In Conversation with Allie Egan of Veracity Selfcare
Describe Veracity Selfcare in a few words?
I can do it in one – revolutionary. We are the first skincare brand to start identifying and treating root causes of skin issues and not just symptoms.
What made you take the leap to start your own business?
I struggled for years with dry patches on my face. I tried every skincare product and hack out there, but nothing helped. It wasn’t until I was having trouble getting pregnant and went in for testing that I learned I had hypothyroidism, a condition that was causing my dry patches. Once I found out the root cause of my skin issues I was able to adjust my diet, lifestyle, and skincare regimen and saw immediate and permanent results. The goal of starting Veracity is to help other women get answers much faster than I did, and hopefully change the skincare game while we’re at it.
What was your background prior to starting your own business?
When I decided to make the leap, I was CEO of the iconic fashion brand, Cynthia Rowley. But before that I had worked in beauty and skincare at some of Estee Lauder’s best brands including La Mer, Clinique, and Origins. “In my previous life” as I like to say, I was an investor in consumer businesses like beauty and personal care at L Catterton.
Did you always know you wanted to be an entrepreneur?
Subtly – my first experience in the workforce was with big corporate institutions. I thought it was cool because my mom could recognize the companies I was working with. It wasn’t until my experience as an investor, meeting founders every day and hearing their stories, that it really clicked for me. I wanted their job. The idea of actually building a business from the ground up all and bringing it to life was so exciting to me.
Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?
We’re still in the thick of it as we just soft launched in December, but what I’ve learned is the power of grassroots efforts. Soliciting (without shame) my friends and family to follow us and spread the word and gaining the confidence to tell everyone I interacted with. I feel lucky to be surrounded by such a loving and supportive community. Also, never underestimate the power of manifestation!!
We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?
I started this business three months pregnant in the midst of a pandemic. If that wasn’t crazy enough, I think anytime you introduce something completely new (like testing) to an established market people will question you and that leads you to question yourself. What has inspired to keep me going is the feedback and appreciation we have gotten from our early customers. I learned that you should accept feedback from everywhere, but follow through on the feedback from the people you’re serving.
What is the accomplishment you are the most proud of to date?
Never giving up. I didn’t give up in my quest to figure out my health and skin issues, nor in the throws of infertility to have my son. I think about that everyday when it comes to Veracity. I promise not to give up on creating the best experience for our customers in the journey towards helping them discover the truth of their individual skin.
When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?
It’s not one stock question, but the most important thing for me is to tease out whether people are truly team players. I want the people working for me to be flexible and willing to participate in the responsibilities of every position. I never want anyone who works with me to say “that’s not my job.” I want my team to feel empowered to understand and take ownership of every aspect of the brand.
How has your business or industry been impacted by the COVID-19 pandemic?
I raised capital nine months pregnant via Zoom. One of the positive aspects of this pandemic is that I am able to focus on my business while also spending time with my son. I think everyone has a newfound appreciation for their health – I’m just happy I can give people the tools to learn more about it.
What’s next for your business? What can we expect to see over the next few years?
We wanted the initial launch of Veracity to act as a knowledge platform in order to cultivate a community. We didn’t want to push products without first giving people a taste of who we are and what we stand for. On our platform, people can access information about common skincare and hormonal health related topics from both healthcare experts and real people who have experienced these issues themselves. We are excited to bring our testkit to the masses and share our amazing products with you this coming Summer. They are effective in treating hormonal imbalances, while also endocrine-disruptor-free and safe for pregnancy and breastfeeding.
What is the biggest lesson you have learned in 2020?
Patience – which has always been a weakness of mine. We’ve all had to practice patience in a totally new way during this pandemic. I’m hoping it’s a skill I can carry with me through 2021.
What do you know now that you wish you knew when you were first starting your business?
Support is everything. Having a strong support system as well as early customers and investors who believe in us and what we are doing will be the driving force behind our success.
How have you managed to stay grounded this year?
Having my son Cooper has kept me grounded more than I could have ever imagined. Despite all of the hardship our country has endured this year he gives me hope and makes me want to fight for a better future.
Do you believe in work/life balance? What are some of your best tips?
Instead of focusing on balance I try to focus on joy. Doing so brings me all the balance I need. (We’re also doing a piece on the science of joy on our site!)
What’s something our audience would be surprised to learn about you?
I love to run. I’ve run 12 marathons and I am actually a certified running coach.
What are your top 3 tips to stay productive each day?
- Think about your priorities each day before opening your to do list – that will guide you towards what is truly important.
- Reserve time for thinking/brainstorming. Block it off in your calendar – it’s more important than emails!
- Take time to practice self care. This is why I love skincare so much. In 2 minutes you can do so much to pamper and care for yourself.
What does being an Entreprenista mean to you?
Being an Entreprenista to me means embracing my multiple roles and responsibilities. I am a CEO, a mom, a runner, and a friend. Hopefully, my multifaceted experiences within all these roles enables me to become a better leader and founder too.