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Inspiring Conversations with Annaliza of The Skin Curator

Today we’d like to introduce you to Annaliza.

Annaliza, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started working for Christian Dior cosmetics in college. I went on to work as a Regional Event Planner and Account Executive for Clinique and Account Executive for Avon, beComing Cosmetics, Account Manager for Dermalogica, Sale Manager for Thibiant Beverly Hills before consulting medical spa and businesses in the Health and Beauty Industry. After years of consulting, I obtained my esthetician license and opened my own practice. My practice was focused on educating women on clean skincare and showing them how to achieve transformation without toxic ingredients. After working for numerous global skincare and cosmetic companies, I came to learn a few things about formulation and ingredient efficacy and safety. I began doing my own research about these chemicals and it confirmed that many of these common ingredients were as hazardous as I had suspected. Any ingredient that affects any part of your body negatively should be avoided. That seemed so obvious to me.

But, I realized that many people believed that in order for a product to work, it must contain these not-so-safe ingredients. It’s the price you pay for beauty seems to be the common logic. Well, I believed that if I could transform women’s skin using powerful products made from clean ingredients, they would never go back to those toxin laden ingredients. Having been a health advocate my whole life, I felt compelled to share my knowledge and skincare protocols to show people a healthy alternative to toxic ingredients of the past. After opening a skincare studio in 2016 and consulting and working on skin, it became clear the natural progression was to expand the offering of clean skincare products. My goal was to save people time and money by offering the best in class in clean skin care so they could be assured they would get results if they bought it at The Skin Curator. My goal is to offer customers the full spectrum of products that affect the skin, from health supplements to products that address the body and all at an affordable price. Taking care of one’s skin should not be a luxury afforded to the few. I feel taking care of one’s skin is a necessity and clean skincare should not be priced out of the market for the average person. I really felt there was and still is a need to offer results-driven, clean skincare products at an affordable price. I also feel it’s important to guide people through the process of transformation so they don’t make unnecessary mistakes. I offer consultations by appointment to customize a skincare routine using our skincare protocols. This curated collection I brought together is composed of affordable gems that deliver results without the toxic effects of many of the prestige luxury products. So together with a friend, I opened The Skin Curator in 2020, where skincare enthusiasts can shop with confidence.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Yes, there are always struggles. Our biggest challenges are with technological issues regarding administrative or operational functions. Expanding our reach and gaining new customers is a challenge. More and more consumers are seeking natural skincare protocols that deliver better results than what they have achieved with cosmeceuticals and high-end luxury skincare but reaching that consumer isn’t always easy when you are a small business with a limited budget. Sometimes obstacles force you to get creative and in so doing, you come up with better ideas. To overcome one obstacle which is how to help customers select the right products, I created various online instructional videos addressing how to use products, when and why to use various products together and apply certain techniques to accomplish specific goals.

Alright, so let’s switch gears a bit and talk business. What should we know?
The Skin Curator is an online store with a physical store in Westlake Village. We cater to skincare enthusiasts that demand results from their skincare products without the toxic ingredients. Our skincare products are curated and must meet our standards for clean products. We look for companies dedicated to quality, clean products that deliver “wow” results. We carry brands from around the world dedicated to quality ingredients, innovation and are research oriented. We do not carry a company’s entire product line because no company achieves excellence in every skincare category. Instead, we carry a brand’s hero products. By employing this strategy we can offer our customers the peace of mind knowing our products deliver on their promise. 

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
A funny and strange twist of fate happened in my life numerous times when I started a new business or launched a business. I had all my accounts prepared for the Avon launch of beComing Cosmetics on 9/11. It was a crushing event that delayed our launch for weeks as you can imagine. I was to have opened my store, The Skin Curator, On March 25th, 2020 almost two weeks after the March 13th, 2020 lock down of the whole country. When life throws you difficulties, you find a way around it and we certainly have. It was extremely difficult as we saw many businesses close permanently and many moved out of the state. My loyal customers from my previous practice followed me over to The Skin Curator and because of those satisfied and loyal customers we were able to hold on until the public started coming out again after the long economic standstill.

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Image Credits
These are before and after shots of the results my clients have received from using non toxic skin care products and following the protocols we set for them at The Skin Curator. They also underwent treatments at The Skin Curator according to our protocols.

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