What’s your WHY? (and why it’s more important than ever) 

 June 14, 2022

By  Jennifer - Skincare Business Foundations

Your WHY plays such an important role in your business. And even moreso in these uncertain times.

It’s the driving force behind your business – your true purpose.

What is your WHY?

No doubt you wanted to start your skincare business for one or more reasons, e.g.

  • As a creative outlet from your day job
  • To give you more freedom
  • To pursue a new or lifelong passion
  • To create a new and improved life for you and your family
  • To make a positive impact on the world

This is your WHY.

You may have noticed that making money wasn’t on the list.

Making money might be part of why we start a business – and there is absolutely nothing wrong with that, otherwise you’d keep making skincare as a hobby, right? But money is the outcome of your WHY, rather than being your true purpose.

Why is your WHY important?

Your WHY will help keep you motivated when times get tough.

  • Dealing with a rude customer?
    Remember WHY you’re doing this and all the people you’re helping (who LOVE what you’re doing) 💗
  • Sales down this month?
    Think about your WHY to help you take inspired action that’ll get your sales back on track 📈
  • Feel like you’ve lost your mojo?
    Come back to WHY you started your skincare business in the first place and reignite that fire in your belly ❤️‍🔥
  • Feeling stressed about the forecasts of doom and gloom we’re constantly fed by the media?
    Revisit your WHY and focus on the opportunities to make a positive impact in these uncertain times 🤗

You’ll also be more committed to doing those day-to-day tasks (which can sometimes be a bit tedious 🥱) when you understand how they link to your vision and your WHY. 


When I had my own skincare business, Wild Leaf Botanicals, my WHY was that I wanted to turn my passion for natural skincare into a side hustle as a creative outlet from my mundane corporate job. I infused my love of Australian native botanicals with making a positive impact by supporting local Aussie farmers when purchasing most of my ingredients.

Now, with Skincare Business Foundations, my WHY is using the insights I’ve gained from my corporate background and having my own skincare brand to help you build a wildly successful and compliant skincare brand. I love sharing my knowledge and watching clients and students grow the confidence to be able to explore and pursue their own WHY.

How to find your WHY?

Ask yourself these questions:

  • Why do/did you want to start your skincare business?
  • What positive impact do you want to have? On yourselves, your customers, your family, your community and/or the planet?
  • What are you passionate about? What makes you get out of bed in the morning? What are your values and beliefs?
  • What do you want your skincare business to be known for? What will its values be?

For example, maybe you’re sick of the 9-5 corporate grind and want a creative outlet, and you’re passionate about helping the world become a greener place by reducing waste. So you decide to start a sustainable skincare business that also gives you the freedom to do more travel. 🌱🌏✈️

This is what’s called having a purpose-driven business.

Not only is your WHY super-important to you, but it’s also one of the reasons customers will buy from you rather than a large faceless corporation.

Write down your WHY so you can look back at it whenever you need a pick-me-up - e.g. write it on a post-it note and stick it somewhere loud and proud at your desk or workspace.

You can also look at this previous blog post on 4 inspiring reasons to start a skincare business for inspo.

What’s your WHY? I’d love to know, so comment below.

Jen x


About the Author

Hi, I'm Jennifer - cosmetic regulatory consultant for Australian skincare brands. After running my own skincare business, and having a 10-year+ corporate background in risk management, auditing and compliance, I decided to combine my business know-how and industry knowledge to help others build a solid business foundation.
Since 2018, I've been supporting skincare brand owners with friendly expert advice and time-saving regulatory guides. And my signature course on how to start a skincare brand in Australia.

Jennifer - Skincare Business Foundations

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