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Episode 17: Unleashing Your Beauty From Within With StinaFace CEO Stina Krasch

AFB 17 | StinaFace

 

Christina Krasch, better known as Stina, makes doing it all and handling grace under pressure look so easy! To those who know her beauty brand StinaFace, Stina is all about making beauty accessible to everyone and helping others realize that beauty starts from within. Stina is a beauty disruptor who is making waves in the industry for being a safe, positive space for her audience. As a mom building her beauty empire, she wants to get rid of the term “girl boss” for good, take the stigma away from being a working mom, and epitomizes what it’s like to be a strong, independent, and go-getting women in the industry today.

Today, Stina shares how she used her experience as a professional makeup artist and hairstylist and created an honest community that shares their life experiences to help others realize that beauty isn’t all about looking good, but feeling good. Don’t miss today’s conversation to know how Stina does it. Plus, feel good knowing her products are vegan, cruelty free, and formulated with you in mind!

Listen to the podcast here:

Unleashing Your Beauty From Within With StinaFace CEO Stina Krasch

Stina Krasch, Founder of StinaFaceand Blest, discusses how she created seven streams of income tobalance building her empire, being a mom and living her dream

 

We have an amazing guest, our dear friend, Stina. Stina and I have known each other for many moons ever since back in my publishing years in 2015. I had met her while she was working at SleekShop, which used to be Sleekhair. We hit it off immediately. She has such a kind and welcoming heart and is one of the most genuine people we have met in the beauty industry. She’s an absolute boss, babe. She is the owner of Blest and StinaFace. She’s my dear friend and huge support. We’re so excited for you to know her story and learn from her. Thank you so much for joining us.

Thank you for that introduction. I’m so happy to be here to have the opportunity to sit down and chat with you guys. I am so excited. I started reading your blogs earlier, and I was like, “How have I not been reading this? Where have I been?” This was right up my alley. I love it. It’s so good. When did you guys start your show?

Early 2021. Around my birthday, so it was March. I’m so happy to have you on. I want you guys to take us back to that moment in 2015 where you met. Was that an event, or was it?

I’m trying to remember.

Did I come to you guys? Karen, did you go with me when they had their Kim Thai event with Nikkie?

I was thinking about that. Was that long ago? I remember it was Kim Thai’s birthday, and Nikkie Tutorials were there.

That was well after I had met them, so I had already known them for a while. There’s this event that I was invited to. Kim Thai was going to be there at Nikkie Tutorials, which everybody was obsessed with. It’s exciting. I think the first time that I met you was at your offices. I spoke to you via email. For a while, we were always going back and forth in email, and then we had finally met. I’m like, “We’re friends.”

It’s so crazy. I think we met over a collab event or something. You were with Beauty Business Magazine or something. I think you had something to do with that. That’s how long ago it was.

That’s when magazines were a thing. I miss them so much. You always had such great and thoughtful events where you always picked up every single detail. I’ve learned things from you that I like to implement into how we work with people too, and the personalization of things. It’s the intimate setting. You always went all out with all of your decorations. From the point that I met you, you invited me to all of your events, so I went to all of your events. I can’t say that about many other brands, but I was like, “I can’t wait to see my girls.” It’s a safe place. I loved it.

SleekShop definitely was a safe place that cultivated beauty and that environment. Obviously, at that time, it was so influencer-heavy that we were throwing parties. It’s different now post-COVID. It was a soft memory for me. I loved it. I hope that we get back to a time where we’re able to have events like that again.

There’s so much power in believing in yourself and doing things your way.

How did you also implement some of those ideas about cultivating relationships? Treating everyone like they’re so special and coming together to celebrate into your own brands?

SleekShop houses over 500 brands. When you house that many brands, that’s a diverse environment. You’re going to have personality types and different business models. You have to be super flexible in order to house and retail those in one space. I think because we’ve already had to work with them and work in such a diverse dynamic that it came naturally to cultivate that experience. Joan made everything aesthetically pleasing and beautiful. It definitely helped to foster that type of environment.

I want to backtrack to how did you get into beauty? When did you realize it was your passion? What led you to become a professional makeup artist?

I feel like I’ve been in the beauty industry since I was walking. One of my very first memories, which is crazy, has to do with beauty. I must have been five or something, and I remember asking my mom for a kiss so that I would get her lipstick on. That was my purpose. It wasn’t to kiss her but to get her lipstick on me. I remember that. I’ve had a love for beauty for a long time. I came from a pretty financially and secure environment. I’m a product of divorce. I had to work at a young age.

When I was fifteen, I started sweeping hair at a friend’s mom’s hair salon. That’s what I started doing because I knew how to do makeup. I would do it for friends for homecoming or prom. It’s something I knew how to do. This is before YouTube. It’s not like I had the opportunity to learn like that. I learned from Mary Kay consultants when I was fifteen.

I remember one day somebody walked into the shop and was like, “You’re going to cut this person’s hair. They need a trim.” I was like, “I’m going to cut their hair,” but I did it okay. I started working in the salon in my teenage years obviously carrying part-time jobs throughout high school. I got caught by the state board working illegally.

I went to cosmetology school and did all that fun stuff. I did my 1,600 hours. I started doing hair legitimately and doing makeup. That’s when I got more into editorial. During that time, I was working behind the counters at Tony, Mac, and Lancome. Those were my main sources of income at that time. I always had a passion for children as well. I got married when I was 23. During this time, I got married and also went to college because I thought I was going to become a teacher, a speech pathologist or something along those lines.

