How Desiree Verdejo's Skin Struggles Led Her to Create One of 2021’s Buzziest Brands

Photo: Courtesy of Desiree Verdejo

Welcome to our monthly editorial series A Day in the Life where we ask women we admire to share the daily minutiae of their professional lives, from the morning rituals that set them up for success to their evening wind-down routines. This month, we talked with Desiree Verdejo, CEO and founder of Hyper Skin, about how she launched a skincare brand that’s rooted in multiculturalism, why she always tackles her hardest tasks first thing in the morning, and her favorite pandemic purchase (which still uses every day).

Tell us a bit about Hyper Skin and what inspired you to launch your business. What whitespace did you see in the market, and what need did you want to fill?

Ever since I was a teenager, I’ve struggled with acne that was always followed by large dark spots. After years of trying to find the perfect solution to combat hyperpigmentation, I finally came to the realization that there really just wasn’t anything out there addressing this particular problem. 

On top of that, there has always been a major lack of diversity in the skincare and beauty space. As a woman of color, it didn’t take long for me to notice how little representation we have within the skincare market, from advertising to the formulation of products themselves. So many dermatologists and chemists receive little to no training on how to treat melanin-rich skin. 

I founded Hyper Skin because I wanted to solve both of these issues that I ran into by creating an easy, fun, results-oriented skincare brand that is rooted in multiculturalism. My goal is to not only target dark spots and discoloration but to do so for all skin tones and really shine a spotlight on celebrating diversity. 

Now, let’s talk about your workday routine! First, are you a night owl or a morning person? When do you do your most important work and why?

I’m definitely a morning person! When my schedule allows, I typically like to start my morning early and work on anything that is time-sensitive, challenging, or just requires more brainpower. Then, I will schedule any calls and meetings for the afternoon. 

In the evenings, I like to catch up on all of my emails and organize a to-do list for the next day. This way, I can go to bed knowing I have everything set for when I wake up in the morning without feeling too overwhelmed or stressed about figuring out what I need to do.

What time does your alarm go off, and what’s the first thing you do upon waking?

Actually, I don't have an alarm clock! I naturally wake up at 6:30. Since I have two little toddlers that wake up at 7:30, I like to wake up before them so that I can have a peaceful morning with some time to myself. The first thing I do when I wake up is have coffee, listen to NPR, and take a look at my phone to make sure there’s nothing urgent that I have to take care of. My absolute favorite pandemic purchase was my Nespresso, so I love making my oat milk lattes right when I wake up—it’s my morning ritual!

What does your morning, pre-work routine look like?

In the mornings, before I start working, I love to spend quality time with my toddlers. Usually, that means making them breakfast and heading to school drop-off. My younger son is only two, so we usually walk together to a nearby coffee shop and I'll get a coffee for myself and a treat for him! I really value these little moments of time together—they are both growing up so fast so I want to spend every moment I can with them.

Photo: Courtesy of Hyper Skin

Take us through your morning skincare routine. How do you prepare your skin for the day? 

My skincare routine is by far my favorite part of the morning. It's another reason that I actually enjoy waking up early and having enough time to really care for my skin. I have oily skin, so I always start by cleansing. My skin is acne-prone and susceptible to dark spots, so after cleansing, I follow up with the Hyper Skin Brightening Clearing Vitamin C Serum to combat hyperpigmentation. I love face mists. Right now I’m using one by Tower 28 that I really like. The last two steps in my routine are using a lightweight moisturizer and always using sunscreen. A couple of my all-time favorites are the Unseen Sunscreen from Supergoop and the Everyday Humans sunscreen. 

Mark Twain said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” What’s the first thing you do when you get to your desk?

I always complete the hardest task of the day when I get to my desk first thing in the morning, so I completely agree with this quote. I think what sets me up for the most success in the morning is making my to-do list for the next day in the evening. If there is a task that is really important or challenging, I'll send an email to myself so that I see it fresh in my inbox in the morning and it's a great reminder to jump right in. I think the key to avoiding feeling overwhelmed and stressed out is always thinking one step ahead and preparing for the future.

What are you working on this week?

We have a few new exciting launches that are coming up so my weeks have been filled with reviewing and signing off on proofs, working with the team on developing social concepts for the launches, managing operations, and just overseeing everything regarding launch preparation. We're really leaning into using our social media platforms to share the Hyper Skin story so it's been a lot of brainstorming and creating as a team.

