VIDA KARAMOOZ, Ph. D. CEO & Co-Founder, Blue Beautify

Oakland, California

“ Blue Beautifly was inspired by two phenomena. First is the rampant proliferation of synthetics in personal care and household products and their harmful effects on our bodies and our planet. Second is the abundance of time-honored healthful remedies and personal-care practices of ancient cultures that are not only good for the skin and the body, but also for the planet and our communities,” Karamooz says.“ Each day, we see more evidence that reinforces both phenomena and, ultimately, reassures us that we, as a brand, are on the right track.”

Karamooz has seen as a trend the rapid shift toward safety, sustainability and social responsibility.“ There is a growing awareness of the harm caused by synthetic ingredients to our bodies, our planet and our communities. We are delighted to be a part of the solution, not the problem,” she says.

The life of a spa professional is a continuous cycle of daily responsibilities that help make the spa world go round. Pulse asks ISPA members to give us a sneak peek into their daily lives to help us understand the roles they play and the difference they make on a daily basis.

Embracing a Mission to Provide Sustainable and Synthetic-Free Beauty Products

A botanical, organic, non-GMO and cruelty-free anti-aging face and body-care brand, Blue Beautifly’ s formulations are grounded in Ayurvedic, Chinese, Middle Eastern, African and Central / South American traditions. As a commitment to its mission to provide only organic products, Blue Beautifly took things a step further by having its products stamped with USDA Organic and Non-GMO Verified Project certifications.“ This instills instant consumer confidence in the authenticity of our products” she says.

As an entrepreneur, Karamooz admits to having her fair share of failures.“ But truthfully, the bigger the failure, the bigger the learning,” she says. So what has been one of her biggest struggles at work?“ Social media. Social media. Social media. Does anyone know how this stuff works?” she asks.

On the flip side, she finds it most rewarding to work with like-minded professionals who understand the harmful effects of synthetic ingredients in personalcare products and strive to educate and inform their clients.

While no two days are alike,

Karamooz highlights what her day looks like on an average work week:

★ 7 am Decide between endless choices of amazing local coffee shops, though my top two favorites are Bicycle Coffee and Blue Bottle Coffee. Decisions. Decisions.

★ 9 am Take a step back to examine company-wide activities to ensure alignment with the company’ s strategic objectives.

★ 10 am My favorite part of my work day— sneak into the laboratory to experiment with our divine essential oils, explore new botanical extracts, evaluate current formulations, or brainstorm with staff on future products.

★ 2 pm Ensure the day’ s activities( e. g., production, order fulfillment, procurement) are on track.

★ 4 pm Plan the next day. Given her experience as an entrepreneur, what would be her advice to others to succeed in their own business?“ My advice is to surround yourself with talented, motivated and energized individuals. After that, get out of their way so that they feel empowered to explore, make mistakes, learn and innovate,” she says. ■

Customer service:“ Most common inquiries we receive are about proper usage, ingredient benefits and verification on absolute absence of certain synthetics. We feel a great sense of validation, encouragement, and pride with each interaction.”

Staff management:“ My management team is made of four individuals who help me oversee the rest of the organization.”

Marketing and brand-building:“ We believe that marketing is 100 percent hard work, 200 percent art, 300 percent science and 400 percent luck. We are continuously refining our go-to market strategies to inform the public on the merits of wholesome products. After that, we turn it over to the universe to bring us customers. So far, our conclusion is that the universe is a keeper.”

60 PULSE ■ December 2016