Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with JoAnn Fowler, Founder of SAPPHO New Paradigm Cosmetics, located in Vancouver, BC, Canada.

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

We are a science-based clean, vegan beauty brand dedicated to transparency, sustainability, safety, inclusion, and diversity.

Tell us about yourself

I am an Emmy-nominated makeup artist, a pioneer of clean beauty, and what motivates me is the wish to tell women the truth about what is in their cosmetics. This company is an apology to the next generation and a sincere wish to make our world better.

What's your biggest accomplishment as a business owner?

Keeping true to transparency - refusing to use questionable ingredients and being then able to pivot when learning about forever chemicals (PFAS) and creating the world's first refillable vegan mascara that has been PFAS tested for packaging and formula Undetected <10 PMM.

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

The risk of losing everything to patriarchal institutions with deep pockets and little regard.

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

  1. Start with a good accountant.
  2. Do not wait until you need money to raise it.
  3. Keep showing up - don't give up.

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.