After subbing for a year or two, I realized it wasn’t my passion. At this time, I was still doing editorial makeup and working with bigger brands. I had been with Nordstrom around this point for four years. Around my 5th or 6th year, I accepted a position as their beauty advisor for the entire store, so for all brands, like YSL, Armani, Dior. You were a concierge for all of the brands. I stayed with that role for a little bit. eCommerce beauty started taking off. This was like an insane era where people were no longer buying beauty products in the store, but they were buying beauty products online. That was unheard of from the beginning of my career.

I needed to make a change. I had some personal stuff going on in my life where there was a death in the family. I felt like it was the perfect time for me to make that change and switch into an eCommerce role. That’s when I started at SleekShop. Before SleekShop, I had worked probably over ten years doing editorial and beauty, and then college career that I didn’t end up teaching with. I ended up at SleekShop, which taught me everything about eCommerce and digital marketing.

That bumped up my career because I had all the makeup skills and product knowledge. I had been trained by all these professional brands. To be honest, I thought I might’ve ended up being a buyer for Nordstrom, but they moved the offices to Seattle. I was thinking, “To have a natural progression in my career is to try this eCommerce thing.” I loved it. I fell in love with the idea of being able to make women feel beautiful no matter where they were in the world.

AFB 17 | StinaFace

StinaFace: When you house that many brands, that’s a diverse environment. You’re going to have personality types and different business models. You have to be super flexible in order to house and retail those in one space.

 

I started to learn more, and I took the lowest position possible I could there. For someone who had been at an executive level already, worked ten years in the beauty industry, I took the lowest position, whatever position I could with that eCommerce company, to get my feet wet. It turned out well. After a few years of being there, I had obviously been promoted several times to email marketing and marketing. Now I work for myself, and they’re a client of mine. It’s a whole thing. After about three years of being there, I was approached by the owner to invest in my own makeup company. That’s where StinaFace was born.

You started working at fifteen. Did you always have this workhorse ethic and an entrepreneurial spirit from the get-go?

I wish I could say that was why, but the truth of the matter is I think innovation comes from struggle. I struggled so much. I wanted to do all the things in high school that everyone else was doing, and their parents were paying for. I had to, to be honest. Obviously, it gave me more drive to keep going. I think I always wanted to run my own business and be able to define beauty on my own terms.

At the time, what did you feel the industry was lacking? How did you feel, like, “I can help fill that void because not everyone is being well-represented enough?”

I’ve been in beauty for many years now, which is crazy. It’s definitely evolved. When I first got into hair and makeup, there was no Instagram, YouTube or DIY culture of doing your own makeup and learning how to do your hair. I was professionally trained and certified by all these academies, classes, and things like that. You have a whole spectrum of people that are self-taught. I embraced that too. I think that there’s so much power in believing in yourself and doing things your way. Even though I was professionally trained, these people are self-taught and teaching me new things every day, too.

I have no hate towards any of them. I think it’s a cool concept. If anything, I’ve embraced it. The evolution from the beginning to now is so different and also now because I’m a mom. My beauty needs are so much different than they were when I was twenty years old. I had two hours to get ready all the time and glam up. Now, it’s like, “How fast can I get this done and get out the door?” The needs have changed. I feel like I’m constantly trying to evolve with the change of who I was then to who I am now.

You’re also a buyer for SleekShop. I know that SleekShop carries thousands of brands. You had a lot of those relationships yourself. I remember that it was unheard of when a brand would not be available in the salon only. You were dealing with a lot of those transactions and bringing brands into basically the here and now and launching them on your website. What were some of that feedback? How did you get brands to come in line where they are not just selling to their typical professionals anymore?

It’s funny because you have a beauty culture and professional beauty culture. These are two completely different worlds. The pro items don’t want to sell to the public. The public normally isn’t interested in the pro items unless their hairstylist told them about a specific color or something like that. That has even evolved to where now you have the public want to do their own hair. They saw so-and-so influencers on YouTube do their bleaching technique, and they wanted to try it. Getting these brands to understand that their customer base was not just stylists anymore was an extreme challenge.

We did it in a way where we let them know, like, “We are fostering an environment of self-starters here.” People who want to do their own hair, makeup, read directions embraced this stylist-at-home community. There are Facebook groups for people that do their own hair at home. It’s insane. People embrace that right now.

When working with these brands, I spoke to them on a very personal level. Let them know, like, “I know that you value your stylist and you should because they are so valuable.” They are the experts in your field, but there are still people at home that maybe can’t afford to go to a stylist or don’t have the time to go to a stylist.

Your talent is a gift. If you don’t share it, execute it, and launch that idea, you’re letting down what was supposed to happen.

They need to get their 4N hair color or something done, do their touch-up on their grays, and maybe go to their stylist every 3 months instead of every 2 months. Speaking to them in an honest manner helped to cultivate those relationships, get them to trust us, and understand we’re not trying to black-market your products or get them. We’re trying to sell to your customers. Your customers aren’t just stylists anymore.

It’s so wild because if you think about it, you were doing this before Amazon was doing this. There are some brands that you were able to get that Amazon was not even able to get. Ahead of the trend is something that always so sticks out about your group and that time period. It was so innovative. It was something that I was able to see on both sides as, “This is erupting right now.” I commend you for dealing with the most, going to all shows, talking to people in person, and cultivating those relationships.

There’s this way of manufacturing products and then professionally manufacturing products. The professionals have a higher expectation normally of the product. With YouTube, Instagram, and social media, the consumers have as high as the expectation of every single product. We have been able to bridge that gap with our brands. We’re setting the bar at SleekShop for our brands to meet up with those professional standards and not go any lower.