What’s been the most rewarding part of running your business? The most challenging?

Creating something that our community tells us really works for them has definitely been the most rewarding part. That doesn't ever get old. As someone who has always had problem skin and has constantly been on the lookout for solutions, reading reviews and getting emails from customers will always be something that I look forward to. It's so motivating, and it really pushes me to always create at the highest level. 

On the other hand, the most challenging aspect of running a business is that you always have to keep going. There’s no time to stop to say, “This sucks,” or, “Wow, we’ve accomplished so much!” It’s always like, “Okay, now what do we have to do next?” As a founder leading a small team, there’s no time to sit in the emotions, in the challenges, or in the wins. You just need to keep pushing forward and doing your best. 

Do you ever reach inbox zero? What tips can you share for handling the constant influx of inquiries and communication entrepreneurs are so familiar with?

I never have and I don’t think I ever will—it’s not even a goal of mine anymore because it’s so unattainable! As for tips on handling the constant inquiries and communication with others, I think it's important to prioritize your day on what's most important to you and what you need to get done next. If you are always responding to what other people are asking of you, you'll never be able to meet your own goals.

What is your go-to work lunch?

My go-to work lunch is always changing. One benefit of the pandemic was that I had more time at home to cook really wonderful, nourishing, and balanced meals. However, now that I have gone back to working in a co-working space, I am trying to find the balance between continuing to cook for myself and eating meals on the go. Simplicity is key. My favorite go-to meal is chicken with cauliflower rice and lots of fresh veggies.

Photo: Courtesy of Desiree Verdejo

What advice do you have for balancing the minutiae of day-to-day tasks with big-picture planning?

My biggest tip or piece of advice is to do different types of tasks on different days. For example, I like to plan certain days for all of my calls and set aside other days of the week for other things that I need to accomplish. Every week, Tuesday, Wednesday, and Thursday are my call/catch-up days. Monday and Friday are big-picture, ideating, and thinking days. Without a schedule like this, you can spend all day responding to people, but it doesn't give you time to think about marketing, strategy, or business plans on a larger, more creative scale. 

What are some work habits that help you stay healthy, productive, and on track to reach your goals?

My number one reminder to myself that helps me stay healthy, happy, and productive is just to not overdo it. Don’t drive yourself crazy by focusing on all of the tasks or things that you didn’t do or aren’t able to do at that moment in time. As a founder of a new, emerging brand, I'm in a very busy stage of my life. I’ve taught myself to lean into that, but at the same time, I’m always making sure that I’m not overdoing it. I just remind myself that I’m in a busy season now, but it won't be busy forever. 

Any favorite apps you use regularly?

I love Slack for communicating with my team on a daily basis. Instagram is another favorite of mine because of how much it allows me to connect to the rest of the world and all of the new concepts and ideas that are out there. Another app I love is the HomeExchange app; it fuels my wanderlust!

What are you reading, watching, or listening to right now to help you wind down at the end of the day?

When I’m in a really busy stage of life (like right now!), I'm not great at watching TV because it draws me in deeply for too long. Instead, right now I’m planning our first post-pandemic family vacation to Costa Rica, so my favorite way to unwind at the end of a long day is by scrolling through Instagram and different chat groups to help me plan for that and get excited about our trip. It really helps me unwind!

When do you go to bed? What’s your “optimal” number of sleep hours?

I usually like to go to bed around 11:00 pm. I always try to aim for 6-7 hours. If I’m able to get in seven hours of sleep I am a wonderful person, but that doesn't always happen!

What’s the most rewarding part of your day?

Because I launched my business right before the pandemic, I ended up hiring every member of our team remotely, and they’re all planning to stay remote for a while. That being said, the most rewarding part of my day is whenever I get to interact with my team via Zoom. I love to chat with them and share ideas and hear their updates. Most people are complaining about Zooms these days, but they’re my favorite!

MORE ON THE BLOG

Are You Afraid of Commitment?

The stats are in. Though Millennials have long been accused of job-hopping and not taking anything seriously, they actually know how to hold down a job. 

According to recent research from the Pew Research Center a fifth of millennials have been with their company for five years or longer, which falls in line with the stats around Generation X.

Compare that to the typical US worker who, as of January 2016, had been in their current job for 4.2 years, up from 3.5 years in 1983, per the Bureau of Labor Statistics.

