Show Notes: In this podcast episode, Sarah Mirsini shares the story behind her skincare brand, Mask, which is distinguished by its use of clean, non-toxic ingredients and CBD. She recounts her personal struggle with cystic acne and how traditional treatments failed her, leading her to explore holistic wellness and discover the benefits of CBD for her skin and overall health. Inspired by her own positive experience, she founded Mask to offer CBD-infused skincare products. Despite challenges such as marketing restrictions and the stigma around cannabis in Europe, McKinney remains committed to her brand's identity and the potential of CBD. She discusses the importance of clean beauty, the intricacies of product development, and her dedication to educating people on plant-based skincare. About Sarah Mirsini: Sarah Mirsini is a certified holistic wellness coach, natural product formulator, and the founder of MĀSK Skincare. Through her advocacy for CBD and clean beauty, Sarah demonstrates her commitment to elevating the benefits of plant-based skincare through education and celebration. Timestamps: The inception story (00:00:29) Sarah Mirsini shares her personal experience with inflammation, acne, and the journey towards discovering the benefits of CBD. Challenges in the industry (00:03:41) Sarah discusses the skepticism and challenges faced in introducing CBD skincare, especially in regions where cannabis is frowned upon. Starting a business (00:06:45) Sarah describes the initial stages of launching the brand, including working on it alongside a full-time job and the process of formulating the products. Marketing limitations (00:09:55) The limitations and challenges faced by CBD brands in marketing and advertising due to restrictions on platforms like Facebook, Instagram, and Google ads. Navigating retail expansion (00:12:07) Sarah shares the lessons learned from expanding into retail, including the importance of transparency and setting realistic expectations with larger retailers. Adapting to challenges (00:14:12) The impact of the COVID-19 pandemic on the business and the need to adapt to changes in consumer behavior and market dynamics. Sustainable business practices (00:17:26) The shift towards building sustainable businesses and the importance of sound economics to weather downturns in the market. Competition and Differentiation (00:19:49) Discussion on the increasing number of brands, differentiation, and reaching the right customer. Customer Engagement and Loyalty (00:23:21) Strategies for customer retention, rewarding customers, and building a loyal customer base. Challenges of Rapid Growth (00:25:07) Considerations for managing rapid growth, fulfillment, and maintaining honesty and integrity. Future Plans and Product Development (00:26:38) Focus on educating about clean beauty and CBD, developing long-term skincare products, and brand philosophy. Building a Brand with Integrity (00:28:57) Emphasizing the importance of developing products for daily use and creating a meaningful customer experience. Conclusion and Discount Offer (00:29:49) Where to find the brand and a special discount code for listeners. This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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