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In the dynamic world of skincare, innovation often stems from deeply personal experiences—and for Sonia Singh, the journey to creating Sonela Beauty was just that. Battling cystic acne for over a decade and navigating the challenges of a high-pressure corporate career, she witnessed firsthand the toll that stress and ineffective products could take on skin health and self-esteem.
Ahead, Sonia shares the inspiration behind Sonela Beauty, how the brand sets itself apart with groundbreaking formulations, and the empowering philosophy at its core. Discover how Sonela blends Ayurvedic principles with modern skincare to offer solutions that not only nourish the skin but also soothe the mind.
Sonela Beauty recently launched—congratulations! What inspired the creation of this brand, and how does it reflect your personal beauty philosophy?
For over a decade, I struggled with cystic acne, a journey that took a huge toll on my self-esteem. I spent years searching for skincare solutions, but most products either worsened my symptoms or contained pore-clogging ingredients, leaving me in a constant state of frustration.
The turning point came during my fast-paced corporate career, where the stress of advancing through roles only aggravated my skin problems further. By the time I was a VP of Finance, managing billion-dollar revenue streams, my skin flare-ups became more severe due to heightened cortisol levels. That’s when I began to understand the strong connection between stress and skin health. I realized that most brands weren’t addressing this link between stress-induced skin conditions and internal well-being.
From this experience, I was motivated to create Sonela—a brand that not only tackles surface-level skin issues but also addresses the underlying causes, like stress, by incorporating Ayurvedic principles and adaptogens. My personal beauty philosophy is that beautiful skin starts from within, and I wanted to offer products that reflected that holistic approach to beauty and wellness.
What sets Sonela Beauty apart in the market, and what can we expect from the brand in terms of its mission and product offerings?
Sonela is the first brand to address the direct impact of cortisol on the skin, a hormone closely linked to stress. Through my experience with stress-induced skin issues like dryness, dehydration, and acne, I saw a need for products that target what we often refer to as ‘Cortisol Face’—the visible signs of stress on the skin, such as dullness, irritation, and uneven texture. Sonela’s formulations are specifically designed to combat these effects, helping to restore balance and promote healthier skin in response to stress.
Additionally, Sonela is groundbreaking as the first all-liquid format beauty brand. After experiencing how stress could leave my skin dry and dull, I developed an entirely liquid collection to deliver maximum hydration and restore a dewy, glowing complexion. This liquid format not only enhances absorption but also bridges the gap between beauty and mental wellness, as each product is designed to soothe both the skin and the mind. Our mission is to empower individuals to feel confident in their skin while promoting a sense of inner peace. By harnessing the benefits of adaptogens powered by Ayurveda, Sonela offers a unique way to care for your skin while addressing the deeper issue of stress and its impact on overall wellbeing.
Every product in our collection is crafted with carefully selected ingredients that offer real, visible benefits. They are clinically tested, allergy-tested, gluten-free, cruelty-free (Leaping Bunny certified), vegan, and dermatologically tested for sensitive skin. I’ve meticulously selected hero ingredients that enhance beauty while supporting overall well-being and addressing the impacts of stress on the skin.
For our Lip Gloss ($32.00), we include Hyaluronic Acid and MAXI-LIP™ Peptides, which work synergistically to stimulate collagen production and deeply moisturize the lips, resulting in a firmer, smoother, and plumper appearance. We also incorporate Ayurvedic ingredients like Ginseng Extract, known for its toning and antioxidant benefits, along with Prickly Pear Oil, which provides protection and soothing properties. This unique blend is designed to brighten, hydrate, and rejuvenate the lips, while also countering the stresses that can lead to skin concerns.
In our Liquid Blush ($36.00), the use of Hyaluronic Acid again plays a key role, helping to retain moisture levels for long-lasting hydration. The inclusion of Guarana, an Ayurvedic ingredient derived from the seeds of the Guarana plant, is known for its energizing properties and ability to enhance circulation, promoting a healthy, radiant complexion. Coupled with Ayurvedic Ginseng Extract, which also supports skin health through its antioxidant benefits, these ingredients work harmoniously to revitalize the skin. Additionally, Jojoba Oil moisturizes and conditions the skin, delivering an immediate calming effect. Shea Butter softens and enhances hydration, while Vitamin E nourishes and protects the skin, making it perform well against dryness.
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As a founder, what challenges have you faced in bringing Sonela Beauty to life, and how have these experiences shaped your vision for the brand?
When I started my journey, the challenges I faced were listening to everyone’s opinion and adding additional pressure on myself to rush to the finish line.
First, trust your instincts. As a new entrepreneur, you will receive advice from all angles—family, friends, industry experts, and even strangers. While feedback can be valuable, not all advice will suit your vision or your brand’s unique needs. It’s crucial to listen to your gut and make decisions that align with your core values and mission, even if they venture outside your expertise. This instinctual approach is vital in navigating the complex landscape of entrepreneurship.
Second, embrace the long game. Building a brand is not an overnight endeavor; it takes time, patience, and resilience. There will be ups and downs, and it’s easy to get caught up in the hustle and the pressure to succeed quickly. I learned the importance of enjoying the process, celebrating small wins, and giving myself grace along the way. Understanding that success unfolds over time can relieve some of the pressure and allow for a more fulfilling journey.
By keeping these principles in mind, I’ve been able to navigate my path with a clearer focus and a more balanced perspective.
How does Sonela Beauty aim to empower its customers, and what kind of impact do you hope to make in the beauty community?
I firmly believe that the beauty and wellness industries hold immense potential for empowerment. For many individuals struggling with skin issues like cystic acne, the thought of leaving the house can feel daunting. That’s why I designed Sonela products to empower people with the self-esteem they need to live their lives confidently.
When I launched Sonela, it was to offer a space where people can feel seen, understood, and supported. It’s about taking control of your narrative—whether that means addressing stress-related skin issues or promoting holistic self-care routines. Empowering others means being the voice I wish I had growing up, and helping people feel their best—without guilt or pressure—is at the core of what we do.
Building a brand, particularly in beauty and wellness, takes perseverance and a deep understanding of the complexities of confidence and self-expression. It’s a journey that requires years of hard work, sacrifice, and unwavering belief in your mission. It’s the strong, dedicated women behind these brands who are leading with empathy. Empowerment means creating spaces where everyone feels validated in their skin and beauty journey, without perpetuating unrealistic standards.
What is one thing you hope people take away when they use a Sonela Beauty product for the first time?
At Sonela, we aim to transform your beauty routine into a mindful ritual; hence, our tagline—Beauty Mindfully. We encourage our community to approach their beauty routine as a self-care ritual—one that incorporates mindfulness and positive reinforcement. An affirmation we love is: ‘I am strong, and I create my own light,’ which reminds us that beauty is a reflection of inner strength and self-worth.
By taking time for self-care throughout the day, it can help lower stress and, by extension, reduce cortisol levels. Our products are formulated to not only nourish the skin but also soothe the mind. By using ingredients that promote skin health from the inside out, Sonela helps individuals feel more confident in their skin.
Sonela’s mindful ritual of application encourages inner peace and calmness, understanding there are stress-battling ingredients within each formula. With each stroke and application, a consumer knows there is an arsenal of adaptogens on the topical battlefield against cortisol.
Once we acknowledge and embrace the skin-mind connection, we can start to care for our skin in a holistic way, focusing not just on the external appearance but on improving skin health from within. With Sonela, beauty enthusiasts can enjoy hydrated, calm skin while feeling more centered and confident in their daily lives.
