Renée Rouleau has delighted local skin care junkies since she launched her Dallas-based line back in 1998. In the years since, Rouleau has attracted clients across the U.S., including celebs such as Demi Levato, Jessica Simpson, and Anna Faris.
“Renée Rouleau = miracle workers,” Levato says in a testimonial on Rouleau’s website.
Rouleau moved her headquarters to Austin in 2014, but that hasn’t stopped her loyal local following. Her secret: a personalized Skin Types Quiz, which clients take to receive a customized product regimen tailored to nine possible skin types. One size does not fit all with Rouleau’s approach, which makes her brand stand out.
While in Dallas to speaking at the Indie Beauty Expo in May, the cosmetic chemist shared how she built her company and her advice for budding brands looking to do the same.
What were some of your favorite tips you got to share with independent brand owners at the Indie Beauty Expo?
I had a great experience on the founder’s panel. It’s always fun to share wisdom and my stories from the road. I discussed the importance of not neglecting your weaknesses. This helps you hire someone where necessary so that your company is staying balanced and things don’t fall through the cracks.
I also shared the importance of women working together in the world of beauty. There’s enough hair, nails, faces, and bodies to go around. Your competitors should be your allies. I personally make it a priority to network with other women who own their own companies, and together we are better than we are apart.
Business is survival of the fittest and a fight that many won’t win, so it’s important to surround yourself with as many “girl bosses” as possible – don’t go it alone!
After thriving in the beauty business for 25 years, can you explain how you achieved such an established presence?
I put myself out there as a leader and an expert, and ever since, I’ve always thought about how I can best serve others. That approach has directed every decision in my company. I always ask myself, ‘How are my actions helping to make someone’s life better?’
I believe in karma, so I don’t hold secrets. I believe being kind and generous will come back to you tenfold. I love educating our customers and clients about their personalized skin care. My blog is the best place to do this and it has really become a true resource for estheticians to become better in their own practices.
The indie beauty movement promotes clean, natural skin care and it continues to expand and grow. Where do you see indie beauty going in the future?
I definitely see that small companies have a real advantage and there is a lot of opportunity for success for them right now. Consumers are less trusting of big corporations, and often, the company’s passion has been deluded once the founder is no longer involved. I think people gravitate toward indie brands because they bring more authenticity. I also think consumers are becoming a lot more health conscious and educated about what they’re putting in/on their body.
