BeautyTalks with Julio Sandino, Founder of OILÙJ

What was the inspiration behind launching your product/brand?

Years of experience in the cosmetic industry led me on a journey back to my roots in Nicaragua, where I stumbled upon a hidden gem near the majestic Volcano Mombacho – a sustainable farm cultivating the potent moringa seed oil. Inspired by this discovery and my deep connection to my homeland, I embarked on a mission to create an all-natural skincare line infused with the nourishing benefits of moringa. Each product reflects not only the beauty of Nicaragua's landscape but also a commitment to sustainability and holistic well-being.

“Inspired by this discovery and my deep connection to my homeland, I embarked on a mission to create an all-natural skincare line infused with the nourishing benefits of moringa.”

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Our brand of organic skincare stands out in the industry for our unwavering commitment to sustainability and clean beauty principles. Unlike other brands, we source our key ingredient, moringa oil, directly from Nicaragua, where it's cultivated on a sustainable farm near the breathtaking Volcano Mombacho. By prioritizing local sourcing, we reduce our carbon footprint and support the communities that nurture this precious resource.Additionally, our dedication to clean beauty means that our products are free from harmful chemicals, synthetic fragrances, and toxins, ensuring they're gentle on both your skin and the environment. We prioritize transparency in our ingredients, carefully selecting only the purest botanicals to deliver unparalleled results.With every purchase, you're not just investing in effective skincare – you're joining us on a journey to promote sustainability, preserve natural ecosystems, and celebrate the beauty of Nicaragua's biodiversity.

What are your brand values?

My brand values include:

Sustainability: My brand prioritizes sustainable practices, sourcing ingredients responsibly and reducing environmental impact.

Connection to Roots: I have a deep connection to my homeland of Nicaragua, which inspires my brand's mission and product development.

Community Support: We support local communities in Nicaragua by sourcing ingredients from sustainable farms, fostering economic growth and empowerment.

Clean Beauty: Our brand is committed to clean beauty principles, formulating products free from harmful chemicals and synthetic ingredients.

Transparency: We value transparency in ingredient sourcing and product formulation, ensuring customers know exactly what they're putting on their skin.

Holistic Well-being: Our brand promotes holistic well-being, emphasizing the importance of natural ingredients for both skincare and environmental preservation.

Walk us through your development process — from ideation to the product we see on the shelf.

Inspiration and Ideation:It all started with a magical moment during my trip to Nicaragua. I stumbled upon the incredible moringa seed oil near Volcano Mombacho, and that's when the idea hit me – why not create a skincare line that celebrates the beauty of natural ingredients while supporting sustainability and community empowerment?

Research and Formulation:I immersed myself in research, diving deep into the benefits of moringa seed oil for skincare and haircare. Working closely with experts, we experimented with formulations, carefully selecting botanicals to complement its properties.

Sourcing and Sustainability:Building relationships with local farmers in Nicaragua was key. We made sure to source our ingredients ethically, supporting sustainable agriculture practices and preserving the environment around Volcano Mombacho.

Product Development and Testing:We went through rounds of testing to ensure our products were effective, safe, and delightful to use. It was crucial that they met not just our standards, but also the expectations of our customers.

Packaging Design and Branding:Collaborating with designers, we crafted packaging that reflects the natural beauty of Nicaragua and communicates our commitment to sustainability. Using eco-friendly materials was a no-brainer for us.

Regulatory Compliance and Certification:Navigating regulations was challenging, but we made sure our products met industry standards and obtained certifications for organic and cruelty-free practices. Transparency and ethical sourcing were non-negotiable for us.

Manufacturing and Production:Working closely with trusted manufacturers, we oversaw every step of the production process to maintain quality and integrity. Ethical labor practices and sustainable manufacturing were at the forefront of our operations.

Launch and Marketing:Finally, it was time to share our skincare line with the world. We used storytelling and authentic messaging to connect with our audience, inviting them to join us on our journey towards sustainability and clean beauty.

Feedback and Iteration:Customer feedback has been invaluable. We listen closely to their insights and continuously refine our formulations to deliver the best skincare experience possible, all while staying true to our brand values.

What are your hero ingredients?

