We had the good fortune of connecting with Drs. Kenyatta Mireku And Tunisia Cornelius and we’ve shared our conversation below.

Hi Drs. Kenyatta Mireku and Tunisia Cornelius, we’d love to hear more about how you thought about starting your own business?
Dr. Tunisia Cornelius : Honestly, it came about from looking at issues that I was noticing in my skin as I matured. Adult acne and every time I would look at myself in a different light, I’d see a different line so I really started to think and try several different products. Then new scientific data on bakuchiol and its effects sparked my interest as it addressed signs of aging and discoloration. At beginning of pandemic, I mentioned this to Dr. Mireku who was thinking on sunscreens that work well for all skin types, and we decided then that two heads would be better than one and we joined forces.

Dr. Kenyatta Mireku: We also encountered several patients who seemed overwhelmed and/or frustrated by skincare. Given the overstated market, it’s hard for patients to know to know what’s helpful for their skin. We found that many patients were spending too much time on skincare as they were using skincare regimens with seven plus steps, using products that aren’t suitable for their skin, not knowing where to start amongst other concerns. As skin experts we decided that it’s best that we enter the conversation to provide clarity, education, insight, along with minimalistic routines that are easy to follow, effective and backed by science.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Dr. Tunisia Cornelius: What distinguishes Levels 2 Skin is our holistic, dermatologist-developed approach. We offer clean, multifunctional products that not only simplify routines but also save time while ensuring efficacy. Our mission is to offer simple yet effective skincare routines that deliver maximum impact while educating our customers on beneficial ingredients for their skin. We aim to provide optimal results with routines that are easy to understand and implement, promoting healthy, confident skin. By embracing simplicity, our customers save time and money, while enhancing their confidence with visibly improved, radiant skin. Through education, we empower busy women, liberating them from overly complicated regimens and debunking widespread skincare misinformation.Levels 2 Skin is committed to continuing the development of skincare and cosmetics that offer freedom, confidence, and control over cosmetic concerns, backed by knowledge and results.

Dr. Kenyatta Mireku: I honestly don’t think we knew what we were in for when we created Levels2skin. It has been a lot of work! Throughout our journey, we’ve had to identify labs that help to create products to our standards, we’re currently in the process of rebranding as well as developing our sunscreen. On top of that, there was a steep learning curve as it relates to keeping up with the federal laws on compliance and finding funding has also been challenging. Thankfully we have a lot of valuable resources and mentors that have assisted us along the way. In fact, that would be my advice to any new business, be sure to get a tribe and community of mentors as their connections and input is invaluable.

Dr. Tunisia Cornelius:The biggest lessons we’ve learned as a business owners especially as dermatologists representing less than 4% of skincare brand owners, is that success in the skincare industry requires more than just medical expertise. We’ve come to realize that building a successful skincare brand involves several crucial elements:

Patience and persistence: Growing a customer base takes time. We’ve learned to embrace slow but steady growth, understanding that building a loyal following is a gradual process.

The power of messaging and marketing: While our dermatological expertise is valuable, we’ve discovered that how we communicate our message and market our products often carries more weight in attracting customers. It’s not just about having the best product; it’s about effectively conveying its value to potential customers.

Building trust is paramount: We’ve learned that customers need to trust our brand before they invest in our products. This trust-building process is often more important than immediately showcasing our medical credentials.

Balancing expertise with consumer needs: While our dermatological knowledge informs our product development, we’ve had to learn to translate this expertise into benefits that resonate with consumers’ everyday skincare concerns.

Adapting to the market: We’ve become more flexible in our approach, understanding that the skincare market is dynamic and often driven by trends and consumer preferences.

The importance of brand identity: Developing a strong, relatable brand identity has been crucial in differentiating ourselves in a crowded market.

Continuous learning: We’ve had to expand our skill set beyond dermatology, delving into areas like marketing, business strategy, and consumer psychology.

Resilience in the face of challenges: As minority representatives in the skincare industry, we’ve encountered unique challenges, but these have only strengthened our resolve and creativity.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Dr. Kenyatta Mireku: We’d definitely have to visit the Georgia Aquarium, Atlanta Botanical Garden, Martin Luther King Jr. Museum, High Museum of Art, Piedmont Park, Trap Museum, Atlanta History Center, The Beltline, and The Atlanta University Center. For a little fun, I’d also probably take them to Sandbox VR. I like places where I can learn and create memories.

Dr. Tunisia Cornelius: There are so many great places to eat, but we’d have to visit but Bocca Lupo, Paschals, Hal’s Steakhouse, Murphy’s, and Nuevo Laredo Mexican Restaurant to name a few. I tend to have the most memories when there’s a good vibe and great food.

Who else deserves some credit and recognition?
Dr. Tunisia Cornelius: I’d like to shout out my husband, James and Maire at Ecom spaces who helped us hone in on our brand identity and value proposition. Also, our operations specialist, Erika Buncom who helps keep day to day operations running smoothly!

Dr. Kenyatta Mireku: I’d like to shout out Russell Innovation Center for Excellence, which has been a source of invaluable resources and connections. In addition, I would also like to add a special shout out to Megan Gamble of Get Level Consulting who helped with product development and strategy.

Website: https://Levels2skin.com

Instagram: Levels2skin

Linkedin: Levels2skin

Twitter: Levels2skin

Facebook: Levels2skin

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