Leading a Natural Makeup Revolution with Louise Duke

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In this episode of the Wild Success Podcast, I talk with Louise Duke, a mum on a mission who is leading a natural makeup revolution with her brand Wondery Skinfood. Louise created natural cosmetics and skincare from her personal journey with cancer, often an aggressive melanoma diagnosis in 2018. This led her to lead a low tox life and she began researching and making all natural makeup from natural food products. Her vision is to encourage women to transition from synthetic based products to an all natural based product. Literally good enough for you to eat.



CONNECT WITH LOUISE

Web: www.wonderyskinfood.com.com
Facebook: @wonderyskinfood
Instagram: @wondery_skin_food

MENTIONS: 

Episode #19 How To Plan Your Next Photo Shoot With Emma Wiseman

CONNECT WITH ME

Web: www.lizziemoult.com
Facebook: @lizziegmoult
Instagram: @lizzie_moult

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SHOWNOTES:

In today’s episode, I’m talking with Louise Duke, a mum on a mission in September last year, Louise started a journey to create natural cosmetics and skincare from her personal journey with cancer, often an aggressive melanoma diagnosis in 2018, but we’ve made it her goal to lead a low tox life. She began researching and making all natural makeup from natural food products. 

After many compliments, she decided to take a leap of faith and set up an e-commerce store. Louise’s vision was to encourage women to start a natural makeup revolution by helping them make the transition from synthetic based products to an all natural based product. Literally good enough for you to eat. 

So let’s dive into today’s episode. 

Lizzie:

Hello Louise. Thank you so much for joining me on the show today. 

Louise:
Thank you so much for having me. 

Lizzie:

I’m so excited and I love your story. I would love for you to share your story with everybody of how you got to where you are today. 

Louise:
Okay. Well I’ll try and make it shorter, but in 2008, I got diagnosed with an aggressive melanoma and it was a pretty scary time. I decided to mid the whole house of chemicals. With that started with food and I’ve processed foods, no sugar, all that kind of stuff, no alcohol, literally we just went and totally raw. Then we did the chemicals. We did the cleaning products and things like that. I started to look at makeup and it was really interesting when I started to look at makeup and how many chemicals we put into our body before breakfast as a is huge, just with asking Karen our makeup. I started researching, made some makeup, started wearing it out and people started to comment on my skin and how well it looked on my face. I think there was a combination of the good food I was eating and stuff as well, but they were really impressed. 

A couple of people said, why don’t you sell it? And I was like, Oh, maybe, and then I just kind of started playing around with the ideas, started scribbling a few things down and started really still creating a brand or what I wanted as a brand. You, Lizzie invited people to do a giveaway at wild success last year. It took me probably three days to really go forward and go, I can give you some stuff. I did some, I did 10 packs for the wild success VIP’s which I was so nervous about it. Cause I had not even put my products out there at all. I did, and that was kind of a springboard to believe in myself and get going. In September last year I launched Wondery and I haven’t looked back. It’s pretty awesome. 

Lizzie:

Only September, how amazing is that? Yeah. The feedback that came back from your products as well, like, I’ve got a girlfriend in the U S who has the Coco cheeks. 

Louise:
Oh yeah. She loves it. I need to send her some more, 

Lizzie:
It’s just the smell and everything. I remember everyone was really like, wow. So the business really took off. So you started yeah. 

Louise:
September. Yeah. I launched at the end of September and I remember being in October thinking, Aw, if you don’t make it at Christmas, when I ever gonna do it as a retail, I was really feeling a bit low because things weren’t happening. All of a sudden I did a black Friday sale, which you helped me with. Remember I woke up one morning and I just got a hundreds of sales, sometimes of new emails. I can’t, we subscribed. Really from there, I think at the end of November, I just haven’t looked back and it’s just been really consistent and pretty amazing. Yeah. It’s really took off. It’s great. 

Lizzie:
So good. The reason why you started your business, it was purely from health reasons. 

Louise:
Yeah. I think having that, why was the driving force to do it? And I didn’t, I remember at first I didn’t want to use the melanoma as the story because I just take it the whole thing and it wasn’t a, anything like that for anyone it’s not a happy time and I didn’t want to use it. At wild success again, I met some beautiful people and were sat at the last evening dinner and they said, you’ve got to use that. Cause that’s your story. That’s what people want to hear. I made it, my story I’ve made it my why, which is my, why, so I’m not lying, but it took a bit of confidence to get that story out there.

Lizzie:

People love the connection to a real life story behind any brand. I think I really noticed that it brings a connection with your customers and that’s what I love. 

Louise:
That’s probably where I’ve been heading down the whole connection and building a community of customers, not just someone who buys and leaves. Yes. 

