We had the good fortune of connecting with Sheena Walker and we’ve shared our conversation below.
Hi Sheena, can you tell us about what you are most excited or proud of in terms of the business you’ve built?
Vinyl Cosmetics is actually celebrating it’s three year anniversary as of today and that alone is something I’m extremely proud of! Over the past few years since launching the business there are many things that have made me proud from amazing collaborations, joining forces with our sister company Bete Noire, new packaging, growing our wholesale business, vending incredible events, and expanding our product assortment. But I think what has been most rewarding to me personally has been our incredible customers. I spent most of my career in the cosmetics industry in retail management or freelance artistry and there is nothing more rewarding for me than going to events and seeing customers reactions in person. Or reading customer reviews about how our Thunder Kiss Liquid Lipsticks are their favorite lip product or Vinyl Cosmetics is their favorite lip brand. It’s been over a decade now since I started building on the idea of having one of the best liquid lipsticks on the market. To some of our customers that is a reality and that makes me so proud of accomplishing my goal of why I started the company.
Let’s talk shop? Tell us more about your career, what can you share with our community?
In addition to owning Vinyl Cosmetics I also have a full-time job as as a field marketing specialist in the motorcycle industry in which I run events and store marketing across half of the country. If there’s one thing about me, I breathe motorcycles so helmet-proof makeup was a must for me. Needless to say there is never a dull moment in my life. I absolutely love it! I’ve done everything from event director, retail management, real estate, marketing, buying, wholesale account executive, and sales in my career. My background and skill set are very diverse which I has really helped me as an entrepreneur. One of the biggest challenges in my career and my life has been the fact that I have bipolar disorder. For many years, I didn’t speak about it because of the stigma. I’m actually working a YouTube channel around mental health and am launching another business called Electric Moon Co. this month. My goal is to bring awareness and help stop the stigma. While being bipolar is extremely challenging, it also helps give me the drive and ideas that I have and some of the attributes I love most about myself. I’ll be sharing my experiences and what helps me with my own mental wellness. Part of the proceeds of the business will be donated to rotating mental health organizations. As they say, when you love what you do, you never work a day in your life. While I’m usually working seven days a week, I feel blessed that I’m passionate about all I do and wouldn’t change it for anything.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Well let’s be real… it’s LA. Traffic is a thing. I’d plan out the week by hitting a different area each day. I’ve lived everywhere from downtown to the valley to west LA and everywhere in between. I’d definitely have to do a beach day and take the coast from Venice to Malibu. It’s one of my favorite rides on my motorcycle as well. Neptune’s Net is always a spot I love to go since I’m pretty casual. I would want do a day trip up to Burbank and hit Magnolia for some shopping and coffee at Romancing the Bean. Then maybe pop down to Hollywood to go out at night and hit the Cahuenga bars like Burgundy Room. A downtown trip would definitely be in order. Do some shopping down Santee Alley during the day then hit the bars and a restaurant at night. I also love mountains and the outdoors and Angeles National Forest is amazing. Angeles Crest Hwy is one of my favorite motorcycle rides and you don’t even feel like you’re in LA anymore. It’s a great way to escape the city and get in touch with nature while still being close to home.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’ve developed some incredible relationships and friendships with other business owners over the years that truly inspire me every day. I wouldn’t be as successful without their support and encouragement. I want to give a big shoutout to my business partner Alicia Rau who has become my wing-woman in Vinyl Cosmetics over the last year since we joined forces! I’m so appreciative of all the hard work she puts into the company and grateful for everything she does while maintaining another business and raising a family.