SIROBÈ: Unleash your natural beauty
- KLS
- 21 hours ago
- 8 min read
For the 219th feature of our "Together Talks" campaign, we collaborated with SIROBÈ and Founder, Sirobè Carstafhnur.
SIROBÈ Skincare is a luxury, all-natural brand co-founded by a chemist and inspired by nature. Combining vibrant fruits and fragrant flowers, SIROBÈ offers farm-to-table formulations that target diverse skin concerns. With a commitment to inclusivity and authenticity, we deliver high-quality skincare tailored to elevate and celebrate every individual’s natural beauty.
"Together Talks" feature # 219: SIROBÈ presented by KLS - Your Trusted Shipping Solutions In The USA
What were your concerns to transition to starting your own business? How have you dealt with being the face of the company?
Story of how it was created?
The roots of the brand actually go back much earlier than 2020. I first began formulating my own skincare products in 2008 while I was studying in Italy. At the time, Europe was far ahead of the United States in the clean beauty movement, and many American products my mom sent me in care packages were banned there due to certain ingredients. With my mother’s guidance—she’s a chemist—I started making my own alternatives.
When I returned to the U.S., life got busy and I stepped away from formulating. But when COVID hit, everything came full circle. Supply chains were backed up, even at major retailers like Sephora, and I couldn’t wait weeks for basic skincare. So I started making my products again, initially just for myself and friends. During that period, there was such a spirit of generosity, so I began sharing my toner with others who were also experiencing shortages.
The response was immediate—people kept telling me I should be selling it. I’d run a business before, so I decided to test the idea thoughtfully rather than rush it. After seeing the demand and refining the formulas, we officially launched the brand in July 2020.
What have been the biggest challenges?
Cash flow has been one of our biggest ongoing challenges. I still largely self-fund the company, and I’m currently at the stage where I’m preparing to pursue grants. It can be a bit of a catch-22—I maintain a full-time job, which provides stability, but it also limits how much time and energy I can devote to scaling the business.
With the return to in-office work, the lack of flexibility has become more apparent. Even when I wasn’t working on the business during office hours, the absence of a commute and the mental fatigue that comes with being “on” all day made a real difference. Now, by the time the day ends, finding the energy to consistently focus on marketing and growth in the evenings can be challenging.
Until sales reach a level where the business can truly sustain and fund itself, cash flow remains a constant pressure point. It’s been one of the most persistent hurdles—but also one that continues to shape how thoughtfully and intentionally we grow.
Goals for upcoming year + Next phase of the company?
One of my next major milestones is fully integrating my esthetics practice into the brand. I graduate with my esthetician’s license in January, and we’ve already developed the SIROBÈ Facial, which is currently offered in Midtown Manhattan and Brooklyn. Looking ahead to 2026, our focus is on expanding in-person experiences—more pop-ups, on-site spa days, and live events where clients can receive treatments and shop our products.
This past year, school limited how much outreach I could do, but it also clarified something important: I see far more engagement and sales in person than online. While digital platforms were essential during COVID, many clients are now craving real connection—especially those dealing with acne, scarring, and hyperpigmentation. Skincare is deeply personal, and people want to be seen, touched, and guided face-to-face.
That’s why intimate, in-person events are central to our future. Whether it’s pop-ups, spa days, or small workshops, those human moments are where SIROBÈ truly resonates and grows.
What were your concerns to transition to starting your own business?
My biggest concern is navigating slower periods without the safety net of my full-time job. Right now, for example, tariffs are having a real impact on the business. After spending over a year on a packaging rebrand, sourcing those materials has become significantly more difficult—and far more expensive. Shipping costs have nearly doubled and are now close to the cost of the product itself, which fundamentally changes the economics.
During moments like this, having my salary to help support the company makes a critical difference. If I were to step into the business full-time today, the company would need to absorb not only operating costs but also my personal income. At this stage, I don’t believe the margins are quite there yet. Until the business can comfortably sustain itself through these kinds of external challenges, maintaining that financial balance is essential.
How have you dealt with being the face of the company?
That was one of the more challenging shifts for me. Initially, I didn’t want to be the face of the brand at all. Coming from architecture, I was used to working behind the scenes—letting the work speak for itself. But my team, including our graphic designer and branding lead, along with my cousin who serves as our executive advisor, reminded me that the brand is literally named after me. At some point, I had to step into that truth.
Becoming the face of the company required me to get comfortable with visibility and to rethink how I talk about the brand. I didn’t want to “sell” in a traditional way. I wanted the conversation to feel natural and authentic.
I’m constantly reminded that this approach works. Just recently, I was at a performance supporting a client and struck up a casual conversation with someone sitting nearby. We weren’t talking about skincare at all at first. When the topic eventually came up, she immediately said she wanted to book a facial. Moments like that reinforce what I’ve learned—you don’t have to hard-sell when you’re knowledgeable and passionate. People naturally gravitate toward that.