Lizzie:
I have to, give you credit for this because one of the things I see of your social media following is that connection, you’ve got the skincare revolution, is it. 

Louise:
Let’s start a natural maker revolution. Cause it’s was makeup now it’s skincare as well. I’ve kind of, I’ve got to knock out the makeup. It’s like, let’s start a natural revelation. I still say makeup. Cause I like, it’s got a ring to it, but it’s like, I’ve started this revolution. It’s just like, and I say, do you want to come on, jump on the train with me and people like I’ve joined the train and I want to be in the revelation with you. It’s like, people want to be involved even though like for them to be involved, it’s actually just buying or wearing a product. Yeah, that’s probably being one of my greatest achievements is building that connection that I hadn’t planned for either that wasn’t part of the beginning, but that’s what it’s ended up being. It’s probably built more than I ever anticipated. 


It’s definitely more down the track of how I like to work and connect. So yeah, it’s been fun. It’s great. 

Lizzie:
Well since September, it’s been a year. How funny is that? 

Louise:
It’s nearly our first year anniversary, a little birthday. So it was really exciting. 

Lizzie:
What’s been your biggest learning experience in this last year for you? 

Louise:
Biggest learning is believing in myself 100% and I think most people would say that, but it’s a confidence thing. I remember going to a wild success. I’d never done anything business before. I walked in there and there was this group of really, or as I could see were very successful women and in business. I was like, Oh my God, what am I doing here? But it was like literally two hours in and I felt connected, ready to go and encouraged. I just felt unworthy for in the early days. Cause it’s starting something new, starting something I’ve never been in retail. I’ve never done. E-commerce I’ve never done makeup or beauty. So it was quite interesting. The whole thing was very new. So my biggest learning curve was timing. The confidence to believe in my vision of myself, the way that others believe in you. Oh. 

Lizzie:
Those are big words. 

Louise:
Yeah. I still need to regularly check in on myself and do positive self-talk because we all have to, we all have our moments and we can be flat one day and high. The next, is overwhelm and opportunity go hand in hand. A lot of the time in business, I feel it’s not a straight road. Is it? 

Lizzie:
I ain’t that the truth. 

Louise:
A half an hour, that you’re feeling really good. That’s the whole day gone or vice versa, you can really change things. It’s definitely a roller coaster every day. 

Lizzie:
In that first year of business, because this year has been a great wave of new entrepreneurs, like birthing their products, their services into the world. That first year is like really trying, as you said, like it’s the rollercoaster? Do you have some tips maybe that you’d like to share to help people? 

Louise:
Yeah. I think you need to get around people that have been before you, number one, like I never knew this until it happened that you have to go look at the people that have gone before you look at the people that are two years in five years in successful. They’ve got the wisdom and the knowledge that you’ll only get two years later. To have that I didn’t set out to get a business mentor, but it happened naturally and being intentional about networking and surrounding yourself with women in successful businesses is really pivotal to a new business, like 100% and Julia front-wheel real foods really. It happened naturally. She’d hate it if I said that, Oh, you’re my business mentor. Cause you’d be like, no, but she has input wisdom and she’s become a great friend now. So it’s awesome. Definitely she was, it started out helping me like dramatically with a lot of stuff and a big learning cause she’s so knowledgeable in business. 

I just, I know it sounds cliche, but I don’t think I could be where I am without her input because it’s been huge. I definitely hope that I could do the same for someone else that she’s done for me. I think that’s the whole thing of networking. Most people want to help you. You have to put your big girl pants on and get out there. Cause it’s not pleasant going somewhere that you don’t know anyone and having to tell people what you do. That that was a real confidence issue for me. Honestly, it’s worked cause I’ve met some beautiful people and the people I’ve met along the way in those networking events or programs or Facebook groups, I’ve been the people that have helped me the most. Yeah, I’m just, I could go through a list and give you like all these wonderful people that have helped me cause there’s just been a handful of really important people. 

I think that, yeah, if I could give anyone advice, it would be to get around those people. For sure. Yeah. 

Lizzie:
One of the things with you and Julia are very similar businesses as well, both have an online business selling a product and that, in itself it’s like awesome. 

Louise:
Yeah. She’s still quite small and boutique and she’s not small, she’s got a beautiful big company, but she’s a boutique handmade company. It’s the same kind of ethos that I’ve got and she’s got a different story, but it’s a story. I just, yeah, I’ve just followed her advice and followed what she does or my ex and it works really well. I think that, yeah, like I said, like if you can surround yourself with those people or find even just one or two businesses that are similar, that you can even just stole, come watch, like see what they do, how they do it and learn. 

Much to learn from people who’ve done this a long time. That’s the thing like I still, now look at the great people. The most knowledgeable that’s what you’d get out of is the people that have come before you. For sure. Yeah. 

