AS THE SAYING GOES, IF YOU build IT, THEY WILL come.

Claudia Sulewski has been steadily building CYKLAR, one of the most viral body care brands in the business—and this is only the tip of the iceberg. The OG beauty vlogger turned founder sought out to create body care products that appealed to the senses, from the packaging to the fragrance. And thanks to her crystal clear vision and knack for what sells, she’s amassed record growth in record time.

Read about Claudia Sulewski’s journey in her C&C 100 interview below.

What is your earliest beauty memory?

My earliest beauty memory was playing with my mom’s Stila lipstick! Do you remember their lipstick that came in a silver, paper tube?! It would either be those or my Dr. Pepper Smackers chapstick. Let’s bring those back.

Before starting your brand, what voids did you see in the beauty industry that weren’t being filled, and how did that inspire you to launch your Cyklar?

My first and earliest goal with CYKLAR was to find the intersection between a high performing formula and a luxury item. One that considered the packaging, the fragrance and the texture of the formula. I felt like most brands were choosing one or the other. I dreamt of creating products that were efficacious and creditable, while still feeling sexy and luxurious.

What do you think is different about the beauty industry now versus five years ago?

I believe so much has changed. Now more than ever, social media plays such a huge role. You no longer need to invest in traditional commercials or rent massive billboard signs. Those things can be exciting, but there is so much more return in community building and digital advertisement. Social media has really become such a power tool in brand discovery, awareness and expansion.

When you’re working on a new product launch or campaign, where do you draw inspiration from?

I love to pull inspiration from everywhere. CYKLAR carries a ton of 70s vibes so I’m always flipping through old magazines and coffee table books from that era. At the same time, my team and I love to attend beauty packaging tradeshows for inspiration. I think it’s important to be hyper aware of what’s been done and what’s sitting at the forefront of innovation today.

“I dreamt of creating products that were efficacious and creditable, while still feeling sexy and luxurious.”

Where, if at all, do you think the industry is still falling short when it comes to inclusivity or representation?

I don’t think there’s a finish line when it comes to inclusivity and representation - I think we should all be continuing to make it a point to highlight more representation and keep making sure inclusivity is a pillar. It’s something we’re always thinking about. It’s amazing to see where we are now as opposed to let’s say 10 or 20 years ago but there’s always more we can and should do!!

What’s something about building a beauty brand or platform that people don’t talk about enough?

So much of building a beauty brand is just constantly putting out small fires. You can spend a year perfecting a formula to then find out, it’s incompatible with the packaging component and it’s leaking. Or you need to change a fragrance name because someone has been holding onto the trademark. Or maybe the color of something printed out weird and you don’t have time to fix it before launch. You can’t be precious and you can’t be a perfectionist. It’s all about being flexible and learning how to solve problems quickly.

Name someone (whether a celebrity, mentor, or personal acquaintance) that has changed your outlook on beauty standards for the better. What have they taught you by example?

My mom really leads by example with the amount of time she will give herself to wind down and relax. She is the OG bath queen. She loves a bath. And I am constantly being reminded by her to slow down, listen to my body, give myself a night!

As you think about the future of your brand, what is a goal you have that both excites you and scares you?

CYKLAR was created with sensoriality in mind—from the formula texture to how the packaging looks and feels, our fragrance blends. I’m continuing to find new ways to explore that really excites me. It also scares me because it demands a lot of boxes to be checked with every new product launch.

What is a product (whether from your own line of products or another) that has changed your get-ready routine for the better?

Our In Shower Body Oil Balm is so special. For the days where I don’t have a ton of time, it has created a new and speedy step in my shower routine that achieves incredibly nourished skin.

What’s one product that never leaves your purse?

My Cedar Supreme Perfume Oil and Wherever Walnut Lip Liner from Make Up For Ever.

With so many beauty trends that come and go, how do you define the look that’s good for you?

I always come back to “less is more” with beauty. Especially with makeup and hair. I want my skin to show through so I’ve been loving mixing moisturizers into my foundation or skipping foundation entirely! With my hair, I worry less about the perfect curl and focus more on achieving a relaxed style that I know will fall beautifully with my texture. Embracing your natural features has become so popular and it’s exciting to see.

What’s one piece of advice you’d give to an entrepreneur trying to launch a new beauty/wellness product? What do they need in order to stand out?

A strong point of view is everything. If you’re looking to launch a product that already exists in a popular category, you need to get clear on what will set your product apart. Is it the formula? The fragrance? The application method? How does it make the customer feel? A strong POV should be able to influence every decision you make and help communicate the world you’re trying to build.