Purvisha Patel of Visha Skincare on building an inclusive skincare brand from the ground up, and the impact she is making today
Describe your business in a few words?
Visha Skincare is a dermatologist formulated, and founded skincare line.
What made you take the leap to start your own business?
While I was treating my patients, I noticed a need for a simple, safe, multi-use intentional skin care line that delivered results to be made available to the general public and effective for all genders, ethnicities and ages. I wanted to make the skincare routine simple, yet effective for more than one skin issue. With that in mind, I combined my dermatological expertise with my love of science and created Visha Skincare – a patented and US made brand of skin care lines that can be used intentionally to address and treat multiple skin issues. I also wanted for the products to be used by all genders and inclusive to all skin colors and types
What was your background prior to starting your own business?
I was born in London, raised in Wales, and in true Patel form was raised in a motel in Virginia. I grew up living, eating, breathing customer service and business. Starting my own dermatology practice was a no-brainer for me, and starting a skincare line when I saw the white space came easily too.
Did you always know you wanted to be an entrepreneur?
I have always pursued my dreams and wanted to change lives. In chasing these goals, I became an entrepreneur. It was the next step to start my practice and to launch Visha Skincare.
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?
When launching Visha Skincare, we started very organically. The products were initially sold in my Advanced Dermatology office, and when we saw that friends and family of patients were traveling to purchase the products, we decided to let the products be sold in local businesses, and then Amazon. I have to admit initially there was not much of a strategy. We did local commercials as well as sponsorships of local events, which was fruitful in creating local awareness, but did not help Visha Skincare’s national presence.
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 really wanted one company to manage the PR , social media and digital marketing for my brand, but soon realized that I have better luck allowing a PR company to do PR, a social media company do social media and a digital ad company carry out the digital marketing. It requires more time to keep these 3 facets aligned, but it is better to have experts in each area do the job. I learned that ROI for me is sales, and ROI for PR/media and digital marketing is not sales- it is “impressions” and “clicks”.
What is the accomplishment you are the most proud of to date?
Visha Skincare just launched on the Thirteen Lune website! I can not think of a better alignment of a brand that I formulated to be inclusive and address skin of color, to be featured on a site that supports brown and black owned businesses and carefully vets products to help all skin types.
When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?
Show me other skincare companies that you have worked with and how you have helped them? What else can you bring to the table? I personally do not like having my account passed on to new staff as the company either grows or people move on in their careers. I like for them to know that my “team” should stay the same, as I do not like reinventing the wheel with the familiarity and detail of the products.
How has your business or industry been impacted by the COVID-19 pandemic?
With most people not being able to see their dermatologists for their skincare needs during the pandemic, my dermatologist formulated and patented line has seen an increase in sales. The products have clinically proven results and that speaks volumes to those that are inundated when shopping online for skincare.
What’s next for your business? What can we expect to see over the next few years?
Growth! Availability on more platforms and the launch of our CBD/THC Rejuvenating Moisturizer variant will happen down the road.
What is the biggest lesson you have learned in 2020?
When there is a will there’s a way. Pitching Visha Skincare actually got easier with zoom meetings over 2020, and the need for large cosmetic expos may not be what the brand needed for exposure.
What do you know now that you wish you knew when you were first starting your business?
Vet out the companies that you hire, and make sure they deliver what they say they will. Do not be afraid to pivot and hire another company when you see that one path is not working.
How have you managed to stay grounded this year?
Being home and with my family and amazing 2 dogs (shitza poo pandemic pups I am obsessed with) has kept me grounded and grateful.
Do you believe in work/life balance? What are some of your best tips?
Always exhale before any big movement, whether it be before cutting with a scalpel, injecting a cosmetic, or washing your face. Delegate the small stuff so you can be present and contribute to the big stuff.
What’s something our audience would be surprised to learn about you?
I just learned how to ride a bike during the pandemic! I also am not good at turning or breaking yet- it’s on my to do list.
What are your top 3 tips to stay productive each day?
Make a list of your top 3 must do, then top 3 can do, and then 3 maybe do.
What does being an Entreprenista mean to you?
If you ask me what the plan for Visha Skincare is, I will say “world domination”. An Entreprenista doesn’t give up and keeps up the daily grind to achieve their brands goals.