Interested in starting your own entrepreneurial journey in skin care but unsure what to expect? Then read up on our interview with Elana Tuizer, Digital Marketing Director of Passport to Organics, located in Austin, TX, USA.

What's your business, and who are your customers?

Passport to organics is a skincare brand where we blend the world’s most effective, cleanest, and science-based ingredients. We source exotic herbs, spices, and plants that have been handed down from one generation to the next to create our unique formulations. With over 20 SKUs, all our products are vegan and cruelty-free.

We are a minority and women-owned and founded in 2009. Our target customers are women (the priority consumer group is 24-39). They are health conscious and pay attention to ingredients; she prefers buying organic products and food. She seeks out cruelty-free and vegan products. When it comes to taking care of her skin, she wants products that are without harmful ingredients and pro-aging to either prevent or address any concerns.

Tell us about yourself

The company was founded by Liz Reyna; this was her dream. She started the company for herself to create products to address her own skincare concerns that she couldn’t find on the market. The company grew from two products to twenty. Fast forward ten years later, I came on board in 2019; Liz and I met each other while I worked in Advertising. A couple of years I became a partner. I love skincare and have always been interested in product development. Coming onto the team to help shape the marketing and oversee operations was such a win for me. It allowed me to follow my passion.

What's your biggest accomplishment as a business owner?

Liz would agree with me that it’s seeing all customers who come back and have remained loyal for years, some since they started. They are the reason there is a business.

What's one of the hardest things that comes with being a business owner?

It all falls on you. If things aren’t working, you must look at yourself and start looking for new ideas. This also is the exciting part as you have so many opportunities.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Expect mistakes; they happen.
  2. Understand your consumer; they will appreciate how you value them.
  3. Love your product, don’t start a business unless you love it, or it will feel like even more work.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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