In 2021, I launched a melatonin-infused skincare brand.

I developed the company concept, the brand strategy, the product ideas, the formulas, the supply chain, and every sustainability choice. The business earned B Corp certification, achieved Leaping Bunny cruelty-free status, and completed consumer panel and dermatologist testing — all uncommon milestones for a bootstrapped startup.

Building a brand from the ground up taught me the power of a front-loaded, concept-first approach. I didn’t just create products — I built a strategic foundation that made every downstream decision clearer: who the brand was for, why it existed, what it solved, and how it would stand apart in a saturated market. That’s the same lens I bring to founders today.

Most early-stage beauty founders are navigating unfamiliar territory — R&D timelines, regulatory guardrails, formulation realities, COGs, packaging constraints, retailer expectations, and more. I’ve been through all of it firsthand, on a tight budget, with no safety net. I know where founders get stuck, what slows launches down, and which decisions matter most at each stage.

Now, I help founders make smarter choices earlier, avoid costly detours, and build products and brands that are strategically sound before a single sample is made. I bring the creativity of an innovation lead, the rigor of a product developer, and the lived experience of a founder — so you can move with confidence, clarity, and momentum.