Our hero ingredient is a no brainer. Cold-pressed moringa seed oil offers a range of benefits for skincare and haircare:Rich in Antioxidants: Moringa seed oil is packed with antioxidants like vitamin E, which help combat free radical damage and protect the skin from environmental stressors, delaying signs of aging.Nourishing Moisture: Its lightweight texture makes it easily absorbed into the skin without clogging pores, providing deep hydration and leaving the skin feeling soft and supple.Anti-inflammatory Properties: Moringa seed oil contains anti-inflammatory compounds that soothe irritated skin, making it ideal for calming redness, inflammation, and conditions like acne or eczema.Promotes Collagen Production: The oil stimulates collagen synthesis, promoting skin elasticity and firmness, which can help reduce the appearance of fine lines and wrinkles over time.Balances Oil Production: Despite being an oil, moringa seed oil can help regulate sebum production, making it suitable for all skin types, including oily and acne-prone skin.Protects Against UV Damage: It contains natural sun-protective properties, shielding the skin from harmful UV rays and preventing sun damage when used as part of a skincare routine.Strengthens Hair: When applied to the hair and scalp, moringa seed oil nourishes and strengthens the hair follicles, promoting healthy hair growth, reducing split ends, and adding shine.Soothing Scalp Treatment: Its anti-inflammatory properties can also alleviate scalp irritation and dandruff, leaving the scalp feeling calm and hydrated.Overall, cold-pressed moringa seed oil is a versatile ingredient that offers numerous benefits for both skin and hair health.

Other than your company, what is something you are passionate about?

Beauty has always been my passion, driving me to explore and create in the world of cosmetics for over two decades. As a makeup artist and medical esthetician, I've had the privilege of witnessing the transformative power of beauty firsthand. It's not just about enhancing appearances; it's about empowering individuals to feel confident and comfortable in their own skin.Through my years of experience, I've honed my craft, learning the artistry of makeup application and the science behind skincare. I've worked with clients from all walks of life, each with their unique beauty concerns and goals. Whether it's a subtle enhancement for a special occasion or a comprehensive skincare regimen for long-term results, I approach each client with dedication and care.My passion for beauty goes beyond surface-level aesthetics. It's about understanding the intricacies of skin health, the psychology of beauty, and the importance of self-care. From mastering the latest makeup trends to staying abreast of advancements in skincare technology, I'm committed to continuous learning and growth in my field.Ultimately, my goal is to share my expertise and passion for beauty with others, whether through personalized makeup sessions, skincare consultations, or developing innovative products with my skincare company. Beauty isn't just about what you see on the outside – it's about nurturing confidence, self-expression, and inner well-being. And that's what drives me every day in my journey as a makeup artist and medical esthetician.

“Beauty isn't just about what you see on the outside – it's about nurturing confidence, self-expression, and inner well-being. And that's what drives me every day in my journey as a makeup artist and medical esthetician."

What is one major lesson you learned about running a business?

One major lesson I've learned from running my own business is the importance of resilience. It's not always smooth sailing; there are inevitable challenges, setbacks, and unexpected hurdles along the way. But what truly matters is how we respond to these obstacles.Through the ups and downs of entrepreneurship, I've learned to adapt, pivot, and persevere in the face of adversity. It's about staying resilient, maintaining a positive mindset, and embracing failure as an opportunity for growth. Each setback is a lesson in disguise, offering valuable insights that shape our journey and make us stronger, more resilient individuals.Running a business has taught me that success isn't measured by the absence of challenges, but by our ability to overcome them. It's about staying focused on our goals, staying true to our values, and never losing sight of the passion that drives us forward. And with resilience as our guiding force, there's no obstacle too great to overcome on the path to success.

What are some challenges you have overcome with your brand?

As the founder of my skincare brand, I've faced numerous challenges along the way, each presenting its own set of obstacles to overcome. One of the biggest challenges has been establishing credibility and trust in a highly competitive market. As a newcomer, gaining recognition and standing out among established brands required innovative marketing strategies, transparent communication, and consistently delivering high-quality products. Navigating the complexities of sourcing sustainable ingredients has also been a significant challenge. Ensuring ethical practices, maintaining quality, and meeting regulatory standards while sourcing moringa seed oil from Nicaragua demanded meticulous attention to detail and strong partnerships with local farmers.Building brand awareness and expanding our reach has been another hurdle. From creating a cohesive brand identity to developing effective marketing campaigns, we've had to be creative and resourceful in our approach, leveraging social media, influencer partnerships, and word-of-mouth referrals to grow our customer base.Financial sustainability has also been a challenge, especially in the early stages of the business. Balancing investment in product development, marketing, and operations while managing cash flow required careful budgeting, strategic planning, and sometimes making tough decisions to prioritize long-term growth over short-term gains.Despite these challenges, each obstacle has presented an opportunity for growth and learning. Through perseverance, dedication, and a commitment to our core values, we've been able to overcome these challenges, strengthen our brand, and continue to make a positive impact in the world of skincare.

