We had the good fortune of connecting with Diana & Lola Covarrubias and we’ve shared our conversation below.
Hi Diana & Lola, what’s something about your industry that outsiders are probably unaware of?
Something people might be surprised to learn about the beauty industry is that although majority of the consumers identify as women most cosmetic brands are owned by men. They might also be unaware that the beauty industry is one big monopoly, meaning one big company owns multiple cosmetic brands and therefore the money is always going to the same type of people. Even when beauty brands are named after women most of the time they are being used as a marketing technique and are only the “face” of the brand while the majority stakeholders are men. We only ever see this not be true when it comes to small independently owned brands and that is why we think if we really want to see diversity in the business world we need to support and give chances to more small businesses.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Covar Beauty started as a dream from two Latina sisters with a passion for all things beauty. We know that the best way to make dreams come true is to put in the work…so we’re doing it. What sets us apart is our genuine love for makeup and our believe that everyone should feel beautiful regardless of age, race, gender or economic background; everything else in the surface is an artistic form of expression that we should be able to explore without judgment. That is why our motto is “Naturally beautiful. Everything else is art.” What we are most proud of is that we haven’t quit. Starting a small business is HARD, specially when you come from nothing meaning we had no prior business knowledge and no capital for our business. We see a lot of small businesses start and end within a year and we are now going into three years in business and still can’t believe how far we’ve come. We’ve gotten this far with lots of “si se puede” energy, it’s not easy but we already knew it wasn’t going to be and maybe going in expecting hardship is why we haven’t quit. It’s all been through trial and error. Something else that really helps us too is the encouragement from our customers. When the challenges start feeling too much or we start questioning ourselves someone will message us or visit one of our pop ups and tell us how much they love our products or that we’re inspiring, it renews our energy.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If we were hosting a friend from out of town we would definitely take them to one of the many weekend small business pop up events around LA because it’s such a local experience they’ll definitely find something new to love. Then it would be a must to stop by El Mercadito in East LA for the food. Also stopping by Whittier Blvd on a weekend to try to catch some classic cars cruising down the street. Another must is going to see the architecture in Downtown LA and getting some drinks in one of the rooftop bars. Then walking around by La Placita Olvera and visiting La Plaza de la Cultura y Arte to admire the art in exhibit. Going to Little Tokyo for sushi and mochi is also one of our favorite things to do in LA. Visiting Koreatown for an all you can eat Korean BBQ is always a delicious experience. And because what would a visit to LA be without a stop at the beach we probably would take them to Long Beach, it’s one of our favorite beach cities in LA. We would take them to play with our dogs at Rosie’s Beach, a walk around the Shoreline Village for the cute little shops and maybe some skating or a bike ride around the Lion’s Lighthouse for Sight.
Who else deserves some credit and recognition?
First an foremost, the people who deserve all the recognition for everything we do is our parents who immigrated to this country in order for us to have the opportunities we do. Who although grew up with the typical machista believes we see be prominent in a lot of brown households, they always encouraged us and gave us the space to be our own person. Thanks to that we were able to foster our creativity, find our passions and see ourselves leaders. We also would want to give credit to the latinx community who are our main consumers, they were the first to give our brand a chance and their support and encouragement is what keeps us going.
Picture of both of us was taken by Eduardo from 4Blades Photo Pasadena