Every Shade Of Business ft. Suhay Gonzalez of Seis Cosmetics | EYB

1 - > You're listening to the Elevate youe Brand podcast, the number one podcast for entrepreneurs and wantrepreneurs looking to gain 2 - > insider marketing and brand building tips from some of the smartest entrepreneurs and fastest growing brands on the market 3 - > today. I'm your host, Laurel Mintz, a reformed corporate M and a attorney who founded award winning LA based marketing 4 - > agency Elevate My Brand. We've elevated some of the world's biggest brands from Squishmallows, Geico and Verizon to innovative 5 - > startups you haven't even heard of yet.

Are you ready to elevate your brand? Keep listening. 6 - > Hi everyone and welcome back to another episode of Elevate your brand. I, of course am your host, Laurel Mintz and I'm joined today by Sue Gonzalez, who 7 - > is the founder and CEO.

CEO of SACE Cosmetics. 8 - > Suhe, thank you for joining us today. Hello. Thank you for having me.

I love, 9 - > love, love the colorways that you've created. The pigmentation is so beautiful. But for people who are unfamiliar with 10 - > your products, share with us what Sayce is all about. 11 - > Oh my goodness.

The company name is Sayes because I'm my father's sixth child. My father is from the Dominican Republic. 12 - > I was born and raised in New York and I grew up with a lot of artistry and I wanted to create a line 13 - > that allowed individuals to express themselves with their lipstick. My mother was a makeup enthusiast, 14 - > a true Latina, and even battling a rare brain tumor called glioblastoma, she still demanded that I applied 15 - > lipstick on her because it was her way to feel better.

16 - > I love that when she lost her battle, I, I was sad, but I told myself, you know what, life is short. And 17 - > I, what am I going to do with all this energy? And I decided to convert sadness into something beautiful. So we created a line 18 - > with lipsticks and then it expanded and here we.

Are and it's so beautiful. First of all, 19 - > thank you so much. You, I think you sent me literally every color that you created and I was like a kid in a candy shop. Honestly.

My 20 - > husband came into the bathroom and I had like tissues everywhere because I wanted to try all the colors to figure out which pigment was the best pigment 21 - > for me. And let me just tell you and our listeners, there is not a single pigment that doesn't look fucking fantastic on everyone. 22 - > I am like, I was blown away. Oh my goodness.

23 - > No, I'm excited. I love hearing feedback, really. It just keeps me inspired and motivated to keep pushing and 24 - > putting face in front of everyone, introducing face to everyone. So I'M I'm excited.

The collection is 25 - > vegan. It is cruelty free, certified and is made with clean ingredients. I wanted to create not only rich pigment that 26 - > complement all skin tones, but I also wanted to give you vitamin C and vitamin E because as a proud 27 - > lipstick owner and wearer, because I love makeup, I wanted to hydrate my lips while I was utilizing the 28 - > shades. Yeah.

So for me, I'm excited to hear when people try it and they love it and they love the colors and the pigment and 29 - > how, how it feels. So super excited to hear that. Yeah, the texture is amazing. And you brought up such a good point.

Like I am 30 - > a red lipstick or like a deep pigment lipstick. Girly. Like there's something that is, that feels so powerful when you find a shade that really 31 - > works for you. But I think most people and I, until I found your product, was totally 32 - > victim to this as well, which is that when you use a mat lipstick, you typically use a matte lipstick so that you don't have to get the bleeding.

33 - > But then there's such a lack of moisture and you end up getting your cracked lips. And it's just, it's not a great experience. And I'm not going to 34 - > mention any of the, you know, brand names out there, but the experience is not great. Even though it might look great, you take off that lipstick 35 - > and you're like in pain.

I mean, my lips have been cracking and peeling, especially during the winter when it's so cold out. And so 36 - > to have a lipstick with that layer level of pigmentation and, and also the care to lip care is so unusual 37 - > and I didn't even think about that. But that's absolutely why I fell in love with the product. I mean, just the feel of it 38 - > is so luxurious, velvety.

It's just a delicious experience on every level. No, I love matte 39 - > lipstick. Growing up, I mean, matte lipstick was a thing and I still love it. But I did, I did experience what 40 - > you, you mentioned.

It's just the dehydration of the lips. That's one of the reasons why our iconic product, which is the semi matte 41 - > lipstick, which just won a beauty award this year, it's, it's really doing very well simply 42 - > because of the lip pigments, but also the, the skin care ingredients that are 43 - > added into the product. I mean, it blows my mind that people haven't thought about that before. It feels like it would be table stakes.

