >> um and for ourselves. So it started with what do we want first >> and then we realized it's a bigger it's a bigger issue and and we can make a difference in that space also.
>> So yeah and I think also at the time there weren't very many brands that were catering to hyperpigmentation specifically. So we thought that there was a gap in the market and we could actually serve that market very well.
>> So yeah it we started in 2019 formulating our our brand >> and we were going to launch in 2020 and then we all know what happened in 2020 with >> co so we pushed it out a year and then yeah we launched in 2021.
>> Yeah >> which was the perfect time also because everyone was wearing masks and they were focusing more on our skin.
So, it worked out perfectly. Yeah.
>> I think um I I I want to just rephrase this because I just said it's it's just a it's an award-winning brand.
>> Yeah, it is.
>> And uh I just I just want to say that um and how did that feel, man? Like getting that recognition, you know, how how was that feeling for you guys?
>> So, it it's it's such a weird thing because I think everybody's kind of hard on yourself. Nash and I are very hard on ourselves in our business because >> we always trying to reach international standards. You know what I mean? I think everybody's like that. We see something, we aspire to it, and we're like, we're not there yet. We're not there yet.
>> So, I think even though it was, you know, a small milestone for us, and I call it small because there's way more important things in life than winning awards, >> but it was also like >> um kind of a acknowledgement that you're doing something right. So, I think that was that was a a big thing for us that we are on the right track.
We are doing something right. But it also spec spoke to the the efficacy of our products because >> when you submit your products for these awards, they do go through vigorous like trial testing so to speak like they the judges sit with it for months and months before they decide who who's going to win in whatever category.
>> And the judges are people that know skin care. It's not >> they they they actually know what they're talking about. So getting that recognition from them is it does give you credibility as a brand.
>> Yeah.
>> So to speak.
>> Okay. Um and you guys are two women doing it huge in the in the skincare and all of that in that space. Um and I I've been to your office fortunately and I see that you guys >> employed uh predominantly female staff, you know. Is that uh within the scope um in your hiring process?
>> Are you trying to empower more women?
Because you know, especially in South Africa, uh we know like I spoke to your dad about last week, the unemployment rate is very high.
>> Um and majority of it, you know, like uh goes to the youth, you know, the youth is really really struggling with jobs.
So when you guys hire, is it predominantly uh looking for females or is it an open playing field? So as a small business I think it's our duty first and foremost to make sure that we are you know hiring hiring people and making sure that we >> paying it forward >> paying it forward in some way or the other. Um for us it's always been a thing to hire from disadvantaged backgrounds. Uh that's that's the first and foremost thing.
>> Um because upskilling people is not an issue for us. Um so we actually that is part of our business to make sure that we're trying to upskill people. we have a duty to um offer jobs in South Africa beat the the few jobs that we can place people in.
>> Um and then obviously women I think by virtue of the fact that it's it's beauty most women would be interested in it >> but we also realize that like in South Africa there is a real plight for women to be in the job force and women are like you know the backbones of their families these days.
>> True.
>> So if we can put like women that need jobs in in positions we will do it. Um yeah so for us that was important. It will always be an important part I think as a South African company and brand that is a very vital thing. We're proudly South African as well. So it's part of like >> the certification of that you have you have to create jobs you know in the market.
>> Um so yeah I think yeah as much as we can pay it forward we will.
>> Nice. Okay. Anything that you want to add?
No, you >> I think she I think she she said it perfectly.
>> I saw the look on your face. You look like there's something else you wanted to say. Okay. Now, um let's let's speak more on the accolades of your skin. I mean, like you said, you you catering for the the skin the well fair skin if I can. Can I say that?
>> No, not the fair skin.
>> It's more melanin rich skin.
>> Melanin rich. That's the term.
>> Yeah. people of color basically. So we found that there's not many brands that cater to people of color. So we actually wanted to um be in that market and serve that that type of market. Yeah.
>> And how's that been going? Like um I mean you guys your competition is very very very tough because especially in this in the space that you're in there's always new products that say they dermatologically what what and what not. And we are dermatologically tested, >> tested and approved. Um, listen, I think in any industry it's tough, right? I think that there's always competition everywhere. I think it's just something as a business owner you have to contend with and make sure your strategy allows for. Um but yeah, our our competition is quite hectic because not only are we dealing with like multinational big big brands that have been around for like a hundred years.
>> Uh we're also contending now with the wave of like K beauty and Korean beauty coming into the market and then we have our own local competitors that are in the market.
>> So compet competition was always going to be there >> and the barriers to to entry in this industry are so low. So >> every day there's a new skincare brand that's popping up. So our piece of the pie gets smaller every single day.
Smaller and smaller and like Nadia said, K beauty has come into the South African market in a big way this past year or so, past two years I'd say.
>> So this the pie is even getting a little like smaller for us. So, it's just thinking of ways to like be innovative and like serve our market and make sure that what we're doing serves the South the South African market because I think a lot of people are like on the Kay beauty trend >> and we don't realize that >> their products are made for Korean skin.
