Tell us about Intention Skincare.
Intention Skincare is a crystal-infused skincare brand with a goal to leave your skin and your soul glowing! We’re known for merging high-performance skincare with mindfulness, helping people feel good inside and out.
Our face masks are infused with the beautiful energy of crystals and are paired with a specific intention for how it should leave you feeling. After all, I wholeheartedly believe skincare should be a mindful, joyful experience.
What inspired you to start Intention Skincare?
Intention Skincare was born from my own struggle with acne while working as a professional dancer. In an industry where appearance can impact opportunities, I was terrified that my skin would cost me jobs. I obsessed over skincare, learning everything I could about ingredients and treatments in a desperate attempt to clear my skin.
What I realised, however, was that stress was one of the biggest culprits feeding my skin issues, and yet, the skincare industry often fuels even more stress through fear-based marketing. Instead of being a soothing self-care ritual, skincare became clinical and anxiety-inducing. Even after my skin improved, I couldn’t stop thinking: Why does skincare have to feel so stressful? Why can’t it be fun again, like when we first started experimenting with it as teens?
I’ve always been drawn to crystals and their ability to shift energy, whether to calm or uplift. That’s when the idea hit me! What if skincare could be a mindful, joyful experience rather than a stressful one? I wanted to bring the sparkle back into skincare by infusing face masks with crystals, transforming a simple routine into a ritual of self-love and intention-setting.
I had no background in product development at the time, but I saw others successfully launching skincare brands in e-commerce. So I just thought, if they can do it, why can’t I?
I worked closely with a skilled formulator to bring this vision to life, refining the formula through countless rounds of testing and adjustments. It took almost two years but I refused to settle for anything less than perfect. And that’s how Intention Skincare was born!
Tell us about your career and background.
My background is as a professional dancer! This career took me travelling all over the world, working for companies such as Disney and Princess Cruises. While I absolutely loved this part of my life, the dance world is incredibly focused on appearance. This heightened my anxiety around my skin and ultimately became the driving force behind launching this brand.
When the pandemic hit, I found myself grounded for the first time in years. That pause led me to study at university and eventually pursue a new path in marketing and social media management.
Intention Skincare launched during my first year working a 9–5 in marketing, and I’m so glad it did. It gave me an understanding of what it really takes to build and grow a brand.
The journey from dancer to founder was anything but linear, but every step has brought me closer to building something I’m truly proud of!
Describe a typical work day for you (if there is such a thing).
I’m currently juggling my role as a social media manager alongside running Intention Skincare, so no two days are ever the same, but they’re always full! I like starting my day by watching a training module from an e-commerce course I’m doing. I make sure to implement at least one thing straight away. I’ve learned that if I don’t do it first thing, it won’t happen so I try to never put it off.
After that, I try to squeeze in a Pilates class or a walk to clear my mind before jumping into my job. On my lunch break, I’ll often dash to the post office to send out orders. Once the workday wraps up, I shift into business mode, whether it’s working on marketing, customer emails, or packing orders.
I’ve started a new habit this year where I end the day with a quick 5-minute meditation to unwind and officially ‘switch off’. It might sound hectic, but I genuinely thrive on being busy and love the energy that comes with building something I’m passionate about.
What advice do you have for those wanting to start a business?
Just put one foot in front of the other and figure it out along the way! You don’t need to have all the answers to begin with, just take the first step and keep moving forward. Also, this might sound basic, but trust your gut. It will always lead you in the right direction.
What’s next for you, and Intention Skincare?
I’m planning to expand our product range with more crystal-infused face masks! Right now, we have the Aquamarine and Rose Quartz face masks, but I want to introduce more based on customer requests, like Amethyst or Citrine. Each crystal brings its own unique energy, and my goal is to create masks that not only target different skin concerns but also align with different energetic intentions.
My vision is for more people to experience our products and embrace skincare as a ritual of self-care and intention-setting. I want Intention Skincare to be the go-to brand for those looking to add the sparkle back into their skincare ritual and embrace a little bit of woo!
