As a licensed cosmetologist Erika Kristine has the privilege of meeting many different kinds of women and one theme seems to be recurring-everyone wants the experience of something luxurious but cannot always afford it. As a strong advocate for quality over quantity she wanted to create a beauty brand that has the look and feel of luxury that everyone can afford. Erika Kristine believes treating yourself shouldn't be expensive or a once-in-a-blue-moon experience and women should never settle for anything less.

Can you tell our readers about your background?

I have 7 years of experience as a licensed cosmetologist. I found my niche focused on providing services and goods that are luxurious yet affordable and healthy. Many beauty products in the US do not have the same strict standards as other countries even though there is a huge demand for them here. So, I wanted to be the one to provide it. All my services and products are always 100% cruelty-free, vegan friendly, and most importantly non-toxic.

What inspired you to start your business?

There are two inspirations behind my business. One, I found that there was usually a compromise involved in choosing beauty or health and I believe you shouldn’t have to compromise on either of these things. Second, I grew to have a love for all things beauty specifically lashes. I would get so many compliments on the lashes I wore and inquiries if I would ever consider adding lash services to my menu. I was always set on not branching out into the lash side of the business, as I prefer strip lashes over extensions, but as my lash obsession grew I looked for ways to branch into selling lashes rather than offering it as a direct service.

Where is your business based?

My business is based in the beautiful city of San Antonio, TX, but I ship worldwide!

How did you start your business? What were the first steps you took?

First and foremost, I cannot stress this enough: research, research, research. It’s great to have an idea or plan and just go for it, but at the same time, you want to make sure that you are going about it in the best way. As the saying goes, time is money, and when talking about starting a business there is usually some investing involved and no one wants to lose what they have invested albeit money, time, or energy. I started by researching the business itself to see if starting my own private label was actually doable since I had never heard of someone (other than celebs) starting a small private label, and then researched how to go about it step by step, from learning the lingo, to finding a manufacturer that fit my budget and preferences, could produce the quality I wanted by providing samples, and most importantly could produce the exact lashes I designed to start my collection with.

What has been the most effective way of raising awareness for your business?

Social media and networking. The same month we were required to quarantine, and salons were forced to close my business was set to launch. I made the decision to continue with my launch because I believed in it and nothing, not even the pandemic, was going to get in the way of my goals. The support from clients, friends, and social media sharing was overwhelming, to be honest. I had no idea if anyone was going to support me, but I made back my investment that same month! I can honestly say I was not expecting such a generous response. I am truly grateful for everyone who supported me whether they purchased from me or simply shared my posts. Trust me, social sharing goes a long way with small businesses, and we owners are grateful for every like, comment, and share!

What have been your biggest challenges and how did you overcome them?

Not to sound cliché, but it is unavoidable that at some point you are bound to deal with a troll or a Karen. There are two things you can do in situations like this. Number one, do not give the satisfaction of a reaction. Pretend you never saw it, heard it, or read it. Trolls thrive on attention! Two, if the situation calls for it, try to accommodate them as best you can, but be firm! Have your policies in place, make sure they are clearly stated, and enforce them.

How do you stay focused?

There are a few things I do to stay focused, and I’d say they are all equally as important, so I won’t list them in any one order here. First, I must prioritize my business by making sure I am focused on income-producing tasks. As important as social media is it is not productive to spend mass amounts of time there. Instead, I focus on quality content, not quantity. So, I do other productive tasks such as creating more products, direct market to my local audience, and looking for advertising opportunities such as this. I also prioritize the content I consume on social media. This plays a huge part in your energy. I make sure whatever/whoever I am following is contributing to the good vibes I want in life such as other successful women, fitness gurus, healthy foodies, and other locally thriving businesses. I really use social more for hustling than pleasure. Also, I cannot function without my paper planner. If it’s not written down, it is not a priority and won’t get done!

How do you differentiate your business from the competition?

I have my niche and I stick to it. I am strict on the products I choose to sell as they must be of the highest quality, healthiest ingredients, cruelty-free, vegan friendly, and most of all affordable. There is a clear difference between lashes that are made from real animal mink and those that are faux. Let’s be honest, faux mink, silk, human hair, etc. does not have the same look, feel, and quality of mink! Again, it goes back to compromising which should not be the case. I make sure my lashes resemble, as closely as possible, real mink while remaining CF + Vegan.

What has been your most effective marketing strategy to grow your business?

There is a saying that people don’t buy from businesses, they buy from people. Consumers want to trust who they are doing business with. You build this trust and ultimately a loyal community by engaging with your customers and/or clients by being yourself, sharing your life with them, behind the scenes of your brand, advice, and supporting them in return if they also have a business. Genuine networking is the key to not only building a business but sustaining it.

What's your best piece of advice for aspiring and new entrepreneurs?

Be consistent (and patient)! It is so true that even if they are not engaging, they are watching. Personally, I like to do some digging before taking the leap on buying a new product, getting a new service done, or hiring someone.  Don’t jump to the conclusion that you don’t have supporters just because they are not loud. Maybe the quiet ones are observing first, waiting until they can fit you in their budget, or genuinely don’t know how to support you outside of buying from you. It takes time to build so have patience and remain consistent.

What's your favorite app, blog, and book? Why?

My favorite book that was a huge game changer for me is Girl Code by Cara Alwill Leyba (just Cara Alwill now). Actually, all of her books are fire, but this one holds a special, personal place in my heart and bookshelf. Piggybacking off of this, Cara also has a blog and podcast that are among my favorites. She is where I learned about female empowerment, being unapologetically yourself, and entrepreneurial practices. My favorite app, though not business related, is the Sweat app by Kayla Itsines. Running a business requires you show up as your best self and I feel my best when I exercise. I feel stronger, capable, motivated, clear-minded, and stress-free after!

What's your favorite business tool or resource? Why?

Podcasts! They are full of free material from people who have experience in similar fields. It is also convenient as I can listen and learn while I drive, workout, cook, anything!

Who is your business role model? Why?

I recently fell in crush with Sharelle Rosado from Selling Tampa. She is a whole vibe I am currently creating within myself. She oozes confidence, class, and leadership while balancing hustling with mom life AND a badass tribe beside her.

How do you balance work and life?

Time management and prioritization. One piece of advice I gained from listening to business podcasts was this, “create structure where there is none.” Being your own boss means there’s no one holding you accountable, no one telling you what to do or when to do it. YOU are solely responsible for creating the structure a typical job provides. Set a time frame for business tasks, family time, socializing, selfcare, etc.-and stick to it!

What’s your favorite way to decompress?

Spending time alone! Whether it’s taking a candlelit bubble bath, catching up on my favorite shows, reading, or getting a facial, massage, or hot stone pedicure.

What do you have planned for the next six months?

To continue growing offline. I heard something that resonated so well with me, and I’ll share it with you…, “are you building a business, or a social media following?” With platforms ever changing and unexpected web outages you want to make sure your customers/client base know where to find you if access to social is cut. Right now, I’m working towards direct marketing using traditional methods such as mail and print, looking for new products ideas to grow my inventory line, and working towards opening my first store front!

How can our readers connect with you?

I’m most active on Instagram @erikakristinebeauty. I recently lost my TikTok with 10k, but I have setup a new one so definitely follow me on there as well! My TikTok handle is also @erikakristinebeauty. I have a Facebook page that is linked to my Instagram so even though it does get automatically updated, I’m not actively engaging on there. Last, but not least, my email/text list which you can join by visiting www.ek-beauty.com.