Growing up with problematic skin, Connie Strazzeri struggled with the fact that in order to protect and nourish her skin with high-quality products, it would cost a small fortune.
“Many drugstore brands, while affordable, use harmful chemicals in their products that are harsh on the skin, or offer reverse effects,” said Connie. “So as an adult with acne, I gave into the cost and tried all the high-end serums, scrubs, moisturizers, and oils. I had chemical peels, facials at fancy spas, laser treatments and tried special products directly from dermatologists.”
However, after trying out multiple products and treatments but experiencing little (if any) success, Connie began engaging in her own research to develop her own natural and affordable solution for troubled skin.
“Studying skincare became an obsession and thus began my research to learn as much as I could about the body, natural remedies and a holistic approach to skincare,” said Connie. “So after 18 months of studying, testing, designing, Delia Skin Care was born (in late 2019).”
Locally-made in Toronto with all-natural formulations that are safe and beneficial for problematic and sensitive skin, Connie says that Delia’s mission is to provide luxury and effective skincare at affordable prices.
What were you doing prior to Delia Skin Care? And what inspired you to create your own unique skincare line and begin this entrepreneurial journey?
Before I launched Delia Skin Care, I was working with my family. We owned a local boutique grocery store in Toronto which I spent all my life in. I’ve always had an entrepreneurial side in me which I wanted to explore with a business I was passionate about. I loved the local community our family business had created and knew I wanted something similar.
Aside from the business aspect, I’ve had a passion for skincare since I could remember. Growing up, I didn’t have the greatest skin. I was always breaking out – even started developing white blotches around my mouth. I was too young to afford laser treatments, let alone a dermatologist and prescriptions. I started experimenting with natural ingredients which I had easy access to from our grocery store. I became obsessed with creating different products and loved that it wasn’t doing my skin any harm.
When I got older, I started experiencing breakouts again as life became more stressful. I thought “Ok, something is wrong now. Maybe I need a professional”. I tried every dermatologist in the area, all sorts of harmful and drying prescriptions, laser treatments and any type of facial you could think of. NOTHING worked! Back to the basics…I started formulating on my own again.
When I was 24, my father was talking about selling the family business while I was waiting for my homemade face mask to dry and it hit me! A SKINCARE LINE! That’s when Delia Skin Care was born.
What research/education did you engage in to develop the formulations in your products?
I had always done extensive research on my own regarding skincare products and ingredients. I asked the professionals tons of questions as well. The more I learned, the more I kept wanting to know. I realized the information was endless, so I took a natural skincare course and became a certified skincare formulator!
What makes Delia Skin Care different from other skincare brands?
Delia Skin Care is different from other brands because it’s extremely personal and close to my heart, making it something no one can replicate. Everything I’ve created has also come directly from my consumer side and not my entrepreneurial side.
What would I want to use on my face?
What do I look for in products?
What would I pay for certain things?
With these questions and my own opinion in mind, I’d branch out and take surveys from potential customers. I worked hard to create a completely inclusive skincare line. Each product can be used for all skin types so no one is left out. Every ingredient was carefully chosen and each formula was carefully thought out. Our product descriptions and website are extremely transparent – nothing to hide here! I wanted everyone to be able to understand what each product does and which one would work for them, even those who are not “skincare junkies” like myself. I packaged each product so they’re easy to identify. No product looks the same but yet everything is cohesive. Find our Refreshing Facial Mist quickly by its signature cucumber pictures or our Balancing Serum by the bright sunflowers, and so on.
What inspired the name ‘Delia Skin Care’?
I wanted Delia to be something that represents me and I can stand by 100%. The name ‘Delia’ is the name of my father’s hometown in Sicily. My grandmother lived there and I was never able to see her as much as I’d like so I decided I wanted to keep her close through my brand. The packaging is also extremely meaningful as I got my favourite person in the world to hand sketch them – my little brother.
What do you love most about being an entrepreneur/small business owner?
I love being able to know exactly what is going on in every aspect of my business. I’m constantly forced to challenge myself and think outside the box. I also love the ability to learn new things everyday from myself and from others. The Delia community is so warm and welcoming and I love being part of it every day.
What is your favourite thing about being a small business owner/entrepreneur?
I love the flexibility of running my own business online. I can set my own schedule and work around the needs of my family. It can be really easy to work too much but I’ve found a good work-life balance that I hadn’t had before starting my own business.
What’s some great feedback you’ve received from customers thus far?
I’ve had wonderful feedback from customers! I’ve heard people receiving compliments daily about the glow on their face. Even things as simple as knowing people incorporate 2-3 of our products in their daily routine is so rewarding. The area we get the most feedback in is our packaging which brings my brother and I huge smiles. People love how simple our packaging and ingredients are. I couldn’t be happier with the responses towards Delia.