BACKSTORY ~as an artist

As a kid, I loved drawing and creating things but really got into painting when I took an art class in high school. Our teacher encouraged unstructured painting, and I found myself kind of hooked. While I haven't taken any art classes since, I continue to explore new methods and refine techniques, especially resin pouring which you can only really learn over trial and error, with sooooo much error in the beginning!

Inspiration & Influence ?
I am influenced by various sources. I’m really into patterns, especially geometric, and I draw a lot of inspiration from nature. Whether it's the intricate designs of Moroccan tiles and architecture, the microscopic cell structure of a leaf, or the vibrant patterns and colors of Native American/ Folk art. I did a lot of thrift shopping as a kid and discovered I was obsessed with the patterns in fabrics and household goods of the 1960’s/70’s as well.
I wasn’t really into other artists growing up, except for Picasso and Louise Nevelson, which is kinda funny because Picasso is so abstract and Louise Nevelson is all monochromatic. I guess I was drawn to the contrasting structure of both artists.

Life as an Artist ?
I sold my first painting when I was 30. I had a small art show in a friend's T-Shirt shop, it was then that I realized I may be able to make a living with my art. It was never a huge source of income for me but I’ve always loved creating collections and prints. I've done murals, bar tops, 4 inch minis to 8-foot paintings. It is mainly something I do for fun, although It has become harder to focus on art and run a business but art is ultimately something I need to make more time for..

Were you color obsessed as a kid? Personally I was completely obsessed with color, makeup and perfume and when I look back at my childhood, my career choice and life make perfect since..so I am always curious to hear when the creativity and obsessions began for others~
Ummm yes, very much. I was basically a walking rainbow and made a lot of my clothes. Some of the outfits I wore were pretty embarrassing actually. I made a striped Dr Seuss-inspired fake fur hat and painted my black combat boots rainbow striped. I frequented thrift stores and dead stock fabric shops and found a lot of inspiration and creativity for my colorful wardrobe. I remember a pair 80s Levi’s covered with at least 100 patches, a super psychedelic mumu from the 60s that I turned it into a mini dress and a closet full of creative finds. I definitely wore my fair share of recycled clothes from the 60s, 70s, and 80s and expressed my artistry through my wardrobe.

PIVOT~

What inspired your skincare line?
I was a skincare junkie in my early 20’s (early 1990’s) mainly because I started getting mild hormonal breakouts and nothing would help. I was very health conscious (worked out, did yoga, ate a plant-based diet) but I found that my skin would start breaking out occasionally and nothing seemed to help. Back then, the internet was barely even a thing, we didn’t have Instagram or TikTok, and there wasn’t a plethora of natural brands like we have today. I tried ALL the store brands that focused on their Acne Systems for clear skin but it always left my face feeling raw. I then started looking into natural remedies and stumbled across a homemade cleansing oil from an old Natural Living magazine and I was shocked that cleansing my face with oil actually helped and didn't dry me out. From then on I just made my own skincare and studied what different cultures over time had used from Cleopatra to Native Americans to Ayurvedic skincare practices. Everything was pointing to incorporating oils into your skincare routine.

DESIGN~
I love your packaging-tell us about the process of incorporating your art into your skincare brand~
Using my artwork as the main inspiration for the branding was a no-brainer. The main reason was I couldn't afford to hire a designer but I really wanted to create a brand that was aesthetically beautiful, with a modern colorful vibe that stood out among the monochromatic natural skincare brands at the time.

THE BRAND~

Tell us about the journey, struggles, your side hustles and a little about the process. How were you able to make LUA your full time job & the inspiration for the name LUA?
In 2016, I launched LUA Skincare with a small loan from my parents to get me started. Back then, I was a single mom with two teenagers, almost 40, and working as a server in various restaurants. It was pretty exhausting working for someone else’s dream and I was ready to turn my ideas into a venture I'd willingly put in 70-hour work weeks for – one of those now-or-never moments.
I began by creating skincare products as gifts, and when friends started asking me for the recipes, I realized that I could make this side gig an actual business. I started with a formulating course that focused on Natural and Organic skincare and received a certificate in formulation, natural preservation, and stability testing.
I’m working on my Advanced Formulation certificate now. There were many late nights watching YouTube videos on how to design a label using Illustrator, building the website, photographing products and sourcing ingredients. It was a huge undertaking and while I'm still very hands-on (I am a micro-manager at heart), I've learned the importance of sourcing out the things that I’m not great at because no one can (or should) do it all.
In the beginning stages, I relied heavily on networking and grassroots marketing. I launched my first shop on Etsy but it was feeling more like a hobby and I had a bigger vision for what LUA could become. After six months on Etsy, I made the move to Shopify, shifting my focus to establish LUA as a natural skincare brand.
Coming up with the brand name took some time and I still have the poster board with all the inspiration and potential names on it. Ultimately, I thought, "If I were to have a baby right now, what would I name it?" That's how LUA, my first skincare baby, got its name.