Lizzie:
Yeah. How people running Facebook ads, how are people like what imagery is getting used now online? Like, in social media situations I could so good to see cause that’s the thing trends change. 

Louise:
Yeah, for sure. And you’ve got to change with them. I think that’s another thing for business. You got to what I first started out as, and what my plan was is totally not what it is now. It probably wasn’t even like that at Christmas, by the time I’d had all the orders and gone crazy and whenever a product and like, it really gave me a good shakeup, but it also gave me such good growth in myself and the business really overnight of what not to do and what I should be doing. They’re the things that you really learn from and that’s how you grow. And that’s how it changes. Like you definitely change. 

Lizzie:
And learning from your mistakes. I like, and that’s the thing I hate using that word mistake. At the same time, like it’s a lesson that’s every single time. Yeah. 

Louise:
I must say it’s a lesson unless you do it twice, then it’s a mistake. 

Lizzie:
That’s awesome. 

Louise:
It’s only a mistake if you do it twice the first time, it’s just, that’s okay. It’s just a lesson then you’ve got to learn from it. That’s the biggest thing. Yeah, I definitely did have a big learning curve around Christmas because I wasn’t anticipating the amount of orders or the amount of custom or the amount of stock I’d need. I went from having probably five or six of each product, just sat there, sending one or two hours a week to need in like 15 a day and not having the resources to do that. Cause I had no idea that was coming. You’ve always gotta be prepared, but when to prepare and how to spend your money is another thing in business too. Yeah. So. 

Lizzie:

What I’ve got here is surround yourself with people ahead of you put yourself out there, get out to like working events, anything in your local community and then learn from your mistakes. Do you have any other tips you’d like to share for those in the first year? 

Louise:
Yeah, I get good photography. A hundred percent like Emma Wiseman. She was just wonderful. She was really straightforward, straight talking and told me what I needed to do as a photographer. Her photography of my brand has been another pivotal part of my success. 100%. I’d say that there’s certain things you need to invest in. Photography is definitely one of them because of the way everyone is very visual and the way things are online at the moment, it’s more about what people see, not what they read. Definitely photography is a number one, really one of the big things you need to concentrate on. 

Lizzie:
I agree with you with that one a hundred percent. Cause yeah. I mean just tell a thousand words. 

Louise:
Yep. Good imagery tell 2000, it’s just, yeah, definitely a hundred percent. That was one of my biggest takeouts for their first year too, was photography. Glad because she was the one who was like, no, this is all wrong. You need to do this. Right. 

Lizzie: 

Emma has actually been on the podcast and actually. We talk about how to organize a photo shoot. Cause that’s the thing like when you’re branding your photo shoot is so important, she’s got a real good eye for it and , 

Louise:
So experience. So she knows what she’s talking about. She does it in a way that’s like kindly critiques, like because of that’s her field. I really took on board what she said. I love like at first I was like, Oh, I’m doing it all wrong. And she’s like, no, you’re not. And you just need to do this. There’s an honestly, she was just amazing. I can’t thank her enough. Really. She’s just been such a blessing and she’s a great person too. I’ve made all these lovely friends too. That’s the most amazing thing about it. It’s not in a business is you go to networking and you don’t know anyone. You come out with lifelong friends. So it’s pretty awesome. It’s worth doing, it’s worth putting yourself out there for sure. 

Lizzie:
I love this tip as well. There any other ones that are hiding them now? 

Louise:
Now I think that, yeah, that good solid ones. Yeah for sure. They say that you’ve got to find balance with business, but in your first year there is no balance. Like you’ve just got to hit the ground running and you’re so passionate. So you are 24 seven. Anyone who says that you can’t, that you shouldn’t be, I think is wrong because a new business, you are 24 seven, you wrapped up in it, you’re building it. So it’s really important. You take a day off when you need one, but that doesn’t have to be a Sunday. Yeah. You choose and you can work all night and all day if you want to, because it’s your business and you grow in it. That’s what I feel. That’s just my personal, no, I love this. Cause I think, you know, 

Lizzie:
People like starting a business, like, there is an element, like we all seek balance, but sometimes we do need to put in the hard yards. I’m not saying that it needs to be hot either. It’s just like, we’re actually usually working from a place of passion. How, you’ll what you explained earlier. It’s like that. Why is the driving force when you’re so lit up by your why? 

Louise:
Yeah. You will work 24 seven when you’re right. Yeah exactly. It’s only afterwards when everything’s in place that you need to gosh, I need a rest. I’m tired. While you’re creating and building you be 24 seven and like for the whole year, like pretty much, there’s not a day that I haven’t thought about Wondery and done something to do with wondering, I just can’t switch off. But eventually that will happen. So the balance will come. Right now I just think the balance is building that’s your balance. Your cup is full because that’s what you’re enjoying. That’s what you’re passionate about. Like you said, idea, 

Lizzie:
It’s your, why? It’s the talent that we all have inside of us to make a business succeed. If you don’t utilize it, then yes, you going to be like, Oh, I’m just so exhausted. Yeah. Well maybe it’s not the right business for you. 