The consumers now are so savvy. They’re familiar with so many different brands and formulas, and they’re living on YouTube. How does that consumer feedback also shape the production and launch of new products for StinaFace? How much do you listen to your audience? How tapped in are you into what they’re wanting?

When I first started StinaFace, I had no clue what I was doing. I knew I wanted it. I had thought about starting a lash line six years prior to that when I was working with Nordstrom. I didn’t have the funds and not even just the funds, the actual knowledge, and the capacity to do that. You want to keep up with what the customers want. Now we listen to the customers 100%. We launched our Lash Lingerie, which is a DIY lash extension kit for people who want to do lash extensions at home. We see a lot of people who are tired of going to the salon every two weeks for these fills. We want to create affordable high- quality beauty.

We listen to them and let them give us feedback. There’s a lot of education that goes along with this type of stuff, too, because these are professional-grade products. We’re even going to be starting a Facebook group for our lash girls to help each other out. There’s a community here where I literally have other girls commenting on their posts, saying like, “You should use less glue because it lasts longer if you use less.” Giving them such valuable tips.

I’m like, “You guys are helping each other.” I love seeing that because that’s the whole point of creating this beauty community. It’s to create a non-intimidating beauty environment. By listening to our customers, we do that. We’re not just creating what’s trending on TikTok or what we see some artists do. I see a lot of brands do that now. We’re listening to the actual women who want these products, want to try them, and use them on a daily basis. We’re innovating from that way.

You mentioned like, “When I first started, I didn’t feel like I knew what I was doing.” I feel like that’s a recurring theme with every entrepreneur we talked to on this show. You just start. You know you’re going to figure it out along the way. You take that leap of faith and say, “I’m going to figure it out even if I don’t know what I’m doing right now.” For people who want to start their brands and might be intimidated, do you feel that’s a good piece of advice like just do it and follow your heart?

I wouldn’t follow my heart because my heart would have created way too much glitter, which I already did. We’re a very spiritually filled brand. Obviously, I’m a Christian, but we have customers from all different walks of faith. Whatever idea was gifted, given to you, it is your duty at that point to execute it. If you don’t execute it, you’re letting whoever gave you that idea down.

I like to emphasize that because it’s a gift. Your talent is a gift. If you don’t share it, execute, launch that idea, you’re letting down what was supposed to happen. You’re going to go a whole other route. I wish I would’ve started the first time. The second time I had no clue what I was doing, but at least I started, and now I know what I’m doing.

AFB 17 | StinaFace

StinaFace: When eCommerce beauty started taking off, it was like an insane era. People were no longer buying beauty products in the store; they were buying them online.

 

It’s true. One of the things I had mentioned to you is that I remember when you started your brand. I was like, “She’s starting a brand. This is the ultimate.” Karen knows because I put together my dream brand one time. I did a PDF. I thought it was so special. I had Karen’s feedback. She even helped me edit the copy. We were so excited about it. You and Pat inspired me to do that, honestly. I remember thinking, “If she can do this, maybe I can do some things.” Here we are living our best lives.

You do it, but you have so much intention behind it. You come out with so many innovative products like your eyeliner. For those who are reading and don’t know much about StinaFace, she specializes in lashes. She had mentioned she loves glitters. She has glitters, brushes and tools, and innovative items. The lash laundry, I had never seen that for consumers to this point. I had heard about things like people getting their lashes done, maybe with this technique, but never doing it themselves. I feel like your selling point is you jumping on there yourself and teaching people how to do it. In your video of you doing it, I’m like, “Be careful with your eye,” but you make it look so easy.

If I waited on every idea that I had, I would always be waiting. When you’re opening yourself up to say, “I am capable of doing this,” you expand your capacity to do more. You believe in yourself and you’re capable. I know it’s hard because I’m in an extremely saturated market. There are some huge, big beauty brands out there. I like to consider myself a wolf. My team is like a wolf pack the way that we work and the people I work with. Lions may be stronger but you’ll never see a wolf in the circus.

We’re creating and demonstrating products that are affordable, helping you to create beauty within and not focus on what’s outside. We’re all about beauty with wisdom. When you’re applying your lashes and taking time to do this and if you look at our blogs, we talk about podcasts, journaling, and things like that. A lot of what people see within these bigger brands is all icing and no cake. We’re definitely cakes for sure.

Where does this confidence and self-empowerment, which I love, and you’re exuding, come from? Who inspires you to be like, “I know I can do this, and I make a kick-ass product?”

I stopped going on social media, and comparing myself to anybody was number one for me. When I stopped doing that, the true inspirations were the women closest to me. They were the everyday woman. I was hospitalized with pneumonia. This nurse, I sat up talking to her until 4:00 AM one night. She’s like, “You need to rest.” I’m like, “No, we’re talking.” There are everyday women.

My friend, Joan, I have Bre, these women who are doing what everyday women do, and they’re not adding fluff. There’s no need for exaggeration or some tagline or social media. Obviously, some of them have a strong presence, but it’s not necessary because when you have cake, you don’t need all the icing all the time. A little bit is enough.

Everyday women that I meet every single day inspire me. The nurses, my close friends, Joan, Bre, and I keep a very small circle. I live in Boise, Idaho. I made a huge move a few years ago. I thought I was going to live in LA forever. I loved it, but something in me shifted. From that moment on, I have not looked up to these superwomen the way I look up to the women in my life every day. Those are superwomen. They are the moms, the teachers, the nurses, and the women who own businesses. Those are the women who inspire me on a daily basis. Those are who we were making products for.

