There comes a time in ones blogging, that you begin to look for brands to feature around you. It's not that I don't love reaching out and connecting with brands via email, but there's just more when you're able to do an in person interview with a brand founder. Not only do you get to meet them in person and see how their responses translate, but you get a behind the scenes look at where all the work is put in. That's where Erin's Faces comes in, as I had followed the brand for a while, and one day realized that they were right next to me in Jersey! Of course I reached out immediately.
Erin's Faces is one of those brands that you truly get a behind the scenes look through their IG stories, as Erin herself, speaks about products, showcases their uses, and even works with followers for new creations and naming of releases. When I had the pleasure of interviewing her, it was no different. I got to talk one on one with Erin as her staff picked and prepared orders for Erin to double check and sign off on, before going to their new homes. What I did love, and was amazing to see, was how much Erin pays attention.
While checking the orders, Erin noticed that a repeat customer purchased a color that was completely wrong for the consumer. So she made the switch and left a note. Customer service at it's finest, and it makes sense with all of Erin's work background. Let's get to that with this one on one Q&A!
A lot of the time, skincare lines start off with a personal agenda, but for you, it's always been about the consumer, how does that play into creating new products?
I would say, I want to make things that people want to buy. If I get asked for something a lot, I'll put it in. A lot of moms asked for a stick SPF, so I went through a lot of samples of those, with different size ranges to accommodate the kids and then the mothers provided feedback!
I do create things for personal use, but because of how our company is, they have so much access to me, so I'm the one responding to emails, hearing what they want, and asking for products. If I hear the same request constantly, I make it. I also know what I want people to be using. It's a combo.
Being that transparency is key for you, what are the top 3 ingredients you absolutely advise people look out for in skincare and makeup?
Mineral oil is a no!
Petroleum, straight is a no!
Parabens a no!
These 3 are in a ton of stuff and they're just linked to a lot of unfortunate things. They're the easiest ones, along with synthetic fragrance to look out for, because they're cheap.
There are alternative preservatives, but the shelf life does tend to be shorter with a cleaner product. To me, start to finish you get a 14 month shelf life. If you're moving your product quick enough, your client has 9 to 12 months.
Being from Texas and living in New Jersey now, how does makeup and skincare differentiate?
I think, from someone who grew up in Texas in the 80s and 90s, the aesthetic is ‘more is more’ and put more on. This could be the case in both states truthfully. I do have a love for beauty, especially from Texas, because they are so into it. But I think the aesthetic there was different just because of the time frame.
When I do green beauty workshops and I travel to Texas, women want the same thing in both city, even in Chicago. Normal every day people want a more natural look. They want it to be able to wear well, which aligns with my client in particular. Not a huge difference, just weather wise since Texas needs powder, Jersey needs moisture.
Since the very beginning of Erin's Faces, what was the one product you knew you needed to create and bring to the market?
I knew I wanted everyone to wear sunscreen and lip balm, just a clean one because so many people use petroleum based ones and I'm really pushy about this.
According to the skincare foundation, 90% of aging weather it's fine lines, elasticity or hyper pigmentation, is due to sun damage.
With so many indie brands out there now, what do you think sets you apart from all the others?
I think me!!!!!! I mean, that's it...so many people are doing such good stuff. I don't think everyone is horrible, it's just you have my perspective and mine is different from other peoples.
I spent 12 or 13 years at skincare and makeup counters, everyday women asking for something and having that bass level on what women want, because I listened to them tell me, and still do. I knew what we needed in the line immediately because of what people were asking for.
I have a background doing makeup for fashion week, shoots, and campaigns. I have a high performance, longevity on makeup.....I also have knowledge on what people should be wearing and shouldn't.
For example they would suggest a shimmering purple lip gloss but I wouldn't want that because I would think that people wouldn’t be wearing it. We don't have a magical ingredient that no one else has, it's my perspective and background.
As a makeup artist, besides your own products, what other brands do you love and support?
Mascara from Lily Lolo, and Honest Beauty, everything else is mine. When you own your own makeup company, you're accommodating to yourself. I don't play with other people's stuff. At this point I know what I like, and for years I played with other people's stuff, so now I know texture and formula wise what I like and what works. And that's where Erin’s Faces comes from. It's not that I don't think others don’t do great stuff, I just don't want to gamble on a product that might not work.
