CConversations: Emily Oliveira, Founder of Nu Beauty
Welcome to CConversations - a new series on the CC Edit to connect with content creators, brands, and business owners in the industry around starting their business, living life beyond a 9-5 job and creative entrepreneurship.
In this CConversation we dive into a few different topics with Emily Oliveira, content creator and owner + founder of skincare brand Nu Beauty.
We discuss some hot topics such as Emily’s sacred morning routine, details on her brand + social strategy and the creative and brand development of Nu Beauty.
In July 2021, I became increasingly familiar with Emily and her brand Nu Beauty, when she utilized our Moodboard Exploration 001 Template. It was apparent that her content was thoughtful, integrated strategy, and took command of her audience. This was all in addition to being a business owner. How does she do it all? I thought I’d ask her myself.
As someone who started their career in the corporate world and transitioned into a full-time content creator, Emily captivates her loyal audience by sharing her love for wellness, travel, and personal growth, while visually documenting her morning routines and everyday experiences. Relatable and honest in her content, Emily shines on social to her growing community, drawing everyone in wanting to learn more.
From mindfulness to manifestation, mantras to self-care, Nu Beauty is a brand that represents more than just a skincare line. They highlight the importance of self-love through their products and social media. This more generalized focus has supported Nu Beauty in withstanding a global pandemic. Their social media has created a space that prioritizes their audience’s wellness with a focus on self-development. With the support of her social team, Emily has been able to grow organically and foster a loyal audience where their customer aligns with more than just their excellent product, they associate with the aura, community and messaging of the brand.
Emily has humanized her brand and allowed for her community to tap into her everyday life by showing up intentionally and having a strong presence on social media. For emerging entrepreneurs, the power of an online presence independent of your brand account is undeniable. It offers audience members a personal connection to the brand, strengthens their story and gives the community a snapshot of day-to-day life. Documenting her everyday rituals and routines before jumping into work tasks, Emily sets herself up for success with a solid morning routine. For Emily, this essentially acts as her daily wellness routine and consists of a few strictly maintained steps to ensure her day starts on a positive note and productivity is high. “I start every morning by saying "today is going to be an amazing day". I grab a cup of coffee and my notebooks and sit outside. I begin with the 5-minute journal and then use a blank journal to free form my thoughts. Depending on my mood (happy, overwhelmed, stressed, excited, etc) I'll follow different journal prompts to set up my day for success. I read my current book for 30 mins or I go for a walk and listen to a podcast. Once I'm back home, I meditate for 15 mins and then I start my first meeting”.
Emily’s consistency and connection to her morning routine is encouraging and have proven to inspire her audience to show up and get in a groove that works for them. As a true advocate for all things wellness, she describes: “this morning routine works for me and allows me to start every single day with myself in mind. I put my mental and physical health first before I dive into a day of meetings and work. Nu Beauty often talks a lot about self-care and how that looks different for everyone. I've challenged myself to find a routine that works best for my mental health and that will ultimately set me up for a productive day”. Maintaining rituals that boost and inspire you is the goal and by prioritizing your mental and physical health you can show up and be the best version of yourself for your brand and team. At CCURATE we talk a lot about the value of Brand Wellness. Good health encompasses all facets of life, including your brand and it requires you to be authentic and intentional which is something demonstrated by Emily and Nu Beauty.
In a competitive industry with a lot of noise I was curious, how does Emily stay authentic and intentional while maintaining a strong social and brand strategy? “This is such a great question because it's definitely something that is constantly evolving. I find that when ideas or content get hazy, I go back to my why. Why am I doing what I'm doing? What drives my passion? What message or meaning am I trying to get across? I often take a moment to self-reflect and remember that every piece of content being created must ladder up to the social and brand strategy - this goes for both my personal brand and Nu Beauty.”
When chatting about creative and brand development, Emily shares that the biggest challenge is to continuously come up with new, relevant ideas to stay top of mind in a very saturated market. While many are quick to state the Instagram algorithm is against them, the Nu Beauty team is realistic and uses data to look into the core of their content and double down on what their audience responds well to. Emily is passionate that “skincare truly isn't a one size fits all”, she goes on to share “so we don't act like it is, we pride ourselves on having a very diverse group of creators that we often turn to for feedback”. This ability to reflect on what’s working well and what could be improved upon, while still being open to feedback from various avenues, supports the constantly growing and evolving relationship with their loyal audience.
If you’re looking for a feel-good community where your voice can be heard then Nu Beauty is for you! Emily emphasizes that “Nu Beauty is for everyone”. While creating diverse, fun-loving content, the team is passionate that they want every person to come on to their website, Instagram, TikTok, etc., and resonate with the content they create. But how could you not…have you seen their Instagram reels?!
Emily’s social media successfully shares a behind-the-scenes view into the day-to-day of running Nu Beauty with her audience. Entrepreneurs, take note of this tactic, if you are proactive in utilizing this method, by the time you launch your brand you have built a strong community who feels they were a part of the development process. Emily’s ending sentiment for future entrepreneurs is to not get caught up in the competition. She shares: “create your brand identity, your why statement, and vision statement. When your judgement gets cloudy, or you find yourself in the comparison game, go back to where you started. Remind yourself what your goals are, what your vision is. Remind yourself why you started this journey and use that to fuel your passion and you back on the right track”.
So how does Emily do it all? We found out it starts with her morning routine, a non negotiable in the success of her mental, physical, and brand wellness. Followed by a great brand and products that have emerged from a place of intention. Finally, showing up everyday with a whole lot of strategy, planning, and the drive be the best version of herself! All practices that resonate with her loyal audience.
Find Emily Oliveira on Instagram @_emoliveira and Nu Beauty at nubeautycosmetics.com.