Daisy Jing is a YouTube vlogger and a soon to be mompreneur who founded and bootstrapped a now multi-million beauty product line called Banish. She has in-depth knowledge and experience in business and marketing hence the reason why her business is currently ranked #152nd fastest-growing companies in Inc. 500. She was also included in Forbes 30 under 30 under the manufacturing section. Just recently, she had an opportunity to share her passion for authenticity at a TEDxTalk.
StarCentral Magazine recently caught up with Daisy to discuss her journey to entrepreneurship and here’s what went down:
Could you please tell our readers a brief background about yourself and how you started your business?
My name is Daisy Jing and I’m a YouTube vlogger and a soon to be mompreneur who founded and bootstrapped a now multi-million beauty product line named Banish. I realized that many current skincare ingredients such as fragrances or fillers break out my skin, so I created my own skincare products in my kitchen. I documented my struggles on my YouTube channel, which now garners over 70M views. Eventually, my followers saw great results on my skin and encouraged me to launch my own business – so I did. Now we are a diverse team focused on inspiring confidence in others. Together with the Banish Warriors and Soldiers, we are here to join you in your skin journey.
Can you describe your journey to success? When did you start? Did you ever imagine you would become this successful?
No, I never actually imagined my business was going to be this successful but I knew from the start that I was willing to do whatever it takes to become successful. For me, Banish is very personal, as it was created out of something I have struggled with my whole life – my skin. I grew up with acne since the third grade, and it’s my biggest physical insecurity. I was made fun of because of my skin, and this, in turn, affected my confidence. Because of this personal experience, I’m able to relate to my customer and understand what they are going through. Even though my skin looks a lot better now, when making business decisions, I always think back to “What would I have wanted then?” “What would my customer want?”. I had no idea that I will be able to create a business from scratch, and then have employees who are relying on the business for their livelihood. It’s a great feeling to know that you are providing a product and service to people who are willing to pay for it.
I believe in empowering other people and making a difference in the world… because those who think they are crazy enough to change the world, are the ones who do so. I worked in Accenture for 2 years and other companies related to business and marketing, but I didn’t know that I was made for something BETTER! In my younger years, I was bullied because of my acne. Because I have no one to run to, I started making videos, and in 2010, I uploaded my videos and had followers on YouTube. In time, they were regularly waiting for my stories and skincare reviews. I found people who actually valued my thoughts and can relate to me and my experience.
As I walked my journey of looking for the perfect solution to my acne and skin blemishes, I was able to create my own skincare line. People requested to buy it from me and eventually encouraged me to launch my own business. It was from YouTube where I had the courage to make my own skincare products and through it, I gained friends and a good following who motivated me to have my own business. Without their trust, I won’t be here today. Eventually, I had the courage to leave my job to give more time to my business. I never thought that my business would be as successful as it is now. Every day I’m still learning from the experience of running my business and the value of each lesson I learned throughout my journey. Now, those lessons are shared with my followers so they too will find the courage to “take the plunge.” Running your own business might be scary, but when you put your heart into it, it may be your life’s biggest breakthrough.
What are you currently doing to maintain/grow your business?
My business is about being ready for whatever is coming up and being innovative even if that means starting and risking something new on my own. When you have a directed consumer brand and you advertise a lot on social media, things are constantly changing and that is why I make myself aware of what’s trending and what’s hot.
What social media platforms do you usually use to increase your brand’s awareness?
Instagram and YouTube, a bit of TikTok and blogs.
What is your experience with paid advertising, like PPC or sponsored content campaigns? Does it work?
PPC doesn’t work too well for us while sponsored content sometimes works better but it has to be done in a very authentic and realistic way. It’s not just about throwing away money or budget at a campaign, it’s about the content and the influencer’s ability to connect to the audience.
What is your main tactic when it comes to making more people aware of your brand and engaging your customers? How did your business stand out?
Our main tactic is to be authentic and relatable – to connect with our audience emotionally. We engage with our customers by being emotionally honest and that’s how we stand out – for we speak from the heart and allow our customers to connect well with us
What form of marketing has worked well for your business throughout the years?
The best marketing strategy we’ve ever executed is to connect ourselves closer to our customers, As a CEO of my company, I’m always trying to find ways to be relatable so I can connect myself to our followers. Our skin issues and backstory have been our common denominator, that made me become a trustworthy and reliable person when it comes to skincare.
Of course, we also work with other brand ambassadors who have a similar story and can also relate well with our customers. They may have a different demographic or audience; but as long as the influencer is relatable, authentic and shares the same mission as us, we consider that an effective marketing technique.
How did your brand stand out from the rest of the other brands out there that is similar to your niche?
We are very transparent – from how the company started to my real story, from the ingredients and the process it takes to develop our products to the testimonials of our customers. We are very brave and open whenever we discuss people’s skin problems and issues with their appearance. Our audience likes and trusts us because of our ability to be real instead of overrating our brand.
What is the toughest decision you had to make in the last few months?
