In a world dominated by venture-backed startups, it often surprises people that I self-funded my skincare company, StackedSkincare. This approach had its challenges, but it taught me invaluable lessons about financial discipline and sustainable growth. If you’re considering self-funding, here’s how I leveraged strategy, innovation, and intentionality to build a thriving business—and how you can, too.

Start Small: Focus on What Matters

When I launched StackedSkincare, I started with just four SKUs and a basic website. Instead of chasing perfection across every detail, I prioritized creating high-quality formulations that delivered results.

Small-batch production kept my initial costs high but minimized waste and allowed me to refine based on real customer feedback. This intentional approach built trust and created a strong foundation for scaling later.

Takeaway: Begin with what’s most important to your customers. Whether it’s product quality, branding, or the user experience, perfect the essentials and let the rest follow.

Go Slow: Build Consistently

Self-funding forced me to grow incrementally, and I focused on building a consistent, reliable customer base through valuable content.

Creating a library of skin advice and educational resources kept my customers engaged and positioned me as a trusted authority, all while minimizing expenses. This deliberate pace allowed me to reinvest profits into infrastructure and product improvements without overextending myself.

Takeaway: Sustainable growth is built step by step. Focus on fostering loyalty and strengthening your operations rather than rushing to scale.

Lead with Innovation: Stand Out in the Market

Instead of following industry norms, I launched innovative products that stood out. While most brands start with basics, I introduced groundbreaking tools like a micro-needling device and self-neutralizing face peels.

This strategy differentiated my brand and garnered organic press coverage, giving me visibility without a hefty marketing budget.

Takeaway: Differentiate your brand by leaning into what makes your offering unique. Let your most compelling product or feature lead the way.

Build Your Credibility: Lay the Groundwork Early

Long before launching StackedSkincare, I started building my reputation as a trusted skincare professional. As an aesthetician, I took every opportunity to contribute expert insights, collaborate with publications, and speak at industry events.

These efforts positioned me as an authority, ensuring a warm reception when I launched my products.

Takeaway: Establish yourself as a credible voice in your field. Build trust with your audience before asking for their investment in your brand.

Partner with Press: Create Valuable Relationships

Relationships with the press played a significant role in my success. By offering complimentary treatments to beauty editors, I created partnerships that benefited both sides. These relationships evolved into consistent press coverage, keeping StackedSkincare in the spotlight.

Takeaway: Media relationships are invaluable. Start by offering value and nurturing authentic connections that can grow over time.

The Biggest Lesson: Stay True to Your Values

While many companies focus on rapid scaling, I chose sustainable growth. This approach allowed me to maintain control over my business and prioritize long-term success over short-term gains.

Takeaway: Success isn’t defined by how fast you grow but by the value you create and the trust you build with your customers.

By focusing on what matters most—creating value, building trust, and fostering meaningful relationships—you can build a business that thrives on authenticity and delivers lasting success.