What have you learned since becoming an entrepreneur?
One of the biggest lessons I’ve learned is the importance of being fully present in my own business—especially as I’ve stepped into the role of primary spokesperson. Visibility matters, and I’ve had to intentionally show up and claim that space.
Another major area of growth has been financial literacy. Participating in the Goldman Sachs program was transformative—it helped me refine pricing, truly understand profit and loss, and approach the business with greater discipline. It felt like an intensive business school boot camp, and it gave me the confidence to make smarter financial decisions.
Finally, I’ve learned the value of time and energy management. Early on, I pushed myself too hard and burned out. Now, I’m much more structured in how we operate—producing in batches rather than trying to have everything available at all times. I’ve come to understand that there are only so many hours in a day, and energy is just as finite as time. You don’t need to do everything at once to build something meaningful—you need to do the right things sustainably.
What is your why?
What inspires me most is seeing how people fall in love with their natural beauty through our products. Our customers range from my 93-year-old grandmother to teenagers, and across every age, self-care becomes a source of confidence and empowerment.
Teenagers and athletes, especially those in our Glow League, have been incredibly inspiring to watch—many start out shy and grow more confident, grounded, and bold. Even more meaningful is seeing parents teach their children healthy self-care habits in a time of extreme beauty standards. Knowing our products help people show up with confidence and self-acceptance is deeply rewarding.
Do you have a moment that brings you the most joy?
When it came time to look at mass production, I knew I needed an outside expert to evaluate the formula. I connected with a chemist and chemical engineer in Florida to assess whether it could be mass-produced. When he called me and said, “You’ve got a solid product, gir!” That was the moment validated all my dreams, hopes, and aspirations.
Because formulation isn’t my background, that validation meant everything—especially coming from someone who had worked with major brands. To hear that kind of affirmation about a product my mother and I originally made in our kitchen in Mississippi was incredibly powerful. It confirmed that what we created wasn’t just personal—it was truly viable.
Importance of having the right team members?
One of the greatest sources of support for me has been my team. People often assume it’s just me, but our brand’s visual identity and marketing are the result of incredible collaboration. Diana Luistro, our Chief of Branding, has been instrumental—she’s the creative force behind the packaging everyone talks about.
We had a fully developed concept for our first permanent line, but at the last minute I came across an extreme close-up image of an aloe leaf where only the colors were visible. I immediately knew that was it. Diana had already completed the label designs, and without hesitation, she reworked everything to align with that new vision. That level of flexibility and commitment speaks volumes about her talent and dedication.
Equally important is Toni Thomas, our esthetician and business collaborator. She’s always thinking ahead—already mapping out ideas for pop-ups as far as June 2026. Their sweat equity is a huge reason we’ve been able to grow as a small brand, and it’s also what keeps me going. I’m driven to reach the point where I can truly reward them for the care, creativity, and belief they’ve poured into this company.
Integrating AI for a small business?
I started experimenting with AI visuals around Christmas 2023—before it became as widely used as it is now. There was a lot of skepticism at the time. People warned me that customers would think it was “fake” or feel misled. But when we released the visuals, the response was the opposite. No one cared that they were AI-generated—they simply thought they were beautiful.
The decision was practical as much as it was creative. I had always had a very clear vision for how I wanted to market the brand, but traditional photo shoots, set design, and the caliber of models we wanted were completely out of budget. AI gave me a way to bring that vision to life without compromising the aesthetic.
Having a background in gaming and virtual worlds like Second Life helped—it felt intuitive to use digital tools as a creative extension. The visuals paired seamlessly with the packaging work by Diana Luistro, and the launch was a success. I don’t rely on AI visuals as much now, largely because of the broader backlash surrounding AI as a whole—not because of any negative response to our brand. For us, it was simply a tool that allowed creativity to meet reality at a critical moment, and it did exactly what it needed to do.
Piece of Advice
You only have one life. And I know everybody says that. But really, what else are you doing? You know, so whatever idea you have, even if it's just a hobby or something you want to learn, do it. You're not going to regret it. You might be tired from it, but it's really worth it. And it really makes your, not purpose, but your time on this earth feel rewarding.
Promo Code?
Purchase from their website, SIROBÈ, and use promo code below!
KLS -> 20% off!
Community Callout
Jill Hubbard-Salk - Urban Asanas She created space- her yoga and wellness lounge- for me to just do my thing. We've done events there. She had my products for retail there, and she introduced me to Toni with the exact instructions: "You go create some magic." And that’s what we are still doing.
In Closing
KLS wants to thank SIROBÈ and Founder, Sirobè Carstafhnur, for today's "Together Talks" feature. Follow along for their journey with their social handles below!