>> Yeah. It's they're an homogeneous society. I think where a lot of you know international brands or industries kind of flourish is that they're great at marketing. If you I believe if you're great at marketing, you can literally sell ice to an Eskimo. So if you have great marketing, you can sell almost anything. With us, our core has always been efficacy. So for us, I feel like that's >> specifically why we will make it >> because we are so hard on our formulations. It's not about a gimmick.
It's not about trends. We're not trying to chase trends and gimmicks and >> use this and also overpromising people because people need to understand that >> your skin is an organ, right? Like I always say to people, um, people expect from skin care what they don't expect from going to the gym. So it's like if you're going to go to the gym for a week, are you going to see like major differences? No, you're not. It's like it's a it's an organ. It changes. We have hormones, there's weather, there's environmental factors.
>> So consistency is key, but also making sure that you're using the correct activives on your skin. So for us, formulating, efficacy, all those sorts of things are kind of the backbone of our company. Um, >> and we're actually very very hard on our formulations. I think a lot of people always ask us like why is your stuff so expensive? And >> what we say is that we are putting our formulations at the forefront. It's not a simple formulation. They're actually very complex formulations that go through a a rigorous testing period. I think our SPF we took 3 years enough manufacturing to formulate.
>> Yeah. So we're very very like tough on our on our formulation. But do you guys formulate these things yourselves?
>> No, we work with a manufacturer in labs that manufacture. So, so basically >> with um we'll give them briefs and and there's an understanding of what we what we want this product to do and then it's kind of like a collaborative process and we don't sign it off until we like it.
>> So that's why it takes forever to sign >> and we we test it ourselves. So >> I was about to ask do you stress test it yourself?
>> Yes, we we test it ourselves. So if we don't find that it's efficacious, we don't relaunch it.
>> So there's a lot of products that we've tested over the years that haven't made it. But all everything that we have on in in our catalog right now, we've gone through the process of testing it and making sure that it is at its optimum >> um efficacy.
>> Performance performance.
>> It performs optimally. Okay. Now, um, moving to us guys, like, do you guys have anything for men?
>> Yeah, it's our >> whole our whole range is for men. So, >> serious.
>> Yeah, it's a it's a unis unisex product.
A a lot of people I mean it's it's one of those marketing things also where it's like, oh no, there's a Nvia body cream for men and then there's for women. It's like it's only the fragrance really that's different. It's like one there's there's almost no difference in >> terms. So the way things are marketed towards men is is very different to way marketed towards women. So you'll find like a men's you'll get like a six in one where it's like a body shower gel shampoo. It's like all these things where it's like it's all marketing to be honest.
>> Yeah. A lot of it is marketing. Um it's not to say that women don't have very different hormones to men, but for the most part it it is marketing. Yeah. Um, but our products are unisex. Men and women can use it. Our brother uses it all the time. I'm sure my dad uses our stuff.
>> Shout out by the way. That's my That's my boss. That one. That's my homie. Oh, okay. Cool. All right. I didn't know that actually. That's that's interesting. I cuz like >> going through like your social media and stuff, you always think like ah, okay, these products are for women, you know, and >> if we can use it, h why haven't we used it? I think the way men use products are different to the way women. So women were like using something based off of like the packaging or like we lean more to like girly looking things. Men obviously >> you want to have like a whole like and a regimen and a 12step this and that whereas men are very simple and like >> in terms of packaging you like it plain and simple and like you know whatever.
So it's it's it's a lot of it is just marketing at the end of the day.
>> Yeah.
>> Okay. Speaking of regimens, actually that was that was going to be where I take this conversation to next, you know, um because I've seen again on your on your socials, you guys actually give people tutorials on how to use your products and you show them like, okay, if you apply it like this, what these are the results that you might you're going to get um in the long run. Have do you guys have like packages like that like where it's like a 12step process or whatever? So, generally speaking, our ethos is like just to keep it simple.
Like, like I said, I'm not I'm not one for gimmicky >> um following trends, 12step Korean beauty, whatever.
>> I genuinely believe that like you can get great results from using very simple products at the end of the day.
>> Uh but we do have kits. So, generally speaking, they're like a three-step kit or a three maybe four with like your SPF at the end of the day. So yes, we do like step one cleanse, an exfoliator, maybe a moisturizer, um >> serum, moisturizer, SPF. Yeah.
>> But we try to keep it as simple as possible and we implore people to kind of tailor make things.
>> Yeah.
>> Also, your products, they can they can they can mix and match them. It doesn't have to be like, okay, this kit is specifically for this.
>> Yeah. Yeah. You can you can mix and match.
>> And also, you don't have to use the full range of your skin products. If you have whatever other products, it incorporates well with other products as well.
>> Yeah.
>> Oh, so you guys really did think about this like fully.
>> Yeah.
