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