"I am all about collaboration and not competing" with Mira Peterson

I had the pleasure of interviewing Mira Peterson, founder of JUNO & Co.

Can you tell our readers about your background?

My parents immigrated from the Philippines in the late ’70s and my sister and I are the first generation Filipino-Americans in our family. I was born and raised in Los Angeles, with a brief stint of International High School in the Philippines. My family and I returned to California (but San Francisco) in 2000 for college. 

What inspired you to start your business?

I’ve always had the idea of opening up my own store. When I graduated from Merchandising at the Academy of Art in 2008, I initially wanted to have my own art boutique that showcased local San Francisco artists and designers. But because it was so hard to get a loan at the time, I found myself falling into a career as a beauty store manager and a beauty writer.  I made so many connections as a Beauty Editor and it opened up so many doors for me in terms of connecting with other Beauty Entrepreneurs. It seemed only natural that the next step was to co-find a beauty company as CMO - which combined my love of writing, beauty products, community, and boutiques. 

Where is your business based?

It is based in the Bay Area. Burlingame, California which is 20 minutes away from San Francisco.

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

I met our CEO Kyle when I was a Beauty Editor for Examiner. He was opening his fashion boutique in the Westfield Mall in downtown San Francisco and I was covering the event. We stayed in touch over the years through SFFAMA which is the San Francisco Fashion and Merchandise Alliance. After four years at IPSY, I was pretty burnt out and taking a break. Somehow Kyle learned that I was available and he reached out and told me of his new company idea. It was going to be a beauty product based on the community. I was almost immediately on board, after that the rest is history.

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

I have always been a community-centered person when it comes to business. It was what I was most passionate about when we were starting IPSY back in 2011 and it is still what I am most passionate about today through JUNO & Co. The endless possibilities of connection and communication thanks to the online world have really helped create loyal fans and followers that are equally as passionate at creating amazing things.

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

My biggest psychological challenge was gaining confidence and overcoming the guilt of wanting to do something bigger/”taking gambles” with my career. Having a family with a culture that deems success with titles like “lawyer”, “doctor”, etc., it was hard for me to not feel selfish pursuing a passion and finishing a degree at an Art college.

At some point, you just have to ignore the outside interference and go with your gut. Katherine Hepburn has a quote that has always resonated with me when I start doubting my decisions, “If you always do what interests you, at least one person is pleased.” As I get older, I’ve grown to know that it shouldn’t be another job just to get people to understand or like me. 

How do you stay focused?

I have kids. Two boys. They are more than enough motivation to stay focused and keep doing what I do. It sounds cliche but it’s definitely for them. If I didn’t have kids I would probably living on coffee and oatmeal, traveling the country with a smart car and a second-hand camper somewhere. 

How do you differentiate your business from the competition?

I am a believer that there is enough abundance in the world for everyone. We all have something special to offer. So, I don’t really look at other brands as the competition but as an inspiration. I am all about collaboration and not competing. This is what our mission is,  at JUNO we are affordable luxuries that are accessible to all and that are also made with all of our community conversations in mind. 

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

Direct to consumer communication has been key. We are excited and proud of our #junobabe community and we love to hear their stories and suggestions. 

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

Follow your dreams. Make a plan, break it up into smaller goals that will eventually lead to there. Looking at the big picture can be overwhelming and our ideals of how to get there can be unrealistic. If you simplify it, make goals that are achievable, one day you’ll wake up and realize that even if it didn’t work exactly or as easily as you would have liked, you’ll still be happy with how far you’ve come. If you’re not, start over. It’s never too late. 

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

I can not say enough about the Goodreads app. I am a big promoter of reading and reading a lot. Reading keeps the mind sharp and the imagination limitless. Goodreads keeps me accountable toward a reading goal every year. After a long hiatus of only reading 2-3 books a year, I was able to read way more last year with a goal I set for 30. I became so obsessed I hit 42 books. This year I am doing 50 and according to the Goodreads app, I am one book ahead of schedule. It also suggests new books to read with a Tinder-like swipe feature and has your friends and family (those on the app) connected so that you can see what they are reading and what goals they are up to, as well. 

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

I am a part of a lot of professional online communities but the two that I love most and have found useful are communities like Create & Cultivate and Girlboss. Both are an excellent resource for any questions or guidance that one would need and I wish they had it when I was just starting out. You’ll encounter people from all levels and the topics help to keep work things in perspective in terms of what’s going on outside of your business and what you can do internally to help it improve. Plus, networking is always awesome.

Who is your business role model? Why?

Gosh, I am always at a loss at this question because I can never just pick one. But if I had to, it would be Michelle Obama. She isn’t exactly a business model but a life model. Reading her book Becoming, I found myself in tears multiple times. It is absolutely beautiful how graceful and amazing she has dealt with every single thing life has thrown at her. How she makes everything look effortless and easy when it is far from it. And how, despite all the sadness and evil the world has shown her,  she still manages to discover and create the positivity and goodness in it. 

What is your beauty routine? What are some of your favorite products?

I have a pretty minimalist daily beauty routine. It consists of a gentle face wash prescribed by my dermatologist, my Curology formula and Grape Seed Oil which was recommended by a dermatologist colleague, Hadiyah of Fairy Glow Muva. The JUNO Moonshine is what I wear outside when I have to work or run errands, it smooths & blurs imperfections, keeps things moisturized with Hyaluronic Acid, and Avocado Oil, while letting the skin breathe. And I add brows with Em Cosmetics Universal Taupe Brow Cream.

I used to think that the more products I used the quicker and better results I would see. It turns out that pairing down and sticking to the basics is what my skin was craving this whole time. Naturally, I still like to splurge and check out trending products every now and then though. 

How do you balance work and life?

I don’t. Hahaha. Well, it definitely doesn’t feel that way.  You just do what you have to do. Embrace the craziness and enjoy the downtime when you can. Work your ass off when you need to. Find bliss in the moments in between.  

What’s your favorite way to decompress?

I do yoga. I try to meditate as much as possible. I also try to plan one family vacation every six months locally and one internationally at the end of the year so that we always have something out of routine to look forward to.

What do you have planned for the next six months?

We have so many incredible collaborations and new products these upcoming six months. My head is spinning just thinking about it. But they are so good and I am so excited. We are stepping into the color realm starting with lipsticks and eyeshadows. So now it’s not just complexion perfecters but every step and detail of a whole look. 

How can our readers connect with you?

I am actually always on the JUNO & Co. Instagram account @thejunoco. Sourcing and scheduling the content. This means I also see most of the messages and I try to respond with a heart or double-tap as much as possible. I can often be reached through there or my Juno e-mail at mira@thejuno.co