When it comes to relationships, the data shifts a smidge. Specifically, more than half of all millennials (59%) have never married, and 9% are in domestic partnerships, per data collected via Gallup poll. So what gives? Are we able to hold down jobs, but not relationships? Are we afraid of commitment? 

We say no. And we have some ideas as to how you can put a ring on your career and embrace commitment. 

Embrace the One-Year Career Mentality

We have to first acknowledge that there has been a shift. There is no longer a straight and narrow career trajectory. It’s highly unlikely to see anyone in a 40 year career. In fact, some people say the only constant is change. 

This shouldn’t scare you off, however. It should fire up your furnace. Enter: the 1-Year Career. 

It’s not what you think. 

According to Baily Hancock, “The 1-Year Career is a whole new way of thinking about work and your place in it. It encourages you to evaluate your professional happiness far more frequently than the generations before us had to, setting short-term goals and achieving them with small, actionable steps year after year throughout your entire career.”

So yeah, contrary to what it sounds like, it does not mean you should go leapfrogging across jobs and careers every 12 months. 

Rather, says Baily, you should think about your career in one-year increments. By doing this, “it enables you to focus on only the next couple of steps ahead of you.” She explains, “We’re far less likely to feel overwhelmed when we consider not what we’re going to do with our entire life, but instead, what we’re going to do in the next 365 days. One year seems doable; long enough to accomplish a good amount, but short enough that we can plan for most of the variables that life may throw at us.”

What Else Might Life Throw At You?

A bouquet at your BFF’s wedding, perhaps. Don’t be afraid to catch it.

Or feelings. 

Committed doesn’t only mean to one person. 

Committed can be to your job. To your family. To your best friends. And it’s the new trailblazing, forward-thinking concept from Simon G., the leader in the world of fine jewelry. 

Through Committed, Simon G. is expressing their commitment to quality, love, unity, kindness and so much more. Commitment can mean many things to different people whether to family, career, friends, or values. From the beginning, Simon G. Jewelry has celebrated the best of life by offering jewelry that exceeds expectations through inspired individuality and a ceaseless passion for detail. With decades of knowledge and experience, Simon G. knows the value of commitment over the long term, and their work honors this legacy.

Committed is bold, modern, and memorable. Which, is exactly the kind of woman you are. 

What are some fresh, new ways you show your commitment? Comment below. 

MORE FROM THE BLOG

Live a Life Doing This With No Regrets

As an undergraduate English major, I thought that nothing could matter more than books. I even told my family that books were my life, and it’s one of many things I most regret saying. After all, we read because we desire a connection with other people and saying that books are your life leaves those relationships out of view in a way that isn’t constructive.

Books are immersive, profound and often transcendent. They feature voices different from our own, reveal another’s consciousness and expose us to lives we’ve never lived. But books are only one part of our realities, meant to show us how to walk outside the pages and experience our life stories alongside other people. The connection between reading and real life is undeniable, but if we never use what we learn in books to help others, then we’re reducing our ability to live meaningfully.

Here are four ways to apply the lessons of fiction to real life:

Remember that character is the heart of fiction.

In several writing workshops, I’ve heard this time and again. Quite simply, the beginning of a book sets up a character and a situation that makes you want to continue the story. Regardless of whether you like a character, you’ll stick with them throughout the book if you find them interesting enough.

In real life, you will meet people who are different than you. Maybe you won’t get along with them at first, but every person you meet knows something that you don’t. Take the time to listen, just as you would to a new character in a book that you’re patiently reading. Sometimes we love the characters we read about, but other times we simply listen to and learn from their struggles. Let real life be a similar exercise.

John Cheever once wrote, “Fiction is art and art is the triumph over chaos … to celebrate a world that lies spread out around us like a bewildering and stupendous dream.” Sometimes reality can feel like chaos, but we succeed together when we celebrate the unique characters in our lives. Celebrate those different from you, and be open to meeting people in surprising places.

Bring the empathy you feel for characters into real life.

This study points to the fact that literary fiction improves a reader’s empathy and even undermines prejudices. Reading is so profound that it can even be used as therapy. Literary theorists have often supported this: As Virginia Woolf wrote, “Books are the mirrors of the soul.”

While most of us book lovers report being devastated that a character died, sometimes we don’t give the same care to people outside of books. While it’s okay to spend time in fictional worlds, use the character studies of great novels to remind you that everyone has struggles that are different from your own. Emerging from a book and listening to a real-life story can help you bond with other people and even consider solutions to problems that we still face.

