Q+A with Olivia Griffian

Growing up, Olivia’s Griffian mom owned a beauty salon in Miami, Fl., so at a very early age her exposure to the beauty industry in many facets was very strong. She took a liking to the esthetician and would spend hours learning about facials, skincare and products. So naturally when she began considering a career that was anchored in her passions and goals, skincare was at the top of the list. In her quest to expend her knowledge of skin care, Olivia has traveled throughout Europe and New Zealand under the advisory of the top skincare professional to bring SevenSkin Beauty to life. 

What inspired you to start your business?

I had challenges with my own skin and I knew I couldn’t alone in my struggle. So, in an effort to educate myself, I wanted to learn not only how to treat my skin, but also learn why my skin would react the way it did. I began researching everything about the skin and consulting with aestheticians both internationally and domestically. One of my greatest discoveries was the learning about the seven layers of skin, and each of their function. Understanding that most brands focus only on the top three layers, I came to an understanding that the key to prevention, would be in treating all seven layers of the skin. This is when SevenSkin Beauty was born. And my purpose to share both my knowledge and my product with everyone.

Where is your business based?

SevenSkin Beauty is based in Los Angeles. 

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

The first steps I took involved a ton of research about the skincare market, trends and problems. Although I knew what I had to offer was valuable, it was important to understand what was currently in demand. I would test products from luxury beauty retailers to see what my consumers were interested in and that helped me narrow down my market to skin repair. Once I felt confident that my product would meet a need that was not being fulfilled and the competitive landscape was supportive, I was all in! 

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

I have been very creative in raising awareness for my brand. Word of mouth, blogs, and Instagram has been the most effective so far. I have also sent my mask to several beauty influencers which has resulted in more press and exposure on amazing platforms. Another strategy I have added recently is to share content from other brands promoting the use of LED light therapy. Although this may sound like a conflict of interest. Having a “big picture” understanding that any reputable brands such as Vogue, promoting LED light therapy can only serve to support my brand and spread awareness about this amazing method of advanced skin care.  

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

My biggest challenge has been educating consumers. In order to know why my products work, a bit of understanding is required. It’s like saying “admitting the problem is the first step to solving it”. You have to understand what happens in your skin’s deepest layers to solve the issue. I’ve overcome this by simplifying the complexity of skin problems. Using before and after images to support the educational content has been key.

How do you stay focused?

While I am incredibly passionate about skin health, I am equally passionate about my overall health. I work out 4-5 times a week, which gives me the energy and determined mindset I need. I also give myself a lot of pep talks and I block off time to get work done that cannot be interrupted.

How do you differentiate your business from the competition?

Seven Skin Beauty stands alone in the ability to provide both education and solution. We are the first beauty brand to focus on skin repair through a system of LED light therapy. And provide products using probiotic ingredients.

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

I’m always researching the psychology of consumers and different ways to reach new customers. It’s important in this time to understand so much information is made available to people. And so, if takes a lot of creativity to stand out from other brands. My approach is always rooted in a genuine and authentic desire to share what I know with men & women everywhere. Educating people can benefit from whether they become a customer or not, but ultimately building trust in my brand as a whole.

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

How I built this by Guy Raz is my favorite podcast. It’s a podcast where CEO’s and founders from an array of business fields tell stories of how they got started. It’s so incredibly inspirational and motivating. Listening to the many success stories gives me so much to anticipate as a founder and CEO.

My favorite book is Influence:

The psychology of Persuasion. This book has taught me so much about why we make decisions as customers and consumers. It’s helped me rewire how methods of persuasion can be applied.

My favorite blog is LessWrong. There are countless posts about rational, communication, artificial intelligence, and cognitive theories. For me, it’s a great way to remain curious and expand my intellect. 

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

My favorite business tool has been HARO. Not only does it challenge me to advocate for myself, but I learn different ways to pitch my business. Elevating my ability to articulate my business both verbally and written. I think it’s vital to know how to cater to your audience and that changes over time in business.

Who is your business role model? Why?

My business role model is Gwyneth Paltrow. She took her passion for skincare and turned it into a global brand (GOOP) that’s trusted and gives retail opportunities to other businesses. In addition to creating her own luxury brand of skin care products, she has also open an online platform for other luxury skin care brands to be sold.

How do you balance work and life?

I am so dedicated to my business. For this reason, it is equally important for me to be incredibly protective of my work life as well as my personal life. I love a little self-care, and I surround myself with an amazing group of friends that bring me so much support and joy. 

What’s your favorite way to decompress?

My favorite way to decompress is over a glass of champagne and a really long bath.

What do you have planned for the next six months?

Since recently being added to Amazon, I plan on doing a strong marketing campaign to support this milestone. I plan to release the debut probiotic-based line which includes a face wash, serum, body wash and body milk.  I am meeting with interested investors, implementing marketing strategies, and raising awareness on large levels and platforms. And whatever pivoting is necessary based on the current climate.

How can our readers connect with you?

Readers can find SevenSkin Beauty on Instagram using the handle @sevenskinbeauty and at Clubhouse @PlanetOlivia. They can also access the website at www.sevenskinbeauty.com. Where they can sign up for our email list to receive news about SevenSkin Beauty regularly.