I love that you said, “We’re the cake, and some brands are all icing and there’s no substance.” It’s all a marketing scheme to try to get you to buy into this ideal. I’ve purchased things and been like, “This is so disappointing.” They have such beautiful marketing. When it gets to your door, you’re like, “What did I just buy?” That was all buying into this facade. It’s interesting, too, that you say you took time off social and found inspiration. You’re grounded by the people around you.

It’s funny you say that. Obviously, there’s so much marketing that goes into beauty products. Especially now, even more than ever, people are so health-conscious. Non-toxic beauty has become this huge thing. To me, that’s the standard. All my products are non-toxic and cruelty-free. That’s the standard. I think what a lot of people don’t see and why they become so hard on themselves or depressed or feel like they’re not good enough is because these beauty brands that are claiming to be non-toxic are pretty toxic for your mental health.

When you open yourself up to say, “I am capable of doing this,” you expand your capacity to do more.

We pride ourselves on talking about things like eating disorders or the hard times in our life. There’s nothing off-limits here. There’s nothing that’s going to make seeing a face uncomfortable. This is a community where you can talk about things with each other. We’re truly non-toxic even for your mental health.

It is so rare. It’s a very robotic culture and this habit too. I’m seeing my favorite influencer is talking about this product and this brand. I absolutely have to have it, as Karen said. I’m going to set my alarm and not sleep the night before and stick it out. At the end of the day, it’s like, “What are we supporting?” By our communication, I have been taking such an interest in indie brands, and I know that’s something that you know quite a lot about. I wanted to ask you too. What are some of the indie brands that stick out to you? Do you draw any inspiration from any of those?

Obviously, my friends create small batched items. That’s huge for me. I was at the library for 4 or 5 hours because Blest is creating some face oils and stuff like that. I’m studying herbalism and doing all these things. I have my friends that create small-batch items. They inspire me. Joan inspires me on a daily. I’m like, “This is amazing.” Learning about what other people do through my friends in indie beauty. I like brands like CLOVE + HALLOW or any brand that isn’t setting a ridiculous beauty standard, a body image that’s unattainable or any brand that focuses on true beauty and inner beauty is going to have my vote 100%.

How do you think these bigger brands can tap into that? Do you think it’s too late?

I don’t know. It’s tough because they’ve set a standard for everyone else and for every other brand that isn’t attainable. They set standards for consumers that aren’t attainable. You have consumers buying out of shame and not out of want. They’re buying it because they want to look airbrushed, which is impossible. They’re buying it because they want to feel like a movie star when you’re not going to feel like that every day.

You have these unattainable standards and feelings that they’ve said they would have to go back and set a whole new standard and change their marketing. I would love to see marketing that’s less airbrushed and reflects the product where real people are putting it on. It’s not this edited movie on TikTok or Instagram. I would love to see that.

It would be a nice change of pace. Keeping up with beauty standards has become this rat race for women. It’s something that we do to each other and don’t even realize it. I would love to see brands come forward. Obviously, I haven’t met a manufacturer that has a horrible product. The standard is very high now. I don’t know about you guys, but most of the time, I find a product that’s pretty darn good, like the manufacturing that goes into it.

Manufacturers know they’re not going to have customers without a great product. It’s the same thing with chemists. They’re not formulating bad products anymore. Those days of bad cover girl lipstick are gone. There are standards to that. You have to come forward as a brand and say, “Yes, all these products are going to be amazing, but what we offer as a brand is just as important.” I don’t think that a lot of brands are going to be able to take back all the standards they set for women.

Did you girls see the thing I posted about the owner of Spanx, who basically treated her entire company for two first-class tickets to anywhere in the world and then $10,000 on top of that for them to spend when they get to their location? I know Spanx and have purchased Spanx before, but I’d never looked and done a deep dive into their company and understand that it’s female-owned.

She was telling her backstory about how she started Spanx. It blew my mind. Obviously, we’re trying to cover up things and make things a little more comfortable. There’s a whole culture that’s against that, which is insane. We touched on that in our episode with Leila from TA3. It’s so interesting because it’s the leadership and how she’s being able to bless her entire company basically. She has 750 employees. That’s insane.

AFB 17 | StinaFace

StinaFace: You have a beauty culture and professional beauty culture; these are two completely different worlds.

 

Things like that make me be like, “I want to shop with that company. I want to support them. I want to support this lady. She’s going all out and doing the most for her employees.” You don’t see that often. There’s not an end-all. They can still make such waves with the way that they treat their employees even.

I love Sara Blakely. She is one of the women who I have been following and watching for a while now. I loved her story. She literally cut off pantyhose and took them around to people to be like, “These tucks you in certain areas. It makes me more comfortable.” It worked. She sold the company. That’s the goal. I always tell people when StinaFace grows to its capacity, where it has this team, it’s going to be the type of culture that is imperative to the way that could have helped me grow further faster. In that sense, where it’s going to be mostly remote work, when there are meetings and things like that, you’re going to see a lot of nursing moms.

You’re going to see a lot of lunges for moms, like very much culture that’s women-driven and made for the working woman and not this corporate boss attitude. If there’s anything that I’ve canceled in my life, it’s a girl boss culture. I have nothing to do with that at all. If anything, every woman to me is the girl boss. Whether she stays at home, cooks for her kids, and takes care of her family, or if she’s running multimillion-dollar companies, they are both equal and doing so much.

What is your ultimate goal for StinaFace? How big do you want the company to grow in your perfect world? How many employees would you have? Where would your corporate headquarters be?

