After working extensively for four years on social media and content production for beauty and tech companies, Brooke Hanmer branched out on her own. She started Pseudo Labs, a collective of unique, original and universal cosmetics derived from science.
Can you share the most interesting story that happened to you since you started your career? What were the main lessons or takeaways from that story?
COVID-19 has hit us hard. We decided to observe the numbers and keep everything the same. Ads ran, our capital continued to diminish and the conversions came to a screeching halt. The turn was alarming to say the least. We had to adapt and find a way to take this time and make something of it. We had spent prior months growing as rapidly as possible and less of our time connecting with customers and collaborators. After deciding to have both customers and influencers take our Instagram over to go live with our followers and theirs we learned so much from taking the time just to listen. It really has been such an amazing opportunity in such a dire situation. We’ve learned the work is never done, and even on the darkest days light will present itself if you let it.
Can you share a story about the biggest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
We were about two years into prototypes and beginning production. The closest competitor we had kept a close eye on us via social media during these two years. We were excited to launch in February of 2019 and announced it on our social outlets. Feb 2nd we were sent a cease and desist letter from our competitor’s lawyer. After reviewing it with our lawyers, we realized someone had dropped the ball when it came to registering the trademark. It was a heart-wrenching lesson learned. After getting through the thick year of rebranding and new production, we were thrilled with the new image we had built for ourselves. While it was an expensive lesson, we believe all lessons are here to teach you something no matter how hard they are. We like to consider it a favor from our competitor.
When it comes to health and wellness, how is the work you are doing helping to make a bigger impact in the world?
Pseudo Labs is vegan, hypo-allergenic, gluten free and cruelty-free. We have a come as you are acceptance and want our customers to be the best them they can be rather than adhering to the average beauty standard.
Can you share your top five “lifestyle tweaks” that you believe will help support people’s journey towards better wellbeing? Please give an example or story for each.
Schedules are life changing. Five years ago I began sticking to a day-to-day. It gave my mind a break from always trying to decide what was next. I was able to spend that time working towards more productive things.
A lot of folks think oversleeping is a bad thing. Your body will tell you when it’s tired, Listen. A rested body goes a long way. I’ve struggled with the whole“I’ll just stay up and get it done now so I don’t have to do it tomorrow” thing. It can’t compare to just shutting down for the night and picking back up where you left off the next morning.
Anything that makes you feel less than good, get rid of it! Social media, relationships, eating habits, work. It’s easier said than done but you’ll be amazed at how quickly your mind begins to make room for more positives.
I started scheduling chores and meals into my work load. If it’s in my ToDoist app it will get done. Prior to using ToDoist my life was in shambles. A good list will get you where you want to go.
I stopped beating myself up when my body was beat from PMS. Two days out of the month my brain was blank and I couldn’t get work done no matter how hard I tried. I use those two days to decompress, take my pup to the beach, cook or what have you. Just simply do what I wanted to be doing rather than stare at a screen and do nothing. Some days, it’s just best to listen to you body.
If you could start a movement that would bring the most amount of wellness to the most amount of people, what would that be?
Mental health is very important to us. Inclusivity within the beauty community would change a lot for those within it. We hope to continue to inspire those who have yet to embrace what they were naturally given rather than pursuing what they don’t already have.
Sustainability, veganism, mental health and environmental changes are big topics at the moment. Which one of these causes is dearest to you, and why?
While we are vegan and eco-friendly, sustainability is at the top of our list right now. Cosmetics aren’t a basic human need. It’s important for everyone, but mostly those that aren’t a critical life necessity, to take up as little of the earth as possible for the least amount of time.