Interested in starting your own entrepreneurial journey in skincare but unsure what to expect? Then read up on our interview with Jane Goldrup, Founder of Purana Skincare, located in Edmonton, AB, Canada.

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

Purana Skincare is a prestige, responsible skincare brand, we are purpose-driven, and we design our products to be like no other in the marketplace. Our flagship product is called the Eternal Youth, and it is designed to replace all of your serums, ampoules, moisturizers, eye cream, and face oils all in one bottle. We want to bring love into your days and meaning into the world; we believe in inspiring beauty through confidence, and there's no better way to feel your best than when you fall in love with your skin every day. At Purana Skincare, we allocate 30% of profits to philanthropic efforts focusing on the betterment of our future generations and our planet.

We are a minority woman-owned brand, and our target customer is everyone who values quality over quantity. They are between the age of 30-70 years old; they are health conscious and care about the ingredients of the products they use as much as they care about the impact of their decisions on our planet. They treasure the scarcity of time and value products that are high performing but simple to use.

Tell us about yourself

I have always had extremely sensitive skin, and for over 15 years, I have been formulating my own skincare products because, at the time, clean skincare that was effective was non-existent. After years of using only clean ingredients, many people who crossed my path always asked about my skin. The one question I get asked the most in my life is, "What products do you use on your skin?" and that was when I realized I had to share this gift with everyone. We have been working on Eternal Youth formulation for the past four years, with over 60 prototypes made; it is absolute perfection, and it will be available for everyone in September 2023. When it comes to clean skincare, this term is not strictly regulated, and any brand can establish its own definition of clean. At Purana Skincare, we are obsessively clean and believe in standards that go above and beyond what is traditionally acceptable in the industry. Along with thousands of ingredients we have eliminated that could potentially have a negative health impact, our products are also free from glycols, phenoxyethanol, and palm oil. This is what motivates me every day, to be able to share skincare products that are not only going to give you the healthiest, most radiant skin but skincare you can put your trust in 100% and also into a brand that balances purpose before profit as a force to do good in this world.

What's your biggest accomplishment as a business owner?

To date, the biggest accomplishment as a founder is the invention of the Eternal Youth. Throughout the four years of the Research and Development process, we have select people who have tried different versions of the Eternal Youth prototype, and it was very rewarding to see how happy it makes them when they start noticing results in as little as a couple of weeks. Fine lines started to blur, the undeniable radiance and smoothness that gives you a filtered look in real life; I am very excited to share the kind of happiness you feel when you are in love with your skin with everyone.

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

A few of the most challenging things would be the ability to pivot quickly and make good decisions even when you don't have all the information you need. There's no one else running the business, so you are accountable for every aspect of it, especially when things go wrong. When things go wrong or not according to your plan, flexibility and resilience are critical attributes as a business owner.

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

  1. Entrepreneurship is definitely not for everyone; it is made for people who are not risk-averse and have the grit to keep on trying when faced with a lot of failures. It is very important to have a true intrinsic passion for your business and truly understand why you wanted to start a business because there are going to be many days when it's very challenging both mentally and emotionally, and the only thing that keeps you going is that your purpose is much bigger than your will.
  2. Surround yourself with like-minded people who have done what you want to accomplish. Read a lot of books on business and personal growth; you will absolutely need to grow personally in order to grow your business. Find a mentor or have an advisory board on who you can bounce ideas because the entrepreneurship journey can be a lonely one.
  3. Don't be afraid to fail; it is not a failure unless you quit. Fail as much as you can and as fast as you can, learn from it, pivot, and build a stronger business out of it. If you haven't failed, you will not succeed and experience is your best teacher.

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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