Danielle Clementina Close, the founder of My Skin Feels, possesses a decade-long expertise in the beauty, health, and wellness sectors. Beginning her career as a makeup artist, she swiftly emerged as a key member of the founding team at Charlotte Tilbury Beauty, contributing significantly to the brand’s global launch and establishment. The remarkable journey of introducing Charlotte Tilbury’s renowned brand ignited her ambition to create her own venture. After acquiring diverse marketing experience across various industries, including spas and eco-friendly fashion, Danielle successfully amalgamated her knowledge and insights, ultimately giving birth to My Skin Feels in March 2023.
Below are highlights of the interview conducted by World’s Leaders:
Describe who you are as a person, inside and outside of the workplace.
It’s always tricky to describe yourself, but I think my core values and who I am as a person merge both inside and outside of the workplace. I like to think I am a hard worker; I love to be challenged and use my creativity to solve problems. Everything is always done with a touch of humor, and I have learned over the years to set positive boundaries to protect my mental health. Keeping well both physically and mentally can be a challenge, especially when you’ve launched a start-up, so I value taking breaks to reset and recharge. I value the time and opinions of others, and I’m not afraid to stand up for what I believe in, especially if it positively impacts others too.
Tell us about the inception of the company. How did it all start?
The seed was planted over 10 years ago when I saw firsthand how sustainability was so low on the priority list of big corporate beauty brands. ‘Sustainability’ has become a buzzword in the last 5 years, but 10 years ago, it was very much a fleeting conversation and one that wasn’t taken seriously. Today, there is still a lot of greenwashing in the industry, so I wanted to set myself a mission and prove, that if a one-woman band can build a better brand on her own, from her living room, then why are we not holding bigger corporations more accountable for the waste they produce.
As well as being sustainably minded, it was also super important for me to share some of my journey within the brand story and messaging. I have suffered with anxiety for my entire adult life, and my saving grace has always been my skincare routine. It might sound frivolous, but being able to wash off the day and start again means that washing your face does far more than just take your makeup off. I want to give everyone 5 minutes, 10 minutes, or 15 minutes in the bathroom to allow them to do the same thing: wash off the day, check in with their feelings, and keep going. I know this can be hard for some, so this is exactly why I named the brand ‘My Skin Feels’. If I can encourage my customers to start by checking in with ‘how their skin feels’, we will eventually get to ‘how they feel’. The products are a tool for connecting with your mental health, and I want my skincare to give my customers time and space to get back to themselves each and every day.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
I remember once someone saying to me, ‘It’s only lipstick’ and it immediately took me out of my stress zone and grounded me. Skincare is not saving lives and I think it’s super important to remember that. Although we’re trying to do a good job and be successful, anything and everything can be overcome with the right action plan. I never want my team to feel overwhelmingly stressed as it serves no one. It’s important that humor, recognition, and teamwork play an important part of company life and that healthy boundaries are set from the offset. Being open, honest and as transparent as you can only helps to build a culture based on joy rather than fear and secrets.
What is the significance of innovative ideas in the company?
Our brand is built on innovation and it’s our unique blend of rescued food waste that’s at the core of this. These ingredients are chock-a-block with antioxidants and a host of other amazing skin properties. Plus, they mean we use no new water in our products; instead, we use water from the Orange Juice industry that would otherwise go down the drain. We love that one person’s trash is another person’s treasure, and it’s this message that we hope makes changes to how we consume sustainability in the beauty industry.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
It takes individual heroics to make a change, but once this change has been witnessed, it takes a team to make it stick.
What are your responsibilities as the Founder of the company? What is the happiest part of your daily routine?
At the moment, My Skin Feels is a one-woman team of just me, so I am doing everything, from posting on social media to organising the cash flow, researching new products and speaking to new retailers. It’s a bit of a juggling act, and it seems that there’s never enough time in the day, but I love it! I love the creativity and flexibility of having your own brand, and the happiest part of my routine is anytime I get to do something creative, whether that’s blog writing, filming content, or coming up with NPD. I will say that nothing tops washing my face at the end of the day using our Fruity Foaming Face Wash – that’s pretty cool!
What advice would you give someone going into a leadership position for the first time?
Remove your ego! And if you don’t think you have one, check again. Egos can be the break of an organization and of yourself. If you find yourself in a leadership position for the first time, make sure you check in on this, especially if your ego is cropping up due to a lack of self-belief.
Remember that no one really knows what they are doing, so don’t be afraid to ask for help, use your network, and be open with your team. Remember, respect is earned, not given.
You can find out more about My Skin Feels and shop their products at www.myskinfeels.com or follow them on Instagram @myskinfeels.