That’s a good question because I’m going to be opening up a little manufacturing facility as a side company doing custom lipsticks. You’ve heard of Lip Labs and stuff like that in the near future. I would like to see StinaFace grow to a good team of about 50 to 100 women that want to help other women and be more of a family environment. We’ll still hire men, but maybe families like husbands and wives or brothers and sisters. Family is super important to me. It’s something I worked diligently with battling infertility for a decade. Family is very important to me. When we hire, it will be like a family environment for sure.

Can you talk about Blest? How did that brand come about? What inspired you to create another, all-natural, very high-quality haircare line?

I’ve always been fascinated with at-home skincare and haircare products. Obviously, being behind the chair and a makeup artist for so long, I have a plethora of knowledge in this area. I got COVID when I was 35-weeks pregnant with my daughter. She’s driving me up the wall. When I got COVID with her, I had to pause because it was this extremely scary time. It was the beginning of the pandemic. Nobody knew what was going to happen with pregnant women in COVID. I was the only one in my town who had COVID and was pregnant. I had no help from doctors. I literally had to stay in bed for the month before I gave birth to make sure everything was going to be okay.

During that month, I had told my husband, “I want to start something all-natural that’s all manufactured in the US. I want to bring manufacturing back here. I want this to be the star of that.” Obviously, being behind the chair, I know high-quality shampoo and conditioner ingredients. I wanted to make an impact on the environment at the same time.

What a lot of people don’t realize is that 500 million puddles of shampoo and conditioner end up in landfills annually in the US alone. If I could take all those high-quality ingredients, put them in a bar that still lathers great once you add water, still have all the same benefits of your salon-quality shampoo and conditioners and everything like that, can I do it? We did. That’s how Blest was born.

My fiancé would always prefer a bar. I can’t get him to drop the Irish Spring.

Women who do what everyday women do don’t like adding fluff. When you have cake, you don’t need all the icing all the time. A little bit is enough.

Men love the bars. We even came out with just a men’s bar because we were seeing men ordering. They wanted a masculine type of scent with essential oils. We were like, “Okay,” so we created that as well.

What is the formulation process like from start to end? How has that been impacted during COVID?

Production delays are real. We have small batched items. It definitely has been a struggle with any type of ingredient. Ideally, eventually, we want to make sure all of our ingredients are grown and harvested locally. That way, we have them on hand. Even with that, there is a shortage of farmers and everything now. I’m sure we’ve all heard of the Great Resignation that’s happening now.

We definitely have felt the effects of the Great Resignation and StinaFace as well. We’re doing our best to get products to our customers and keep them in the loop. Luckily, we’ve been able to do fairly well and keep things in stock. We launched a pumpkin spice shampoo and conditioner bar. It has affected us, but it also hasn’t negatively affected us. Not quite yet.

I think this whole Great Resignation period is a blessing and a curse. It’s hard to find employees who are in it for the long haul now. We experienced that with our hiring process too. People are following their passions, and there are so many small businesses cropping up now. People said, “I quit my 9:00 to 5:00, and now I’m going to do what I love,” which is making something and selling it on Etsy or whatever it may be.

I’m all about that because I believe that the world is made of creators. If we can all work together in that sense, then companies wouldn’t have to hire for mundane work. They would have creators on their hands. We can help them with the everyday tasks but then also offer them so much more than they would have bought out of the employee who wanted to be there from 9:00 to 5:00.

What would you say is your company ethos and things that you want consumers who might not know about StinaFace to know?

StinaFace has been this beautiful evolution throughout social media being what it is. If anybody walks away knowing anything about StinaFace, your inner beauty is far more beautiful than your outer beauty, no matter how beautiful you are. Your inner beauty is what matters and what’s inside is what counts. That’s why our tagline is everywhere is beauty with wisdom.

We believe that your experiences, wisdom, knowledge, the things you do every day for other people, when you put others first, care about others, do things for your children, family, friends, you give the guy a parking spot at Target, and you didn’t want to give it to him. Those things are more beautiful than you know. We want to focus on that type of beauty and the beauty that we bring every day as opposed to always trying to get beauty to ourselves.

When your kids get older, and they’re able to work, do you hope that they work alongside you as part of the business and maybe carry on the business in the future?

I want them to do whatever God has called them to do. If that’s working alongside me, then absolutely. I want them to know that they have my full support, no matter what that is.

AFB 17 | StinaFace

StinaFace: You want to keep up with what the customers want and listen to them 100%.

 

You had mentioned earlier that you made a big move from Southern California to Boise. Tell me about the differences. What is the difference in the beauty community? What is the number one difference in general?

Beauty culture stays the same no matter where you go. There’s a standard of beauty no matter where you go. However, Idaho is the number one state in the US of women-owned businesses. A lot of people don’t know that. Within that, you have a huge dynamic of MLM business owners, so you have a lot of MLM business owners here. Sometimes I don’t always feel they know my struggles as somebody who’s literally operating, formulating, production, and shipping in every part of my business. What’s great is there’s a level of entrepreneurship in the air in Boise. I don’t know one person who doesn’t have a side hustle.

I love that because I love seeing people thrive and go for their dreams, live in their element, and own who they are. There are pluses and minuses to moving. I moved mostly so that my kids would have a big backyard because I couldn’t afford a house where I was at the time. I love it here. When people say like, “So-and-so moved.” It’s almost like, “How could they move?” It takes a certain type of person to uproot their life and move.

I remember when I got here, I was like, “Did I do this?” I’m the breadwinner of my family, so I have no level of privilege whatsoever when it comes to anything financial. I take full accountability for all of these things. I couldn’t believe I uprooted my life like that. Part of me is like, “Who are you?” Sometimes I second guess myself, but there’s definitely a level of entrepreneurship in the air out here.

There’s a lot of good people in California.

