Skin, Mind, Body Essentials CEO on EcoPreneurship and Marketing “Green” Beauty

It makes perfect sense that Lake Louise would one day become an eco-conscious teacher and CEO. After all, her name is a body of water and she grew up in San Franciscos’s Haight-Ashbury—a district widely known for its hippie culture in the 60s. Before launching beauty and wellness products company Skin, Mind, Body Essentials, the Stanford graduate found her way at the University of Costa Rica, teaching environmental sustainability and eco-responsibility. Her love for mother nature and commitment to healthy living transcends beyond recycling plastic bottles, as she incorporates green consciousness into her entire lifestyle… including her beauty regimen. Louise’s added business wit has made her a highly sought after keynote speaker and educator in the body care industry. BlackEnterprise.com caught up with the EcoPreneur to get a few jewels on the business and marketing of “green” beauty.

BlackEnterprise.com: You’re what the business world calls an “EcoPreneur.” What exactly is that?

Lake Louise: This term has only recently been coined, and the definitions can vary depending on who you ask. I define an EcoPreneur as someone who at their core is very passionate about social, economic and environmental justice, which is demonstrated through their hiring practices, employee salaries and benefits, the vendors they choose to do business with, and the non-profit organizations they support. An EcoPreneur is a business owner who considers how the consequences of their business decisions affect the planet and its people, and makes adjustments accordingly to keep the footprint as small as possible while still making a profit that sustains the business and its employees.

A lot of consumers may not necessarily correlate green efficiency and beauty. How are the two connected?

I actually think it’s shifting and people are seeing the connection very clearly. Many may not use the term “green,” but part of living a green/sustainable lifestyle is not just about what we put in our bodies, but on our bodies as well. People are reading labels and making the connection between ingredients that they eat and their personal care products more and more. They may not call it “green,” but concern about the safety of ingredients is the beginning of that journey. Every day we hear from people who describe their skin as sensitive or say they are allergic to makeup. They may not know the how’s and why’s, but they know how their bodies react to the products they use and many have had bad reactions to certain chemicals, so they avoid using makeup or certain skin care products. Many are beginning to connect the dots. We believe that if consumers are given an option to buy products that do not contain harmful ingredients and give them the result they are looking for, they will make a change in their purchasing habits. But they still may not call it “being green.”

What other business opportunities do you see in this space of green beauty?

There are so many factors that need to be considered when wanting to label a business model as a “green business.” This includes products, such as jewelry made with sustainable materials, lingerie made with organic cotton, and board games to name a few. There is also a growing demand for organic personal care lubricants. It is my belief that any business can be converted into a green business when it considers the sustainability of the people, planet, and profit. All three must be considered in the eco-friendly business industry. Products made in the U.S. are considered green because they are manufactured here as opposed to the products produced overseas. Being green is also about providing jobs in the community. It’s highly important for a green business owner to be passionate and model a healthy lifestyle before exposing their company to consumers.

How do you market the merging of green-consciousness and beauty so that it is attractive to customers?

We don’t overtly market the green factor. For some consumers it can actually be a turn-off because it is often associated with tree huggers or people who are vegans or vegetarians. Our experience shows that customers are actively seeking and craving this union between green, i.e. safe, non-toxic and beauty, w

ithout labeling it as “green.” That being said, women aren’t going to give up their lipstick or eye creams in order to save the planet; that is just a fact. So, first and foremost, our products have to deliver results. Once people try them and realize how great they are, the green element (by that we mean sustainable business practices throughout the company as well as our products) becomes an added bonus without them even being aware of it. People understand that going green is not a trend or a fad, and they are looking for ways to incorporate healthier living practices in all aspects of their lives. We don’t use the term “green,” but rather language that is more universally understood, such as “healthy,” “wellness,” “safe” and “non-toxic.” The rewarding results for us are that we can provide quality products that honor the principles of green living. We like to call it, “Looking good while doing good.”

Here is a case in point. We just received an email on December 30th from a woman looking for products for her nephew: “My nephew who is 16 has problems with acne as well as the dark scars left behind after the inflammation is gone. Because he is African American, the dark scars show up even more and he uses skin bleaching products with hydroquinone to try and get rid of them. The facial wash he uses is some type of prescription product from a dermatologist. I think these products are damaging his skin rather than helping. Which of your products work great for teenage skin? I want to help him find a regimen that will yield great results and most importantly one that will be easy for him to stick with.” This tells us that she thinks the prescription product is harmful and she is looking for a safer alternative. She noticed how we describe our products to promote and provide safe and healthy ingredients for skin conditions such as hyper-pigmentation.

Go onto the next page and read to what Louise credits S.M.B’s success.

Which of your personal strengths do you think played a role in you building a successful company?

At my core I am an educator and lifelong learner. I am infinitely curious. I always want to understand how and why things work. That means that I am constantly learning & growing. This is a key point. As a business owner, you cannot be afraid to take risks. I do not allow myself to be hindered by calculating each and every step before I take the first one; my main focus is the goal. That is what motivates me. I believe that whatever I envision for the company can and will happen. I have tremendous confidence in my vision and what I am capable of achieving. I am proud to say fearless confidence is my strength!

In addition to being a CEO, you also travel and teach on skin and body care. Is having multiple streams of income something you recommend to other career and entrepreneurial women? Why so or why not?

I am passionate about educating others and I welcome the opportunities when they happen. I am a former high school and university professor so teaching is in my blood; it comes naturally for me. I am basically combining my love of teaching with my passion for beauty and wellness. It all sort of happens organically so I don’t necessarily see it as a separate entity, but I do think that it is important to broaden your reach when possible. That applies to people who don’t own their own businesses as well. If you work in a bank by day but have a passion for baking pies, think about how to parlay that passion into extra income. That way you always have something that you control in terms of your financial future.

How is well taken care of skin important as a professional woman?

It’s no secret that when we feel and look our best we exude confidence, which is perhaps the most important attribute to possess when facing the world—especially as a

woman. It doesn’t matter if you work at home or in the corporate world, our exterior reflects how we are living, the choices we make, the habits we practice. I’m not talking about in a superficial way, but an overall state of being. Healthy choices, positive thinking, state of mind: They are all reflected in our appearance and especially in our skin. I don’t think it is about worrying about how others perceive us, it’s about how we feel about ourselves. I’ve never met a woman, or man, who said that they didn’t feel their best when they felt they looked their best. And clear, glowing and radiant skin is one of the things that make people feel confident. Just ask anyone who has suffered from skin issues.

What’s an eco-friendly practice professionals can adopt to bring out the best in their skin, minds and bodies?

For women it is as simple as washing off all makeup and night.

For those who are on their computer at a desk for most of the day, they can make sure that they get up every hour for five minutes and stretch. Another one that might not seem very exciting, but it is a game changer, is bringing your lunch to work and then taking time to eat it; not at your desk. Taking time to pack a healthy lunch (maybe leftovers from a, hopefully, healthy dinner the night before) will save you money, prevent food waste, and help maintain your health which is directly reflected in your skin. Taking time to eat is important. Many people shovel their food in their mouths at their desks and as a result, food is not being properly digested, leading to constipation and health issues over time. Eating slowly and enjoying some quiet time will help to rejuvenate your mind and relieve stress. People will find these small tips beneficial towards living a healthy skin, mind and body lifestyle.

Keep the green going and try these healthy greens in your smoothies.