Isobel. Small Business Owner - Founder of PERLCosmetics

Isobel is a twenty-five-year-old Consultant turned Business Owner who is about to launch her own cosmetics line PERLcosmetics.

How did you get into your field? What inspired you?

‘I had a really tough year in 2019 and was struggling to find my purpose and passion in life. I was working in a corporate job I didn’t enjoy and couldn’t see a way out of it. I decided something needed to change. I’ve always been a lover of skincare and cosmetics and had already been formulating my own products (from pressed glitters to hair oils) for family and friends. After reading an article about two young e-commerce guys who had started a highly successful skincare business in Australia selling clay masks, it got me thinking about the need for a UK equivalent. So, using my passion for and knowledge of skincare, chemicals and formulating (from my degree in Biology) the concept of PERLcosmetics was dreamt up.’

‘I also wanted to start my own business to prove that women can do it. All too often I see headlines such as “Men twice as likely to become entrepreneurs than women.” And statics such as, “the number of British female entrepreneurs is still surprisingly low, with just 5.4 women entrepreneurs for every 11.1 men”. To note my point above; two young guys in their 20s with, what I assume to be only little knowledge of their target audience, have managed to set up one of the fastest growing skincare businesses in an already saturated market. How is that possible? Is it because they were risk takers, with women being notoriously more risk adverse? I decided I was a risk taker. I know when I’m passionate about something I will not stop until I’ve achieved it. So I began to bring the dream of PERLcosmetics to life.’

‘I bought the domain name, perlcosmetics.com, and set up the Instagram account, @perlcosmetics. It wasn’t quite the start I expected for the brand though; having a full-time job in a corporate environment and with rent and bills to pay, I simply didn’t have the resources available to me to get the business set up. The dream of my business remained dormant as I returned to the hamster wheel of the corporate world. This all changed a few months later when COVID-19 hit. I ended up losing my job as my firm made financial cuts to survive the pandemic. Although it wasn’t my dream job, it was a safety net in order to help me pay my rent and bills. I could’ve seen this as a negative, struggling to job hunt in an uncertain market. But instead, I saw it as an opportunity. Maybe this is the world telling me to follow my dream and set up my business. So, I’ve done just that. For the past 5 weeks I have been full-time working on getting my business off the ground and I can’t believe how far it’s come.’

What did you study at university and did this help you get into your field?

‘I studied Biology, which has definitely helped me in understanding how skin works, how chemicals work and the process of formulating products.’

Do you recommend any particular studies, courses or degrees for your field?

‘Chemistry would definitely be useful!’

What does an average day look like in your role?

‘As I do everything for my business myself, my days are quite varied. I spend a fair amount of time researching; from formulas and ingredients, to other competitors. I read a lot of blogs and posts online as well as legislation to ensure I am compliant. I've finally got my formula drafted out and my next step is to figure out what cosmetics testing I'll need for it to comply with standards.’

‘A large part of my day is spent on social media, trying to promote the brand and build a following in preparation for the launch - which I am hoping to be in July! I do everything from website updates and content curation to designing packaging!’

What is the best part of your role?

‘Being my own boss, doing what I want when I want and also being able to learn so much about something I actually care about! In these last 5 weeks, I've learnt about marketing, website development, photo editing, video editing and so much more!’

What is the worst part of your role?

‘I'd say the worst part is struggling with the fear of the unknown. I was so hesitant to create a website at first purely because I had no idea how to! In addition to this, I also struggle with imposter syndrome and sometimes think I am foolish to be trying to set up a skincare business in an already saturated market. But, I have enjoyed every second of it. If it doesn't work out how I want, I know I can look back and not regret having never tried.’

How important is work/life balance to you and how much spare time do you have?

‘Work/life balance is so important. With a lot of my job being online, it's really difficult for me to switch off. I'll be on my phone as soon as I wake up, checking my emails, social feeds and connecting with people. I'll also be on my phone before I go to sleep, planning for the next day and jotting down ideas. Because of this, I struggle to see where my working day ends and to put down the phone!’

Do you have any hobbies?

‘I love horse riding, which I haven't been able to do for a while since moving to London. I also am obsessed with make-up, skincare and fashion. I enjoy being with my friends, which is difficult for everyone right now. I've actually started to really enjoy yoga and am trying to keep fit and active during lockdown.’

Do you have any advice for people looking to start their own business?

‘If you have a dream and a passion, you may be thinking to wait until the 'right time' to pursue it. There will never be a right time and there will always be a reason as to why you shouldn't pursue it. So take the plunge. Money can be made again, and with a good support system behind you, you can only thrive!‘

Have you ever experienced any uncertainties about your career? What did you do to overcome them?

‘I've never known what I wanted to do and I didn't even intend on going to University, then i got fomo (lol).'

‘When I left University I knew I wanted to travel, so that was my goal and I worked for it. I could handle my awfully boring corporate job as i knew there was an end in sight. When i got back from travelling, I intended to do a masters - I lasted 3 weeks and decided it wasn't for me. So i was back to square one. Luckily my old employer took me back and I tried to make a career out of that. They were a big corporate employer which never actually suited me. My friends would always be surprised when I said i worked there. I learnt so much from my various roles within that firm, but when I found out I was losing my job I was only worried about my lack of income. It wasn't my dream job and maybe that is what I needed to get this business set up!’

‘My journey to where I am right now has been far from smooth - you could say not knowing what to do is my specialism. From not thinking I was smart enough to go to University and then graduating with a first, to only lasting three weeks studying for a masters. I’ve been through five different employers (having quit two of them with nothing else lined up) and six different careers. But despite all of the above, I am truly glad that it all happened as it’s given me the opportunity to follow my dream of starting a sustainable skincare business.’

Who is your biggest female inspiration and why?

‘Grace Beverly - she is honestly an icon. Starting businesses whilst still in University and now being a CEO of two, it's incredible what she has achieved! Shows hard work and dedication can get you far.’