Let go of EGO
Letting Go of the Ego in Business: A Path to Real Growth for Premium and New Skincare Brands
Starting or running a skincare brand is no easy feat — especially when you're trying to build something that stands out in a crowded market. Whether you're a fresh face in the industry or a premium brand with an established reputation, it's easy to fall into the trap of thinking you have to know it all. But here’s the reality: no one does. And the quicker you let go of that “I’ve got this figured out” mindset, the faster your brand will grow. At Smoke Stories, we get it — growth isn’t just about having the right products; it’s about staying open, learning, and evolving with your customers and the industry.
The Ego Trap in Skincare Business
We’ve all been there: you’ve worked hard to create something amazing, and naturally, you want to shout about it from the rooftops. You might think, “I’ve got this, I know exactly what my customers want.” But here’s the thing — the more you hold onto that belief that you know best, the less room there is to grow. If you get too attached to the idea that you’ve got all the answers, you can easily miss out on new ideas or feedback that could take your business to the next level.
Letting go of the ego doesn’t mean losing confidence in what you’re doing — far from it! It’s about recognising that there’s always more to learn, no matter how much experience you have. When you stay open to new perspectives, you’ll discover ways to improve that you never thought possible.
Be Firm, But Fair: Balance Your Vision with Flexibility
Building your skincare brand is all about sticking to your vision. You’ve created a product with your values, whether it's a focus on organic ingredients, cruelty-free testing, or solving a specific skin problem. But being firm in your vision doesn’t mean refusing to listen or adapt. In fact, some of the best brands out there are constantly learning and evolving with their customers.
Yes, stick to your values and your brand identity. But also, be open to the idea that your customers or the market might push you to tweak things along the way. It’s about finding a balance between staying true to what you believe and being flexible enough to evolve with feedback. A little change can go a long way in making your brand even better.
Never Stop Asking Questions
If you want your skincare brand to succeed, keep asking questions. And keep asking more questions. Whether it’s asking your customers what they love about your products, or chatting with suppliers about new ingredients, staying curious is key. The moment you think you have all the answers is the moment you stop growing.
Asking questions is one of the best ways to stay ahead of the curve and keep your brand fresh. If you’re not actively learning from your customers, your competitors, or industry experts, then how can you improve? The beauty industry is always evolving, and so should your business.
Learn from Industry Experts: Wisdom from Those Who’ve Been Around the Block
When you’re launching or growing a skincare brand, it’s important to understand that you’re entering a fast-paced, highly competitive industry with a wealth of experience behind it. The people who’ve been around the block — the industry veterans who’ve weathered the trends, shifts, and challenges over the years — have a treasure trove of knowledge that could save you time, money, and mistakes.
These seasoned experts have seen it all: new ingredients that worked, formulas that didn’t, market shifts that completely changed the game, and branding strategies that paid off. Whether it’s through mentorship, partnerships, or simply soaking up their advice, there’s so much value in learning from those who have been through the ups and downs.
Industry experts can provide you with insights on everything from product development to marketing and distribution. If you ignore their expertise, you risk reinventing the wheel or making avoidable mistakes. They’ve been through the cycles and understand what works, what doesn’t, and what’s likely to stand the test of time.
Sometimes, the best thing you can do for your brand is step back, listen, and take advice from those who’ve built their businesses over the years. They’re not just talking from a theoretical perspective — they’re sharing real-world lessons that could be game-changers for your brand.
The Power of Listening (But to the Right People)
Listening is one of the most underrated skills in business. When you truly listen to what the right people are saying — whether it’s industry experts, experienced suppliers, or mentors who know the ropes — you learn more about what works and what doesn’t. Their feedback can guide you in refining your product, tweaking your strategy, or even saving you from a major misstep.
However, there are times when the noise can get overwhelming. For example, once you start running digital ads and engaging with a wider audience, you’ll likely be bombarded with opinions from people who don’t know your brand from a hole in the wall. These online “experts” can fill your inbox with ideas that are untested, irrelevant, or even counterproductive. In these moments, it’s important to stay grounded and focus on the advice that truly matters — the kind that comes from those who have actually been in the trenches of the skincare industry.
Take What Works, Leave What Doesn’t
Let’s face it, there are always going to be new trends, buzzwords, and shiny ideas coming at you. But here’s the thing: not every trend is right for your brand, and that’s okay. Just because everyone else is jumping on the latest craze doesn’t mean it’s the right fit for your skincare line.
The key is to take what works for you and your customers, and leave the rest behind. If a new ingredient or marketing strategy doesn’t fit with your values or your target market, don’t feel pressured to follow it just because it’s popular. Trust your gut, and stay focused on what makes your brand unique. Authenticity always wins in the long run.
Know Your Industry and Your Brand Inside and Out
The skincare industry is complex, with new brands popping up all the time and trends changing by the season. It’s essential to stay informed, but it’s even more important to know your own brand inside and out. What makes your products special? What do your customers love most about your skincare line?
The more you understand your niche and your audience, the better positioned you’ll be to market your products effectively. Don’t try to be everything to everyone — instead, focus on building a loyal community who trusts your brand. You don’t need to follow every trend, just the ones that align with your values and resonate with your customers.
And here’s an important point: the people who’ve been in the skincare industry the longest have probably seen it all. They’ve been through the highs and lows, watched trends come and go, and have learned countless lessons along the way. So, listen to them. Whether it’s mentors, suppliers, or experienced professionals, they’ve got wisdom that could save you a lot of time and effort. To ignore their advice would be foolish.
Handle Skepticism with Grace
When you’re starting out in the skincare world, you’ll inevitably come across some skepticism — especially if you're bringing something new and untested to the market. People may question your product, your approach, or your brand’s potential. It’s easy to get discouraged by this, but here’s the thing: take it with a pinch of salt. What’s happened in the past should not dictate your future.
The industry has seen its fair share of failed attempts, but that doesn’t mean your brand will follow the same path. The key is to use skepticism as fuel for growth, not as a reason to doubt yourself. Understand that every industry, especially skincare, goes through phases of doubt before things hit their stride. Be confident in your brand, stay focused on your vision, and remember that true innovation often faces resistance before it finds its place.
In the skincare industry, there’s no room for egos. Letting go of the need to have all the answers and being open to growth is one of the most powerful things you can do for your brand. Stay humble, keep asking questions, and always be willing to listen. But also, know when to ignore the noise and focus on what’s best for your brand. By doing so, you’ll build a business that’s not only successful but also genuine and true to its roots.
At Smoke Stories, we believe that great things happen when you stay true to who you are and embrace the learning process. So, let go of the ego, and watch your skincare brand grow into something even more amazing.