Maybe you won’t get along with them at first, but every person you meet knows something that you don’t.

Use new metaphors to approach your life.

If you love classic literature, one of your favorite things is probably a brilliant metaphor or a carefully constructed sentence. After all, semantics matter and tired clichés don’t always accurately depict our lives. Ralph Waldo Emerson is right: “The world is emblematic. Parts of speech are metaphors because the whole of nature is a metaphor of the human mind.”

In the same sense, what we call people says much about how we view them. Metaphors often impact the way we approach life and decision-making. Labels and stereotypes can be damaging and should be changed to reflect the kaleidoscope of identity. Help others by advocating for the people in your life so they can identify with words that are unique to their experiences. If we bring metaphors outside of books and into the conversation, then they become meaningful tools to help others better understand different viewpoints.

Make time for other people.

Relationships make the world a better place. That’s why it’s okay to put your reading life on hold for your reality. If you can’t finish that book today, set it aside and spend some time with your family. You can always come back to the book later, but you may not get the same chance to be with the people you love.

Sometimes it’s tempting to turn to books as an escape, but instead, let them be your guide to the human spirit. Do this by sharing the books you read with those you care about. This is another way of making time for people.

It is said that art imitates life and life imitates art. But it may be more complicated than that. While books may contain life, they aren’t life itself. Let your love of books meet reality for a literary life that benefits others in return.

What has reading taught you about relationships with others?

The original version of this article appeared on Darling. Written by Kayla Dean. 

MORE FROM OUR BLOG

5 Quick and Easy Ways to Hack Your Work Week

photo credit: Sarah Derweiler

Sure, it's Sunday night and the work week ahead doesn't look appealing. But we want to give you a case of the Mon-yays with a few easy hacks that will start your week off right. 

They're simple, take virtually no time to implement and allow you to get right back to your regularly scheduled evening. 

1. SET YOUR ALARM WITH AN AFFIRMATION

It's easy to moan, groan, and snooze when your alarm goes off Monday AM. After a lazy weekend of sleeping in and waffles at noon, a 7am wakeup call can feel, well, like torture. But you need to head into your week with a positive outlook-- that's the first step to positive outcomes. So, set your alarm to go off with an affirmation. Something that makes you excited to start the day. It's super easy, especially with an iPhone. Instead of keeping the "Label" as "Alarm," fill in a positive saying that gets you rolling out of the right side of the bed. 

That's what we call #mondaymotivation. 

2. LOG OUT OF YOUR PERSONAL INSTAGRAM BEFORE YOU GO TO SLEEP 

The endless Instagram scroll is a hard habit to break, but adding a second barrier between you and the social media time suck might be the pause button you need to not waste time on Monday.

We all do it. Especially when we're supposed to be getting back on our grind. But try something different and start this week not lost in the IG black hole. It's hard to pick up the momentum lost.  

You can log back in Monday night. We promise, you won't have missed anything massive.

3.  DON'T COMPLAIN ABOUT MONDAY

The energy you put out is the energy you get back. If you want to have a bad work week, go ahead, complain. We suggest that instead, you jot down a quick list of items you're looking FORWARD to attacking this week. Not all tasks are fun, but pay attention to the ones you feel connected to, and train your focus there. When we accomplish items we are emotionally connected to it gives us the fuel we need to make it through tasks that are mundane or daunting. 

4. MEAL PLAN YOUR WEEK 

It's all too easy to fall into the weekly rut of waiting to eat until the last moment possible. But just as sleep is crucial to productivity, so is food. Without brainfood, you've got brain mush. If you're used to Postmating your meal at the last minute, this is for you. Spend 15 minutes planning out what you want to eat for lunch this week. Reports show that only 1 in 5 workers are taking adequate lunch breaks, but it's not making us better workers.

The way you spend your lunch break affects how productive you are for the rest of the day. When you're eating, do nothing but eat. Multi-tasking when you're supposed to be refueling is the wrong way to go about it. 

5. TRY GOING COLD TURKEY

If you find yourself easily distracted by the internet and all its wiles, you're hardly alone. But there is a difference between checking something for work and checking out entirely. If your concentration level on Monday falls between zero and zero plus, consider using Cold Turkey. It’s a website that temporarily blocks you from going to sites that are distractions and is highly customizable to your needs. 

Have other hacks? Share in the comments below and give everyone a shot a wonderful work week. 

MORE FROM OUR BLOG