Mabel Frias
Co-Founder of Luna Magic
“The ability to authentically bring yourself and passions to work, and a solid support system are key drivers to a thriving career. All of these lessons and my passion for serving a customer base like myself to celebrate [Latina] influence in the U.S. and beyond is what keeps me motivated, excited and focused on delivering on that promise. ”
Tell us a little about your journey and how you’ve gotten to where you are today.
In hindsight, my journey has been a series of building blocks to the point I am today. One thing I will say is that each step I took - firmly and in many cases silencing my fears - has led us to launching Luna Magic Beauty. I started my career in the Macys Executive Training program, supporting the Home Store business. I was a by product of the digital age, and I remember thinking, ‘Why are things done this way?’ That led me to a series of high-growth digital startups in Los Angeles and large corporations like Nordstrom's off-price division, and most recently as Director of Site Merchandising & Ecommerce Strategy at Savage x Fenty, Lingerie by Rihanna. What I learned in all of these enviornments both large and small is that having a digital strategy is important to reaching customerst today. I learned what healthy team culture can do for your business, and how working in environments in which there is alignment with the company's goals, the ability to authentically bring yourself and passions to work, and a solid support system are key drivers to a thriving career. All of these lessons and my passion for serving a customer base like myself to celebrate our influence in the U.S. and beyond is what keeps me motivated, excited and focused on delivering on that promise.
When you launched Luna Magic, what impact did you want to have? How do you view that impact so far?
Our mission is to celebrate our multicultural heritage and bring a splash of color and excitement to the beauty industry. According to Nielson's Latina 2.0 study, Latinas are category drivers of cosmetics, but there is still work to be done in terms of supporting Latinx brands that can support our messaging at scale. Our mission is to build a big business to afford us the opportunity to reach Latinas across the world and build a community that is worthy of celebrating through the power of makeup.
What, if anything, has surprised you about venturing out on your own?
The most surprising thing has been the level of enthusiasm and help from people you never met! We've had some great angels that have opened doors and have been great resources just because they honestly see that our company is more than just cosmetics, but more mission-driven to champion the representation of Latinas in beauty.
How do you see the pandemic transforming indie brands?
The pandemic has had an immense impact on retail across the board. I believe this has really forced indie brands to think about investing in Direct to Consumer channel as an important strategy, in addition to the in-store experience. It's also forced indie brands to think about innovative ways to be part of the conversation and connect with customers on social media.
What’s one thing you’ve learned about yourself during the pandemic that you didn’t know before?
How flexible and agile I am. You certainly have to be this way to be an entrepreneur, but this unique global experience put this trait at the forefront for how my sister and I have decided to operate within the new normal. That, coupled with our optimism and unwavering work ethic as society uncombs what the new normal will be.
Rapid Round
What word can you not get enough of?
Empathy.
What's your favorite place in the world?
Florence, Italy.
What's one thing we wouldn't know about you based on your LinkedIn profile?
That I am super witty and love to laugh a ton!! I've been told my laugh is infectious. I love connecting with people the most since it creates opportunities for laughing! One should never take oneself too seriously.
If you could write a book, what would it be about and what would the title be?
The Gifts My Mother Gave Me: Survivial Strategies for Coping with a Parent with Mental Illness
What is your Achilles' heel?
My desire and inclination to love unconditionally. It's both my greatest strength, but over the course of coming into myself, I've had to learn how loving unconditionally should never come at the expense of oneself.
Who is your female leader icon?
There are so many; but if I had to choose a moden trailblazer it would have to be Michelle Obama.
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This interview has been edited for length and clarity.