>> And your industry is very tough to get into. Um, and I just want you guys to to speak on that. Like there might be a young lady or a young man out there who's actually thinking of going into skincare or something to do with like makeup or whatever the case may be. like what that process what does that look like and what would they have to do or um how can they market uh since you've been using that word a lot how can they market themselves as a thought leader in this in this industry which is beauty >> so I think it's important to not just create a product for the sake of having a product >> think about what you're trying to serve in the market and it needs to be something that um makes you stand out from the rest >> um also having a good business plan going into it because like I said before, your finances can get a little bit out of control if you don't have that.
>> Um, and then also trying to find the correct formulators that will work with smallerQs because a lot of these um, >> formulators or manufacturers, theirQs are pretty high. I've seen like 10,000 units per per skew, which I think as a as a small brand, you maybe can't afford to do that initially going in.
>> So, just trying to do your homework and see who will work with like smaller brands.
>> Okay.
>> Um, and then yeah, making sure that you have a good plan going forward is top of mind, I would say. Yeah, I think I have like a a a what is the word? a social media answer to that and then like a business answer then Tashes is like a business answer right >> so like even as a South African brand try and keep everything here and the only reason I say that is because you have more control over over it >> and it depends on what your goal and target is a lot of people manufactur in China or elsewhere that's fine you can very well do that >> but there's a lot of other considerations to it at the end of the day and people need people I think forget that South Africa is capable of manufacturing at international standards.
>> So that's a decision for whoever to make. But then my social media answer is like use these platforms also.
>> Like if if I actually knew a little bit like knew this years and years ago, I'd probably first try and you know gar a following. Yeah.
>> Build up your own profile. like one of my friends wants to get into this industry and I'm like rather build a following and create a story around it and a narrative and take take people on this journey with you.
>> Um it's a little bit difficult to do it the way we do which was start the brand first and then they'll come back >> like people like buying from people that they can trust. So if you have a social media profile where people can um get that trust from you, it's always top of mind I would say. and working with influencers. Have you guys worked with any notable influencers?
>> Uh yeah, we have >> that does not sound like >> so it ended well.
>> Uh so if you remember I said like we in the past we worked with a lot of celebrities right in our clothing brand >> and it was more of a a quit a quit proquo. Is that what you call a quit pro? A >> quit pro that one. That one.
>> That one.
>> That one. It was more like a we'll give you this, you do this for us kind of that's kind of where that kind of thought used to be back in the day.
>> And then then the age of everyone is an influencer started coming in. And then we've realized that >> everybody was getting onto this wave of using influencers so much so that your brand got diluted >> because it just became chasing a paycheck for the influencer or really putting themselves on instead of the brand. Yeah.
>> And I think the consumer is a little bit more educated now. They can understand >> they can understand when it's just like a money exchange. Like you can see when um influencers are invested in the product or they just got paid for it. So >> um we're very like wary about working with influencers all the time, but we also realize that >> it also it's important which is balanced with it. Now also we kind of trying to lean even though I'm lazy to do it.
We're kind kind of trying to lead into like, you know, found >> lead content.
>> Yeah. Found a lead content telling a story from our point of view, which I think is a little bit >> more effective, so to speak.
>> Um, but yeah, everyone's an influencer these days. So, I'm even Yeah, you you are.
>> I'm an influencer right now. I'm on a podcast. So, hey, >> you know, but ladies, thank you so much.
I don't want to take up too much of your time. I know you guys have very busy schedules, but thank you for taking the time to actually come and sit with us.
>> Of course. Of course. I'm just disappointed that I'm not going home with your own skin, but it's fine.
>> Next time we'll bring some products.
>> Um, and where can people actually buy the products?
>> Okay, so you can buy our products on ykin.co.za.
We available on Take a Lot. We available on Amazon.
>> Superb, >> Superbalist, Beauty on Tab. Uh we're about to go into Fashini and Bash soon.
So yeah.
>> Yeah.
>> Okay. All right, ladies and gentlemen. I hope this episode uh you know Yeah, we we still we still going there. Um that's that's our producer there the back there. Um but um yeah, thank you so much ladies. Um again, please do follow them on their socials. We're going to link everything at the bottom. Um any final words? Any closing words? No, just support local. That's all we say.
Support local. Follow us on yenskin.co.za.
I mean, follows.co.
>> Sorry.
>> Follow their website.
>> You can see I don't I don't for a living.
>> All right. Um, as you guys know, we still on the road to thousand subscribers. Please help us get there, guys. Um, >> ladies, thank you so so much. Um, and another thing not to forget the competition that we are currently running. Uh, so all you have to do to be a part of it is send us a 30 secondond clip of yourself. Uh, tag us on all social media platforms. Like and subscribe and engage with two of our episodes on our um, YouTube channel. And who knows, you could be sitting here with us or Lightroom enjoying some snacks or just engaging in conversation.
But until then, ladies and gentlemen, it's been real. I'm out.
Thank you so much.
>> Thank you. Well done.
>> Thank you for making us feel comfortable.
>> Was it too?
>> Yeah, it was quite comfortable.
>> Oh, I was I was nervous. I don't like I don't like public speaking.
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