Community Highlights: Meet Heather Gonzalez of Viva La Veauty

Today we’d like to introduce you to Heather Gonzalez.

Hi Heather, so excited to have you with us today. What can you tell us about your story?
It really all started in those early months of Covid. Everything felt uncertain, people everywhere were getting laid off or having their hours cut, and eventually I found myself in that same situation. With all that unexpected free time and not much stability, I started thinking hard about what I could do on the side—something that wasn’t just a job, but something I genuinely enjoyed.

I’ve always loved beauty products, especially lipsticks, vegan makeup, and anything that focuses on good, clean ingredients. One day I just thought, why not create something of my own? That idea became the spark for starting my own vegan lip line.

Once that seed was planted, I went all in. I was on YouTube for hours, researching formulas, learning about vegan ingredients, figuring out how pigments work, and watching other creators share their process. I didn’t buy pre-made bases or shortcuts; I literally made everything from scratch. It would take me weeks to perfect a single batch, but honestly, I loved every minute of it. The time that used to stress me out when my hours were cut suddenly turned into time I could use to create, experiment, and build something I cared about.

Getting to where I am today didn’t happen overnight. It took a lot of trial and error, researching, testing, making mistakes, messing up batches, starting over, and learning something new each time. There were moments where things completely flopped, but every failure pushed me to improve.

Looking back, everything I’ve built came from that mix of curiosity, passion, and persistence. What started as a side hustle during a scary, uncertain time has grown into something I’m truly proud of.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. I think anyone who’s ever started something from scratch will tell you there are a lot of ups and downs, and I definitely had my share.

In the beginning, one of the biggest challenges was simply not knowing what I didn’t know. I had this idea and this passion, but no formal background in cosmetic chemistry or product development. So a lot of it was me teaching myself messing up formulas, wasting ingredients, having batches separate or come out the wrong color, and having to start all over again. It was frustrating, but it also forced me to learn fast.

Another struggle was balancing everything. Since I was working reduced hours, I tried to pour the rest of my time into building this little business, but emotionally it was tough. Covid was stressful, money was tight, and I was trying to create a product line from my kitchen while still figuring out life.

I also faced the typical small-business hurdles: finding reliable vendors, budgeting for materials, dealing with shipping delays, and trying to build a brand when you’re literally doing everything yourself, formulating, labeling, packaging, marketing. There were moments where I wondered if I was doing the right thing or if anyone would even care about my products.

But honestly, those struggles ended up shaping me. Every mistake taught me something, every setback pushed me to get better, and every challenge made me more confident in what I’m creating. The road hasn’t been smooth, but it’s been worth it.

Appreciate you sharing that. What should we know about Viva La Veauty?
My business centers around offering high-quality, vegan, cruelty-free lip products that make people feel confident, stylish, and cared for. I started with a huge love for clean beauty, and over time it grew into a brand that focuses on safe ingredients, bold colors, and products that feel good on your lips.

I specialize in vegan lip glosses and lipsticks, and I work closely with trusted vendors and manufacturers who help bring my vision to life. I’m very hands-on with the creative side choosing formulas, colors, textures, packaging, and overall branding. Even though I don’t physically make each product myself, I’m deeply involved in the development and selection process to make sure everything meets my standards for quality and consistency.

What sets my brand apart is the combination of clean ingredients, modern aesthetics, and an approachable, personal touch. I’m intentional about working only with manufacturers that align with my values vegan, cruelty-free, and transparent about what goes into their products. My customers know that I don’t just pick random products; everything is curated with care, researched thoroughly, and chosen because it genuinely fits the brand’s identity.

Brand-wise, I’m most proud of how far it has come from just an idea. Seeing people connect with the products, share their favorites, and feel good wearing them that’s honestly the most rewarding part. The branding, the colors, the formulas… it all reflects the things I personally love and believe in.

What I want readers to know is that my brand is all about offering affordable, stylish, vegan lip products without compromising on quality. I stay committed to clean beauty, and I’m always working on expanding shades, improving formulas, and creating new offerings that people can trust and feel excited about.

At the end of the day, it’s a brand built with intention, passion, and a lot of research and I hope that makes every product feel a little more special.

Any big plans?
Looking ahead, I have some really big plans for my brand. I definitely want to continue improving everything formulas, packaging, shade ranges, all of it. I’ve learned so much already, but there’s always room to grow, and I’m excited to keep leveling up the quality and the overall experience for my customers.

One of my biggest goals is to eventually get my products into major retailers like Sephora, Target, Walmart, etc. That’s a long-term dream of mine, and it’s something I’m actively working toward by strengthening my branding, refining my product line, and building a solid, recognizable identity. I want my brand to stand out in a really crowded market in a way that feels true to me.

I’m also looking forward to expanding beyond just lip products. I’d love to introduce more vegan beauty items maybe lip liners, face products, or even full collections down the road. As the brand grows, I want it to become a go-to place for clean, stylish, accessible beauty.

Another big focus for the future is building deeper connections with customers through pop-ups, collaborations, events, and more visibility in the community. I want people to feel like they’re part of the journey as the brand evolves.

Overall, I’m planning for growth, expansion, and more opportunities to get my products into people’s hands. There’s a lot I’m excited about, and I can’t wait to see how far the brand goes.

Contact Info:

• Website: https://VivaLaVeauty.com
• Instagram: @VivaLaVeauty