A lot has happened in the past few months overnight because of COVID19, this is something no one anticipated. We’re in a fortunate position that we’re still able to ship out products and most of our team works remotely. That has been really great! Making decisions was quite hard for me as well – there are tons of changes here and there due to COVID19 and dealing with some of the team’s anxiety led me to make more tough decisions too. I was also 9 months pregnant and was about to have a baby while dealing with everything about the business and that was really difficult for me overall. So in every decision I make, I use every situation as an opportunity to still be productive, operate, and be sane. You have to take it day by day instead of wondering what’s going to happen in 3 months, “When is COVID19 going to be over?” You just have to take it one day at a time, make decisions fast but all beneficial to everyone around me.
What money mistakes have you made along the way that others can learn from (or something you’d do differently)?
People think that a person’s value depends on his price/rate – the more expensive the better. I had a chance to work with people who charged quite a lot but they didn’t perform well. If you compare them to others who actually fit in your team, you’ll realize that an employee’s expensive rate doesn’t necessarily define his value. Whether you’re attracting an agency or employee, the right kinds of people that get you and your message, core value, relatability, and authenticity are the valuable ones. A person could come from a prestigious agency or the employee could be working in beautiful buildings, but that doesn’t necessarily mean they are good for your company.
What have you learned in the process of becoming wealthy that others can learn from?
First and foremost, one thing we should all know and remember is that money doesn’t solve issues, money is just another way to distract yourself from the core issues, but it can never solve anything. Wealth is not what you need in life, not even in running a company. Money can just be a distraction and a temporary bandage for something aching, but it’s not really the solution to the root cause of the problem. Like in terms of employment, you can think that by paying someone bigger money, they would work harder; but that’s only a temporary fix for if they truly don’t enjoy what they do, no amount of money can keep them happy.
Same thing in personal life. If you’re using money to attract other people, that’s just a temporary solution to a permanent problem. Those who really love you will stay even without money. Learning to save and investing your wealth wisely is what matters most. Do not boost your ego or base your self-worth on how wealthy you are because that ruins people. The reason we’re able to keep everybody going on and keep the business running up to now is because we saved a lot from the previous years. Don’t base your value depending on how much wealth you have and at the same time, don’t think you’re a nobody because money is not coming in yet. Your wealth doesn’t define you.
What new business would you love to start?
Well because of COVID19, this idea is not feasible yet – I would love to start a fitness dance studio where you can dance to good music and they’ll teach you the right steps (better if TikTok dances will be taught as well). This studio will do a lot of fitness cardio workouts that I really love. I am very particular in the classes I go to and I choose the music really well. I believe that in working out or when doing something like that you’re just completely immersed and present, it’s a very rare time you’re not on your phone – a perfect way to relax and unwind before going back to the busy world. It’s amazing to allow your customers experience that.
If you could go back in a time machine to the time when you were just getting started, what would you do differently?
If I could go back in time, I would screen everyone who wants to work for the company. It’s so hard to be in a messy situation once the person doesn’t work out. Given the chance to do it all over again, I wouldn’t outsource or delegate that part of the business, bringing the right people in the company is so important, I’d rather spend more time in filtering the applicants instead of eventually dealing with the wrong people
If you could go back in a time machine to the time when you were first making a name for yourself, what advice would you give yourself?
Just be true and authentic to yourself, don’t try to replicate what other people are already doing. If someone famous is already doing something and you think copying is okay, it tends to backfire because you can’t always be as good as they are. You can only be the best of whatever it is you are really talented at. I am emotionally honest and I speak from the heart so I try to focus on that instead of what other influencers are doing. Don’t let your ego get in the way, stay relatable, and still connect with people despite the success.
Do you have any favorite business-related or personal development related books that you can recommend to other entrepreneurs?
Any book written or related to Oprah – She is very inspirational and reminds me to always be authentic in every step of the way. Oprah taught me the beauty in answering questions, that no question is dumb. You can always learn from her answers. Authenticity is what makes your business successful. I try to lean towards people who I resonate with – anything Oprah!
What is the best advice you have ever been given?
Don’t look at the outward appearance of people and things, There’s a lot of brands out there that seem like they have it all figured out and people on social media who act like they’re perfect, there are also companies out there that seem to be very successful – but then all of a sudden you hear that they’re bankrupt because in reality they were really just putting on a show and acting like they had it all together. We spend so much time looking up to people and somewhat wanting their perfect lives. Instead of doing that, focus on yourself and what you can offer. Don’t compare yourself to anyone and feel discouraged, you don’t know what’s going on behind the scenes of anyone else’s life. Just focus on putting one foot in front of the other.
What advice would you give to a newbie Entrepreneur setting up their first business?
Take it one day at a time. You don’t have to be perfect, just run a marathon. For you to complete a marathon, you don’t look at the 26 miles you have to finish. You just focus on putting one foot in front of the other. Don’t look at how XYZ happens right before your very eyes, just figure out what you can do at this very moment and take it day by day. Before you know it, 8 years have already passed since you started the business and you’re standing at the top of the ladder.