Welcome to our new column, All In, where we sit down with some of the most inspiring people in the wellness industry to find out how they got their start, their successes and their struggles, and their top advice for aspiring entrepreneurs. First up, Beth Shuman of 8 Faces, the brand sought after for its multi-purpose all-natural beauty product, the Boundless Solid Oil.
Shuman talks to us about what inspired her to leave a career in TV and strike out in the beauty business, the best advice she’s ever received, and her top productivity hacks.
Can you recall the first inspiration you had to start your own business?
The first inspiration I had to start my own business was when I was living in New York City and making early versions of the product in my kitchen from exotic ingredients I was gathering on my travels. My friends would share it with their friends and it kind of took on a life of its own. People seemed to really love it and then a friend of a friend asked if I was looking for investment. At the time I was a TV producer and was flattered she thought this had legs but I hadn’t even considered this as a proper business. It was a passion and a hobby…but she got me thinking…
What were some of your early challenges?
Some of the early challenges were things that were out of my control from a production standpoint. We had a launch date set and then the factory where we get our custom jars made in Italy shut down for a month for vacation. This impacted the business as we were on a schedule for filling too. We had to air ship the jars when they were ready to meet the rest of our production deadlines. I think that being a TV producer and constantly having to problem solve has made the challenges that do arise manageable; you just figure it out.
Were you also working a full time job when you launched your business (as a side hustle) or did you go full-force into the new business? Would you recommend the approach you took?
I went full force into the new business. With my travel schedule for my old job I wouldn’t have been able to give this my all. I also needed to mentally switch gears and own this new role, which was entirely new to me as I’ve never owned my own business or worked in retail or sales. I have a lot to learn and this needs all my attention. I would recommend it if you are set up to do so.
You’re the sole founder of your company. Did you make a conscious decision to go into business without a partner? If so, why, and how has the decision to go that route been both rewarding and challenging?
Not having a day-to-day partner is great. I have many partners that I work with that are experts in their field from branding, to marketing, and PR. Outsourcing partners who are the best at what they do has proven successful for the company.
What kinds of challenges have you encountered as a female entrepreneur?
I actually find it to be the contrary. There are so many opportunities for female founders. From mentorship programs, grants, summits etc. Sephora offers an amazing Accelerate program. I just read about another one called SheEO. You just have to dig around and find what feels right for you. There’s a ton of support out there to guide you through challenges. You’re not alone.
Did you seek outside investment and if so, how did you go about that process?
A friend who was following my original brand on Instagram (an inspo page before 8 Faces) reached out and asked me what I was up to with this skincare product. Knowing I’m pretty low key and had a life long TV career, he was curious as to what I was up to. I mentioned this was just for kicks and he offered to help me.
When this opportunity came around again, I knew I had to follow this path. So to answer your question I did not seek it out, but was lucky enough to have a good friend who believes in the opportunity in green beauty and believes in me.
Launching – and then running – your own business can be overwhelming. How do you stay focused and on track on a day to day basis? What are some of your top tips?
Everyday there are going to be opportunities to learn and to problem solve. I think staying in your own lane is a major key to success along with trusting your gut. There are a lot of decisions to be made and you are going to make mistakes and that’s ok! Be proud of yourself – you are doing what you love. Also have a cut-off point in your day when you turn off your phone and computer. At the very beginning of creating the business I would find myself checking my phone all hours of the night and answering emails at 3am.
What’s the best piece of advice you’ve ever been given as it relates to running your own business?
Celebrate the small victories as much as the big ones.
What’s the best piece of advice you would give to a woman interested in going out on her own?
Go for it and give it your all. You are not going to know everything, so ask for help. Call in all your favours, tap into every network you can and let people know what you are doing! You would be surprised how many people want to help and see you succeed.
About 8 Faces:
One of the first things we learn about starting a successful business is that you have to relieve a pain point for the public. What was the problem you set out to solve with 8 Faces and how have you solved it?
The green beauty space has grown rapidly, with a ton of great brands looking to serve a similar target audience as 8 Faces. What I felt, though, was that no brand was creating a luxurious and uncomplicated approach to organic beauty. That’s what we’re looking to deliver with 8 Faces and our hero launch product Boundless Solid Oil, a multi-purpose product that simplifies your beauty regimen. 8 Faces delivers nourishing ingredients to your skin and can be used on its own or easily incorporated into your routine.
Plenty of beauty lines go with the “more is more” approach, offering a cleanser, serum, moisturizer, etc. You chose to create one product that can do it all. What made you decide to go that route?
8 Faces was really inspired by the problems I was facing living an on-the-go life of a TV producer. I had so many products that promised to do a variety of things – nourish skin, soften skin, hydrate skin – but constantly traveling made keeping up this routine difficult. I wanted to have all the ingredients and benefits distilled in one organic product that could do all those things effectively. That’s how 8 Faces started: with a desire to create a trusted product, with healing ingredients, that delivers a luxurious experience. I knew this would appeal to so many women out there. And I believe that minimalism is the next trend in beauty.
We’re into the main ingredient: amla berry. Can you tell us a bit about it and its benefits? Where do you source it from?
Amla Berry, one of 8 Faces’ key ingredients has been used in Ayurvedic medicine for centuries. Bursting with the highest natural concentration of vitamin C, this super-fruit is considered to be the highest antioxidant food in the world. Amla also contains an abundance of other vitamins, minerals, fatty acids and carotene—a vital component for healthy skin and hair.
One of the big trends we’re talking about in beauty this year is transparency. We love that you list your ingredients clearly on your website including the benefits of each ingredient. Can you also tell us where you source your ingredients?
I work closely with our manufacturer, formulator and chemist in all aspects of production. We are USDA certified organic and all of our ingredients are sourced from conscious growers around the world that adhere to the strict guidelines.
We are also B Corp certified pending, so all of our business practices are transparent.
A portion of our online sales also go to support Waves for Water, a grassroots charity on the front line providing clean water to communities in need around the world.
To learn more about 8 Faces, find them online here and on Instagram here.