I miss California all the time.

Everyone who does move out of state doesn’t regret it. They have houses that are three times the size than you can get anything here. There’s so much space and a more relaxed lifestyle.

It’s nice to see a slower-paced place, even though I don’t feel like I’m slower-paced here. It’s nice to have the surroundings around you be like that because it grounds you.

What’s something that you do to turn off and ground yourself?

This is crazy. I swear to you, my kids have the best laugh. I know every mom says that. If I could bottle it up and pour it out into the world, I would because it’s that beautiful. What I do is I take them out, usually in my front or backyard. We lay on the grass and I tell them stories that make them laugh. For whatever reason, that laugh makes me feel like I do not worry about the world at all. I lay on the grass and listened to them laugh. I was like, “This is natural therapy.”

Keeping up with beauty standards has become this rat race for women. It’s something that we do to each other and don’t even realize it.

I try not to worry and stress. I know every entrepreneur deals with stress and worry. The number one thing they asked me is like, “How do you deal with the stress, the worry, and the everyday tasks, all of it?” I saw this thing one time. I’ll never forget it because it made me realize. This guy was holding a cup of water and asked everyone, “How much water is in this cup?” People were guessing like 8, 12, or 10 ounces.

He was like, “The weight of the cup doesn’t matter. It’s how long I hold it here. If I hold it here for a minute, it’s fine. If I hold it here for a few minutes, fine. If I hold it here for an hour, it starts to hurt. If I hold it here all day, my arm is going to go numb, I’m going to feel paralyzed, and it’s going to hurt. If you put the cup down, you’ll feel better. It’s not the weight of the cup. It’s how long you carry it.”

That’s how it is with our stress. It’s how long we carry that stress. It’s not the actual stress. It’s not the things that came on me that day. It’s how long I’m hearing it for. If you can put the glass down and then, you can pick it back up later when you need to, that’s the best advice I can give when it comes to entrepreneurship and stress.

That was so eloquently put. Bre, I’ll ask that same question back to you. How do you deal with stress? I know we’ve had quite a few highs and lows in terms of stressful moments in 2021. What do you do to unplug and relax?

I like talking things out with you. I like Kiki because we’re still friends, but we’re running this business together. I feel better when you and I Kiki about things. We’ll make things funny and lighthearted. I’m like, “Okay.” If someone is on the same page with me, I’m good with that. I do like validation, running things past people, and gathering information. I feel like that is a nice outlet for me because otherwise, I’m in my thoughts by myself the entire day.

If someone comes up to me during my workday, like John, and asks me a question, I can’t even hear what he’s saying because I’m thinking about what I’m focusing on. I also have adult ADHD. I’m sure some of those plays into it, but if I don’t get to talk my things out, then it will be bottled up. It’s better to get it out. Obviously unplugging and watching, I don’t know why, but trash television. That is how I do it. How do you deal with it, Karen?

Bre and I are different personality-wise. She’s way more of like the social butterfly. I think it totally makes sense that at the end of the day, you want to talk to somebody and vent about it 100%. I can totally relate. I’m task-oriented too. Sometimes when my fiancé asked me, “Did you feed the dogs, or did you do so-and-so?” I’m so focused on what I’m doing. I have that tunnel vision as well. That’s why sometimes we can sit at our desks, knock it up for eight hours and not get a drink of water and eat lunch. That’s not okay.

We need to take breaks and do things for ourselves. We’re able to have that longevity and hold the glass of water a lot longer. I also feel too that we have dealt with quite a lot of stressful moments in 2021. I don’t let things get to me as much anymore. It seems like more stress has been thrown at us and we’ve been able to get through it. I realized that it was pointless worrying about these little stupid things when it all worked out anyway. I feel like 2021, in particular, has helped me not internalize and let it get to me as much. I’m able to shake things off better. Not to say that I don’t get stressed. I think I’m getting better at handling it.

I know when it rains, it pours. We’ve been thrown almost every scenario, knock on wood, hopefully, every scenario. I totally get it. We’re basically veterans of stress.

You got to keep it moving. There are still people on our team that rely on us and look to us always to be the leaders. You got to keep going. That’s been an important lesson that we’ve both had to adapt to definitely.

AFB 17 | StinaFace

StinaFace: The whole point of creating this beauty community is to create a non-intimidating beauty environment.

 

This has been so exciting. You and I have been on a journey over here because we launched a lash together. It’s StinaFace’s first collab. She gave me the honor of doing this and had asked me about it in 2020. I only had a few followers in 2020, and she was like, “I want to do a lash with you.” I was like, “What are you doing?”

Here we are. We went ahead and launched it. It’s been so much fun introducing you to my followers and being able to pour ourselves into a fun project. Projects like this are a big outlet too. At the end of the day, we are all creatives. We don’t always have to be so focused on the paperwork and the structure. Getting to pour ourselves into something else has been so refreshing and wonderful.

Something truly magical happens when you collab with somebody who’s like-minded and gets it. Obviously, we want to sell lashes, people to wear these lashes and to love them. When there’s this underlying thing where it’s like these lashes are awesome. It’s going to make women feel so beautiful. They’re going to be able to wear it so many times. It literally feels so good to give that gift to someone. I love our collab. I’m super excited. I’ve worn my Bre Lashes six times since. I wish every collab were like this. When I see influencer collabs online and on social media, I feel there’s nothing to it other than them putting the name on it, putting some glitter, and calling it a day.

