Karima El-Hakkaoui doesn’t back down from a challenge and she doesn’t think you should, either. 

Karima is the CEO and Co-founder of SixGldn, a botanical Doctor-formulated skincare brand that is currently making waves in the beauty industry. 

After having spent many years working with large beauty brands, she and her Co-founders were disheartened by the questionable marketing messages and unethical practices in the skincare industry. They decided to launch something new. The result was SixGldn, a line of beauty products using gorgeous Korean skincare ingredients that have been clinically proven to nourish the skin. 

Industry disruptors have a powerful mission.

When people find out she founded a skincare brand, people ask Karima: “What lab do you use?” They are stunned to learn that rather than being formulated by a chemist, SixGldn products are formulated by a Physician, vegan, plant-based, 100% refillable and made with a mission: “Spread love and protect the planet.” The powerful mission of SixGldn is the driving force behind their industry success.

Industry disruptors overcome obstacles.

Karima had barely launched SixGldn as her side hustle when she lost her primary job. Less than 24 hours later, she found out that her husband had cancer! 

Having already spent their savings to launch SixGldn, Karima and her family were all-in on her mission to launch the cleanest skincare brand in the world. Since then, SixGldn has been featured by FabFitFun, Well + Good, Byrdie and NewBeauty. They have forged brand partnerships with major companies like Walmart while simultaneously doing direct-to-consumer sales. The success of SixGldn is a testament to Karima’s strength in the face of obstacles.

Industry disruptors consider their consumers. 

SixGldn packaging is thoughtfully-designed with the customer’s experience in mind. Everything is color-coded, organized and numbered so that their consumers-who are busy travelers with a zest for life-don’t have to spend hours on a complicated skincare routine. Their packaging features images of golden hour in order, guiding customers through the steps while paying homage to their company name. Everything about their branding is supposed to glow-just like the very real people who use it!

Quotes

“Inclusivity is a huge thing for us. I grew up seeing zero representation of me. I felt so uncomfortable in my own skin! I didn’t see anyone who looked like me. Finally it clicked that diversity is beautiful. Everyone’s uniqueness is beautiful. And travel and being inclusive is at the heart of everything we do.”

“Our vibe is about more love, more adventures and experiencing more joy.”

“You know when you’re really, really happy? You literally glow. Our packaging all has photos of golden hour at different stages.”

“Our power comes from earth-grown products. Artificial fragrance is linked to so many endocrine disruptors.”

“Korean herbal medicine has roots that go back 5000 years. Everything in the United States is so new! Korean skincare has been tried and tested. The ingredients have been utilized in clinical studies.”

“When people find out we started a skincare company, they ask, ‘what lab are you using’? Because a lot of people buy a formula and repackage it with their own brand and sell it. There is nothing special about that! The person who formulated that is probably a normal American chemist. They don’t have deeply-rooted knowledge about how to formulate ingredients.”

“Anything that comes from the earth and that is grown well and grown sustainably is going to provide greater value than something that is processed.”

“We believe you can have purpose and profit.”

Links mentioned in this episode:

Podcast Resources

Check out the SixGldn website at https://www.sixgldn.com/

Follow SixGldn on Instagram at https://www.instagram.com/sixgldn/  

Become a following of SixGldn’s Pinterest at https://www.pinterest.com/sixgldn/ 

Read about SixGldn’s mission to protect the Earth at https://www.sixgldn.com/pages/mission 

Connect with Karima on LinkedIn at www.linkedin.com/in/karima-el-hakkaoui-48048aa

Connect with The Business of You

Visit the Business of You on the web

Like The brandiD on Facebook

Follow The brandiD on LinkedIn

Join us on Instagram

Learn more about Branding on The brandiD Blog