Today we’d like to introduce you to Ruth Hernandez.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
During the Pandemic of 2020, I started to re-evaluate my career, I had been in Property Management and the Software Industry for the last 20 years and realized that I was no longer happy and fulfilled.
The Pandemic gave me the opportunity to really focus and put in perspective what i truly wanted to do. I have always had a love and admiration for the Beauty Industry and the Culinary Arts. I wanted to be a part of these ever-growing industries and somehow bringing them together.
For those who know me can tell you that I care deeply about our environment, natural ingredients, healthy foods and ethically -sustainable products, specifically in the foods we eat along with skincare and cosmetics.
There were not too many cosmetic companies that represented and truly embodied what was of the most importance to me and my community. As a home cook and creative, I figured that formulating should be similar to cooking or baking so I started doing my research, studied formulation for a few months and eventually got creative in the kitchen and Lip Freak Co came to flourish.
I wanted this brand to represent my Latino culture, my community and everything in between. Keep it true to the LA culture and hopefully give back to LA what it always gave me – Pride!
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
For the most part, It was a pretty smooth start but like every new small business, you will encounter challenges along the way. I had decided to start my business in the middle of the summer and working out of my small back house in East Los Angeles, I have very minimal space to work in and our home is not temperature controlled so there were extremely hot days where I couldn’t formulate as my ingredients couldn’t solidify in this weather. Shipping them out during the summer season was a major a concern as well but luckily, they all survived during transit and arrived safely.
Another challenge I faced It was finding sustainable packing within my budget and I’m still working through that but we are slowly getting there. It was also important that all my ingredients contained organic, natural and cruelty-free oils and butters. I care deeply about our planet and the treatment of our animal friends and I wanted to make sure that every decision I made reflected that. My original launch contained ethically sourced Beeswax, however, I wanted to work towards becoming an all-vegan brand. As a new formulator, It was challenging to find a vegan-friendly wax that met my expectations. After many months of testing different formulas, I’m proud to say that we are now a fully vegan brand! We have officially moved away from Beeswax, and I must admit, this new formula is even better than before! I couldn’t be happier. Practice and dedication is key friends, don’t give up!
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am dedicated to my small business now and making natural cosmetics full-time. I want to become a master formulator and hopefully, inspire and teach others. I’m most proud of actually making this dream an actual reality. Leaving a full-time job with benefits & a retirement plan was extremely difficult. The self-doubt and negative thoughts are so real but with the amazing support of my husband, I took that leap of faith and allowed my creativity and passion guide me to where I am today – Successfully running a small business, and creating for a living. I’m truly blessed!
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
The biggest advice I can give is surround yourself with like-minded people. Find people who share your passion and goals and support one another. I have found that surrounding myself with other creatives and fellow entrepreneurs, I have been able to stay focused on my career, gain confidence and knowledge and expand my network.
Contact Info:
- Website: lipfreak.co
- Instagram: @lipfreakco