What would you say is your most effective marketing channel? Has it changed over time?

My most effective marketing channel has been social media, particularly Instagram. It has been instrumental in building brand awareness, engaging with customers, and driving sales. Initially, our strategy focused on creating visually appealing content that showcased the natural beauty of our products and highlighted our commitment to sustainability and clean beauty.Over time, we've evolved our approach to leverage Instagram's features more effectively. We've invested in influencer partnerships to reach a wider audience and collaborate with like-minded individuals who align with our brand values. We've also embraced Instagram's shoppable posts and Stories to make it easier for customers to discover and purchase our products directly from the platform.As Instagram's algorithm and user behavior have changed, we've adapted our content strategy accordingly, experimenting with new formats, hashtags, and engagement tactics to stay relevant and maintain visibility in an increasingly competitive landscape. Despite the challenges, Instagram remains our most effective marketing channel, continually evolving and providing new opportunities for us to connect with our audience and grow our brand.

Give us the backstory of your brand’s name. 

The story behind my brand's name, Oilùj, is a serendipitous tale that unfolded in the quiet hours of the morning. It all started when I found myself awake at 4 am, gazing at a photograph hanging in my bedroom. As I looked at the image, something caught my eye – the reflection of my name, Julio, written backwards.In that moment of clarity, I realized that the first three letters of my name spelled out the word "oil." It struck me as incredibly fitting, considering the cornerstone of my skincare line is the nourishing moringa seed oil sourced from Nicaragua.Inspired by this revelation, I knew I had found the perfect name for my brand. Oilùj not only pays homage to my identity but also symbolizes the natural, transformative power of oil-based skincare. It's a reminder of the beauty that can emerge from unexpected moments of inspiration, even in the stillness of the early morning hours.

What would you like to see for your company's future?

In the future of my brand, I envision continued growth and impact on both a local and global scale. I aspire to see Oilùj become a household name, synonymous with high-quality, sustainable skincare that celebrates the natural beauty of Nicaragua and beyond.I envision expanding our product line to include a diverse range of skincare solutions, each formulated with the finest natural ingredients and backed by rigorous research and development. Our commitment to sustainability will remain unwavering, with initiatives to further reduce our environmental footprint and support local communities in Nicaragua. I also see Oilùj as a leader in the clean beauty movement, inspiring others in the industry to prioritize transparency, ethical sourcing, and eco-conscious practices. Through innovative marketing campaigns and strategic partnerships, we'll continue to connect with our audience and share our message of beauty, wellness, and sustainability. Ultimately, I hope to leave a lasting legacy with Oilùj – not just as a skincare brand, but as a beacon of inspiration for others to follow their passions, make a positive impact, and embrace the beauty of natural living.

What do you think is the most prominent concern in the beauty industry? 

In my view, the most prominent concern in the beauty industry is the need for greater transparency and accountability. Consumers are increasingly demanding products that are not only effective but also ethical, sustainable, and safe for both people and the planet.There's a growing awareness of the environmental impact of traditional beauty products, from excessive packaging to harmful ingredients and unethical sourcing practices. As a result, consumers are seeking out brands that prioritize transparency in ingredient sourcing, production methods, and social responsibility.Issues such as greenwashing – where companies mislead consumers by claiming their products are more environmentally friendly than they actually are – have also heightened skepticism among consumers. This underscores the importance of authenticity and integrity in brand communication and marketing.Furthermore, there's a push for greater inclusivity and diversity in the beauty industry, with calls for representation across a wider range of skin tones, body types, and identities. Brands that fail to embrace diversity risk alienating a significant portion of their customer base and falling behind in an increasingly inclusive market.Overall, addressing these concerns requires a holistic approach that prioritizes ethical sourcing, transparent communication, environmental stewardship, and inclusivity. Brands that can authentically embody these values will likely thrive in an industry that's evolving to meet the demands of today's conscious consumers.