Conversations with Ligia Gonzalez

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

Hi Ligia, so excited to have you with us today. What can you tell us about your story?
I formulated Face Base in response to wanting clean, simplified skincare.

Developed in my home in California, I tested ingredients and formulations relentlessly. After many iterations to find the right balance, I arrived at formulas that deliver consistent, visible results across a range of skin types.

I’ve always been drawn to working with my hands and paying close attention to detail. I believe that what our bodies need can be found in the natural world, and Face Base is a reflection of that belief, it’s rooted in the idea that nature is a our medicine keeper.

At its core, the idea of Face Base is to keep things simple: creating essential, high-quality products that thoughtfully balance purity, potency, and price.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s been challenging in the right ways, which is part of what’s made it meaningful. Creating something I genuinely believe in is deeply satisfying.

Bringing an idea to life has been a fun and humbling learning experience. Every small decision, from formulation to packaging, has pushed me forward.

In the beginning, the response from friends and family was overwhelmingly positive, which gave me the confidence to keep going. But the real test came when I introduced it to a broader audience. Putting something personal out into the world comes with a level of vulnerability you can’t really prepare for.

Overall, the feedback has been encouraging, and I’ve felt a lot of genuine support and gratitude from customers. At the same time, shifting into a more business-minded role and growing from direct-to-consumer into wholesale is its own learning curve. It can be intimidating, and balancing the demands of building a business alongside work and personal life is something I’m actively navigating.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
The through line in my career has been defining and elevating the client experience within creative and technology-driven environments.

I’ve managed complex, global client relationships, always with a long-term perspective in mind.

A big part of my approach is rooted in emotional intelligence, understanding people and shaping experiences that feel thoughtful and considered. I tend to embody that in how I lead teams and guide clients.

What sets me apart is the balance I bring: being both strategic and hands-on, detail-oriented while still seeing the bigger picture. I care deeply about doing things well, but just as much about how they’re done, making sure the process feels clear, collaborative, and human. All of which I’ve applied while building Face Base.

What does success mean to you?
To me, success is bringing a vision to life in a way that feels both creatively and personally fulfilling, then seeing it resonate with more people than imagined. It should evoke a genuine sense of authenticity and pride in the work itself. And ultimately, the math has to math too !

Pricing:

• Face & Body Serum $35
• Oil Face Cleanser $29

Contact Info:

• Website: https://facebaseskin.com/
• Instagram: @facebaseofficial
• Other: https://www.faire.com/direct/facebase