It’s very true. It’s been fun to tell your story because I know it truly. I’ve seen a lot of other influencers and my followers reach out and be like, “I love Stina. I can totally recognize why you’d want to do this collab with her.” I know a bunch of my followers has been like, “I’m following her now. I’m going to follow her journey.” It’s so cool because it is transparent and real. I adore it. It’s been so fun to work with you and introduce you to our community. I think that you’re such a gem and knowledgeable.

You’re always ahead of the curve and the trend in everything that you do. I think that all of your experience that has brought you to this point has strengthened yourself, your company, and your family. I love that you own that you’re the breadwinner. You’re a mom first. I have so much to thank and look up to you for.

l I feel the same way. When I see you doing what you do, it’s crazy to me how much you do and the company runs. I feel very blessed to be able to partner with someone like you as well. When I see collabs online, they’re trying to get their audience or something like that. I’m sure we see it all the time with big TikTok-ers. It’s like, “Now they have a collab of an eyeshadow palette, but it looks like every other eyeshadow palette. There’s nothing to be said about it and special, but people are going to buy it because it’s so and so.” It’s one of these things when you collab with somebody and it feels so magical and special. I’m blessed. I hope that all my future collabs feel like this because you have set the bar so high.

This is the first influencer collab and I hope many to come.

Most definitely.

Karen, I have some in my purse to give you. I forgot to give it to you, but we’ll be getting some.

Yeah. I cannot wait to try them.

Every woman is a girl boss, whether she stays at home and cooks for her kids, and takes care of her family, or runs multimillion-dollar companies.

Anyone who knows Bre knows she’s a lash girl. She’s always loved lashes. This collab was not a shocker if you know her, but I want to know how did you fine-tune this style? What spoke to you about it? What inspired the name and the packaging, which is so cute, and you as well?

I had almost wanted to strong-arm Stina into letting me rebrand her Boss lashes, which everybody who knows me knows that I’ve talked about at some point. Before I lost weight, I would wear the Boss lashes all the time. I would get compliments like Zachary Banks. I’ll never forget Zachary Banks’ comments, like, “I love your lashes.” I originally wanted to do her lashes, but then she had sent me probably 130 or 140 lashes from different manufacturers. From February to June 2021, I was getting different manufacturers being sent to me. I’ve liked it more dramatic lash lately because you have more dramatic lashes.

My friend does like more dramatic lashes. I’ve been trying some things, but I remembered him like, “The base of like who I surround myself with, they’re going to want something that maybe they’re first-time lash wearers. It’s not going to be too dramatic and too intimidating.” The keyword is intimidating. She gave me a deadline of getting back to her by August 9th, 2021. On August 9th, I was like, “Let’s go with these ones.” They’re so wispy, fluttery, and very mellow.

You can only see a little bit of flutter when you’re looking straight at them, but when you’re off to the side, they’re nice and breezy. It’s like the colored rain lashes, but obviously a little baby version of it. I named it Fluttery & Buttery because I always call my lashes fluttery and buttery. I must have picked that up from somebody because I can’t be mine.

I have been doing my pink blocking on my page for such a long time. It’s that dusty pink that I’ve used for over a year. I had John completely pick that color, put it on the box, put some clouds because it’s fluttery and we’re flying away, and I put some aloha into it. It’s our Editour palm trees. I love that branding. I put my favorite Bible verse, which is my mission statement of what I like to live by, which is treating your neighbors as you would yourself.

I thought that was such a cute little touch. It was fun to work on it with John. He was excited. I was nerd-ing out about it. It happened so fast. We were filling the swag bags for the retreats and sending them out. I was like, “I don’t have a campaign video. I don’t have my campaign up and taking pictures.” I basically hunkered down, got it all done, and sent everything to Stina. She approved it. We launched.

It was so seamless and interesting because my manufacturers were like, “You don’t want samples of the most dramatic.” I was like, “No, give me mediums.” We had gone through so many rounds with so many different manufacturers that I’ve worked with through the years. Bre is like, “No to this. Yes to this. More fluttery here.” I was like, “We’re going back to the drawing board.” We did it a couple of times and the lashes turned out perfect. I’m so proud of them.

I know I was excited when she was excited about them because she was like, “I can see why you like these lashes.” I’m like, “Thank goodness. I like to have the validation that everybody else likes them.” It’s something that I had to pick. I’ve had a couple of my girlfriends wear them and be like, “This is the best lash in the entire world. I’m going to buy some.”

Everyone who’s put them on is like, “I love them.” They almost want us to keep them in stock. They love them.

Maybe we will. We’ll see. There might be a part two to this collab, fingers crossed. I know it was cool learning the ins and outs of launching a product and how much you have to do on the backend. It was awesome to see. I’ve done this for other influencers but never so close to the project.

AFB 17 | StinaFace

StinaFace: The world is made of creators. If we can all work together in that sense, companies wouldn’t have to hire for mundane work. They would have creators on their hands.

 

A lot of people don’t realize what goes into creating a product. You white label it or something like that. Nothing in my brand is white labeled or anything like that. Everything is pretty much custom, made, and formulated. Our lipsticks took a year to formulate. The glue takes the same amount of time to make sure they’re sensitive, latex-free, and made for sensitive eyes. I think that there’s an underestimation of what’s done to make one little lash.

One of the things that you say to me that sticks out is the seven streams of income. You’re very multifaceted. You have so many different things going on and many different brands. For people who do not know, what are all the things that you’re working on now?

I have my children’s book. That’s on Amazon called My Mommy Paints Her Face. We got offered to do a hardcover for that. I’m going to be launching that in hardcover very shortly. I have an Amazon merchant store for my God is My CEO business, God is My CEO shirts. That’s who the CEO of our company is. That’s who I talk to and report to, obviously, StinaFace and Blest. I have a marketing company that helps other beauty brands, like SleekShop, with email marketing and things like that.