Louise:
Yeah, for sure. Like Oh, I’m only going to do three days. Well it’s going to be seven for the first year. At least probably for the first two or even five. You’re going to be on it all the time. Not shut off, be prepared for that. Also if it’s your passion, you don’t need to switch off because you love it.
Lizzie:
That’s right. What is it? Someone said, I don’t remember who it. 

Was, but it takes about three years to know if a business is going to make or break it. If you can make it to the three year Mark, you’ve got yourself. 

Louise:
Yeah. That’s awesome. That’s good advice. That’s really cool. Call the whole yards of three years. 

Lizzie:
You’ve got a new one. You’ve got like anniversary happening. I love it. 

Louise:
I can’t believe it’s almost a year. I’m like, Oh my gosh. Like one year ago, like even looking back now to this time last year I was just panicking. And so scanning website. Yeah. Pressing live and thinking, Oh my gosh, I’ve gone live. And I’ve had two orders. This is amazing. Now it’s like opinion all day and it’s Oh yeah. That’s cool. You know, so it’s just really good. It’s been the most amazing year. 

Lizzie:
Here’s my last question for you. What is one piece of advice you would give to those who are on the cusp of starting? So where you were one year ago, what would you have loved someone to tell you? What was the piece of advice that you’d just be like. 

Louise:

Game changer? start where you are. Because honestly, I was so wrapped up in it being perfect. I was wrapped up that I needed this to happen and that to happen before I could start anything. I wasn’t going to start if I hadn’t got this ready and I wasn’t going to start if I hadn’t got that ready. Actually you can just start because those things don’t matter once you’ve started. Cause really, I always think you haven’t got no beet root powder. ? Like you can just get the bean root powder. That’s just a pro an example. I just had to have every, I felt like I needed everything in a row and it’s like, life. Isn’t perfect. If you’re waiting to perfect. You’re never going to be happy. It’s the same with business. If you wait for perfect, it’s you’re never going to launch. You’re never going to launch. 

You just have to write, I’ve got a vision, obviously have a plan of how you want to go, but don’t wait for it to be perfect. That would be my biggest thing. Let it go. I love this. Yeah. 

Lizzie:
I love it. You’re such a Testament to this as well. Cause that’s the thing, like you shed your products before you even had a website. 

Louise:
I know, I remember you saying to me, have you got a business name and what’s your Instagram handle? I was like, I don’t really have one, but they came, you said, give me two weeks and I’ll need your Instagram and a business card and a name. I’m like, Oh my gosh, this is happening. It was a real like spring-boarded man, like kicks my butt and it really pushed me forward. So I started with nothing. I started with some tens of some makeups that I’d made and bought some little boxes from like the store I’ve made them into pretty gift packs. From then on it just, it grew. If I hadn’t have done that, I don’t even know if I’d have really got started if I’m honest, because I would have waited and the sticker wouldn’t be right. The 10 wouldn’t be right. Like trying to make this perfect product. 

It evolves as the business grows, you evolve and it changes anyway. So definitely don’t sweat the small stuff. And wait for perfection. 

Lizzie:
You took your first pictures on your own camera.

Louise:
That’s the thing, like that’s how envy business begins and you have to do that. I was lucky to get ever like while success gosh, what are you doing? And just help me out. But you’ve got to start somewhere again. Like if I hadn’t have taken them pictures, then I wouldn’t be here. Now if I hadn’t have even just got those tens with no labels on him, made my own labels, which now I look at them and cringe because I’m like, gosh, I can’t believe you put those labels out there. That also enabled me to realize that wasn’t the way I wanted to go. I’d, before I launched, I’d actually almost rebranded at the same time without even having a brand. If I hadn’t have started, I wouldn’t have known that. It would have been way more expensive exercise cause I’ve gotten no that’s not really working. 

I need to rebound. That wouldn’t have been good in your first year either. So so much wisdom from you. So, but I hope if I can help them one, I’d love to. In the show notes, you’ll find links to Louise’s site, wandering skin food and her Instagram handle there. Louise, thank you so much for being on the show. Your wisdom is incredible and love this time together. Thank you for having me and thank you for kicking my boat in June last year and inviting me to wild success. It was the most amazing experience and definitely one that springboard in my business. So I just want to thank you. We’d been friends since, and I love that too. So awesome. Thanks Lizzie. 

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Hey I'm Lizzie

A HOLISTIC BUSINESS MENTOR,
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