PROCESS~

Do you have a rep or did you market yourself to get into Wholefoods and the 100 + retailers?
I didn't have a rep in the beginning, so I did a few trade shows thru Indie Beauty Expo both in New York and in LA. Those really helped me get out there and be seen by the press and bigger retailers. I met my rep for Whole Foods at the LA Expo and a year later landed in the store. I would say the exposure played a big part in my early success because the natural beauty scene was still relatively small and it was easy to stand out. Now it seems everyone has a beauty brand and the space is becoming more aggressive.
We are still focusing on our original business model of slow to grow so we can stay in the beauty space for the long haul.

WISDOM ~

Advice for someone wanting to start their own skincare line or small business?
Start small, you don't want to extend yourself or your investment too much in the beginning. It is A LOT of trial and error, you will spend time and money on ideas or equipment that you will never use but they all lead you on the path forward. Ask for help if you need it. I leaned a lot on my family in the beginning and it paid off.
My husband is now my partner in the business and I couldn't do it without him. It’s not uncommon to have 15+ hour days but it is important to listen to body and mind and if you need a day off, take it and don't feel guilty.

INSPIRATION

Where do you find inspiration?
Not to sound cliché, but nature is my ultimate source of inspiration. I make it a point to step outside every day, even if it's just for a short walk with the dogs on a trail near our house. I love getting into my own head and taking photos of plants and insects, and it might take me an hour to cover just a mile because I'm trying to absorb everything around me.
We recently relocated LUA to a new warehouse, only 10 minutes from our home, and it's an incredibly cool space. The second floor doubles as an art and photography studio, so there is an artistic outlet whenever it's needed.

CURRENT OBSESSSIONS~

I am always obsessed with something- a new podcast, finding the best matcha, a new blush or wellness hack so I always like to ask ~What is your latest obsession?
Personally, I'm obsessed with plants! I have way too many and not enough at the same time. I love propagating and finding new plant foods My husband just got me an indoor hydroponic growing system so I am excited to see how that goes.
Skincare wise, I’m really into face steaming, especially with one of our SUPERFRUITS or SUPERGREENS face masks on. It's like an instant glow bomb. I've also been slugging for a while now on and off because its super dry in the mountains. My good friend and I are trying out my own slugging concoction and I love it so that may be available soon. My slugging routine is:
I start by Washing my face with LOVE YOUR FACE cleansing oil
Step 2 ~Mist on ROSE MINT skin tonic
Right now I'm testing our MUSHROOM SERUM so that is currently step 3 (coming soon)
Then I follow with either AGELESS or SUPER BERRY Face oil
Lastly I add my slugging mixture (Its a thick balm of Castor oil, Sea Buckthorn Berry, Rosehip and vitamin C plus some other good things) I generously apply this around my eyes and on my eyelids and neck. I add a lighter amount to my forehead and cheekbones and around my mouth. I do this almost every night!

LOCAL GUIDE~ Sun Valley Idaho
I started LUA in Phoenix, Arizona and we have since moved it to Sun Valley Idaho. I currently live in a super small mountain town with a very active outdoor community. My husband and I love to hike, backpack, fly fish, snowboard, go rafting, and rock climbing. We surround ourselves with like-minded go-getters and are always up for trying something new. Our little pocket of Idaho is magical and filled with an endless amount of hikes, alpine lakes, and the occasional hot spring. You can find LUA in one of the best spas in Sun Valley ~ ZENERGY as well as a couple of local shops. We have an amazing getaway here -GALENA LODGE and in the winter they serve amazing comfort food, offer Nordic ski lessons, snowshoe tours and Yurts you can book. I can’t think of a better way to spend a snowy evening, drinking hot toddies by the wood-fired stove.

GLOW UP~

**GLOW Dust ~**You will love this high potency dry cleanser. A beautiful and natural exfoliant activated by water. It draws out impurities with Fruit & Botanical Extracts and It’s packed with Vitamins A+B+C and Bamboo to gently exfoliate. Say bye to pores and Hello to your softest skin ever ~

CURRENTLY DAYDREAMING~

I am currently working on a few new products for LUA in 2024 such as a mushroom serum, Vitamin C oil, and a Body Balm.
I am trying to incorporate painting back into my everyday routine and will have some new prints available by late Summer. Finding balance is key- finding the time to do all the outdoor activities I love, art and running a business, if I can intertwine them all …then I will be my happiest ~ ❣