Twice a year, we come out with a lash type of accessories. In 2021, we did graduation lay lashes for DIY-type Etsy stuff. We also launched last Christmas ornaments that are real pairs of lashes that go on your Christmas tree. You can give them as gifts. I’m also working on a hair project. We have wash-out tools and stuff like that for our pop-ups coming up that are in Boise for Christmas through summer and then a hair project for hair extensions.

How do you balance all of it? How do you know I’m going to spend 2 hours on this brand, 2 hours on this brand? How do you divvy that up?

I send myself to-do lists a lot. I probably send myself a to-do list 3 or 4 times a day so that I don’t forget about things. If something gets put to the side, it’s put to the side. I don’t stress myself out about it. The thing about an amazing project, I never give myself like, “This needs to be done and launched by April or May.” If it takes longer than that, it takes longer than that. It’s about longevity. It’s not about releasing something to make a quick buck. It’s about longevity and creating something meaningful that I want for myself and to give to others. I don’t put that type of pressure on myself.

Are you able to give us any sneak peeks of what you’re working on for 2022?

We do have more shampoo bars coming and then maybe we’re going to be doing manufacturing our own lipsticks, foundations, and eyeshadows. A manufacturing facility is huge as you guys know. There are a lot of issues within manufacturing and trying to get things back to the US. Our goal with every single product that we have is to get manufacturing back to the US to get jobs back to the US. That’s in the works too.

You just do it all.

I try but nobody can do it all. All you can do is what you can do, and that’s good enough.

Something truly magical happens when you collaborate with somebody who’s like-minded and gets it.

You’re such an inspiration. You can tell that you’re so passionate about everything you do. It reflects not just the quality but how personable your brands are too.

Thank you. That means a lot to me. I created the brands to make accessible items. A beauty to women that might feel intimidated or don’t want to go to Sephora or to Nordstrom, but they want high quality and to be affordable. We wrapped all of this up into these beauty brands and made something accessible that hasn’t been accessible in a while to women.

You mentioned that you do a lot of lists to remind yourself in everything you need to do in a day. What other things about your routine contribute to your success? Are you an early riser? What does your morning look like? What is your typical day look like?

I had a C-section on a Thursday and went back to work Monday. Obviously, there’s no break for me. When you own your own business, there’s no maternity leave and time off. You don’t get a vacation. I don’t take a vacation at all either. What’s contributed to my success is saying, “If I can’t work right now because I need to nurse my baby, or to do X, Y, and Z, I can’t work right now. I have to work later.”

Especially when your babies are small, you’re working 2:00, 3:00 AM because you fed them. You’re like, “I’m not that tired. I’m going to get to work for an hour.” You work when you can. When you have to do something, passion turns into a prison. Meaning obligation turns passion into prison. If you constantly feel obligated to do something and it’s something you have to do. You don’t want to do it. Your passion will turn into a prison. I never make anything I do in obligation. Everything is because I want to do it. If it becomes an obligation, it’s not going to work for me.

Every few hours, I write emails to myself. In those emails, I’ll have three columns. That first column is what needs to get done. It’s not an obligation, but it needs to get done. The second column is it’d be great if this got done. The third column is this needs to get done eventually and this is something to explore. I send those emails three times a day to myself.

In the subject line, I write something sweet to myself too. It’s like, “Open me, beautiful” or something. It’s like, “You’re a bad-ass. CC yourself.” It helps me to know like, “You love what you’re doing. You’re still going.” It keeps me on track every single day. If you let things go a few days, the next thing you know is it adds up and you feel a little overwhelmed. This is something I have been doing to help myself not feel overwhelmed.

I need to start doing that too. I’m a big list person as well, but it’s all like, “These are urgent, and they need to get done now.” It’s not like, “If you’re feeling extra motivated now, here are some other things you can start working on.” I love treating yourself with such kindness.

I always do this too. I write down three things I’m grateful for right now, in this actual moment, what I’m grateful for in the moment, throughout the day, and in the future. When I write down those nine things, it changes everything. It makes me work for right now, for the day and the future.

I know you’re such an inspiration. We’re so lucky to have you on our show. I’m sure everyone reading fell in love with you, your brands, and everything that you stand for. Thanks so much for coming on. You’ve been such a joy to talk to and to pick your brain.

AFB 17 | StinaFace

StinaFace: Beauty culture stays the same no matter where you go.

 

Where can our readers and followers follow you and support you?

They can follow my social media for my company, @StinaFace and then @BlestHair on Instagram. If you want to follow me personally, I’m @SoulFireMama on Instagram.

Thank you so much for taking the time to join us. You are definitely a breadwinner. We love you and adore you.

Thank you, guys, so much for having me and for taking the time. I hope that I can come on again soon and we can talk more inspirational stuff.

Get those limited editions Bre SG Lashes while you still can.

Get them while they’re on the shelves.

Thank you so much for everybody who tuned in, and make sure you go and give Stina a follow.

Thank you.

 

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About Stina Krasch

AFB 17 | StinaFaceBeauty starts from within at StinaFace. As a dynamic contributor to the beauty industry, we’re here to foster a space for positive beauty. Founded by professional makeup artist and rainbow baby mama Christina in 2017, our mission is to create products that inspire you to unleash your beauty from within by creating an honest community that shares their life experiences and the belief that beauty isn’t a look but a feeling.

Here at StinaFace, we believe everyone has a story, and we want to know yours; the good, the bad, and the beautiful.

All of our products are Vegan, Cruelty Free, and formulated with you in mind.

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