But the truth is, is 44 - > that I think consumers are the ones that have forced or hopefully inspired brands like you to 45 - > think differently about Creating products that don't just look good, but also do good for your body and your, and your face and your lips in particular 46 - > for this product. Because I don't think they gave a shit before, frankly, like the max of the world, et cetera. Do not, do. Certainly do not care 47 - > about that.

No. The thing is that a lot of people look for colors. Right. But when I was designing and 48 - > formulating this item is, was more not just the color shade variations, but also the texture.

Right. 49 - > We have a semi matte. Right. It's in the middle of the cream and the matte.

And in the industry, as huge as it is, we don't have a lot 50 - > of semi matte lipsticks. Right. I also want to incorporated the, the skincare ingredients. I also wanted to make it vegan, but in, in addition 51 - > to that, I.

Sustainable luxury packaging. So our packaging have magnetic closure. And I love 52 - > it because once I put it in my bag, I know it's not going to open up and ruin my bag and ruin my lipstick. Oh, my God.

53 - > And I have had that happen so many times. And you, you keep getting ahead of me in terms of the conversation, because I was gonna talk about the vegan 54 - > conversation and the skin tone conversation and the closure. 55 - > It's like you did all the things, all the details are so, just well done and so clear. 56 - > The thoughtfulness that you went into, not just the formulation and the colorways, but the product, I mean, all.

I'm just, 57 - > I was like so impressed. And every year, actually a couple times a year, my team comes to my home 58 - > and we do an off site together and I put all the products that people send for the podcast on the table, 59 - > aside from the ones that I keep myself and, and they go shopping and people on our team that have every skin color that you can 60 - > think of, and every single one of them found a shade that they liked and two of them are also vegan. So like I said, the 61 - > details, the thoughtfulness, and then the end product, because sometimes, I mean, you know, this more than most.

There's a lot of vegan 62 - > products out there. There's a lot of great colorways out there. And then the delivery, the texture, the feel, or the packaging just sucks, you 63 - > know? Yeah.

The performance sometimes is not long lasting. And our products, we, we are proud to share 64 - > that we've been seen as far as the, the lipsticks that we, you know, collaborate with makeup artists. 65 - > They've been in New York Fashion Week, they've been in Miami Swim Week, and it's because of the performance. You're not just Getting clean ingredients and, and 66 - > beautiful shades, but it does perform.

It is long lasting. 67 - > So that is something that once I hear feedback, it really continues to keep me moving forward. To 68 - > make make an impact in the beauty industry, we need more quality versus hype. Yes, 69 - > absolutely.

Well, speaking of moving the industry forward, I know that you have some extensions in terms of, like your lip 70 - > glosses and a new project. Can you tease a little bit for us? 71 - > Yes. Our.

We have a lip gloss, it's called the advanced luxe gloss, which is with some ingredients 72 - > but also some technology to give you long lasting lip gloss. Because normally you put a lip gloss and it's gone in a few minutes. 73 - > But this one is, it is long lasting. It's made with Moroccan grown argan oil, aloe vera, and also vitamins.

And we 74 - > started with four variation, four different shades. It is a tinted lip gloss. But now we are expanding our 75 - > selection. So we're excited to introduce that now in the month of February.

76 - > And then of course, our hero product, our semi matte lipstick are doing so well, and we worked with so many international 77 - > and celebrity makeup artists within the US that they wanted us to do a palette. 78 - > So now we are working on getting our top five shades to create a lipstick palette that you 79 - > can literally carry on the go. Whether you're a makeup artist or you're just a makeup enthusiast, a makeup lover like myself, I can 80 - > just grab, grab the palette and go.

Whether we're going to work, I can go from a nude to a bold color or even when we're going on vacation, 81 - > it just minimizes the amount of makeup that you need to travel with. 82 - > I freaking love that. Because I'm always, first of all, my lipsticks are always opening in my bags and I have expensive 83 - > bags and I, I'm like, devastated when you know, you have a high pigment color that opens in your bag. But to your point, like, when you're 84 - > traveling and I travel very extensively, you don't want to have to bring 5, 6, 7 different colors with you and then the lip pencils and the 85 - > glasses and all the things.

So I think that palette is going to be really, really exciting. I can't wait. Do we know when that's 86 - > going to be launching or it's still in the works? It's in the works.

But we're hoping to launch before Mother's Day because, 87 - > like I said, my, my company was honor of mama. Yes. Yeah. It was inspired by my mom, but we also donate a portion of the proceeds.