Also, it's great for marketing if someone compliments my item on me, I can then sell it. Also my stuff is clean, and cruelty free.
Give me your no fail, skincare and makeup routine using Erin's Faces products, that everyone can achieve at home. This is Erin's.
Cleanser, clarifying charcoal cleanser for summer.
Morning I do clarifying serum, firming eye gel, peptide SPF 30 for face/neck/chest, mineral SPF on arms and hands.
For makeup I use the brightening eye primer, liquid eye shadow in eclipse, mascara (honest), foundation mineral, skip concealer as the foundation can work as concealer, aloe powder, begonia blush, fairy dust, and then lip balm. I use ColourPop eyebrow pencil, even though it's not green...as they have a red. I'm a lip balm wearer, unless I'm out for an event.
What is one item/product you have wanted to bring to Erin's Faces, but haven't accomplished yet?
Mascara, the run quantity that is required is more pieces then we can sell. The smallest quantity is 10,000 pieces and we’re not that big. The ones that are on the market, I don't like enough to make small stocks.
The day we come out with one, I'll scream about it from the roof tops. But I rather recommend something I love than sell something I don't love. I take it real serious to have people give me the money they worked for. If I'm not obsessed, I’m not going to carry it.
If there was anywhere you could move to right now, no issues or complications, where would you go and why?
Glen Arbor, Michigan! With Glen Arbor it’s nostalgia, we'd go every summer, we'd stay in one house, and that's just my happy place.
I also have a savings account called Italy, which is money I've been saving for 12 years to go. I'm very open with Italy. I want to go to all the places. My husband hasn't been to Europe and I've only been once.
If like to go to Tahiti, they make our Monoi Tiare oil, it's made there and I'd love to see how it's made, where it's made and how it's picked.
What are some of your favorite hobbies besides creating products for Erin's Faces?
Singing, it's what I went to school for. I was a musical theatre major and I do it at church still. Gardening, I really love gardening and growing things from seeds, and seeing what makes it and what doesn’t. I also love sitting down and reading a book, especially in a body of waters...that’s my favorite.
Do you ever consider having your stuff in stores and if you do, where?
We have a handful of wholesale accounts, which are on our website, there's some in CA and a store in St Louis. Credo would be a great fit for us, something small. Having worked in Sephora in a trainer capacity, I know how hard it is to move a line no one has heard of. It would need a lot of sale support for a bigger store.
I'd love to do QVC, HSN or a platform like that. I like the idea of TV and being able to talk to you about who the product is right for. That's why I love having access to my clients. We have a Facebook group that's a month old, I love it because you get to communicate with each other and myself for recommendations.
What has been the best accomplishment, award, or acknowledgment you have received thus far?
I would say, even though we've gotten awards, the best to me hands down, is when a client talks to me or we get an email and they tell us a product worked for them. Awards are nice and it's good to have, but it's more rewarding knowing my products worked for the clients. Or you learned a new skill in our workshops. That means more to me than anything.
My whole purpose is to empower and educate women. If I get someone who told me they were empowered or educated, that’s better than anything else. The mentions and shout outs are nice and it helps facilitate and trust us, I'm not negating it, but I'm here to help people.
Besides Erin's Faces products, what are some other ways you pamper yourself and have 'me' time?
Gardening, it's not for anyone else, just for me. It has nothing to do with anyone else. And then I take a shower every night around midnight and it's just time for me, no emails, no calls, no communication. No talking for 30 minutes. I also love walking Jasper (dog), and there's a lake I like to frequent. I feel at peace being around the water and it makes me feel good.
When do you feel most empowered?
When I know what I'm talking about, or when I'm doing something I love. When I'm singing in church, I feel empowered. And at workshops for sure.
What is one thing you want to achieve this year, whether it be with Erin's Faces or on a personal level?
I'd like a space, were we aren't bumping into walls. We don't know if it's going to unfold, but if we can find something that's the right fit in our budget, that's what I'd like to happen.
It was such an amazing experience getting to sit down with Erin and asking her these questions.
It's always surreal to me being able to put a personality behind a brand, and although Erin shares a lot through her socials, I truly believe these questions really showcase who you're supporting!
What have you tried from Erin's Faces or what's on your wishlist?