Josephine Bancheri, along with her sister Jennifer Bancheri, are the founders of ShadowMoon Corp., bringing you the innovative beauty tool, ShadowMoon, a silicone Reusable Shadow Shield for fast and flawless eye makeup application.  ShadowMoon is the ultimate eco-friendly alternative to disposable shadow shields and eye makeup shields. It can be used to catch eyeshadow fallout, create a straight edge for winged liner and eyeshadow application, and as a bonus, can be cooled in the freezer to de-puff your under-eye area. 

Can you tell our readers about your background?

I’ve been an entrepreneur for a few years now, initially launching a business with my sister in the hair extension industry.  We launched ShadowMoon this summer as our second business venture, despite the challenges of launching in a global pandemic, we are happy that we decided to go forward with our plans.  We’re very passionate about creating innovative products in the beauty industry and we’re always thinking of new ways to solve challenges or improve existing methods.

I grew up in Toronto, Canada and I’ve worked with other companies to help them scale via sales and account management.  These skills have helped me exponentially in creating a scalable business model, and driving sales for my own products.  My sister, Jennifer, is in the beauty industry and handles a lot of our content creation, so collectively we make a great founding team!

What inspired you to start your business?

Jennifer and I both had an interesting way of applying eye makeup and preventing eyeshadow fallout, which ultimately inspired us to create ShadowMoon.  We used to fold a piece of toilet paper in half and held it under our eyes to create a straight edge for eyeshadow and to catch the fallout. 

Although this method worked, we knew there had to be a better way!  We looked online and all we could find were disposable eye makeup shields.  We tried these out but we didn’t like the idea of sticking something to your delicate under-eye area, the need to continuously re-purchase, and it always ruined the face makeup that we had already applied.

One day we looked at each other and decided we needed to create a Reusable Shadow Shield, and that’s how ShadowMoon was born!

Where is your business based?

Our business is based in Toronto, Canada but we ship worldwide! 

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

Once we had the idea to create a Reusable Shadow Shield, we worked with an engineer to create the first prototype.  From there, we found a factory, created a logo and website, established some key industry contacts, and prepared to launch!  

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

We’ve used a number of methods to create awareness but our key focus has been on social media, specifically Instagram.  We encourage our customers to post using their ShadowMoon, and this has been key in developing brand awareness.

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

Our biggest challenge has been launching in a global pandemic! We realized that there is no “perfect time” or “perfect way” to launch your business and sometimes you just need to jump right in and handle obstacles as they come.  As obstacles arise, we discuss them, create a plan, and if necessary pivot to overcome them.

How do you stay focused?

I stay focused by keeping the end goal in mind, creating awareness around a product that provides an eco-friendly solution to an existing problem.  I’m motivated by all of the positive reviews and feedback we receive from our customers, and this drives us to work harder on creating more brand awareness every day!

How do you differentiate your business from the competition?

We provide an eco-friendly, reusable alternative to existing eye makeup shields.  Our flexible and soft silicone design hugs your face as you apply eye makeup and it’s designed with a grip to hold under your eye, so no adhesive is required.  As a bonus, unlike other eye makeup shields, ShadowMoon can be cooled in the freezer to de-puff and soothe your under-eye area as you apply eye makeup!

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

Our most effective marketing strategy has been Instagram influencer marketing, as well as Facebook and Instagram Ads.  As mentioned, we encourage our customers to post on social media using ShadowMoon and this has also been an effective marketing strategy.

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

Don’t wait for things to be perfect to start your business.  Whether that’s perfect timing, perfect strategy, or perfect ideas.  If you wait for perfection, you will never start!  Sometimes the best way to learn and grow is through trial and error, and to face obstacles as they come. 

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

I would say my favourite app right now is Instagram, I love that it allows me to keep in touch with friends and family I don’t see as often, and it’s also great for our business!  I like to read blogs on the latest beauty trends, as well as blogs related to a specific topic in business I might be interested in learning more about.  As for books, I really enjoy a good fictional murder mystery!

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

I’m a member of The Female Founder Collective, which is a network of female founders.  I would say this is my favorite resource because I’ve made so many valuable connections through this group, ranging from giveaway partners for social media, buyers, marketing etc. 

Who is your business role model? Why?

My business role model would be Rea Ann Silva, founder of beautyblender.  I’m totally inspired by her beautyblender story and we see a lot of synergies with ShadowMoon’s business model, starting off with a single innovative and sustainable product, and eventually launching additional colors and products.   

How do you balance work and life?

As an entrepreneur, it can be challenging at times to maintain a healthy work and life balance, but I know the importance of taking time for yourself to relax and enjoy time with friends and family.  I try to leave my phone and laptop in a separate room when I’m planning to take some “me time”.  Taking time for yourself will help you in the long run when it comes to your business!

What’s your favorite way to decompress?

My favorite way to decompress is to make a delicious snack and watch the latest binge-worthy show on Netflix.

What do you have planned for the next six months?

Over the next 6 months, we’re launching in a big retailer in the US and Canada, and we’re working on securing additional partnerships that will increase brand awareness.  We are also in the process of planning to launch some additional colors and products, so stay tuned! 

How can our readers connect with you?
Website: www.shadowmoonbeauty.com  

Instagram: @shadowmoonbeauty 

Facebook: @shadowmoonbeauty 

Email: contact@shadowmoonbeauty.com