What does it take to turn an idea into a successful natural cosmetics brand? And what superpower would you sometimes need along the way?
After 15 years as a beauty editor, Julia Schauer took the leap into entrepreneurship and founded Queen of Green – a natural cosmetics brand that combines sustainability and beauty. After two years of development, 124 product samples, and a lot of persistence, her first lip balm was born, followed by a growing line of products. What started as a vision quickly became a mission.
Queen of Green has already achieved some remarkable milestones. Was there a particular change or decision in recent years that played a key role in this success?
Not a single decision, I would say – rather many small ones. For example, it was crucial from the very beginning to use high-quality, expensive raw materials and custom-printed packaging, even though it was and still is financially challenging. But that’s what makes my products stand out from the competition.
Another important decision was always to stay connected, whether through coaching, mentoring, or exchanges with other founders. Discussing challenges, ideas, and experiences not only leads to solutions but often sparks new ideas and collaborations.
“A strategy is necessary because the future is unpredictable.” Do you agree with the quote? What kind of strategy are you pursuing with your business?
Strategy is definitely a great thing – especially when it’s flexible. That’s something I’ve learned over the past few years: make a plan, but be ready to change it. That’s not always easy, especially if you like things to be “perfect.”
So yes, my strategy keeps evolving – and I think that’s a good thing. Right now, I’m once again in the process of figuring out the right strategy to help my business continue to grow and thrive.
The financial overview I created with Petra Wolkenstein from Konsultori is a great help in this regard. Because if I don’t have my finances under control, I can’t develop a strategy, let alone adapt it to the situation.
When you’re facing a difficult business decision, what helps you most – or who do you turn to for advice?
As I mentioned, I really need exchange and conversation. As a solo entrepreneur, it’s often tough because you have to make every final decision on your own. That’s why I think it’s so important to have trusted advisors – people I can rely on 100%.
Sometimes, hearing too many opinions can be overwhelming – that’s a mistake I’ve made more than once. That’s when it helps to have a business coach who knows how to guide you through.
If you could choose any superpower, what would it be?
My superpower would be light speed. Then I’d finally have enough time to do everything on my daily to-do list – and even tackle the “long-term” list.
Since I don’t have any superpowers (yet), I have to make do with what I can get done in a day – and sometimes that means crossing things off the list that just aren’t that important. Or moving them from the daily list to the long-term one…
What are you most proud of?
That I didn’t give up when things got tough. When everything’s going well, it’s easy to run a cosmetics brand. But at every stage, there are small or big setbacks, and sometimes it feels tempting to just stop.
But I’m far too stubborn for that. So yes, I’m proud of my stubbornness – and that I’m not afraid to ask for help when I need it. And of course, I’m proud of my “Queens”!